MERKLE-2018年Q1网络营销报告（英文）-2018.5-30页

报告摘要

Digital Marketing Report Summary

Core Content Overview

This report provides an in-depth analysis of digital marketing trends in Q1 2018, focusing on paid search, organic search, social media, display advertising, and the growing influence of Amazon and comparison shopping engines (CSEs). It highlights shifts in ad spend, click growth, cost-per-click (CPC) changes, and device-specific performance across major platforms like Google, Bing, Yahoo, and Amazon.

Paid Search Trends

Google Paid Search

Ad Spend Growth: Google paid search spend grew by 20% Y/Y, driven by a 13% increase in CPC.
Text Ads: Text ad spend grew by 4% in Q1, down from 15% in Q4. Brand keyword CPC growth accelerated to 28% Y/Y, up from 23% in Q4.
Shopping Ads: Google Shopping spend increased by 40% Y/Y, the highest growth since early 2016. Shopping ads now account for 60% of all Google paid search clicks for retailers.
Device Share: 55% of Google paid search clicks came from phones, while 39% of spend was from mobile devices. Phones and tablets accounted for 60% of all paid search clicks and 39% of spend.
Non-Brand Ads: Non-brand search ad spend grew by 17% Y/Y, with CPC rising 8%. PLA (Product Listing Ads) click share rose to 60%, up from 55% in Q4 2017.
Search Partners: Google search partner click share declined, contributing to improved click quality for advertisers.

Bing and Yahoo

Bing Ads: Bing Ads and Yahoo Gemini saw faster Y/Y spend growth than Google. Bing Product Ads grew by 64% in spend and 110% in clicks.
Organic Search Decline: Both Bing and Yahoo experienced their largest organic search visit declines in the report’s history, due to strong paid search growth.
Device Share: Phones accounted for 18% of Bing clicks, while desktop and tablet clicks were 39% and 26% respectively.

Organic Search & Social Media

Organic Search: Total organic search site visits were flat Y/Y, with phone visits up 8%, while desktop and tablet visits fell 6%.
Social Media: Social media sites accounted for 3.4% of all site visits, with 75% of these visits coming from phones and tablets.

Display & Paid Social

Facebook: Paid social spend grew by 48% Y/Y for the median advertiser, despite a 5% decline in impressions. CPC and CPM increased by 10% and 70%, respectively.
Instagram: Instagram spend grew by 62% Y/Y, with impressions doubling. However, it still accounts for only 9% of paid social spend compared to Facebook.
Audience Targeting: Audience-targeted ads now account for 34% of Google search ad clicks, up from 19% a year earlier, contributing to better conversion rates and revenue per click.

Amazon & Comparison Shopping Engines

Amazon Ad Spend: Amazon's Sponsored Products and Headline Search Ads spend grew by 96% and 90% Y/Y, respectively. CPC for Headline Search Ads increased by 128%.
PLA Dominance: Sponsored Products accounted for 86% of all Amazon Marketing Services spend in Q1, with Headline Search Ads and Product Display Ads making up the remaining 10% and 4%.
Google Shopping Impression Share: Amazon’s impression share in Google Shopping auctions declined in multiple categories, including Home Goods, though it remained strong in that category.

Regional Insights

UK Market: Google search ad spending grew by 10% Y/Y, with a 5.5% click increase and 4.4% CPC growth. PLA click share reached 60%, up from 59% in Q4 2017. Phone click share dipped slightly to 62%, while tablet share rose to 17%.
iOS Dominance: iOS accounted for 64% of mobile paid search clicks in the US, up from 62% in Q4 2017. Chrome accounted for 22% of desktop clicks, while Firefox fell to 3.6%.

Key Takeaways

Google continues to dominate paid search with 90% of clicks, but its growth rate has slowed compared to Bing and Yahoo.
Google Shopping is outperforming text ads, with 40% Y/Y growth and 60% of clicks for retailers.
CPC growth is a major driver of paid search spend, especially for brand keywords and Google Shopping.
Mobile devices now account for 60% of US paid search clicks and 39% of spend, with phones being the dominant platform.
Audience targeting and new ad formats like Local Inventory Ads and Showcase Shopping Ads are reshaping Google’s paid search landscape.
Bing and Yahoo are gaining traction in paid search, with Bing Product Ads leading the charge.
Amazon is expanding its paid advertising presence, particularly through Google Shopping, with significant CPC increases.