With loss of Yahoo and image search, Google Shopping search partner traffic nosedives
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 three-year stint in which some of Yahoo’s listings were powered by Google. The second was Google’s update to bring ads featured in image search out from the partner network and into the core Google Search Network.
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.