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Merkle_2018年Q2数字营销报告(英文版)2018.7_30页

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TABLE OF CONTENTSMERKLE DIGITAL MARKETING REPORT Q2 20182DISPLAY & PAID SOCIALPAID SEARCHAMAZON ADSCSESORGANIC SEARCH & SOCIAL EXECUTIVE SUMMARY 03 PAID SEARCH 05 ORGANIC SEARCH & SOCIAL 16 DISPLAY & PAID SOCIAL 20 AMAZON ADS 24 ABOUT MERKLE & METHODOLOGY 30Click on the icons at the top of each page to jump between sections quickly. COMPARISON SHOPPING ENGINES 27EXECUTIVE SUMMARYMERKLE DIGITAL MARKETING REPORT Q2 20183 PAID SEARCH·Google search spending grew 18% Y/Y in Q2 2018, as clicks grew 7% and CPCs rose 10%. Phonespending grew 37%, but desktop spending slowed to 12%.·Google Shopping ad spending grew 31% Y/Y in Q2 2018, while text ad spending grew just 6%. Forretailers, Google Shopping ads – also known as Product Listing Ads (PLAs) – produced 59% of allGoogle search ad clicks in the quarter. Investment growth for Google search ads decelerated for the third straight quarter, but spending still camein 18% higher Y/Y in Q2 2018. Since late 2017, search advertisers have seen average Google cost perclick (CPC) growing faster than ad clicks, but advertisers are still generating positive returns from Googlesearch, as the revenue per click produced by their Google ads has also increased across key segments. One driver of this improved Google search ad performance has been the increasing role that audiencetargeting has played in the past year. In Q2 2018, 37% of Google search ad clicks were impactedby Google’s specic audience targeting products, including: remarketing lists for search ads (RLSA),Customer Match, and similar audiences. This rate was up from 21% of clicks a year earlier. Google Shopping ads also remain a growth engine for Google, as spending on Google Shopping ads wasup 31% Y/Y in Q2 2018, more than ve times the rate of growth for Google text ads. Impression growth forShopping ads has been robust, likely directly cannibalizing impressions for text ads, which have shownweak to declining growth in recent quarters, even on mobile. After two very strong quarters, Bing and Yahoo search ad spending growth decelerated sharply in Q22018, despite accelerating click growth, as CPC growth dropped from a 17% increase Y/Y in Q1 to a 10%decline in Q2. Bing Product Ad CPCs have been depressed by rapid mobile growth, but CPCs are alsotrending lower across individual device types. Facing stronger year-ago comps, Google organic search visit growth still improved nearly three pointsbetween Q1 and Q2 2018, coming in at 2.4% Y/Y growth in Q2. Bing organic search visits fell 12% in Q22018, but that marked a big improvement from the previous quarter, which came despite accelerating Bingad click growth. Site visits produced by YouTube grew nearly 300% Y/Y in Q2 2018, while Instagram-produced visits rose236%. Facebook, which accounted for a majority of social media-driven site visits in Q2 2018, produced8% Y/Y visit growth in the quarter, down from 19% in Q1 2018. Instagram also signicantly outpaced Facebook in terms of Y/Y ad spend growth, 177% to 40%, asimpressions on Instagram more than tripled. As has been the case for the last two quarters, pricingcontinued to drive Facebook ad spend growth, as impressions fell 17% Y/Y. YouTube ad spend grew 189%Y/Y for advertisers investing in the platform since last Q2. Amazon search ads continue to grow rapidly, with Sponsored Products spend up 165% and HeadlineSearch Ads spend up 162% Y/Y for the quarter. Sponsored Products continue to account for the vastmajority of Amazon search investment, with 88% spend share in Q2, and they also drive the highest salesper click for advertisers among Amazon’s search formats. DISPLAY & PAID SOCIALPAID SEARCHAMAZON ADSCSESORGANIC SEARCH & SOCIALEXECUTIVE SUMMARYAMAZON ADS·Amazon Sponsored Products spend grew 165% Y/Y in Q2 2018, while Headline Search Ads grew 162%.Sponsored Products continue to account for the vast majority of Amazon search spend, with HeadlineSearch Ads and Product Display Ads accounting for just 12% of spend combined.·Clicks from both Sponsored Products and Headline Search Ads convert at about three and a half timesthe rate of Google Shopping ads, looking across all brands bidding on either format. DISPLAY & PAID SOCIAL·Facebook spend, excluding Instagram, grew 40% Y/Y, even as impressions fell 17%. Quarterly mobiletrafc share for Facebook eclipsed 90% for the rst time for Merkle advertisers in Q2 2018.·Instagram spend grew 177% Y/Y as impressions more than tripled. While Instagram remains smallerthan Facebook for brands advertising on both, the gap got smaller from Q1 to Q2 2018. ORGANIC SEARCH & SOCIAL·Total site visits driven by organic search rose 2% Y/Y in Q2 2018, with phone visits growing nearly 11% inthe quarter. Desktop organic search visits fell 5% in Q2 2018, an improvement from recent averages.·The share of all site visits produced by organic search was down slightly from Q1 to Q2 2018, but haslargely stabilized in the last three quarters. On mobile devices, organic search produced 24% of site visitsin Q2 2018.·Social media produced 3.7% of all site visits in Q2 2018, up from 2.9% a year earlier. On mobile devices,social media sites produced 4.6% of site visits in Q2 2018. Mobile devices accounted for over 77% of sitevisits driven by social media platforms in Q2 2018. MERKLE DIGITAL MARKETING REPORT Q2 20184·Average CPC for advertiser brand name keywords jumped 30% Y/Y in Q2 2018. Brand CPCs havespiked in recent quarters, after falling by as much as 13% Y/Y in 2017.·Bing Product Ad click growth accelerated to 110% Y/Y, but CPCs declined more sharply Y/Y. Withsimilar CPC trending for text ads, total Bing and Yahoo search spending growth decelerated to 11% Y/Y,despite improving click growth.·Phones and tablets produced 60% of search ad clicks across all platforms and 64% of Google clicks.iOS devices and desktop Safari alone produced 47% of Google clicks. COMPARISON SHOPPING ENGINES·Traditional comparison shopping engines continue to struggle to nd traction on mobile devices, as 89%of all CSE clicks came from desktop in Q2 2018, a gure that has remained roughly the same over thepast couple of years.·Advertisers that continue to compete on CSEs saw sales from these platforms fall 23% Y/Y, a gure thatdoes not reect the advertisers which have given up on CSEs in recent years. DISPLAY & PAID SOCIALPAID SEARCHAMAZON ADSCSESORGANIC SEARCH & SOCIAL 。。。。。。