2017年Q2数字营销报告（英文版）_26页_702kb

DMR Q2 2017 Summary

Core Content Overview

Q2 2017 marked a period of continued growth for major digital marketing platforms, with Google and Facebook leading the charge. The report highlights trends in paid and organic search, social media advertising, and the impact of changes in ad formats and algorithms on advertiser performance and spending.

Key Trends and Insights

Paid Search Growth

• Google Search Ad Spending Growth: Increased to 23% Y/Y, up from 21% in Q1 2017. This was driven by a 23% Y/Y click growth, while CPC growth remained stable at under 1%.
• Non-Brand Text Ad Growth: Spent 21% Y/Y, up sharply from 8% a year earlier. Non-brand ads also showed higher conversion rates compared to text ads.
• Product Listing Ads (PLAs):
  • Accounted for 53% of retailers’ Google search ad clicks in Q2 2017, up from 51% in Q1.
  • PLA spending grew 31% Y/Y, while text ad spending grew 16%.
  • In the UK, PLAs represented 51% of retailers’ Google search ad clicks, similar to the US.
• Brand Keyword CPC Decline: A 8% Y/Y drop in brand keyword CPCs was observed, attributed to a mid-quarter change in Google's Ad Rank calculation. This was a reversal of a similar change two years earlier, which had caused a sharp increase in brand CPCs.
• Mobile vs. Desktop:
  • Mobile remained the primary driver of search ad spending, with 58% of clicks in the US coming from mobile.
  • Desktop search spending growth improved to 22% Y/Y, up from 20% in Q1, due to the decoupling of desktop and tablet bids.
  • Phone CPCs were 48% lower than desktop CPCs, while tablet CPCs were 25% lower.

Organic Search Recovery

• Organic Search Visits: Grew 1% Y/Y in Q2 2017, reversing a 4% decline in Q1.
• Mobile Organic Search: Dominated with 93% of US mobile organic search visits, up from 91% a year earlier.
• Google's Dominance: Continued to outpace competitors in monetizing search, generating 97% of mobile paid search clicks in the US.
• Device Trends:
  • Phones: Accounted for 52% of Google search ad clicks, 48% of organic search visits.
  • Tablets: Share of search ad clicks dropped to 10%, and organic search visits fell 10%.
  • Desktop: Organic search visits declined 6% in Q2, compared to 13% in Q1.

Social Media & Display Advertising

• Facebook Ad Spend: Grew 56% Y/Y, with 82% of ad spend coming from mobile.
• CPM Growth: Rose 57‰ Y/Y, while CPC fell 3%.
• Google Display Network (GDN):
  • Phones accounted for 43% of Google Display ad spend.
  • Desktop saw a rise in PLA growth due to the full launch of PLAs on image search and the decoupling of desktop and tablet bids.
• Bing & Yahoo:
  • Combined search ad spending fell 3% Y/Y, improving from a 14% decline in Q1.
  • Bing Product Ad spending growth rebounded to 11% Y/Y, while text ad growth improved slightly.
  • Yahoo continued to see declines, with 20% drop in organic search visits in Q2.

Additional Insights

• Ad Formats:
  • Expanded Text Ads (ETAs): Grew to 74% of Google text ad impressions, though they did not consistently outperform legacy ads.
  • Google Maps Ad Units: Continued to drive traffic, with Get Location Details clicks accounting for 7% of brand keyword ad clicks on phones.
• Industry Performance:
  • Retail & Consumer Goods: Outpaced other industries in search ad spending growth, rising 25% Y/Y.
  • Health & Pharma: Devoted the largest share of their budgets to phone traffic, at 54%.
• Amazon's PLA Strategy:
  • Increased its impression share in the home goods category by 15 points.
  • Maintained a narrow category focus, not significantly expanding into other product categories.

Summary of Key Metrics

Conclusion

Q2 2017 saw Google maintain its dominance in both paid and organic search, with strong growth in search ad spending and improved desktop performance. Facebook also showed robust growth, primarily driven by mobile. The changes in Google's Ad Rank algorithm had a notable effect on brand keyword CPCs, while non-brand ads continued to perform well. Retail and consumer goods advertisers remained resilient despite the backdrop of declining physical stores, and Apple's iOS devices and Safari browser accounted for a significant share of search ad traffic.