Merkle2018年第二季度网络营销报告2018730页

TABLEOFCONTENTSMERKLEDIGITALMARKETINGREPORTQ220182DISPLAY&PAIDSOCIALPAIDSEARCHAMAZONADSCSESORGANICSEARCH&SOCIALEXECUTIVESUMMARY03PAIDSEARCH05ORGANICSEARCH&SOCIAL1  6DISPLAY&PAIDSOCIAL20AMAZONADS24ABOUTMERKLE&METHODOLOGY30Clickontheiconsatthetopofeachpagetojumpbetweensectionsquickly.COMPARISONSHOPPINGENGINES27EXECUTIVESUMMARYMERKLEDIGITALMARKETINGREPORTQ220183PAIDSEARCH·Googlesearchspendinggrew18%Y/YinQ22018,asclicksgrew7%andCPCsrose10%.Phonespendinggrew37%,butdesktopspendingslowedto12%.·GoogleShoppingadspendinggrew31%Y/YinQ22018,whiletextadspendinggrewjust6%.Forretailers,GoogleShoppingads–alsoknownasProductListingAds(PLAs)–produced59%ofallGooglesearchadclicksinthequarter.InvestmentgrowthforGooglesearchadsdeceleratedforthethirdstraightquarter,butspendingstillcamein18%higherY/YinQ22018.Sincelate2017,searchadvertisershaveseenaverageGooglecostperclick(CPC)growingfasterthanadclicks,butadvertisersarestillgeneratingpositivereturnsfromGooglesearch,astherevenueperclickproducedbytheirGoogleadshasalsoincreasedacrosskeysegments.OnedriverofthisimprovedGooglesearchadperformancehasbeentheincreasingrolethataudiencetargetinghasplayedinthepastyear.InQ22018,37%ofGooglesearchadclickswereimpactedbyGoogle’sspecificaudiencetargetingproducts,including:remarketinglistsforsearchads(RLSA),CustomerMatch,andsimilaraudiences.Thisratewasupfrom21%ofclicksayearearlier.GoogleShoppingadsalsoremainagrowthengineforGoogle,asspendingonGoogleShoppingadswasup31%Y/YinQ22018,morethanfivetimestherateofgrowthforGoogletextads.ImpressiongrowthforShoppingadshasbeenrobust,likelydirectlycannibalizingimpressionsfortextads,whichhaveshownweaktodeclininggrowthinrecentquarters,evenonmobile.Aftertwoverystrongquarters,BingandYahoosearchadspendinggrowthdeceleratedsharplyinQ22018,despiteacceleratingclickgrowth,asCPCgrowthdroppedfroma17%increaseY/YinQ1toa10%declineinQ2.BingProductAdCPCshavebeendepressedbyrapidmobilegrowth,butCPCsarealsotrendingloweracrossindividualdevicetypes.Facingstrongeryear-agocomps,GoogleorganicsearchvisitgrowthstillimprovednearlythreepointsbetweenQ1andQ22018,cominginat2.4%Y/YgrowthinQ2.Bingorganicsearchvisitsfell12%inQ22018,butthatmarkedabigimprovementfromthepreviousquarter,whichcamedespiteacceleratingBingadclickgrowth.SitevisitsproducedbyYouTubegrewnearly300%Y/YinQ22018,whileInstagram-producedvisitsrose236%.Facebook,whichaccountedforamajorityofsocialmedia-drivensitevisitsinQ22018,produced8%Y/Yvisitgrowthinthequarter,downfrom19%inQ12018.InstagramalsosignificantlyoutpacedFacebookintermsofY/Yadspendgrowth,177%to40%,asimpressionsonInstagrammorethantripled.Ashasbeenthecaseforthelasttwoquarters,pricingcontinuedtodriveFacebookadspendgrowth,asimpressionsfell17%Y/Y.YouTubeadspendgrew189%Y/YforadvertisersinvestingintheplatformsincelastQ2.Amazonsearchadscontinuetogrowrapidly,withSponsoredProductsspendup165%andHeadlineSearchAdsspendup162%Y/Yforthequarter.SponsoredProductscontinuetoaccountforthevastmajorityofAmazonsearchinvestment,with88%spendshareinQ2,andtheyalsodrivethehighestsalesperclickforadvertisersamongAmazon’ssearchformats.DISPLAY&PAIDSOCIALPAIDSEARCHAMAZONADSCSESORGANICSEARCH&SOCIALEXECUTIVESUMMARYAMAZONADS·AmazonSponsoredProductsspendgrew165%Y/YinQ22018,whileHeadlineSearchAdsgrew162%.SponsoredProductscontinuetoaccountforthevastmajorityofAmazonsearchspend,withHeadlineSearchAdsandProductDisplayAdsaccountingforjust12%ofspendcombined.·ClicksfrombothSponsoredProductsandHeadlineSearchAdsconvertataboutthreeandahalftimestherateofGoogleShoppingads,lookingacrossallbrandsbiddingoneitherformat.DISPLAY&PAIDSOCIAL·Facebookspend,excludingInstagram,grew40%Y/Y,evenasimpressionsfell17%.QuarterlymobiletrafficshareforFacebookeclipsed90%forthefirsttimeforMerkleadvertisersinQ22018.·Instagramspendgrew177%Y/Yasimpressionsmorethantripled.WhileInstagramremainssmallerthanFacebookforbrandsadvertisingonboth,thegapgotsmallerfromQ1toQ22018.ORGANICSEARCH&SOCIAL·Totalsitevisitsdrivenbyorganicsearchrose2%Y/YinQ22018,withphonevisitsgrowingnearly11%inthequarter.Desktoporganicsearchvisitsfell5%inQ22018,animprovementfromrecentaverages.·TheshareofallsitevisitsproducedbyorganicsearchwasdownslightlyfromQ1toQ22018,buthaslargelystabilizedinthelastthreequarters.Onmobiledevices,organicsearchproduced24%ofsitevisitsinQ22018.·Socialmediaproduced3.7%ofallsitevisitsinQ22018,upfrom2.9%ayearearlier.Onmobiledevices,socialmediasitesproduced4.6%ofsitevisitsinQ22018.Mobiledevicesaccountedforover77%ofsitevisitsdrivenbysocialmediaplatformsinQ22018.MERKLEDIGITALMARKETINGREPORTQ220184·AverageCPCforadvertiserbrandnamekeywordsjumped30%Y/YinQ22018.BrandCPCshavespikedinrecentquarters,afterfallingbyasmuchas13%Y/Yin2017.·BingProductAdclickgrowthacceleratedto110%Y/Y,butCPCsdeclinedmoresharplyY/Y.WithsimilarCPCtrendingfortextads,totalBingandYahoosearchspendinggrowthdeceleratedto11%Y/Y,despiteimprovingclickgrowth.·Phonesandtabletsproduced60%ofsearchadclicksacrossallplatformsand64%ofGoogleclicks.iOSdevicesanddesktopSafarialoneproduced47%ofGoogleclicks.COMPARISONSHOPPINGENGINES·Traditionalcomparisonshoppingenginesconti