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Amazon Prime Day’s surprising effects on Google AdWords performance
Columnist Andy Taylor dives into Merkle advertiser performance data to explore the impact of Amazon's recent Prime Day sale.
Prime Day is now Amazon’s largest sales day of the year, growing more than 60 percent YoY and surpassing last year’s Black Friday and Cyber Monday, according to Amazon’s numbers. With so much shopping activity, many retailers now see ripple effects across different marketing channels stemming from Amazon’s big sales day, which was held on July 11 this year.
This is certainly true of paid search, where retail brands (somewhat surprisingly) saw stronger conversion rates on Prime Day, and less meaningful shifts, such as bumps in search partner impression share. Here, we’ll dive into advertiser performance and what it means for Prime Day expectations moving forward.
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