2012年Q2移动搜索营销报告

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Online Advertising Report

Key Trends & Insights
April – June, 2012

Online Advertising Report – Key Trends & Insights – April - June 2012

Table of Contents

Introduction 3

Research Methodology 3

US Findings 4

UK Findings 13

Eurozone Findings 15

Facebook Findings 17

Conclusion 18

About Marin 19

Copyright © 2012 Marin Software, Inc. All rights reserved. 2


Introduction
The second quarter of 2012 unveiled some important paid-search trends across the US, UK
and Eurozone. On a year-over-year basis, advertisers increased click volumes and in some cases
faced increased competition and higher costs per click.

We continued to see a larger percentage of advertisers using phrase and exact type of keyword
matching, and realizing strong performance gains as a result. Our data also suggests that adver-
tiser adoption of tablet devices for paid-search advertising is accelerating and showing signifi-
cantly better performance than similar campaigns on desktop computers.

Lastly, Facebook maintained its click through rate and cost per click across the US, UK and
Eurozone. In light of recent and upcoming changes to Facebook’s online advertising offerings,
these metrics may start to shift.

Research Methodology
To uncover key trends for the second quarter of 2012, we sampled the Marin Global Online Ad-
vertising Index, which includes over 1,800 advertisers and agencies that invest over $4.0 billion
annually in biddable media through the Marin platform. The Marin Global Online Advertising
Index consists of enterprise-class marketers—larger advertisers and agencies who spend in ex-
cess of $1 million annually on paid-search, social, and display. As such, our data sample and
findings skew towards the behavior of larger organizations and more sophisticated advertisers.

We kept the study longitudinal by focusing on a representative set of advertisers who have been
active on Marin for the previous five quarters, and measuring key performance indicators (KPIs)
on a year-over-year (YoY) and quarter-over-quarter (QoQ) basis. Unless otherwise mentioned, all
of the analysis in this study refers to trends in the search (versus content) network. Wherever
possible, we used medians and indexed values to more clearly highlight overall trends instead
of absolute values. This allows us to mitigate the effects of outliers, and make the findings
more representative of the performance of the typical Marin client. In Q1 2012, we rebuilt our
client index data pool as part of an annual data refresh. This could result in slight variations in
prior quarter data that we’ve reported previously, but will make the analysis and findings more
representative.

Copyright © 2012 Marin Software Inc. All rights reserved. 3


US Findings:
1. Overall Performance: On an annual basis, US advertisers saw paid-search click volume rise
by 19% accompanied by an 18% increase in impression volumes. Cost per click (CPC) also
increased by 3.4% from $0.89 in Q2 2011 to $0.92 in Q2 2012. The higher cost per click
can largely be attributed to a few speciﬁc industries where higher competition and seasonality
played a factor. Overall, marketers maintained the click through rate (CTR) year on year versus
Q2 2011.



2. Google Maintains its Market Share for Search Spend: According to Comscore, 66.7%
of all US-based search queries were conducted on Google during May 2012. During this
same period, Yahoo! was at 13.4% and Microsoft at 15.4%. Despite having 66.7% of the
overall US search volume, Google monetized its searches more effectively—account-
ing for 81% of paid-search spend and 80% of all paid clicks during the same period.

On a year-over-year basis for Google, we saw a 13% increase in clicks with impression volumes
only rising 10%. In addition, our clients saw a 3% increase in the CTR on Google.



On Yahoo and Bing, the story was largely about continued investment but a higher CPC. On a
year over-year basis, advertisers saw 14% higher click volumes, coupled with a 22% jump in the
CPC and a 5% increase in the CTR.

The following charts outline how search performance characteristics differ across Google and
Yahoo! and Bing.



3. Performance by Keyword Match Type: Our analysis shows gains in efficiency over the past
year have been a result, in part, of advertiser efforts to refine match types. Refining match types
from broad to phrase or exact increases relevance and the CTR for keywords, thus improving
quality scores and lowering costs. In the past year, search marketers have increased their use
of exact match, growing exact match click-share by 3% while increasing share of ad spend for
exact match by 1%. The following charts indicate year-over-year change in paid-search metrics
by match type, and demonstrates the effectiveness of exact match from both a CTR and a CPC
perspective.

4. Industry-Specific Trends: While it’s helpful to understand the broader context of how paid
search is evolving at a macro level, the reality is that different industries can demonstrate fun-
damentally different trends. To that end, we looked at the behavior of seven different industries
and uncovered some new and unexpected trends. This section provides insights on representa-
tive values for CTR and CPC across seven verticals, and industry-specific trends for key metrics.



Auto – Paid-Search Trends

B2B – Paid-Search Trends



Education – Paid-Search Trends

Finance – Paid-Search Trends



Healthcare – Paid-Search Trends

Retail – Paid-Search Trends



Travel – Paid-Search Trends

5. Device Targeting & Performance: While Desktops and Laptop computers still command the
vast majority of search spend, we are starting to see positive trends as marketers explore new
platforms to extend their reach. Device targeting, in particular, is showing promise as smart-
phones and tablets become increasingly popular around the world. To provide context around
usage patterns and spend allocation, the charts below show how click and spend share was
segmented across our client base during June 2012.



Smartphone and tablet devices accounted for an 18% share of clicks and a 14% share of spend
during June 2012. Growth in consumer adoption has been a strong driver of click volume growth
on mobile devices. Additionally, spend allocations on mobile devices are growing quickly as
marketers realize solid performance across both smartphones and tablets. The following charts
compare CTR and CPC across desktops, smartphones, and tablets for June 2012.

While device targeting may not be relevant for all advertisers, marketers should evaluate their
target demographic and, where appropriate, leverage the performance and cost effectiveness of
targeting ads to tablet or smartphone users.



UK Findings:
1. Overall Performance: On an annual basis, UK advertisers saw paid-search click volumes rise
by 52% accompanied by an 85% increase in impression volumes. Meanwhile, cost per click
remained ﬂat while the click through rate declined. The increasing volume of impressions indi-
cates the continued growth of search advertising for marketers in the UK.

2. Performance by Keyword Match Type: Similar to the trends in the US, search marketers in
the UK have taken advantage of the performance of Exact Match keywords. The following charts
show the annual change in paid-search metrics by match type, and demonstrate the effective-
ness of Exact Match for both CTR and CPC.



3. Device Targeting & Performance: Whereas the US shows comparable spend on smartphones
and tablets, UK search marketers are spending more on tablet devices as a percentage of total
budgets. Mobile devices accounted for 20% share of clicks and 13% share of spend throughout
June 2012 in the UK.

The following charts compare CTR and CPC across devices during June 2012. Overall, CTR in
the UK is higher than the US. In particular, tablet devices show nearly 50% higher CTR at 4.4%
in the UK versus 3.0% in the US.



Eurozone Findings:
1. Overall Performance: Over the last year, advertisers in the Eurozone saw paid-search click
volume rise by 49% accompanied by a similar increase in impression volumes. This trend indi-
cates the continued growth of search advertising for marketers in the Eurozone. Meanwhile, CPC
rose by 25% from €0.32 in Q2 2011 to €0.40 in Q2 2012, implying increased competition and
opportunities for optimization.

2. Performance by Keyword Match Type: The paid-search spend by match type for the Eurozone
shows broad match keywords in the lead with 50% of budgets and exact match at just over 30%.
In regards to paid-search clicks by match type, exact match keywords saw an increase in click-
share of 12% in the Eurozone from 42% to 47% over the last year.



3. Device Targeting & Performance: The Eurozone shows a lower share of spend and clicks on
mobile devices as compared to the US and UK. However, search marketers in the Eurozone are
aligned with their counterparts in the UK in regards to spending more on tablets versus smart-
phones.

In conjunction with the US and UK, the CTR for campaigns on smartphones outpaces those on
computers and tablets in the Eurozone. Unlike the other markets, the CPC for clicks coming
from tablets in the Eurozone is on par with that of computers while in the US and UK, advertis-
ers saw a lower cost per click for ads on tablet devices.



Facebook Findings:
US and Eurozone advertisers saw a higher CTR on Facebook than advertisers in the UK. In
regards to costs, US and UK advertisers experience a higher CPC than their Eurozone counter-
parts.



Conclusion:
On a year-over-year basis, click volume increased across the US, UK and the Eurozone. With fluctuat-
ing economic factors, exchange rates and increasing mobile usage, online advertising displayed vary-
ing results in the different geographies.

In the US (and other geographies as well), Google continued its search dominance by garnering 81%
of US spend share and 80% of US click share while controlling 66.7% of overall US search volumes.
Despite falling behind in overall click share, Yahoo! and Bing are continuing to show growth in click
volume and cost per click.

The past year has also seen advertisers improve efficiency by increasing usage of exact and phrase
match keywords. Tools such as Marin greatly simplify the process of keyword expansion and auto-
mated bid calculation for large keyword sets, and enable search marketers to focus on more strategic
objectives such as keyword refinement.

Lastly, we found that ads shown on tablets and smartphones, while still in the early stages of adoption
relative to desktop computers, are showing strong and accelerating gains in search share, while deliv-
ering quality performance with a higher than average CTR. As these devices become more widespread
and marketers develop smarter targeting strategies, we expect to see an ever increasing percentage of
ad spend funneled towards smartphones and tablets.



About Marin Software:
Marin Software provides the leading digital ad management platform, with over 1,800 brands
managing more than $4.0 billion in annualized ad investments on Marin. Offering an in-
tegrated platform for search, social, display, and mobile marketing, Marin helps advertisers
and agencies improve financial performance, save time, and make better decisions. Head-
quartered in San Francisco with offices worldwide, Marin Software provides technology that
powers marketing campaigns in more than 160 countries. For more information, please visit:
http://www.marinsoftware.com.

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Copyright © 2012 Marin Software, Inc. All rights reserved. WP221_07102012 19

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