UK SEM Benchmark Rpt budgets, trends, challenges
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This document is a summary of the UK Search Engine Marketing Benchmark Report by Econsultancy and NetBooster. It finds that digital marketing budgets are expected to increase. There is a trend toward more integrated search, display, and social media campaigns. Content marketing is seen as increasingly important and distinct from SEO. Mobile search accounts for a growing portion of search budgets. Views are mixed on Google's Enhanced Campaigns. The impact of Google+ on search campaigns is still not widely understood.
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UK SEM Benchmark Rpt budgets, trends, challenges
- 1. Linus Gregoriadis Research Director, Econsultancy linus@econsultancy.com http://econsultancy.com The State of Affiliate Marketing: Budgets, Trends, Challenges UK Search Engine Marketing Benchmark Report In association with NetBooster http://econsultancy.com/reports/uk-search-engine-marketing- benchmark-report
- 2. | Search Engine Marketing Benchmark Report| 2 Budgets Integration Content marketing Enhanced campaigns Google+
- 3. | Search Engine Marketing Benchmark Report| 3 Methodology Online survey Seventh annual UK Search Engine Marketing Benchmark report Over 700 UK respondents, including: – 428 company marketers – 288 supply-side respondents Across a wide range of business sectors
- 4. | Search Engine Marketing Benchmark Report| 4 Budgets Integration Content marketing Enhanced campaigns Google+
- 5. | Search Engine Marketing Benchmark Report| 5 Digital marketing budgets set to increase Econsultancy / NetBooster UK Search Engine Benchmark Report http://econsultancy.com/reports/uk-search-engine-benchmark-report
- 6. | Search Engine Marketing Benchmark Report| 6 Has your budget for the following search engines increased or decreased this year?
- 7. | Search Engine Marketing Benchmark Report| 7 Social media sites companies have paid to advertise on
- 8. | Search Engine Marketing Benchmark Report| 8 Significant increases for LinkedIn and YouTube
- 9. | Search Engine Marketing Benchmark Report| 9 Budgets Integration Content marketing Enhanced campaigns Google+
- 10. | Search Engine Marketing Benchmark Report| 10 #MoMaMa “Modern marketing must be connected, joined-up and integrated ... across digital and classic skills.”
- 11. | Search Engine Marketing Benchmark Report| 11 Agencies are offering a fuller range of services Photo credit: www.komarketingassociates.com
- 12. | Search Engine Marketing Benchmark Report| 12 Significant increase in full-service agencies
- 13. | Search Engine Marketing Benchmark Report| 13 Search is becoming more integrated with display
- 14. | Search Engine Marketing Benchmark Report| 14 Search is becoming more integrated with display 58% of companies and 80 % of agencies … integrating paid search marketing with display
- 15. | Search Engine Marketing Benchmark Report| 15 Paid search and display integration: change since 2012
- 16. | Search Engine Marketing Benchmark Report| 16 Search is becoming more integrated with social
- 17. | Search Engine Marketing Benchmark Report| 17 Budgets Integration Content marketing Enhanced campaigns Google+
- 18. | Search Engine Marketing Benchmark Report| 18 #MoMaMa “We believe that content marketing and the focus on owned and earned media represents a fundamental shift in marketing that is more than a fad.”
- 19. | Search Engine Marketing Benchmark Report| 19 “Content marketing will become more important over the next 12 months.” 90%
- 20. | Search Engine Marketing Benchmark Report| 20 “Content marketing will become more important over the next 12 months.” 90% “Content marketing is its own discipline, like SEO or email marketing.”64%
- 21. | Search Engine Marketing Benchmark Report| 21 Relationship between SEO and content marketing
- 22. | Search Engine Marketing Benchmark Report| 22 Shifting SEO sands Photo credit: mikebaird on flickr
- 23. | Search Engine Marketing Benchmark Report| 23 Budgets Integration Content marketing Enhanced Campaigns Google+
- 24. | Search Engine Marketing Benchmark Report| 24 Proportion of budget spent on mobile search
- 25. | Search Engine Marketing Benchmark Report| 25 „Enhanced Campaigns‟ gets a mixed reception Photo credit: Zach Dischner on flickr
- 26. | Search Engine Marketing Benchmark Report| 26 Do you think Enhanced Campaigns will have a positive impact on paid search marketing?
- 27. | Search Engine Marketing Benchmark Report| 27 “It will allow us to manage our campaigns more effectively as they will be streamlined and I think it will be easier to make optimisations.”
- 28. | Search Engine Marketing Benchmark Report| 28 “More targeted with more relevant messaging.”
- 29. | Search Engine Marketing Benchmark Report| 29 “We rely on segmenting mobile, desktop and tablet campaigns to lower CPA and improve ROI.”
- 30. | Search Engine Marketing Benchmark Report| 30 “We are concerned that our non mobile-optimised site will result in dreadful conversion and could impact overall quality score.”
- 31. | Search Engine Marketing Benchmark Report| 31 Budgets Integration Content marketing Enhanced Campaigns Google+
- 32. | The State of Search Marketing| 32 The impact of Google+ is still not widely understood Photo credit: commons.wikipedia.org
- 33. | The State of Search Marketing| 33 Impact of Google+ on search campaigns
- 34. | The State of Search Marketing| 34 Action taken since launch of Google+
- 35. | The State of Search Marketing| 35 Agency perspective
- 36. | The State of Search Marketing| 36 Are you linking AdWords campaigns to your Google+ account?
- 37. | The State of Search Marketing| 37 Budgets Integration Content marketing Enhanced campaigns Google+
- 38. | Search Engine Marketing Benchmark Report| 38 Questions? Download this year’s full report http://econsultancy.com/reports/uk-search-engine-marketing-benchmark- report All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2013.
Editor's Notes
- This uncertainty is underscored by the fact that more than half (56%) of companies responding said that they didn’t know whether this new approach from Google will have a positive or negative impact. Around a fifth (21%) of in-company respondents and 35% of agency respondents said Enhanced Campaigns will have a positive impact, significantly outnumbering those who said this was a negative development (14% and 21% respectively)
- This uncertainty is underscored by the fact that more than half (56%) of companies responding said that they didn’t know whether this new approach from Google will have a positive or negative impact. Around a fifth (21%) of in-company respondents and 35% of agency respondents said Enhanced Campaigns will have a positive impact, significantly outnumbering those who said this was a negative development (14% and 21% respectively)
- This uncertainty is underscored by the fact that more than half (56%) of companies responding said that they didn’t know whether this new approach from Google will have a positive or negative impact. Around a fifth (21%) of in-company respondents and 35% of agency respondents said Enhanced Campaigns will have a positive impact, significantly outnumbering those who said this was a negative development (14% and 21% respectively)
- Research by GlobalWebIndex published in May 2013 claims that there are now 359 million active users of Google+, making it the second largest social platform in the world, well behind Facebook but significantly ahead of Twitter.
- What have you / your clients done since the launch of Google+?This survey shows that nearly half of client-side marketers say their companies have not taken any action since the launch of Google+, though the majority (75%) of agencies say their clients have typically created a Google+ branded page. Although more respondents than last year are aware of the impact of Google+, it is clear that most are not using it to a greater extent than creating a branded page, and more than half of companies and 50% of agencies are not linking AdWords campaigns to their Google+ accounts. The impact of Google+ is understood by a higher proportion of agencies this year, with those citing ‘don’t know’ when asked whether Google+ was having an effect on their clients’ campaigns decreasing greatly from 45% to 28%. The understanding of companies has increased to a lesser degree, with ‘don’t know’ answers decreasing by just 5%. Agencies remain ahead of in-company marketers when it comes to understanding Google+, a trend that was first identified in last year’s survey not long after its launch. In summary, many companies and agencies are not embracing Google+ to any great extent, something which is symptomatic of the separate treatment of social media and search by almost half of the responding companies. Google continues to innovate and focus efforts on its social features, though it remains to be seen when companies will seize the opportunity to integrate their search and social marketing activities.
- In summary, many companies and agencies are not embracing Google+ to any great extent, something which is symptomatic of the separate treatment of social media and search by almost half of the responding companies. Google continues to innovate and focus efforts on its social features, though it remains to be seen when companies will seize the opportunity to integrate their search and social marketing activities.