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Search Market Overview 2013 by Augustine Fou Digital Consigliere


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Search Market Overview 2013 by Augustine Fou Digital Consigliere

  1. 1. Search MarketOverview Dr. Augustine Fou April 2013-1- Augustine Fou
  2. 2. Digital Ad Revenues $36.6B Source: IAB 2012 Annual Report-2- Augustine Fou
  3. 3. IAB Full Year 2012 Report Search is part of “Performance” $24.2B $11.7B Source: IAB 2012 Annual Report-3- Augustine Fou
  4. 4. Search vs Other Ad Formats $16.9B is search-4- Augustine Fou
  5. 5. Paid Search vs Organic (SEO) Distribution of Search Clicks Distribution of Marketing Spend SEO PPC SEO PPC 89.5% 10.5% 10.8% 88.8% $1.4B $11.9B 2009 figures 13% 87% Est 2012 figures $2.2B $14.7B Clicks from organic search (SEO) account for 90% of all clicks; yet budgets for SEO only account for a little over 10% of the search spending. Source: SEMPO-5- Augustine Fou
  6. 6. What Search Marketers Do Source: Forrester via eMarketer October 31, 2012-6- Augustine Fou
  7. 7. Related Articles Percent of Ecommerce from Mobile By: Augustine Fou, March 27, 2013 Smartphone Penetration Exceeds 50 Percent By: Augustine Fou, Mar 21, 2013 Percent of Site Traffic from Mobile By: Augustine Fou, March 30, 2013 Digital is a Philosophy By: Augustine Fou, March 31, 2011-7- Augustine Fou
  8. 8. Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing their marketing across traditional and digital channels. Within digital, depending on the nature of the product or the client’s industry, we also optimize allocation of budget between impression-based formats and performance based ad formats.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: Slideshares: LinkedIn: @acfou Augustine Fou
  9. 9. APPENDIX-9- Augustine Fou
  10. 10. Local Search – Mobile vs Desktop Source: BIA/Kelsey via eMarketer March 30, 2013- 10 - Augustine Fou
  11. 11. Click Through Rates (CTRs)of Digital Ads with sub-types Search Display Social Ads are based on Display ads are Display ads with keyword typed by served next to massive number user, served at the content that the of impressions; moment they are user is interested “Junk” quality looking for info. in. and super-low prices and CTRs Organic Paid Portals Network CTR 10-90% 1-10% 0.1-1% 0.01-0.1% 0.001-0.01%- 11 - Augustine Fou