|By Business Wire||
|January 15, 2014 01:07 PM EST||
Leading search and digital marketing agency, RKG, today released its Digital Marketing Report for the fourth quarter of 2013 (rkg.co/dmrq42013) – showing digital trends for paid search, SEO, social media, product listing ads (PLAs), display advertising, comparison shopping engine management, mobile and a special section on holiday performance. Across its client base, which includes over 40 of the IR Top 500 retailers, RKG found that search spending growth on Google increased slightly to 19% year-over-year. This growth was driven primarily by traffic increases as average cost-per-click (CPC) was up just 3% year over year in Q4.
Google PLAs played a key role in holiday performance, accounting for 23% of all Google traffic and 42% of competitive Google traffic, which excludes clicks on keywords that include a site's own brand name. By comparison, the newly minted Bing Product Ads format, which launched in Q3 as a closed beta, accounted for 7% of Bing competitive ad spend. Based on PLA success on Google, that figure is likely to rise quickly.
Compared to another similar ad format in Amazon Product Ads, Google PLAs sales volume was nine times larger among advertisers running on both platforms.
On the whole, PLA spend increased 72% year-over-year as Q4 CPC for the format surpassed those of competitive text ads for the first time, coming in 13% higher. Competition in the PLA space will likely continue to drive up CPCs as return on investment for PLAs outpaced comparable Google text ads by 18%.
Continued Growth of Mobile
The volume of smartphone and tablet searches continued to grow through the holidays, and traffic on these devices accounted for over 25% of paid search spend in Q4. Thanksgiving and Christmas Day were the largest mobile days by share of traffic in Q4 at 43% and 45% respectively, as those traveling during these holidays were probably more likely to pack only mobile devices. Eagerness for Black Friday deals may have also played a role on Thanksgiving, while searches on new mobile devices likely contributed to the increase in mobile share on Christmas.
While Q4 smartphone click traffic more than doubled year-over-year, CPC was down 8% – continuing the trend from Q3 due to the transition to the Enhanced Campaign model. Enhanced Campaigns' mobile modifiers gave advertisers greater control to hit more demanding efficiency goals on mobile devices, which have historically returned much lower revenue-per-click than desktop and tablet computers.
Mobile now accounts for a greater share of PLA traffic than Google text ad traffic, indicating that advertisers and consumers are already largely taking advantage of the product ad format on mobile devices.
The full RKG Digital Marketing Report offers over 40 charts with additional insights and analysis on paid search, search engine optimization (SEO), social media, comparison shopping engines, attribution and more.
Some highlights from the fourth quarter findings include:
- Google paid search spending grew 19% Y/Y in Q4. Traffic growth drove those gains with paid clicks up 15% and CPCs up just 3%. Google Ad Rank changes in early Q4 may have suppressed Y/Y CPC growth.
- Spending on Bing Ads, which includes Yahoo, grew 43% Y/Y in Q4. The platform continues to better monetize its traffic through more expansive ad matching logic. Bing’s new Product Ads format showed potential in Q4, generating 7% of non-brand ad spend for participating retailers.
- Retailers running both Google Product Listing Ads and text ads generated 23% of their overall traffic from the PLA format, but an impressive 42% of their non-brand traffic. The average retailer found PLA CPCs outpacing non-brand text CPCs for the first time in Q4.
- Smartphones and tablets generated a combined 32% of paid search clicks and accounted for 25% of paid search ad spend. Smartphone CPCs remained 60% lower than desktop and tablet CPCs.
- Not Provided query share has plateaued at an average of 84% of Google search visits. Query data that remains available to site owners is skewed towards Android devices and desktop Safari users.
- Following the release of iOS 7, site owners are no longer seeing Google organic searches being misattributed as direct site visits due to iOS not passing referrer information. In Q2 2013, 16% of Google searches were incorrectly classified by web analytics packages due to this issue.
- For social media sites, 31% of referral traffic produced occurred on mobile devices. Compared to organic search, social media users showed a relative preference for smartphones over tablets.
- Facebook generated 57% of social media referrals in Q4 2013, up from 55% a year earlier. Pinterest generated 14% of social media referrals, up from 9%.
- Amazon Products Ads’ share of total CSE spending increased to 26% in Q4 2013, up from 18% a year earlier. Nextag has seen its share fall precipitously in the past year.
- Among advertisers running both Amazon Product Ads and Google PLAs, RKG finds PLA CPCs running 22% higher than Amazon’s. For those same advertisers, Amazon Product Ads volume is 11% that of PLAs.
To download the full report, visit: rkg.co/dmrq42013
RKG is a search and digital marketing agency that combines superior marketing talent with leading-edge technology to create the industry’s most effective data-driven digital marketing solutions. RKG drives business to clients by maximizing a full range of opportunities including paid search, SEO, product listing ads, social media, display advertising and comparison shopping engine management services. Founded in 2003, RKG partners with clients such as CareerBuilder, Drugstore.com, Express, Herman Miller, Jones Group and Urban Outfitters. In 2013, Advertising Age ranked RKG the fastest growing search agency. A privately held company, RKG is headquartered in Charlottesville, VA with offices in San Francisco, CA, Bend, OR and Boston, MA. For more information visit www.rimmkaufman.com or follow the company on Twitter @rimmkaufman.
Extreme Computing is the ability to leverage highly performant infrastructure and software to accelerate Big Data, machine learning, HPC, and Enterprise applications. High IOPS Storage, low-latency networks, in-memory databases, GPUs and other parallel accelerators are being used to achieve faster results and help businesses make better decisions. In his session at 18th Cloud Expo, Michael O'Neill, Strategic Business Development at NVIDIA, focused on some of the unique ways extreme computing is...
Feb. 25, 2017 10:45 PM EST Reads: 8,574
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
Feb. 25, 2017 10:30 PM EST Reads: 1,854
Due of the rise of Hadoop, many enterprises are now deploying their first small clusters of 10 to 20 servers. At this small scale, the complexity of operating the cluster looks and feels like general data center servers. It is not until the clusters scale, as they inevitably do, when the pain caused by the exponential complexity becomes apparent. We've seen this problem occur time and time again. In his session at Big Data Expo, Greg Bruno, Vice President of Engineering and co-founder of StackIQ...
Feb. 25, 2017 09:45 PM EST Reads: 9,311
The security needs of IoT environments require a strong, proven approach to maintain security, trust and privacy in their ecosystem. Assurance and protection of device identity, secure data encryption and authentication are the key security challenges organizations are trying to address when integrating IoT devices. This holds true for IoT applications in a wide range of industries, for example, healthcare, consumer devices, and manufacturing. In his session at @ThingsExpo, Lancen LaChance, vic...
Feb. 25, 2017 09:00 PM EST Reads: 9,120
"Plutora provides release and testing environment capabilities to the enterprise," explained Dalibor Siroky, Director and Co-founder of Plutora, in this SYS-CON.tv interview at @DevOpsSummit, held June 9-11, 2015, at the Javits Center in New York City.
Feb. 25, 2017 08:45 PM EST Reads: 4,718
FinTech is the sum of financial and technology, and it’s one of the fastest growing tech industries. Total global investments in FinTech almost reached $50 billion last year, but there is still a great deal of confusion over what it is and what it means – especially as it applies to retirement. Building financial startups is not simple, but with the right team, technology and an innovative approach it can be an extremely interesting domain to disrupt. FinTech heralds a financial revolution that...
Feb. 25, 2017 08:45 PM EST Reads: 1,938
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
Feb. 25, 2017 08:00 PM EST Reads: 13,557
In his session at DevOps Summit, Tapabrata Pal, Director of Enterprise Architecture at Capital One, will tell a story about how Capital One has embraced Agile and DevOps Security practices across the Enterprise – driven by Enterprise Architecture; bringing in Development, Operations and Information Security organizations together. Capital Ones DevOpsSec practice is based upon three "pillars" – Shift-Left, Automate Everything, Dashboard Everything. Within about three years, from 100% waterfall, C...
Feb. 25, 2017 08:00 PM EST Reads: 11,324
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
Feb. 25, 2017 08:00 PM EST Reads: 1,913
SYS-CON Events announced today that Addteq will exhibit at SYS-CON's @DevOpsSummit at Cloud Expo New York, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Addteq is one of the top 10 Platinum Atlassian Experts who specialize in DevOps, custom and continuous integration, automation, plugin development, and consulting for midsize and global firms. Addteq firmly believes that automation is essential for successful software releases. Addteq centers its products an...
Feb. 25, 2017 07:45 PM EST Reads: 527
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
Feb. 25, 2017 07:30 PM EST Reads: 1,809
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Feb. 25, 2017 07:00 PM EST Reads: 8,827
SYS-CON Events announced today that IoT Now has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. IoT Now explores the evolving opportunities and challenges facing CSPs, and it passes on some lessons learned from those who have taken the first steps in next-gen IoT services.
Feb. 25, 2017 07:00 PM EST Reads: 1,692
SYS-CON Events announced today that WineSOFT will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Based in Seoul and Irvine, WineSOFT is an innovative software house focusing on internet infrastructure solutions. The venture started as a bootstrap start-up in 2010 by focusing on making the internet faster and more powerful. WineSOFT’s knowledge is based on the expertise of TCP/IP, VPN, SSL, peer-to-peer, mob...
Feb. 25, 2017 06:45 PM EST Reads: 1,938
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
Feb. 25, 2017 06:30 PM EST Reads: 1,395