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Some highlights of our annual SEM Benchmark report made with eConsultancy. Courtesy from Linus Gregoriadis / eConsultancy Full document here: http://bit.ly/SEMbench13
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Linus GregoriadisResearch Director, Econsultancy
http://econsultancy.com
The State of Affiliate Marketing: Budgets, Trends, Challenges
UK Search Engine Marketing Benchmark ReportIn association with NetBoosterhttp://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
| Search Engine Marketing Benchmark Report| 2
Budgets
Integration
Content marketing
Enhanced campaigns
Google+
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MethodologyOnline survey
Seventh annual UK Search Engine Marketing Benchmark report
Over 700 UK respondents, including:
–428 company marketers
–288 supply-side respondents
Across a wide range of business sectors
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Budgets
Integration
Content marketing
Enhanced campaigns
Google+
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Digital marketing budgets set to increase
Econsultancy / NetBooster UK Search Engine Benchmark Reporthttp://econsultancy.com/reports/uk-search-engine-benchmark-report
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Has your budget for the following search engines increased or decreased this year?
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Social media sites companies have paid to advertise on
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Significant increases for LinkedIn and YouTube
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Budgets
Integration
Content marketing
Enhanced campaigns
Google+
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#MoMaMa
“Modern marketing must be connected, joined-up and
integrated ... across digital and classic skills.”
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Agencies are offering a fuller range of servicesPhoto credit: www.komarketingassociates.com
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Significant increase in full-service agencies
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Search is becoming more integrated with display
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Search is becoming more integrated with display
58% of companies
and
80 % of agencies
… integrating paid search marketing with display
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Paid search and display integration: change since 2012
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Search is becoming more integrated with social
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Budgets
Integration
Content marketing
Enhanced campaigns
Google+
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#MoMaMa
“We believe that content marketing and the focus on
owned and earned media represents a fundamental shift in marketing that is more than a
fad.”
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“Content marketing will become more important over the next 12 months.” 90%
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“Content marketing will become more important over the next 12 months.” 90%
“Content marketing is its own discipline, like SEO or email marketing.”64%
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Relationship between SEO and content marketing
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Shifting SEO sands Photo credit: mikebaird on flickr
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Budgets
Integration
Content marketing
Enhanced Campaigns
Google+
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Proportion of budget spent on mobile search
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‘Enhanced Campaigns’ gets a mixed receptionPhoto credit: Zach Dischner on flickr
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Do you think Enhanced Campaigns will have a positive impact on paid search marketing?
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“It will allow us to manage our campaigns more effectively as they will be streamlined and I think it will be easier to make optimisations.”
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“More targeted with more relevant messaging.”
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“We rely on segmenting mobile, desktop and tablet campaigns to lower CPA and improve ROI.”
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“We are concerned that our non mobile-optimised site will result in dreadful conversion and could impact overall quality score.”
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Budgets
Integration
Content marketing
Enhanced Campaigns
Google+
| The State of Search Marketing| 32
The impact of Google+ is still not widely understood
Photo credit: commons.wikipedia.org
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Impact of Google+ on search campaigns
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Action taken since launch of Google+
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Agency perspective
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Are you linking AdWords campaigns to your Google+ account?
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Budgets
Integration
Content marketing
Enhanced campaigns
Google+
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Questions?
Download this year’s full report http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2013.
