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Key Takeaways from the Q4 2024 Digital Ads Benchmark Report by Tinuiti

Here’s a snapshot of the key insights:

Steady Growth:Google search ad spending increased by 10% YoY, driven by a 7% rise in CPC.

Performance Max (PMax) campaigns now dominate, accounting for 67% of shopping ad sales.

Performance Max Adoption:Over 95% of Google Shopping advertisers use PMax campaigns, with nearly 30% of spending going to non-shopping inventory like video and text ads.

YouTube Trends:YouTube ad spend rose 7% YoY, with connected TVs capturing 39% of ad spend, up from 26% in 2023.

AI and Text Ads:Click-through rates rebounded in Q4, and spending on text ads increased 9% YoY, bolstered by Google’s AI-driven tools.

Holiday Impact:A late Thanksgiving shifted shopping activity, with Google Shopping ads seeing 20% sales growth during the week leading up to the holiday.

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