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RKG Digital Marketing Report: Q3 2012 Released

RKG is pleased to announce that we released our Q3 2012 Digital Marketing Report today.  We hope that you will download our report as well as read our release, which highlights some of the key takeaways from Q3.  We’ve provided some of the high-level findings from the DMR’s executive summary below, but the full report offers additional in-depth analysis on all of these figures as well as dozens of others.

Across our client base, which includes over 40 of the top 500 internet retailers, we found:

  • Total same-site paid search spending grew at a 19% year over year rate in Q3 2012.  That was down from a 32% growth rate among the same client sample for Q2.

  • Google paid search spending growth decelerated to 18% Y/Y in Q3, down from 34% in Q2.  Google paid click growth was 21%, including the traffic infusion from the Google Shopping transition.  CPCs were 3% lower Y/Y in Q3, while ROI rose 12% for competitive queries.
  • Paid search spending on Bing and Yahoo combined grew 26% Y/Y in Q3, up from 19% growth in Q2.  Click growth accelerated to 14% Y/Y, while CPCs increased 10%.

  • Google’s Product Listing Ads traffic grew 262% Y/Y and provided 20% of Google paid search clicks for the quarter.  However, CPCs for PLAs ran 15% lower than those for comparable text ads.

  • Google held a 77% share of organic search visits among RKG SEO clients.  Bing and Yahoo each held a share of 10%.  In paid search, Google AdWords generated 82% of clicks in Q3, down from 84% in Q2.
  • Facebook’s share of referral traffic remained at 6%, while Pinterest continued to provide a larger share of traffic.  Along with Twitter, these social sites accounted for a little less than 1% of all site visits in Q3.

  • Nearly 21% of organic search visits occurred on mobile devices in Q3, up from 18% in Q2.  For paid search, 16% of clicks and 11% of ad spend were mobile.

  • Tablet share of paid clicks nearly tripled to 9% and the gap between tablet and desktop CPCs fell to 5%.  Smartphone CPCs remained 54% lower than desktop.

  • Among CSEs, Amazon Product Ads has made the largest gains in 2012, seeing its share of clicks increase from around 5% in Q4 2011 to nearly 20% in Q3 2012

  • RKG attribution data shows there was an average 3.2 non-brand marketing touches per order in Q3, but for 76% of orders, marketing touches were only generated by a single channel.

Once again, the full RKG Digital Marketing Report offers much more data and analysis on the latest digital marketing trends and we hope that you will give it a read.

  • Mark Ballard
    Mark Ballard is Director of Research at RKG.
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    1. [...] Bing saw a 9% higher click volume. In the same year-over-year comparison, Rimm-Kaufman Group (RKG) found ad spend rising 26% on Bing, with ad clicks growing 14% and CPCs up [...]

    2. [...] ein um neun Prozent höheres Klickvolumen verzeichneten. Für den gleichen Zeitraum ermittelte die Rimm-Kaufman Group, dass für Anzeigen bei Bing 26 Prozent mehr Geld investiert wurde, die Anzeigen-Klickrate wuchs um [...]