{"id":1757,"date":"2016-07-26T14:49:21","date_gmt":"2016-07-26T14:49:21","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/2016\/07\/26\/17-useful-search-marketing-stats-from-merkles-q2-2016-report\/"},"modified":"2018-11-15T17:08:28","modified_gmt":"2018-11-15T17:08:28","slug":"17-useful-search-marketing-stats-from-merkles-q2-2016-report","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2016\/07\/26\/17-useful-search-marketing-stats-from-merkles-q2-2016-report\/","title":{"rendered":"17 useful search marketing stats from Merkle&#8217;s Q2 2016 report"},"content":{"rendered":"<p><strong>This morning, <a href=\"https:\/\/www.merkleinc.com\/\">Merkle<\/a> released their quarterly Direct Marketing Report, ahead of Google\u2019s own Q2 earnings announcement and it makes for a bumper stat-filled reading.<\/strong><\/p>\n<p>Of particular note are the revelations that:<\/p>\n<ul>\n<li>Google search spending growth has slowed to 22% as CPCs fall 9%<\/li>\n<li>Desktop PLA growth rate jumps while mobile growth is strong but slowing<\/li>\n<li>Shopping Ads traffic from Google image search and Yahoo surges<\/li>\n<li>Google\u2019s expanded text ads have had only a modest impact<\/li>\n<\/ul>\n<p>The <a href=\"https:\/\/www.merkleinc.com\/thought-leadership\/digital-marketing-report\">full report<\/a> (registration needed) covers the latest trends in <a href=\"https:\/\/searchenginewatch.com\/sew\/how-to\/2436089\/beginner-s-guide-to-paid-search-and-ppc\">paid search<\/a>, organic search, social media, display advertising, and comparison shopping engines, so let\u2019s cherry-pick some of the highlights\u2026<\/p>\n<h2>Paid Search<\/h2>\n<ul>\n<li>Advertiser spending on Google paid search grew 22% Y\/Y in Q2 2016, a slight\u00a0deceleration from 25% growth in Q1.<\/li>\n<li>Click growth increased slightly to 34%, but CPCs fell 9%.<\/li>\n<li>Spending growth for Google text ads slowed to 10% Y\/Y as CPC growth for brand\u00a0keywords fell from 10% in Q1 to 0% in Q2.<\/li>\n<li><a href=\"https:\/\/searchenginewatch.com\/2016\/03\/23\/three-recent-changes-to-google-shopping-you-need-to-be-aware-of\/\">Google Shopping Ad<\/a> spending growth rose to 43% as an influx of partner traffic bolstered total click volume.<\/li>\n<li>Combined spending on Bing Ads and Yahoo Gemini search ads fell 17% Y\/Y as click declines continued to worsen.<\/li>\n<li>Bing Product Ad spending fell for the first time since the format\u2019s launch, likely the result of Yahoo moving to show more Google PLAs.<\/li>\n<li>Phones and tablets produced 53% of all paid search clicks in Q2, the same rate as a quarter earlier, but up 12 points from a year earlier. Google\u2019s share of clicks from mobile increased slightly to just over 57%<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-61321\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/sites\/25\/2016\/06\/mens-suits-serp.png\" alt=\"mens suits serp\" width=\"975\" height=\"882\" \/><\/p>\n<h2>Organic Search &amp; Social<\/h2>\n<ul>\n<li>Organic search visits fell 7% Y\/Y in Q2, down from 11% Y\/Y growth a year earlier, as\u00a0organic listings face increased competition from paid search ads, particularly on mobile.<\/li>\n<li>Mobile\u2019s share of organic search visits rose to 46%, but that still lags behind the 53% of paid search clicks that mobile produces, as well as the 47% share that mobile produced for organic search a year ago.<\/li>\n<li>Google produced 86% of all organic search visits in the US and 90% of mobile organic\u00a0search visits.<\/li>\n<li>Google\u2019s share of mobile organic search has increased by nearly two points in the past year.<\/li>\n<li>Social media sites accounted for 2.8% of site visits in Q2 2016, with Facebook producing 63% of all site visits driven by social media.<\/li>\n<\/ul>\n<h2>Comparison Shopping Engines<\/h2>\n<ul>\n<li>The eBay Commerce Network commanded a majority of advertisers\u2019 comparison\u00a0shopping engine (CSE) spending for the first time in Q2. Along with Connexity, the two\u00a0dominant CSE platforms accounted for 97% of all CSE ad spending.<\/li>\n<li>Advertiser revenue produced by eBay Commerce Network and Connexity listings grew\u00a0by 33% and 23% Y\/Y respectively; however, the two platforms combined for less than\u00a010% of the revenue produced by Google Shopping Ads, among advertisers participating\u00a0in all three platforms.<\/li>\n<\/ul>\n<h2>Display Advertising<\/h2>\n<ul>\n<li>Total display advertising spending grew 62% Y\/Y, driven by very strong results from\u00a0Facebook, where Merkle advertisers increased their investment by 121% Y\/Y.<\/li>\n<li>Retargeting accounted for 62% of all display spending in Q2.<\/li>\n<li>The Google Display Network (GDN) also delivered spending growth, with advertisers\u00a0seeing its share of total Google ad spending increase to 12%.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>This morning, Merkle released their quarterly Direct Marketing Report, ahead of Google\u2019s own Q2 earnings announcement and it makes for a bumper stat-filled read.<\/p>\n","protected":false},"author":1092,"featured_media":1758,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,11,10,5],"tags":[197,450,1001,37,1393,20,129,185],"content_type":[27095],"class_list":["post-1757","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry","category-more-news","category-ppc","category-seo","tag-bing","tag-display-advertising","tag-ebay","tag-google","tag-merkle","tag-organic-search","tag-paid-search","tag-yahoo","post_format-standard","content_type-news"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2018\/10\/graph-1302825_960_720-120x90.jpg","category":"Industry","timeago":"10y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/1757","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=1757"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/1757\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/1758"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=1757"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=1757"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=1757"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=1757"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}