latitude and econsultancy sem benchmark report highlights
DESCRIPTION
Search marketing in 2014 is much more than paid clicks and SEO content. Latitude have partnered with Econsultancy to produce the 2014 SEM Benchmark Report which gives statistical data and invaluable insight into the changing face of Search Engine Optimisation and PPC Marketing in the UK, including how the channels are integrating with the wider marketing mix. Here are the highlights.TRANSCRIPT
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
PART OF THE CALLCREDIT INFORMATION GROUP
.
SEM Benchmark Report Launch
Brought to you by Latitude and Econsultancy
#SEMreport14
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Today’s Agenda
Welcome
Presentation
Panel Discussion
Networking Drinks
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Introducing…
Richard Gregory Managing Director
La1tude
Linus Gregoriadis Research Director Econsultancy
In associa1on with La1tude
hDp://ecly.co/uk-‐sem-‐14
Linus Gregoriadis Research Director Econsultancy [email protected] @linusgreg Richard Gregory Managing Director Latitude @SmartRich http://econsultancy.com http://latitudegroup.com
UK Search Engine Marke8ng Benchmark Report 2014
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Budgets
Measuring success
Trends
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
• Eighth annual UK Search Engine Marke8ng Benchmark report
• Online survey in March and April • More than 700 respondents, including:
• 445 client-‐side marketers
• 265 supply-‐side respondents
• Across a wide range of business sectors
Background
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Budgets
Measuring success
Trends
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Investment in paid search buoyant
26% of total marke1ng budget is spent on paid search
55% spending more than £50,000 on paid search per year
58% increasing their paid search budget over the next 12 months, the highest since 2008
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
58% 55% 53%
43%
0%
10%
20%
30%
40%
50%
60%
70%
Paid search (pay per click)
SEO Social media marke1ng
Display adver1sing
Paid search compared to other channels
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
According to IAB, display showed biggest growth in 2013
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
What are the barriers to successful PPC?
12%
12%
16%
19%
23%
27%
28%
32%
33%
Low volume
Poor quality traffic
Lack of know-‐how
Poor tracking
Lack of internal resource
Poorly conver1ng website
Lack of budget
Strength of compe11on
Keywords too expensive The market for keywords has become increasingly saturated
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Companies procras8na8ng over introduc8on of mul8-‐territory search campaigns
Credit: h*ps://www.flickr.com/photos/calsidyrose/
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Use of agency to run international PPC
13% 14% 18% 19% 12% 12%
15% 14%
74% 73% 67% 67%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
2013 2014 2013 2014
Mul1lingual Mul1-‐territory
Using now Planning to use No plans to use
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Use of agency to run international PPC
13% 14% 18% 19% 12% 12%
15% 14%
74% 73% 67% 67%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
2013 2014 2013 2014
Mul1lingual Mul1-‐territory
Using now Planning to use No plans to use
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Percentage of paid search budget spent on mobile search
4%
7%
9% 9%
14% 15%
0%
2%
4%
6%
8%
10%
12%
14%
16%
2012 2013 2014
Companies Agencies
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Is digital marketing budget bolted on to your above-the-line media spend?
26%
31%
43%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Yes, as fixed budget Yes, as flexible budget based on ROI
No, it is a separate budget
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Only 13% of responding companies have marketing budgets rigidly split by channel
13%
43% 44%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Yes, our budgets are rigidly split by channel
Yes, but there is flexibility to shid from one channel to another
based on ROI
No, our digital marke1ng budget is not split out by
channels
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Length of agency contracts
13% 25%
36% 26%
26% 23%
14% 27%
46% 38% 33% 34%
5% 3% 5% 3% 9% 11% 11% 10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
SEO Paid search Display adver1sing Social media marke1ng
3 months or less 4-‐6 months 12 months 24 months Other
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Length of agency contracts
13% 25%
36% 26%
26% 23%
14% 27%
46% 38% 33% 34%
5% 3% 5% 3% 9% 11% 11% 10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
SEO Paid search Display adver1sing Social media marke1ng
3 months or less 4-‐6 months 12 months 24 months Other
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Measuring success
Budgets
Trends
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Are you confident you are tracking your ROI as effectively as you would like?
44%
37%
20%
53%
45%
30%
44%
31%
24%
0%
10%
20%
30%
40%
50%
60%
Paid search SEO Social media marke1ng
2012 2013 2014
-‐14% -‐6%
-‐9%
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Barriers to effective social media marketing
19%
23%
25%
25%
27%
44%
46%
Lack of internal buy-‐in
Company poli1cs / culture
Lack of know-‐how
Proving the business case
Lack of budget
Lack of internal resource
Measuring success
12%
16%
19%
20%
25%
40%
46%
Company poli1cs / culture
Lack of internal buy-‐in
Lack of internal resource
Lack of know-‐how
Proving the business case
Lack of budget
Measuring success
Barriers to effective display advertising
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Are companies aMemp8ng to improve their tracking ability?
Credit: h*ps://www.flickr.com/photos/bradhoc/
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Do you have a definitive tracking solution to measure consistently across channels?
36%
64%
Yes No
Only 36% say ‘yes’
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Is analytics investment keeping pace?
l 39% of companies increasing budgets for analy1cs, with a further 59% keeping budgets the same.
39%
59%
2%
Increase Stay the same Decrease
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
The propor1on of companies confident in their ability to track SEO ROI effec1vely
31%
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
[not provided]
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Keyword ‘not provided’ share hits 93% in Google Analy8cs
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
[not provided]
“Encrypted Google keyword data means it is difficult to analyse ROI, even on brand
PPC.”
Survey respondent
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Trends
Budgets
Measuring success
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Investment in CRO on the rise
60%
38%
2%
Increase Stay the same Decrease
l Three in every five companies will be increasing CRO spend
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
“Companies are becoming increasingly savvy about the folly of spending more
on search markeDng without simultaneously invesDng in conversion
rate opDmisaDon.”
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
“Reach people in the moments that maFer across all devices with smarter ads that are relevant to their intent and context all within a single enhanced
campaign.”
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
What impact has Enhanced Campaigns had on your paid search?
14% 9%
25%
53%
0%
10%
20%
30%
40%
50%
60%
Posi1ve impact Nega1ve impact No impact Don't know
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
“This is a mixed bag. When the adverts went live, Google defaulted it so that they made more money which is not
good. However, once you get to grip with the filters, they do allow for beFer
targeDng.”
Survey respondent
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
“Average bids went up, so we lost relaDve posiDon compared to before the change, presumably as device-‐specific bidding was then merged into one.”
Survey respondent
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
47% 41%
36% 34% 30%
24% 22% 19%
9%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Proportion of companies currently using different tactics
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
25% of companies have not engaged with Google+ since its launch
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Most organisations are not taking full advantage of Google+
3%
11%
10%
26%
32%
32%
38%
33%
36%
84%
2%
25%
4%
19%
19%
22%
26%
26%
28%
65%
Other
None of the above
Organised a public Google Hangout represen1ng your brand
Encouraged staff to set up individual accounts on Google+
Linked Google+ dashboard to Google Analy1cs
Linked Google+ account to AdWords campaigns
Added videos and images to your Google+ local pages
Researched impact on search engine visibility
Encouraged customers to share and endorse content on Google+
Created Google+ brand page(s)
Companies Agencies
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Summary
• Companies con9nue to invest heavily in search and
related channels.
• Marketers need be?er understanding of ROI from
individual marke9ng channels and combina9ons of
channels.
• Welcome focus on conversion rate op9misa9on as
companies ensure that marke9ng spend is not wasted.
Copyright 2014 La1tude Digital Marke1ng Ltd & Econsultancy // All rights reserved
Thank you
Download the full Econsultancy / La8tude UK Search Engine Marke8ng Benchmark Report hMp://ecly.co/uk-‐sem-‐14