Search Engine Land Covers the RKG Digital Marketing Report for Q1, 2012
MediaPost’s Laurie Sullivan wrote a great piece that wraps up a number of agency’s quarterly reports. Numbers and analysis from RKG’s digital marketing report are referenced throughout the piece. One key takeaway that Sullivan stresses is the growing importance of Google’s Product Listing Ads:
As for SEM, the decline of Google cost per clicks continues to be the major topic for most. But Mark Ballard, senior research analyst at RKG, sees Google’s Product Listing Ads format as another important metric.
Clicks on Google PLAs rose more than five times in the quarter compared with Q1 2011, accounting for 11% on Google, according to the RKG’s report. PLA cost per clicks came in 18% below standard text ads in Q1. Overall, CPCs on Google fell 9% compared with Q1 2011, Ballard said.