De belangrijkste uitkomsten van het onderzoek op een rijtje:
Paid Search Marketing
- Google paid search spending rose 19% Y/Y in Q4, a slight deceleration for our sample, but in line with Google’s official Q3 revenue growth. Ad clicks rose 14%, CPCs rose 3%.
- Bing search spending rose 54% on 39% higher clicks and 11% higher CPCs. Bing faced weak 2011 comps and had made strides throughout 2012 to improve its once restrictive ad serving logic.
- Mobile drove 20% of paid clicks and 15% of paid search spend in Q4. Mobile CPCs edged up relative to desktop and tablet spending increased 189% Y/Y, outpacing smartphone spending for the seventh quarter in a row. Tablet clicks outpaced smartphone clicks for the fourth quarter in a row.
- The iPad’s share of tablet traffic slipped to 84% by the end of Q4. Kindle Fire models held a 5% share, but delivered a 54% lower ROI than iPad. Windows 8 tablets failed to gain traction.
- Google Product Listing Ads generated 28% of Google non-brand clicks in Q4. PLA CPCs remained 26% lower than CPCs for competitive text ads.
Organic Search & Social
- iOS 6 defaulting to secure search resulted in 10% of organic search traffic being seen as direct by analytics packages. 81% of iOS 6 visits did not pass a referrer.
- Nearly 20% of organic search and direct visits were mobile in Q4. iPad delivered 7.3% of visits, followed by the iPhone at 6.7% and Android devices at 5.2%.
- CPMs for the Facebook Exchange were less than half those of the average display ad. Revenue Per Click was 25% higher.
Comparison Shopping Engines
- Comparison Shopping spending increased 14% Y/Y in Q4, excluding costs associated with Google PLAs.
- Amazon Product Ads commanded 25% of CSE spend and were the largest traffic driver among paid engines.
- Shoppers had an average of 4.3 marketing touches per order in Q4, up from 3.5 in Q3. At the same time, however, 75% of orders involved touches from just a single channel.