RKG, a search and digital marketing agency, has released its Digital Marketing Report covering the third quarter of 2013. According to a release, across its client base, which includes over 40 of the top 500 online retailers, RKG found that Google search spending growth was stable at 18 percent year-over-year, despite advertisers reducing average smartphone cost-per-click (CPC) in conjunction with the transition to
In addition, the agency noted:
RKG has consistently shown a range in the value of ad clicks across device types, with smartphones generating an average revenue- per-click that was 74 percent lower than desktops in Q3. Utilizing RKG's upgraded proprietary Adaptive Bid Management technology, and taking advantage of Enhanced Campaigns' improved ability to capture long-tail traffic, RKG advertisers were able to hit more demanding ROI targets for mobile, while maintaining traffic levels.
For the full third quarter, tablets and smartphones combined to generate 30 percent of search ad clicks, up from 28 percent in the prior quarter. With smartphone CPCs reduced from 60 percent of desktop levels to 35 percent, mobile spending share was flat from Q2 to Q3 at 24 percent.
While mobile continues to drive the bulk of search volume growth, with smartphone and tablet spending up 66 percent and 79 percent Y/ Y on Google respectively, advertisers reinvested gains from their mobile ROI improvement back into desktop, which saw spending growth jump from 1 percent in Q2 to 10 percent in Q3.
As marketers head into the all-important holiday season, relevant learnings are to: 1. Revisit your mobile strategy to invest smartly. New mobile opportunities with Enhanced Campaigns are paying off but you must adjust your strategy to capture better performing mobile traffic. 2. Have an air-tight Product Listing Ad (PLA) strategy. If you're a retailer and are not leveraging PLAs, you should be. In Q3 alone, Google PLAs drove 35 percent of non-brand search clicks. 3.
The full RKG Digital Marketing Report offers over 40 charts with additional insights and analysis on paid search, search engine optimization (SEO), social media, comparison shopping engines, attribution and more.
Some highlights from the third quarter findings include:
-Bing Ads spending growth continued to outpace
-Google Product Listings Ads generated 35 percent of non-brand Google search clicks in Q3. Many large retailers are now devoting over half of their Google search spend to the format.
-Bing becoming default search option for
-Missing or "not provided" query share accelerated at the end of Q3, reaching 80 percent as
-An issue with iOS 6 still led to 11 percent of
-Nearly 31 percent of
-iOS devices accounted for an estimated 19 percent of organic search visits in Q3. iOS 7 adoption has been brisk, as visits from Apple's latest OS outpaced those of its predecessor in just two weeks.
-The eBay Commerce Network's share of CSE clicks grew to 25 percent in Q3. It has gained share in recent quarters as it has expanded its network of partners.
-Shopzilla CPCs have remained steady since the introduction of its Smart Pricing model this summer, which featured
-Email continues to account for the highest percentage of last touch marketing revenue at 37 percent, but that share has decreased for the last few quarters.
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RKG, a search and digital marketing agency, has released its Digital Marketing Report covering the third quarter of 2013.
According to a release, across its client base, which includes over 40 of the top 500 online retailers, RKG found that Google search spending growth was stable at 18 percent year-over-year, despite advertisers reducing average smartphone cost-per-click (CPC) in conjunction with the transition to