2017年Q3数字营销报告（英文版）_28页_703kb

DMR Q3 2017 Summary

Core Content Overview

This report provides a detailed analysis of digital marketing trends and performance in Q3 2017, focusing on paid search, organic search, social media, and marketplace advertising. It highlights growth patterns, shifts in ad spend, and the impact of platform changes and competitive dynamics on various industries.

Main Trends and Key Insights

Paid Search Growth

• Overall Paid Search Spend Growth: Increased by 22% Y/Y in Q3 2017, up from 20% in Q2.
• Click Growth: Moderately slowed to 17% Y/Y, while CPCs rose over 4%.
• Google Search Ad Growth: 24% Y/Y in the US, driven by PLA growth (47%) and text ad growth (15%).
• UK Growth: Slightly dipped to 13% Y/Y, compared to 14% in Q2.
• Bing and Yahoo Combined Growth: Rose to 6% Y/Y for the first time in two years, with Bing Product Ads growing 27% Y/Y.

Google Shopping and PLA

• PLA Dominance: Accounted for 53% of US retailers’ Google search ad clicks in Q3, up from 48% in Q2.
• PLA CPC Growth: Increased by 4% in Q3, following a 6% decline in Q2, due to the launch of PLAs on image search in May 2016.
• Mobile PLA Growth: Surged 55% Y/Y, while desktop PLA also saw strong growth at 42% Y/Y.
• Non-Brand PLA Growth: Reached 77% of non-brand clicks for retailers in Q3, up from 75% in Q2.
• PLA vs. Text Ads: While PLAs outperformed text ads in revenue per click, the gap narrowed as text ad conversion rates improved.

Device Performance

• Mobile Dominance: Mobile accounted for 54% of organic search visits, up from 51% in Q2.
• Desktop CPC Growth: Jumped to 16% Y/Y, up from 9% in Q2, driven by Ad Rank changes and segmentation of desktop and tablet bids.
• Tablet CPC Decline: Continued to fall compared to desktop, at 25% lower in Q3.
• Google’s Device Share: Maintained a 97% share of US phone search ad clicks, while desktop and tablet shares declined slightly.

Social Media and Facebook

• Facebook Ad Spend Growth: Rose 40% Y/Y, with 84% of spend on News Feed ads, which have a higher CTR.
• Mobile Dominance on Facebook: Accounted for 70% of Facebook ad spend, while desktop accounted for 30%.
• FBX Shutdown: Marked its one-year anniversary in November, with a noticeable impact on desktop ad spend.

Amazon and Other Marketplaces

• Amazon Ad Spend: Increased significantly, with Sponsored Products Ads accounting for 82% of total spending.
• Amazon PLA Participation: Limited to home goods in Q3, with no major expansion into other categories.
• eBay Commerce Network (ECN): Accounted for 54% of US CSE spend in Q3, down from 68% in Q1 due to removal of product ads from ebay.com.

Audience Targeting

• Audience Targeting Growth: Increased significantly, with CM, RLSA, and similar audiences driving 20% of Google search ad clicks.
• Audience Performance: Higher CTR and conversion rates, as well as higher AOV, compared to non-audience members.
• Non-Brand vs. Brand: Audiences outperformed non-audiences more on non-brand ads than on brand ads, due to the greater impact of demonstrated brand affinity on non-brand queries.

Key Industry Insights

• Retail: Maintained strong growth in paid search, with 24% Y/Y increase in Google spend.
• Travel: Experienced a significant drop in search ad growth, from 23% Y/Y in Q2 to 3% Y/Y in Q3, due to weather events and weaker international travel.
• Insurance and Financial Services: Saw increased growth in paid search spend.

Summary of Metrics

Conclusion

Q3 2017 marked a period of continued growth in paid search, particularly for Google and Amazon, with notable shifts in CPC trends, device performance, and audience targeting. While mobile remained the dominant platform, desktop performance improved significantly, and the role of audience targeting in search advertising became more pronounced. The travel industry faced challenges, while retail continued to thrive. The report also highlights the evolving dynamics between Google and other platforms like Bing and Yahoo, as well as the impact of regulatory changes and new ad formats on overall performance.