We are excited today to announce the release of Merkle|RKG’ s Q1 2015 Digital Marketing Report. Now available for download, this quarter’s report offers data and analyses on the latest trends across paid search, product listing ads, search engine optimization, display advertising and other topics surrounding digital marketing. In addition, the Q1 report includes a deep-dive into evidence suggesting a decrease in the number of available impressions on Google, which may be stalling click growth for advertisers. We also take a look at mobile click and cpc growth by geography, as well as how well companies in the Fortune 500 and IR 500 have prepared for Google’s mobile-friendly algorithm update. Download the Q1 2015 Digital Marketing Report Here Here is a taste of the content you can expect across the many different channels studied in the report.
Paid SearchGoogle year-over-year paid search spend growth decelerated from 19% in Q4 to 13% in Q1, as click growth plummeted to 0.2%. Average cost-per-click increased by 13% year-over-year, the largest increase of the past six quarters.
Organic Search & SocialOrganic search visit volume grew 14% year-over-year overall as mobile visits grew 54%. These figures were very similar to the Q4 growth numbers, and this marks the third straight quarter in which traffic driven from organic search went up. This may also be linked to changes that began in mid-2014 that resulted in fewer ad impressions being displayed on Google.
Comparison Shopping EnginesAmong major CSEs, Amazon Product Ads provided the highest year-over-year revenue growth for advertisers who have been advertising with the product since at least the beginning of 2014, with an increase in revenue of 74% in Q1. Revenue for Connexity and Nextag advertisers was down nearly 40% year-over-year, as both of these CSEs have more rigid rate card systems which inhibit advertisers from getting as much out of them as those CSEs with more flexible rate card systems.
DisplayAdvertisers investing in both search and display through Google continue to allocate most of their spend to text ads and Product Listing Ads, but the share of spend going to the Google Display Network nearly doubled year-over-year, increasing from 6% to 11%.
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