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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
linus@econsultancy.com
@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	
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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
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	
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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	
  //	
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  rights	
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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	
  
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	
  //	
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  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	
  //	
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  rights	
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Measuring	
  success	
  
Budgets	
  
Trends	
  
Copyright	
  2014	
  La1tude	
  Digital	
  Marke1ng	
  Ltd	
  &	
  Econsultancy	
  //	
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  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	
  //	
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  rights	
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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
Copyright	
  2014	
  La1tude	
  Digital	
  Marke1ng	
  Ltd	
  &	
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  rights	
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Are	
  companies	
  aMemp8ng	
  to	
  
improve	
  their	
  tracking	
  ability?	
  	
  
Credit:	
  h*ps://www.flickr.com/photos/bradhoc/	
  
Copyright	
  2014	
  La1tude	
  Digital	
  Marke1ng	
  Ltd	
  &	
  Econsultancy	
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  rights	
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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	
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  //	
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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	
  
Copyright	
  2014	
  La1tude	
  Digital	
  Marke1ng	
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  rights	
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The	
  propor1on	
  of	
  companies	
  confident	
  in	
  their	
  
ability	
  to	
  track	
  SEO	
  ROI	
  effec1vely	
  
31%	
  
Copyright	
  2014	
  La1tude	
  Digital	
  Marke1ng	
  Ltd	
  &	
  Econsultancy	
  //	
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  rights	
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[not	
  provided]	
  
Copyright	
  2014	
  La1tude	
  Digital	
  Marke1ng	
  Ltd	
  &	
  Econsultancy	
  //	
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  rights	
  reserved	
  
Keyword	
  ‘not	
  provided’	
  share	
  hits	
  93%	
  	
  
in	
  Google	
  Analy8cs	
  
	
  
Copyright	
  2014	
  La1tude	
  Digital	
  Marke1ng	
  Ltd	
  &	
  Econsultancy	
  //	
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  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	
  //	
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  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.”	
  
	
  
Google	
  
	
  
	
  
Copyright	
  2014	
  La1tude	
  Digital	
  Marke1ng	
  Ltd	
  &	
  Econsultancy	
  //	
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  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	
  
	
  

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Latitude and Econsultancy SEM Benchmark Report Highlights

  • 1. 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
  • 2. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Today’s Agenda Welcome Presentation Panel Discussion Networking Drinks
  • 3. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   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  
  • 5. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Budgets   Measuring  success   Trends  
  • 6. 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
  • 7. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Budgets   Measuring  success   Trends  
  • 8. 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  
  • 9. 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
  • 10. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   According to IAB, display showed biggest growth in 2013
  • 11. 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  
  • 12. 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/  
  • 13. 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  
  • 14. 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  
  • 15. 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  
  • 16. 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  
  • 17. 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  
  • 18. 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  
  • 19. 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  
  • 20. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Measuring  success   Budgets   Trends  
  • 21. 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%  
  • 22. 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
  • 23. 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/  
  • 24. 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’  
  • 25. 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  
  • 26. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   The  propor1on  of  companies  confident  in  their   ability  to  track  SEO  ROI  effec1vely   31%  
  • 27. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   [not  provided]  
  • 28. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Keyword  ‘not  provided’  share  hits  93%     in  Google  Analy8cs    
  • 29. 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        
  • 30. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   Trends   Budgets   Measuring  success  
  • 31. 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  
  • 32. 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.”      
  • 33. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved  
  • 34. 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.”     Google      
  • 35. 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  
  • 36. 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      
  • 37. 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      
  • 38. 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
  • 39. Copyright  2014  La1tude  Digital  Marke1ng  Ltd  &  Econsultancy  //  All  rights  reserved   25%  of  companies  have  not  engaged   with  Google+  since  its  launch  
  • 40. 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  
  • 41. 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.  
  • 42. 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