Click traffic from the Google search partner network took two major blows in early 2019. The first was Yahoo’s move to begin showing only Microsoft Ads-powered sponsored listings following a more than a
Here we evaluate a sample of long-standing Tinuiti (my employer) advertisers to assess the effects of these changes to the share of Google Shopping traffic coming from search partners, the relative value and cost of that traffic, and what it all means for advertisers.
Search partner click share falls dramatically across device types
As you can see from the chart below, search partner traffic once accounted for a significant share of Google Shopping clicks, and in August 2017 was at 16% for desktop. In August 2019, that figure was just 3%, with share on tablets and phones at 2% and 1%, respectively.