2017年Q3数字营销报告（英文版）

报告摘要

DMR Q3 2017 Summary

Core Content Overview

This report provides a detailed analysis of the performance of digital marketing activities in Q3 2017, focusing on paid search, organic search & social media, display & paid social, marketplaces & CSEs, and the methodology used by Merkle for tracking digital marketing metrics.

Key Insights

Paid Search

Overall Paid Search Spending Growth: Increased by 22% Y/Y in Q3 2017, up from 20% in Q2.
CPC Growth: Accelerated to 4% in Q3, driven by improved performance and bid strategies.
Google Search Ad Growth: Rose 24% Y/Y, with PLA spending up 47% and text ads up 15%.
Bing & Yahoo Combined Growth: Increased by 6% Y/Y, marking the first positive growth in two years.
Device Trends:
- Desktop continues to be the largest spend contributor, with CPC growth reaching 16% Y/Y.
- Phone CPC growth was 4%, while tablet CPCs continued to decline.
- Phones accounted for 49% of Google paid search clicks, up from 52% in Q2.
- Google’s share of US phone search ad clicks remained strong at 97%.
Audience Targeting: Google’s audience targeting features like Customer Match, RLSA, and similar audiences accounted for over 20% of Google search ad clicks, showing strong performance in terms of CTR, conversion rate, and AOV.
PLA Performance:
- PLAs outperformed text ads in terms of revenue per click.
- PLA click share for non-brand search increased to 77% in Q3.
- Mobile PLA growth was 55% Y/Y, while desktop PLA growth was 42% Y/Y.
Brand vs. Non-Brand:
- Brand keyword CPCs declined by 13% Y/Y, while non-brand CPCs rose.
- Brand keyword spend fell by 2% Y/Y despite a 12% click increase.
- Non-brand text ad spend grew 28% Y/Y, but click growth slowed.

Organic Search & Social

Organic Search Visits: Fell 3% Y/Y overall in Q3, with tablet and desktop visits declining by 11% and 10% respectively.
Mobile Organic Search Visits: Accounted for 54% of total organic search visits, up from 51% in Q2.
Google's Share of Organic Search: Rose to 95% of US mobile organic search visits and 91% of all US organic search visits.
Social Media: Generated 4% of all site visits in Q3, with 74% of these coming from mobile devices.
Direct Visits: Showed similar trends to organic search, indicating potential misattribution of traffic.

Display & Paid Social

Facebook Ads: Spent grew 40% Y/Y in Q3, down from 56% in Q2.
Mobile Dominance: Mobile accounted for 70% of Facebook ad spend, with News Feed ads driving 84% of clicks.
Traditional Display Ads: Grew 72% Y/Y, as advertisers expanded to 19% more platforms than a year earlier.
YouTube Ad Spend: Mobile accounted for 83% of all YouTube ad investment, compared to 46% for the Google Display Network (GDN).

Marketplaces & CSEs

Amazon PLA Participation: Remained limited, with impression share in home goods up but not expanding to other categories.
eBay Commerce Network (ECN): Accounted for 54% of US CSE spend in Q3, down from 68% in Q1 due to the removal of product ads from ebay.com.
PLA Click Share: Increased across most product categories, with apparel showing average growth and non-brand ads performing better than brand ads in terms of CTR and revenue per click.

Key Trends

Google Dominance: Google continues to dominate both paid search and organic search in the US, with 97% of phone search clicks and 91% of mobile organic search visits.
Mobile Growth: Mobile search ad spending and clicks are increasing, but tablet and desktop CPCs are declining.
Audience Targeting: Becoming more important, with audience clicks outperforming non-audience clicks in terms of CTR, conversion rate, and AOV.
Non-Brand Ads: Showed strong performance, particularly in PLA and Google Shopping, with non-brand PLA click share reaching 77% in Q3.
Bing & Yahoo: Showed improvement in search ad spending and clicks, but still lag behind Google in organic search and mobile traffic.

Methodology

Merkle uses a combination of tracking technologies and data analytics to measure the performance of digital marketing campaigns.
The report includes Y/Y and Q/Q growth comparisons, as well as device-specific and ad format-specific metrics.
It highlights the importance of audience targeting, CPC trends, and platform-specific performance in shaping digital marketing strategies.