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RKG Digital Marketing Report: Q4 2012 Released

We are happy to announce the release of the RKG Digital Marketing Report covering the fourth quarter of 2012.

Click here to download the full report.

Click here to read our press release.

The full report offers nearly 40 charts with insights and analysis of online marketing performance trends.  Below are just some of our findings:

Paid Search:

Google paid search spending rose 19% Y/Y in Q4, a slight deceleration for our sample, but in line with Google’s official Q3 revenue growth.  Ad clicks rose 14%, CPCs rose 3%.

 

Bing search spending rose 54% on 39% higher clicks and 11% higher CPCs.  Bing faced weak 2011 comps and had made strides throughout 2012 to improve its once restrictive ad serving logic.

 

Mobile drove 20% of paid clicks and 15% of paid search spend in Q4.  Mobile CPCs edged up relative to desktop and tablet spending increased 189% Y/Y, outpacing smartphone spending for the seventh quarter in a row.  Tablet clicks outpaced smartphone clicks for the fourth quarter in a row.

 

The iPad’s share of tablet traffic slipped to 84% by the end of Q4.  Kindle Fire models held a 5% share, but delivered a 54% lower ROI than iPad.  Windows 8 tablets failed to gain much traction.

 

Google Product Listing Ads generated 28% of non-brand clicks in Q4.  PLA CPCs remained 26% lower than CPCs for competitive text ads.

 

Organic Search and Social:

iOS 6 defaulting to secure search resulted in 10% of organic search traffic being seen as direct by analytics packages.  81% of iOS 6 visits did not pass a referrer.

 

Nearly 20% of organic search and direct visits were mobile in Q4. iPad delivered 7.3% of visits, followed by the iPhone at 6.7% and Android devices at 5.2%.

 

CPMs for the Facebook Exchange were less than half those of the average display ad.  Revenue Per Click was 25% higher.

 

Comparison Shopping:

Comparison Shopping spending increased 14% Y/Y in Q4, excluding costs associated with Google PLAs.

 

Amazon Product Ads commanded 25% of CSE spend and were the largest traffic driver among paid engines.

 

Attribution:

Shoppers had an average of 4.3 marketing touches per order in Q4, up from 3.5 in Q3.  At the same time, however, 75% of orders involved touches from just a single channel.

 

Again, please download the full RKG Digital Marketing Report for Q4 2012 for much more detail on the latest digital marketing trends.

  • Mark Ballard
    Mark Ballard is Director of Research at RKG.
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    11 Responses to “RKG Digital Marketing Report: Q4 2012 Released”
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    1. [...] of them is the Digital Marketing Report of the Q4 2012 by RKG, because it offers a snapshot of where is our industry going. For instance it presents quite [...]

    2. [...] take away market share from Google piece by piece. Microsoft points to independent data from firms like RKG showing that Microsoft’s Bing Ads and the Yahoo Bing Network have seen positive momentum already [...]

    3. [...] Ads share of search clicks rose to 28% of all non-brand paid search traffic according to the latest RKG Digital Marketing Report. This is an astounding amount of traffic being generated through this relatively new product. [...]

    4. [...] click-through rates and lower costs (CPCs were 26 percent lower than CPCs of text ads, according to RKG’s Q4 Digital Marketing Report), Marin expects more advertisers to gravitate toward the image-based [...]

    5. [...] Those are just a few of the examples of the work we’re doing to make search advertising easier for our customers. According to a recent report from RKG: [...]

    6. [...] rates than the iPad.  As tablet traffic has grown to over 10% of all paid search clicks and the iPad has seen its share slip a bit, drawing the distinction between those two broad tablet categories is no longer inconsequential for [...]

    7. [...] research from RKG has indicated that the Yahoo Bing Network continues to take away market share from Google, as Bing [...]

    8. [...] shopping blend is now paid, PLAs account for nearly 30% of non-brand paid search for e-commerce sites, Panda and Penguin dwelt a one-two punch to short-term SEO and paid links, [...]

    9. [...] but it is a different animal. Google’s shopping blend is now paid, PLAs account for nearly 30% of non-brand paid search for ecommerce sites, Panda and Penguin dwelt a one-two punch to short-term SEO and paid links, and [...]

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