Digital Marketing Report, Q3 2013 – Enhanced Campaigns

Find out what kind of impact the change to Enhanced Campaigns has had on the paid search landscape including the search engines and RKG’s clients. Paul Koch covers our findings on this topic from our Digital Marketing Report, Q3 2013.

For more research on Enhanced Campaigns, paid search, CSEs, SEO and more, download the complete Digital Marketing Report.



VIDEO TRANSCRIPT

Paul Koch: Hi. Thank you for joining me for another RKG Video. My name is Paul Koch. Today, I wanted to talk about RKG’s Q3 Digital Marketing Report. I’m going to emphasize Google’s Enhanced Campaigns.

With the Enhanced Campaign mandatory transition in late July, we expected there to be a potential percent volatility in the paid search landscape.

Ultimately, we noticed that things are a lot more stable, or were fairly stable in that landscape. If we dig a little bit more deeply into the mobile segment of that, we see a little bit of volatility that I’ll get into a little bit later.

Overall, we saw Google spend up approximately 18% year-over-year. That follows a similar trajectory that we saw from the second quarter. Traffic from Q2 to Q3 was down a little bit, but that’s largely to be expected with the seasonality of our retail heavy client base. CPCs, however, were up 9% year-over-year in the third quarter. That’s even with the sharp decline in mobile CPCs from Q2 to Q3 year-over-year.

When we look at Google non-brand traffic, we see that revenue per click for Google, as it relates to Bing, was up to about 13% higher revenue per click on Google in the third quarter compared to non-brand Bing.

This would really goes somewhat counter or change somewhat of the trajectory from those two engines. Over the last year, the parity between those two engines on revenue per click has been really very close.

We saw a little bit of a departure in Q3, really indicating that the value of traffic on Google is improving relative to that of Bing’s.

Enhanced Campaigns was mandatory in July. RKG, we moved almost all of our clients over late June. That gave us plenty of time to be able to update our proprietary bidding technology and really tweaking our ability to handle the mobile modifier.

Once we transitioned over, we really saw a big difference in mobile CPCs. Before the transition, relative to desktop, mobile CPCs were about 60% of desktop levels. After the transition, we saw that percentage drop to about 30 to 40%. This was really due to a strategic drive to improve mobile ROI for our clients, and also to be able to go after the better-performing, less expensive long-tail mobile traffic and be able to drive a scalable solution for mobile for our clients.

So thank you very much. Please find a link, attached, for the entire Digital Marketing Report and find some great info about paid search, SEO, CSEs, display, the whole nuts and bolts of digital marketing.

Thank you.