Merkle’s Q1 2021 Digital Marketing Report Indicates Growth Trajectory Across the Industry

Google paid search growth accelerated in Q1, with spend increasing 20% Y/Y. This quarter marked the highest increase since the start of the pandemic, driven by 21% Y/Y click growth at stable CPCs (-1% Y/Y). Google search spending by travel advertisers increased by 5% Y/Y while Y/Y click declines improved from 14% in Q4 2020 to 10% in Q1 2021. Retail and consumer goods continued to experience Y/Y growth across clicks, spend, and CPC from increased e-commerce demand.
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