Latitude and Econsultancy SEM Benchmark Report Highlights

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


Today’s Agenda

Welcome

Presentation

Panel Discussion

Networking Drinks


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


Budgets

Measuring success

Trends


•  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


Budgets

Measuring success

Trends


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


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


According to IAB, display showed biggest growth in 2013


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


Companies procras8na8ng over introduc8on of mul8-‐territory search campaigns

Credit: h*ps://www.flickr.com/photos/calsidyrose/


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


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


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


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


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


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


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


Measuring success

Budgets

Trends


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%


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


Measuring success

12%

16%

19%

20%

25%

40%

46%

Company poli1cs / culture

Lack of internal buy-‐in


Lack of know-‐how

Proving the business case

Lack of budget

Measuring success

Barriers to effective display advertising


Are companies aMemp8ng to improve their tracking ability?

Credit: h*ps://www.flickr.com/photos/bradhoc/


Do you have a definitive tracking solution to measure consistently across channels?

36%

64%

Yes No

Only 36% say ‘yes’


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


The propor1on of companies confident in their ability to track SEO ROI effec1vely

31%


[not provided]


Keyword ‘not provided’ share hits 93% in Google Analy8cs


[not provided]

“Encrypted Google keyword data means it is difficult to analyse ROI, even on brand

PPC.”

Survey respondent


Trends

Budgets

Measuring success


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


“Companies are becoming increasingly savvy about the folly of spending more

on search markeDng without simultaneously invesDng in conversion

rate opDmisaDon.”



“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.”

Google


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


“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


“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


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


25% of companies have not engaged with Google+ since its launch


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


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.


Thank you

Download the full Econsultancy / La8tude UK Search Engine Marke8ng Benchmark Report hMp://ecly.co/uk-‐sem-‐14

Date post:	08-May-2015
Category:	Marketing
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Latitude and Econsultancy SEM Benchmark Report Highlights

Marketing