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.

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