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.
Latitude and Econsultancy SEM Benchmark Report Highlights
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PART OF THE CALLCREDIT INFORMATION GROUP
.
SEM Benchmark
Report Launch
Brought to you by
Latitude and Econsultancy
#SEMreport14
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Today’s Agenda
Welcome
Presentation
Panel Discussion
Networking Drinks
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Introducing…
Richard
Gregory
Managing
Director
La1tude
Linus
Gregoriadis
Research
Director
Econsultancy
4. In
associa1on
with
La1tude
hDp://ecly.co/uk-‐sem-‐14
Linus Gregoriadis
Research Director
Econsultancy
linus@econsultancy.com
@linusgreg
Richard Gregory
Managing Director
Latitude
@SmartRich
http://econsultancy.com
http://latitudegroup.com
UK
Search
Engine
Marke8ng
Benchmark
Report
2014
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Budgets
Measuring
success
Trends
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• 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
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Budgets
Measuring
success
Trends
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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
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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
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According to IAB, display showed biggest
growth in 2013
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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
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Companies
procras8na8ng
over
introduc8on
of
mul8-‐territory
search
campaigns
Credit:
h*ps://www.flickr.com/photos/calsidyrose/
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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
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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
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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
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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
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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
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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
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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
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Measuring
success
Budgets
Trends
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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%
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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
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Are
companies
aMemp8ng
to
improve
their
tracking
ability?
Credit:
h*ps://www.flickr.com/photos/bradhoc/
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Do you have a definitive tracking solution
to measure consistently across channels?
36%
64%
Yes
No
Only
36%
say
‘yes’
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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
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The
propor1on
of
companies
confident
in
their
ability
to
track
SEO
ROI
effec1vely
31%
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[not
provided]
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Keyword
‘not
provided’
share
hits
93%
in
Google
Analy8cs
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[not
provided]
“Encrypted
Google
keyword
data
means
it
is
difficult
to
analyse
ROI,
even
on
brand
PPC.”
Survey
respondent
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Trends
Budgets
Measuring
success
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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
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“Companies
are
becoming
increasingly
savvy
about
the
folly
of
spending
more
on
search
markeDng
without
simultaneously
invesDng
in
conversion
rate
opDmisaDon.”
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“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
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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
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“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
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“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
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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
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25%
of
companies
have
not
engaged
with
Google+
since
its
launch
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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
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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.
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Thank you
Download
the
full
Econsultancy
/
La8tude
UK
Search
Engine
Marke8ng
Benchmark
Report
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