2017年Q4数字营销报告（英文版）_30页_313kb

DMR Q4 2017 Summary

Core Content Overview

This report provides a comprehensive analysis of digital marketing trends in Q4 2017, focusing on paid search, organic search, social media, display advertising, and marketplace performance. It highlights the shifts in ad spending, click growth, cost per click (CPC), and the impact of platform changes and consumer behavior on digital marketing outcomes.

Paid Search

Key Trends

• Overall Growth: Paid search ad spending across all platforms grew 24% Y/Y in Q4 2017, up from 22% in Q3.
• Click Growth: Click growth slowed to 9% Y/Y, while CPC growth spiked to 14%.
• Google Search:
  • Google search ad spending increased 23% Y/Y, with Product Listing Ads (PLAs) driving 32% of the growth.
  • Brand keyword CPCs rose 23% Y/Y, reversing a 13% decline in Q3.
  • Non-brand CPCs increased 11% Y/Y, with tablet CPCs being 30% lower than desktop, and phone CPCs being 57% lower than desktop.
  • PLAs accounted for 55% of US retailers’ Google search ad clicks and 58% in the UK.
  • Search partner share of Google search ad clicks dropped to 5% in Q4, contributing to improved traffic quality.
  • Audiences (Customer Match, RLSA, similar audiences) accounted for over 30% of Google search ad clicks, up from 20% in Q4 2016.
  • Google Maps clicks represented 7% of brand text ad traffic on phones in December, with higher CPCs than core search.
  • Local Inventory Ads saw increased share of PLA clicks, especially on mobile.

Amazon & Bing/Yahoo

• Amazon did not increase its presence in Google PLA auctions significantly, with impression share declining in Q4.
• Bing Ads & Yahoo Gemini saw a 32% Y/Y growth in search spending, with clicks rising 14% and CPCs increasing 15%.
• Bing Product Ads grew 43% Y/Y, driven by a 7x increase in mobile traffic.
• Phones accounted for 55% of Google search ad clicks in Q4, surpassing desktop and tablet combined.

Organic Search & Social

Key Trends

• Organic search drove 6% Y/Y growth in total site visits, the strongest in over two years.
• Google organic search visits rose 8% Y/Y, up from 1% in Q3.
• Google’s share of mobile organic search visits increased to 96%, up from 93% in Q3.
• Social media accounted for 3.3% of all site visits in Q4, with 75% of these visits occurring on mobile.
• Facebook ad impressions declined 27% Y/Y, while Instagram ad spend increased 122% Y/Y, driven by rising pricing and inventory.
• Facebook still dominated 82% of paid social spend, with Instagram and Pinterest accounting for 8% and 7%, respectively.

Display & Paid Social

• Facebook saw a 27% Y/Y decline in ad impressions, but Instagram and Pinterest saw significant growth.
• Instagram led the way with 122% Y/Y spend growth, indicating strong potential for future expansion.
• Bing Product Ads saw a 62% Y/Y increase in clicks and an 11% Y/Y drop in CPCs, driven by mobile traffic.
• Phones accounted for 25% of Bing search ad clicks, with tablet and desktop seeing smaller shares.
• Cross-device conversions contributed to a 12% lift in phone conversions, though this advantage is narrowing as users become more comfortable with mobile ordering.

Marketplaces & CSEs

• Amazon Sponsored Products and Headline Search Ads saw 64% and 75% Y/Y growth, respectively, from Q3.
• Sponsored Products accounted for 85% of Amazon ad spend and delivered the highest sales per click.
• Traditional CSEs continued to struggle, with 12% less revenue from CSEs compared to Q4 2016.
• Google’s PLA format remained dominant in the retail sector, with 55% of US and 58% of UK retailers’ Google search ad clicks.

Device & Platform Breakdown

• Mobile dominated 67% of total search ad clicks for retail and consumer goods, but only 46% of the associated costs.
• Phones accounted for 55% of Google search ad clicks in Q4, up from 54% in Q3.
• Tablets saw a 3% drop in spend share, while desktop share declined slightly.
• Chrome maintained a 23% share of desktop search ad clicks, while Firefox dropped to 4%, following its loss as the default search provider for Firefox in November.

Industry Insights

• Insurance saw the largest increase in phone search click share, reaching 56% in Q4.
• Health and beauty had the highest PLA share of non-brand Google search ad clicks, at 71%.
• Consumer electronics also had a high PLA share at 84%, while apparel saw a relatively flat share at 62%.
• Desktop vs. Mobile:
  • Mobile revenue per click was 67% lower than desktop.
  • Tablet revenue per click was 40% lower than desktop.
  • Cross-device conversions played a significant role in boosting phone conversions.

Conclusion

Q4 2017 marked a pivotal shift in digital marketing performance, with Google leading in paid search growth and quality, while social platforms like Instagram and Facebook saw divergent trends. The rise of mobile traffic and the increasing reliance on product ads, particularly PLAs, underscored the changing dynamics of consumer behavior and advertiser strategies. Meanwhile, traditional CSEs and desktop-based platforms faced challenges, indicating a broader trend toward mobile-first and performance-driven digital marketing.