Uploaded on

2012年Q2移动搜索营销报告

2012年Q2移动搜索营销报告

More in: Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
555
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. WHITE PAPER Online Advertising Report Key Trends & Insights April – June, 2012
  • 2. Online Advertising Report – Key Trends & Insights – April - June 2012 Table of Contents Introduction 3 Research Methodology 3 US Findings 4 UK Findings 13 Eurozone Findings 15 Facebook Findings 17 Conclusion 18 About Marin 19 Copyright © 2012 Marin Software, Inc. All rights reserved. 2
  • 3. Online Advertising Report – Key Trends & Insights – April - June 2012 Introduction The second quarter of 2012 unveiled some important paid-search trends across the US, UK and Eurozone. On a year-over-year basis, advertisers increased click volumes and in some cases faced increased competition and higher costs per click. We continued to see a larger percentage of advertisers using phrase and exact type of keyword matching, and realizing strong performance gains as a result. Our data also suggests that adver- tiser adoption of tablet devices for paid-search advertising is accelerating and showing signifi- cantly better performance than similar campaigns on desktop computers. Lastly, Facebook maintained its click through rate and cost per click across the US, UK and Eurozone. In light of recent and upcoming changes to Facebook’s online advertising offerings, these metrics may start to shift. Research Methodology To uncover key trends for the second quarter of 2012, we sampled the Marin Global Online Ad- vertising Index, which includes over 1,800 advertisers and agencies that invest over $4.0 billion annually in biddable media through the Marin platform. The Marin Global Online Advertising Index consists of enterprise-class marketers—larger advertisers and agencies who spend in ex- cess of $1 million annually on paid-search, social, and display. As such, our data sample and findings skew towards the behavior of larger organizations and more sophisticated advertisers. We kept the study longitudinal by focusing on a representative set of advertisers who have been active on Marin for the previous five quarters, and measuring key performance indicators (KPIs) on a year-over-year (YoY) and quarter-over-quarter (QoQ) basis. Unless otherwise mentioned, all of the analysis in this study refers to trends in the search (versus content) network. Wherever possible, we used medians and indexed values to more clearly highlight overall trends instead of absolute values. This allows us to mitigate the effects of outliers, and make the findings more representative of the performance of the typical Marin client. In Q1 2012, we rebuilt our client index data pool as part of an annual data refresh. This could result in slight variations in prior quarter data that we’ve reported previously, but will make the analysis and findings more representative. Copyright © 2012 Marin Software Inc. All rights reserved. 3
  • 4. Online Advertising Report – Key Trends & Insights – April - June 2012 US Findings: 1. Overall Performance: On an annual basis, US advertisers saw paid-search click volume rise by 19% accompanied by an 18% increase in impression volumes. Cost per click (CPC) also increased by 3.4% from $0.89 in Q2 2011 to $0.92 in Q2 2012. The higher cost per click can largely be attributed to a few specific industries where higher competition and seasonality played a factor. Overall, marketers maintained the click through rate (CTR) year on year versus Q2 2011. Copyright © 2012 Marin Software Inc. All rights reserved. 4
  • 5. Online Advertising Report – Key Trends & Insights – April - June 2012 2. Google Maintains its Market Share for Search Spend: According to Comscore, 66.7% of all US-based search queries were conducted on Google during May 2012. During this same period, Yahoo! was at 13.4% and Microsoft at 15.4%. Despite having 66.7% of the overall US search volume, Google monetized its searches more effectively—account- ing for 81% of paid-search spend and 80% of all paid clicks during the same period. On a year-over-year basis for Google, we saw a 13% increase in clicks with impression volumes only rising 10%. In addition, our clients saw a 3% increase in the CTR on Google. Copyright © 2012 Marin Software Inc. All rights reserved. 5
  • 6. Online Advertising Report – Key Trends & Insights – April - June 2012 On Yahoo and Bing, the story was largely about continued investment but a higher CPC. On a year over-year basis, advertisers saw 14% higher click volumes, coupled with a 22% jump in the CPC and a 5% increase in the CTR. The following charts outline how search performance characteristics differ across Google and Yahoo! and Bing. Copyright © 2012 Marin Software Inc. All rights reserved. 6
  • 7. Online Advertising Report – Key Trends & Insights – April - June 2012 3. Performance by Keyword Match Type: Our analysis shows gains in efficiency over the past year have been a result, in part, of advertiser efforts to refine match types. Refining match types from broad to phrase or exact increases relevance and the CTR for keywords, thus improving quality scores and lowering costs. In the past year, search marketers have increased their use of exact match, growing exact match click-share by 3% while increasing share of ad spend for exact match by 1%. The following charts indicate year-over-year change in paid-search metrics by match type, and demonstrates the effectiveness of exact match from both a CTR and a CPC perspective. 4. Industry-Specific Trends: While it’s helpful to understand the broader context of how paid search is evolving at a macro level, the reality is that different industries can demonstrate fun- damentally different trends. To that end, we looked at the behavior of seven different industries and uncovered some new and unexpected trends. This section provides insights on representa- tive values for CTR and CPC across seven verticals, and industry-specific trends for key metrics. Copyright © 2012 Marin Software Inc. All rights reserved. 7
  • 8. Online Advertising Report – Key Trends & Insights – April - June 2012 Auto – Paid-Search Trends B2B – Paid-Search Trends Copyright © 2012 Marin Software Inc. All rights reserved. 8
  • 9. Online Advertising Report – Key Trends & Insights – April - June 2012 Education – Paid-Search Trends Finance – Paid-Search Trends Copyright © 2012 Marin Software Inc. All rights reserved. 9
  • 10. Online Advertising Report – Key Trends & Insights – April - June 2012 Healthcare – Paid-Search Trends Retail – Paid-Search Trends Copyright © 2012 Marin Software Inc. All rights reserved. 10
  • 11. Online Advertising Report – Key Trends & Insights – April - June 2012 Travel – Paid-Search Trends 5. Device Targeting & Performance: While Desktops and Laptop computers still command the vast majority of search spend, we are starting to see positive trends as marketers explore new platforms to extend their reach. Device targeting, in particular, is showing promise as smart- phones and tablets become increasingly popular around the world. To provide context around usage patterns and spend allocation, the charts below show how click and spend share was segmented across our client base during June 2012. Copyright © 2012 Marin Software Inc. All rights reserved. 11
  • 12. Online Advertising Report – Key Trends & Insights – April - June 2012 Smartphone and tablet devices accounted for an 18% share of clicks and a 14% share of spend during June 2012. Growth in consumer adoption has been a strong driver of click volume growth on mobile devices. Additionally, spend allocations on mobile devices are growing quickly as marketers realize solid performance across both smartphones and tablets. The following charts compare CTR and CPC across desktops, smartphones, and tablets for June 2012. While device targeting may not be relevant for all advertisers, marketers should evaluate their target demographic and, where appropriate, leverage the performance and cost effectiveness of targeting ads to tablet or smartphone users. Copyright © 2012 Marin Software Inc. All rights reserved. 12
  • 13. Online Advertising Report – Key Trends & Insights – April - June 2012 UK Findings: 1. Overall Performance: On an annual basis, UK advertisers saw paid-search click volumes rise by 52% accompanied by an 85% increase in impression volumes. Meanwhile, cost per click remained flat while the click through rate declined. The increasing volume of impressions indi- cates the continued growth of search advertising for marketers in the UK. 2. Performance by Keyword Match Type: Similar to the trends in the US, search marketers in the UK have taken advantage of the performance of Exact Match keywords. The following charts show the annual change in paid-search metrics by match type, and demonstrate the effective- ness of Exact Match for both CTR and CPC. Copyright © 2012 Marin Software, Inc. All rights reserved. 13
  • 14. Online Advertising Report – Key Trends & Insights – April - June 2012 3. Device Targeting & Performance: Whereas the US shows comparable spend on smartphones and tablets, UK search marketers are spending more on tablet devices as a percentage of total budgets. Mobile devices accounted for 20% share of clicks and 13% share of spend throughout June 2012 in the UK. The following charts compare CTR and CPC across devices during June 2012. Overall, CTR in the UK is higher than the US. In particular, tablet devices show nearly 50% higher CTR at 4.4% in the UK versus 3.0% in the US. Copyright © 2012 Marin Software, Inc. All rights reserved. 14
  • 15. Online Advertising Report – Key Trends & Insights – April - June 2012 Eurozone Findings: 1. Overall Performance: Over the last year, advertisers in the Eurozone saw paid-search click volume rise by 49% accompanied by a similar increase in impression volumes. This trend indi- cates the continued growth of search advertising for marketers in the Eurozone. Meanwhile, CPC rose by 25% from €0.32 in Q2 2011 to €0.40 in Q2 2012, implying increased competition and opportunities for optimization. 2. Performance by Keyword Match Type: The paid-search spend by match type for the Eurozone shows broad match keywords in the lead with 50% of budgets and exact match at just over 30%. In regards to paid-search clicks by match type, exact match keywords saw an increase in click- share of 12% in the Eurozone from 42% to 47% over the last year. Copyright © 2012 Marin Software, Inc. All rights reserved. 15
  • 16. Online Advertising Report – Key Trends & Insights – April - June 2012 3. Device Targeting & Performance: The Eurozone shows a lower share of spend and clicks on mobile devices as compared to the US and UK. However, search marketers in the Eurozone are aligned with their counterparts in the UK in regards to spending more on tablets versus smart- phones. In conjunction with the US and UK, the CTR for campaigns on smartphones outpaces those on computers and tablets in the Eurozone. Unlike the other markets, the CPC for clicks coming from tablets in the Eurozone is on par with that of computers while in the US and UK, advertis- ers saw a lower cost per click for ads on tablet devices. Copyright © 2012 Marin Software, Inc. All rights reserved. 16
  • 17. Online Advertising Report – Key Trends & Insights – April - June 2012 Facebook Findings: US and Eurozone advertisers saw a higher CTR on Facebook than advertisers in the UK. In regards to costs, US and UK advertisers experience a higher CPC than their Eurozone counter- parts. Copyright © 2012 Marin Software, Inc. All rights reserved. 17
  • 18. Online Advertising Report – Key Trends & Insights – April - June 2012 Conclusion: On a year-over-year basis, click volume increased across the US, UK and the Eurozone. With fluctuat- ing economic factors, exchange rates and increasing mobile usage, online advertising displayed vary- ing results in the different geographies. In the US (and other geographies as well), Google continued its search dominance by garnering 81% of US spend share and 80% of US click share while controlling 66.7% of overall US search volumes. Despite falling behind in overall click share, Yahoo! and Bing are continuing to show growth in click volume and cost per click. The past year has also seen advertisers improve efficiency by increasing usage of exact and phrase match keywords. Tools such as Marin greatly simplify the process of keyword expansion and auto- mated bid calculation for large keyword sets, and enable search marketers to focus on more strategic objectives such as keyword refinement. Lastly, we found that ads shown on tablets and smartphones, while still in the early stages of adoption relative to desktop computers, are showing strong and accelerating gains in search share, while deliv- ering quality performance with a higher than average CTR. As these devices become more widespread and marketers develop smarter targeting strategies, we expect to see an ever increasing percentage of ad spend funneled towards smartphones and tablets. Copyright © 2012 Marin Software, Inc. All rights reserved. 18
  • 19. Online Advertising Report – Key Trends & Insights – April - June 2012 About Marin Software: Marin Software provides the leading digital ad management platform, with over 1,800 brands managing more than $4.0 billion in annualized ad investments on Marin. Offering an in- tegrated platform for search, social, display, and mobile marketing, Marin helps advertisers and agencies improve financial performance, save time, and make better decisions. Head- quartered in San Francisco with offices worldwide, Marin Software provides technology that powers marketing campaigns in more than 160 countries. For more information, please visit: http://www.marinsoftware.com. United States EMEA APAC San Francisco United Kingdom Singapore 123 Mission Street 1st Floor, Orion House, One Raffles Quay 25th Floor 5 Upper St Martin’s Lane, North Tower, Level 25 San Francisco, CA 94105 London, WC2H 9EA 048583 415-399-2580 +44 (0)203 595 1595 Tel: +65 6622 5888 New York France Japan 215 Park Avenue South Actualis Level 2 L3rd Floor, Sanno Park Tower Suite 1801 21 and 23 Boulevard Haussmann 2-11-1 Nagata-cho New York, NY 10003 Paris 75009 Chiyoda-ku Tel: (646) 490-2427 Tel: +33 1 56 03 66 44 Tokyo 100-6162 Tel: +81 3 6205 3000 Chicago Germany Australia 140 S. Dearborn Street Am Kaiserkai 1 Level 31 Suite 300-A 20457 Hamburg RBS Tower @ Aurora Place Chicago, IL 60603 Tel: +49 40 80 80 74-522 88 Phillip Street Tel: (312) 267-2083 Sydney NSW 2000 Tel: +61 (0)2 8211 0553 Copyright © 2012 Marin Software, Inc. All rights reserved. WP221_07102012 19