2018年Q2数字营销报告（英文版）_28页_1010kb

Digital Marketing Report Summary

Core Content Overview

This report provides a comprehensive analysis of the performance of various digital advertising platforms and formats in Q2 2018, with a focus on paid search, organic search, and social media. It highlights trends in ad spending, click growth, cost per click (CPC), and revenue per click (RPC) across Google, Bing, Yahoo, and Amazon, as well as insights into audience targeting and device-specific performance.

Key Trends in Paid Search

Google Search Ads

• Overall Growth: Google search ad spending grew 18% Y/Y in Q2 2018, marking the third consecutive quarter of deceleration.
• Device Performance:
  • Phone clicks: Grew 37% Y/Y, while desktop clicks grew 12% Y/Y.
  • Mobile dominance: Phones and tablets accounted for 64% of Google clicks and 60% of all search ad clicks across platforms.
  • CPC Trends: Average CPC increased by 10% Y/Y, with brand name keywords seeing a 30% Y/Y increase, outpacing click growth.
• Ad Format Performance:
  • Google Shopping ads grew 31% Y/Y, five times faster than text ads.
  • Non-Brand Search Ads: Spending growth slowed to 13% Y/Y, with click growth also weakening.
  • Minimum Bids: Non-brand text ad minimum bids rose 20% from Q2 2017, reflecting increased competition.

Bing & Yahoo Search Ads

• Spending Growth: Decelerated sharply to 11% Y/Y, down from 30% in Q1 2018.
• CPC Decline: CPCs dropped by 10% Y/Y, with Product Ads seeing the most significant decline.
• Click Growth: Product Ad clicks grew 147% Y/Y, but spend growth slowed due to CPC drops.
• Mobile Impact: Bing Product Ads now account for 53% of phone clicks, up from 10% in Q2 2017, contributing to a doubling of Bing’s phone click share.

Organic Search & Social Media

• Organic Search Visits: Total site visits grew 2% Y/Y, with phone visits rising 11% and desktop visits falling 5%.
• Mobile Dominance: Organic search accounted for 24% of mobile site visits in Q2 2018, up slightly from Q1.
• Google Organic Share: Google captured 96% of mobile organic search visits, 93% of total organic search visits, and 96% of Google clicks.
• Social Media Impact:
  • Social media produced 3.7% of all site visits, up from 2.9% a year earlier.
  • Mobile Share: Social media site visits on mobile accounted for 4.6%, with mobile devices making up 77% of all social media-driven visits.

Paid Social Media

• Facebook & Instagram:
  • Facebook spend (excluding Instagram) grew 40% Y/Y, despite a 17% drop in impressions.
  • Instagram spend surged 177% Y/Y, with impressions tripling.
  • Mobile Traffic: Facebook’s mobile traffic share hit 90% for the first time for Merkle advertisers.

Amazon Ads

• Google Shopping Ads: Amazon resumed its Google Shopping program after a two-week hiatus in April 2018.
• Sponsored Products: Grew 165% Y/Y, maintaining a 88% spend share in Q2 2018.
• Category Focus: Amazon’s Google Shopping presence is strongest in home goods, furniture, and office supplies.
• Performance: Sponsored Products and Headline Search Ads convert at 3.5x the rate of Google Shopping ads.

Audience Targeting

• Usage Rate: 37% of Google search ad clicks in Q2 2018 were influenced by audience targeting tools like RLSA, Customer Match, and similar audiences.
• RLSA Growth: The share of Google clicks associated with RLSA increased sharply since late 2016.

Conclusion

The Q2 2018 digital marketing landscape shows a shift toward mobile dominance in paid search, with Google Shopping ads outperforming text ads significantly. Bing and Yahoo saw a slowdown in growth despite improved click performance, largely due to CPC declines. Audience targeting is becoming more prevalent on Google, and social media continues to play a growing role in driving traffic, with Instagram leading in ad spend growth. Amazon remains a key player in Google Shopping, with strong presence in specific categories. Overall, organic search and Google’s mobile performance remain critical for advertisers, with Google capturing over 96% of mobile organic traffic.