We’re pleased to announce today’s release of Merkle | RKG’s Q4 2014 Digital Marketing Report for download. The DMR highlights the latest trends in paid search, search engine optimization, display advertising, product listing ads (PLAs), comparison shopping engines, and other topics across the digital marketing spectrum. Additionally, this edition of the report examines geographic phone usage in paid search, as well as the impact of the Yahoo deal to become the default search engine for Mozilla Firefox users. Updates on the rise of Product Ads on Bing Ads and the growth of Yahoo's Gemini platform are also included. Download the Q4 2014 DMR Here Here’s an amuse-bouche of some of the content you can expect across the channels covered by the report.
Paid SearchThe holiday shopping season started off with a bang for paid search marketers, with cumulative sales up 24% year-over-year through Cyber Monday. Y/Y growth cooled in the middle of December, and advertisers ended up driving 20% greater revenue through paid search this holiday season than in 2013.
Organic Search & SocialOrganic search share of all site visits declined from 36% last Q4 to 35% in 2014. Yahoo's share of organic search increased to 7.5% in Q4, while Google saw it's share decline half a percentage point in the wake of the Yahoo-Firefox deal.
Comparison Shopping EnginesAdvertisers bidding on both Amazon Product Ads and Google Product Listing Ads saw Amazon revenue climb to 19% of that generated by PLAs in Q4. This was up from 8% in Q4 of 2013.
DisplayFacebook Ad Exchange (FBX) spend was up 46% year-over-year in Q4, up from 30% year-over-year growth in Q3. This was primarily the result of increased volume, as average CPC was up just 9%, about the same increase seen in Q3.
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