Latitude and Econsultancy SEM Benchmark Report Highlights

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Search marketing in 2014 is much more than paid clicks and SEO content. Latitude have partnered with Econsultancy to produce the 2014 SEM Benchmark Report which gives statistical data and invaluable …

Search marketing in 2014 is much more than paid clicks and SEO content. Latitude have partnered with Econsultancy to produce the 2014 SEM Benchmark Report which gives statistical data and invaluable insight into the changing face of Search Engine Optimisation and PPC Marketing in the UK, including how the channels are integrating with the wider marketing mix. Here are the highlights.

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  • 1. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   PART OF THE CALLCREDIT INFORMATION GROUP . SEM Benchmark Report Launch Brought to you by Latitude and Econsultancy #SEMreport14
  • 2. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Today’s Agenda Welcome Presentation Panel Discussion Networking Drinks
  • 3. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Introducing… Richard  Gregory   Managing  Director   La1tude   Linus  Gregoriadis   Research  Director   Econsultancy  
  • 4. In  associa1on  with  La1tude     hDp://ecly.co/uk-­‐sem-­‐14   Linus Gregoriadis Research Director Econsultancy linus@econsultancy.com @linusgreg Richard Gregory Managing Director Latitude @SmartRich http://econsultancy.com http://latitudegroup.com UK  Search  Engine   Marke8ng  Benchmark   Report  2014  
  • 5. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Budgets   Measuring  success   Trends  
  • 6. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   •  Eighth  annual  UK  Search  Engine   Marke8ng  Benchmark  report   •  Online  survey  in  March  and  April   •  More  than  700  respondents,  including:   •  445  client-­‐side  marketers •  265  supply-­‐side  respondents •  Across  a  wide  range  of  business  sectors   Background
  • 7. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Budgets   Measuring  success   Trends  
  • 8. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Investment in paid search buoyant 26%   of  total  marke1ng  budget  is  spent  on   paid  search   55%   spending  more  than  £50,000  on  paid   search  per  year   58%   increasing  their  paid  search  budget  over   the  next  12  months,  the  highest  since   2008  
  • 9. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   58%   55%   53%   43%   0%   10%   20%   30%   40%   50%   60%   70%   Paid  search  (pay  per   click)   SEO   Social  media   marke1ng   Display  adver1sing   Paid search compared to other channels
  • 10. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   According to IAB, display showed biggest growth in 2013
  • 11. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   What are the barriers to successful PPC? 12%   12%   16%   19%   23%   27%   28%   32%   33%   Low  volume   Poor  quality  traffic   Lack  of  know-­‐how   Poor  tracking   Lack  of  internal  resource   Poorly  conver1ng  website   Lack  of  budget   Strength  of  compe11on   Keywords  too  expensive   The  market  for   keywords  has   become  increasingly   saturated  
  • 12. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Companies  procras8na8ng  over  introduc8on   of  mul8-­‐territory  search  campaigns     Credit:  h*ps://www.flickr.com/photos/calsidyrose/  
  • 13. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Use of agency to run international PPC 13%   14%   18%   19%   12%   12%   15%   14%   74%   73%   67%   67%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   2013   2014   2013   2014   Mul1lingual   Mul1-­‐territory   Using  now   Planning  to  use   No  plans  to  use  
  • 14. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Use of agency to run international PPC 13%   14%   18%   19%   12%   12%   15%   14%   74%   73%   67%   67%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   2013   2014   2013   2014   Mul1lingual   Mul1-­‐territory   Using  now   Planning  to  use   No  plans  to  use  
  • 15. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Percentage of paid search budget spent on mobile search 4%   7%   9%  9%   14%   15%   0%   2%   4%   6%   8%   10%   12%   14%   16%   2012   2013   2014   Companies   Agencies  
  • 16. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Is digital marketing budget bolted on to your above-the-line media spend? 26%   31%   43%   0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   Yes,  as  fixed  budget   Yes,  as  flexible  budget   based  on  ROI   No,  it  is  a  separate   budget  
  • 17. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Only 13% of responding companies have marketing budgets rigidly split by channel 13%   43%   44%   0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   50%   Yes,  our  budgets  are   rigidly  split  by  channel   Yes,  but  there  is   flexibility  to  shid  from   one  channel  to  another   based  on  ROI   No,  our  digital  marke1ng   budget  is  not  split  out  by   channels  
  • 18. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Length of agency contracts 13%   25%   36%   26%   26%   23%   14%   27%   46%   38%   33%   34%   5%   3%   5%   3%   9%   11%   11%   10%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   SEO   Paid  search   Display  adver1sing   Social  media   marke1ng   3  months  or  less   4-­‐6  months   12  months   24  months   Other  
  • 19. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Length of agency contracts 13%   25%   36%   26%   26%   23%   14%   27%   46%   38%   33%   34%   5%   3%   5%   3%   9%   11%   11%   10%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   SEO   Paid  search   Display  adver1sing   Social  media   marke1ng   3  months  or  less   4-­‐6  months   12  months   24  months   Other  
  • 20. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Measuring  success   Budgets   Trends  
  • 21. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Are you confident you are tracking your ROI as effectively as you would like? 44%   37%   20%   53%   45%   30%   44%   31%   24%   0%   10%   20%   30%   40%   50%   60%   Paid  search     SEO   Social  media  marke1ng   2012   2013   2014   -­‐14%   -­‐6%   -­‐9%  
  • 22. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Barriers to effective social media marketing 19%   23%   25%   25%   27%   44%   46%   Lack  of  internal   buy-­‐in   Company  poli1cs  /   culture   Lack  of  know-­‐how   Proving  the   business  case   Lack  of  budget   Lack  of  internal   resource   Measuring  success   12%   16%   19%   20%   25%   40%   46%   Company  poli1cs  /   culture   Lack  of  internal  buy-­‐in   Lack  of  internal   resource   Lack  of  know-­‐how   Proving  the  business   case   Lack  of  budget   Measuring  success   Barriers to effective display advertising
  • 23. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Are  companies  aMemp8ng  to   improve  their  tracking  ability?     Credit:  h*ps://www.flickr.com/photos/bradhoc/  
  • 24. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Do you have a definitive tracking solution to measure consistently across channels? 36%   64%   Yes   No   Only  36%    say  ‘yes’  
  • 25. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Is analytics investment keeping pace?     l  39%  of  companies   increasing  budgets  for   analy1cs,  with  a  further   59%  keeping  budgets  the   same.     39%   59%   2%   Increase   Stay  the  same   Decrease  
  • 26. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   The  propor1on  of  companies  confident  in  their   ability  to  track  SEO  ROI  effec1vely   31%  
  • 27. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   [not  provided]  
  • 28. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Keyword  ‘not  provided’  share  hits  93%     in  Google  Analy8cs    
  • 29. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   [not  provided]           “Encrypted  Google  keyword   data  means  it  is  difficult  to   analyse  ROI,  even  on  brand   PPC.”     Survey  respondent        
  • 30. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Trends   Budgets   Measuring  success  
  • 31. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Investment in CRO on the rise     60%   38%   2%   Increase   Stay  the  same   Decrease   l  Three  in  every  five   companies  will  be   increasing  CRO  spend  
  • 32. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   “Companies  are  becoming  increasingly   savvy  about  the  folly  of  spending  more   on  search  markeDng  without   simultaneously  invesDng  in  conversion   rate  opDmisaDon.”      
  • 33. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved  
  • 34. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved       “Reach  people  in  the  moments  that   maFer  across  all  devices  with  smarter   ads  that  are  relevant  to  their  intent  and   context  all  within  a  single  enhanced   campaign.”     Google      
  • 35. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   What impact has Enhanced Campaigns had on your paid search? 14%   9%   25%   53%   0%   10%   20%   30%   40%   50%   60%   Posi1ve  impact   Nega1ve  impact   No  impact   Don't  know  
  • 36. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved       “This  is  a  mixed  bag.  When  the  adverts   went  live,  Google  defaulted  it  so  that   they  made  more  money  which  is  not   good.  However,  once  you  get  to  grip  with   the  filters,  they  do  allow  for  beFer   targeDng.”     Survey  respondent      
  • 37. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved       “Average  bids  went  up,  so  we  lost   relaDve  posiDon  compared  to  before  the   change,  presumably  as  device-­‐specific   bidding  was  then  merged  into  one.”     Survey  respondent      
  • 38. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   47%   41%   36%   34%   30%   24%   22%   19%   9%   0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   50%   Proportion of companies currently using different tactics
  • 39. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   25%  of  companies  have  not  engaged   with  Google+  since  its  launch  
  • 40. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Most organisations are not taking full advantage of Google+ 3%   11%   10%   26%   32%   32%   38%   33%   36%   84%   2%   25%   4%   19%   19%   22%   26%   26%   28%   65%   Other   None  of  the  above   Organised  a  public  Google  Hangout  represen1ng  your  brand   Encouraged  staff  to  set  up  individual  accounts  on  Google+   Linked  Google+  dashboard  to  Google  Analy1cs   Linked  Google+  account  to  AdWords  campaigns   Added  videos  and  images  to  your  Google+  local  pages   Researched  impact  on  search  engine  visibility   Encouraged  customers  to  share  and  endorse  content  on  Google+   Created  Google+  brand  page(s)   Companies   Agencies  
  • 41. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Summary •  Companies  con9nue  to  invest  heavily  in  search  and   related  channels. •  Marketers  need  be?er  understanding  of  ROI  from   individual  marke9ng  channels  and  combina9ons  of   channels.   •  Welcome  focus  on  conversion  rate  op9misa9on  as   companies  ensure  that  marke9ng  spend  is  not  wasted.  
  • 42. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Thank you Download  the  full   Econsultancy  /  La8tude  UK   Search  Engine  Marke8ng   Benchmark  Report     hMp://ecly.co/uk-­‐sem-­‐14