2017年Q2数字营销报告（英文版）

报告摘要

DMR Q2 2017 Summary

Core Content Overview

This document provides a detailed analysis of the performance of digital marketing efforts in Q2 2017, focusing on Paid Search, Organic Search & Social, Display & Paid Social, Comparison Shopping Engines & Feeds, and insights into the methodologies used by Merkle.

Paid Search Highlights

Total Paid Search Spending Growth: Increased by 20% Y/Y in Q2 2017, up from 15% in Q1.
CPC Growth: Rose by 1% in Q2, similar to Q1, but click growth accelerated to 18% Y/Y from 14% in Q1.
Google Search Ad Spending: Grew by 23% Y/Y in Q2, up from 21% in Q1.
Brand Keyword CPCs: Declined sharply by 8% Y/Y after a change in Google's Ad Rank calculation, while clicks rose by 9%.
Non-Brand Text Ad Spending: Increased by 21% Y/Y in Q2, up from 8% in Q1, driven by improved conversion rates and sales per click.
PLA Share: Reached 53% of retailers' Google search ad clicks in Q2, up from 52% in Q1.
Phone and Tablet Clicks: Combined to account for 52% of Google search ad clicks, with phone share at 48% and tablet at 4%.
Mobile CPCs: Lower than desktop, with phone CPCs down 48% and tablet CPCs down 25% compared to desktop in Q2.
Conversion Rates: PLAs produced 30% higher conversion rates than non-brand text ads on desktop and 21% higher on mobile.
Bing and Yahoo: Combined search ad spending fell 3% Y/Y in Q2, an improvement from a 14% decline in Q1. Bing Product Ad spend increased by 11% Y/Y.

Organic Search & Social Highlights

Organic Search Visits: Grew by 1% Y/Y in Q2, rebounding from a 4% decline in Q1.
Mobile Share of Organic Search Visits: Remained steady at 51%, while Google's overall share of organic search visits increased to 89%.
Google Mobile Organic Search Share: Reached 93% in Q2, up from 91% in Q1.
Social Media Share: Increased to 3% of all site visits in Q2, up from 2.6% in Q1. Mobile accounted for 3.7% of traffic from social media.
Mobile's Role in Social Media Traffic: Mobile produced 69% of site visits from social media in Q2, up from 67% in Q1.

Display & Paid Social Highlights

Facebook Ad Spend: Rose by 56% Y/Y in Q2, with CPC falling 3% and CPMs increasing by 57‰.
Mobile Share of Facebook Ad Spend: Increased to 82% in Q2 from 76% in Q1.
Google Display Network (GDN): Phones accounted for 43% of GDN spend, while tablets contributed 12%, and desktops fell below a majority for the first time.
Expanded Text Ads (ETAs): Accounted for 74% of Google text ad impressions in Q2, up from 51% in early 2016.
Non-Brand Mobile CPC vs. Desktop: Non-brand mobile CPCs were 48% lower than desktop CPCs in Q2.

Comparison Shopping Engines & Feeds Highlights

eBay Commerce Network: Share of CSE spend fell from 68% in Q1 to 63% in Q2 due to the removal of product ads from eBay.com.
Amazon Sponsored Products: Ad spend increased by 43% in Q2, compared to 24% for Google Shopping.
PLA Click Share in UK: Reached 51% for retailers, similar to the 53% share in the US.
Mobile Traffic in CSE: Declined to 6% in Q2, down from 9% in Q1, indicating a shift in focus to desktop.

Key Methodology Notes

Merkle's analysis includes tracking of ad formats, device types, and platform-specific trends.
The document highlights the impact of Google's Ad Rank changes, increased ad loads, and the decoupling of desktop and tablet bidding on ad performance.
Mobile and desktop performance metrics are compared across various platforms and ad types.
The report notes the importance of cross-device and offline conversions in understanding the true value of search campaigns.

Main Trends

Paid Search Growth: Accelerated in Q2, particularly on Google, with stronger click growth and improved conversion rates.
Mobile Dominance: Mobile accounted for a majority of paid search clicks and social media traffic, though CPCs were lower compared to desktop.
Ad Format Shifts: ETAs and PLAs gained traction, with PLAs showing strong performance in both brand and non-brand segments.
Platform Performance: Google continued to lead in search and display ad spending, while Bing and Yahoo saw modest improvements but remained under pressure from mobile growth.
Brand vs. Non-Brand Ads: Brand keyword CPCs fell due to Google's Ad Rank changes, while non-brand ads showed more stability and growth.

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