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1、 2 Q4 2021 CPC Report 1 WALMART KEY FINDINGS:Walmart Connect Sponsored Ads click-through rates grew tremendously in 2021,increasing 200%year-over-year.Sponsored Ads cost-per-click decreased every quarter in 2021.Sponsored Ads return on advertising spend increased 41.7%year-over-year.2021 marked a hu
2、ge year of growth for Walmart Connect,making it the second-largest online retail media platform in the United States for sellers and brands seeking to expand their footprint beyond Amazon.Some of the biggest improvements in performance happened in Q2 of 2021,as Walmart merged their W and Pickup&Deli
3、very sites to streamline the shopping experience for consumers.As a result,this opened up more ad placement inventory and improved campaign relevancy for brands.This Q4 2021 CPC Report was sourced from Pacvues proprietary advertising database,which includes data from thousands of advertisers across
4、small,mid-sized,and large brands and every major product category.Q4 2021 CPC Report 2 Q4 2021 Trends Q4 2021 CPC Report 3 Walmart Connect Sponsored Ads click-through rates increased drastically each quarter in 2021 until Q4 when it dropped 15.63%.Click-through rates(CTR)increased dramatically for s
5、ponsored products throughout every quarter of 2021 until Q4 when it dipped 15.63%to a CTR of 0.27%.Overall,Sponsored Ads CTR grew tremendously in 2021,increasing 200%year-over-year.Q4 2021 CPC Report 4 Walmart Connect Sponsored Ads cost-per-click decreased every single quarter of 2021.Sponsored Ads
6、cost-per-click(CPC)decreased significantly throughout every quarter in 2021,most notably in Q2 when the W and Pickup&Delivery experiences merged and opened up new ad placements for many brands.CPCs for Sponsored Ads dropped another 9.68%in Q4 2021.This represents a total decrease of 31.15%year-over-
7、year,dropping from an average CPC of$1.22 for Sponsored Ads in Q4 2020 down to$0.84 in Q4 2021.Q4 2021 CPC Report 5 Return on Advertising Spend(ROAS)for Sponsored Ads increased every single quarter of 2021.Walmart Connect Sponsored Ads return on ad spend(ROAS)skyrocketed throughout every quarter in
8、2021.While ROAS only showed a 1.94%increase quarter-over-quarter in Q4,Sponsored Ads ROAS increased a whopping 41.70%year-over-year at$3.16.ROAS increased 9.27%on average each quarter in 2021.Q4 2021 CPC Report 6 Spend on Sponsored Ads grew 3.99%quarter-over-quarter.Average daily advertising spend f
9、or Walmart Connect Sponsored Ads showed a 3.99%increase quarter-over-quarter in Q4,meanwhile it showed modest dips in Q1 and Q3 of 2021.Spend on Sponsored Products increased 27.55%year-over-year in Q4 of 2021.Q4 2021 CPC Report 7 INSTACART KEY FINDINGS Sponsored Ads CPC increased 13.04%quarter-over-
10、quarter in Q4 of 2021 Return on Advertising Spend(ROAS)for Instacart Sponsored Ads increased steadily year-over-year Spend on Instacart Sponsored Ads fell a modest 8.34%year-over-year in Q4.As the global pandemic proved to be going nowhere anytime soon,in addition to the further rise of retail media
11、 in 2021,Instacart remained as one of the most rapidly growing marketplaces for consumer-packaged goods(CPG)advertisers looking to get their products in front of consumers.The online grocery delivery service is available to more than 85%of US households and 25,000+stores.As Instacart continues to ad
12、d additional retailers to its platform,there are more and more opportunities for brands in every category to take advantage of Instacart Ads.This Q4 2021 CPC Report was sourced from Pacvues proprietary advertising database,which includes data from thousands of advertisers across small,mid-sized,and
13、large brands and every major product category.Q4 2021 CPC Report 8 Q4 2021 Trends Q4 2021 CPC Report 9 Instacart Sponsored Ads click-through rates decreased each quarter in 2021.After increasing slightly in Q1 of 2021,click-through rates(CTR)for Instacart Sponsored Ads have fell consistently each qu
14、arter since.CTR for Sponsored Ads decreased 23.68%quarter-over-quarter in Q4 of 2021.Sponsored Ads CTR fell to.29%in Q4,decreasing a total of 43.14%year-over-year.While early adopters of Instacart advertising enjoyed relatively low competition on the site,performance metrics like CTR are starting to
15、 normalize to levels comparable to other eCommerce marketplaces.Q4 2021 CPC Report 10 Instacart Sponsored Ads cost-per-click took a dive in Q1 and plateaued for the remainder of 2021.Instacart Sponsored Ads cost-per-click(CPC)stood at an average of$1.44 in Q4 of 2020,before tumbling 27%to$1.05 in Q1
16、 of 2021 and has remained relatively flat every quarter since.Sponsored Ads CPC increased 13.04%quarter-over-quarter in Q4 of 2021,meanwhile CPCs decreased 27.78%year-over-year to an average of$1.04.Q4 2021 CPC Report 11 Return on Advertising Spend(ROAS)for Instacart Sponsored Ads increased every qu
17、arter of 2021 until Q4 when it took a modest dip.Instacart Sponsored Ads return on ad spend(ROAS)grew significantly in 2021.However,ROAS fell 9.38%quarter-over-quarter from$4.69 to$4.25 in Q4.Sponsored Ads ROAS grew 23.55%year-over-year,increasing$0.81 from an average ROAS of$3.44 in Q4 of 2020 to a
18、n average ROAS of$4.25 in Q4 of 2021.Q4 2021 CPC Report 12 Spend on Instacart Sponsored Ads grew 11.67%quarter-over-quarter.Average daily advertising spend for Instacart Sponsored Ads showed an 11.67%increase quarter-over-quarter in Q4;meanwhile it showed a total decrease of 8.34%year-over-year.The
19、rapid surge in COVID-19 cases beginning in the fall,combined with the holiday season online shopping spike,may have contributed to the increase in spend for Q4 of 2021.Contact us to set up a free demo and learn how to lower costs,stay ahead of the competition,and increase sales across Amazon,Walmart,Instacart,Criteo,and other ad platforms.To make sure you dont miss the latest news,product updates and best practices from the leading eCommerce marketplaces,follow the Pacvue Blog.