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Report shows super-spenders are more reliant on organic search

internet searchHow do you typically find online information or websites you’ve recently visited?

Forrester asked 4,600 US adults this question and I would say “the answers might surprise you” but that would be cliche. Let’s just take a look at what happened and see what we can do with the results.

Organic search landed in the number one spot (no surprise) but the second, third and fourth options weren’t that far behind.

Search only got 36% of the vote. I expected it to be closer to the 50% mark. Want to guess what came in second?

Time’s up: Facebook.

25% of respondents said they got their info from Facebook! I am surprised by that.

Third place went to TV ads with 23%, fourth to TV shows with 21%.

Internet advertising to grow 15 percent, with display taking the lead

A new forecast from ZenithOptimedia tells us that global ad spend is likely to top $545 billion dollars in 2015. That may sound like a reason to celebrate but it’s actually a slight step down in growth compared to 2014. (4.9% in 2015 vs 5.1% in 2014)

ZenithOptimedia Growth Adspend 2014

Part of the reason for the decrease in the increase is the lack of large, global events in 2015. In 2014, advertisers took advantage of the huge audience that tuned in to follow the Winter Olympics and the World Cup but 2015 is going to be a quiet year. That’s good, we need the time to rest up because 2016 is going to be a wild one with the Summer Olympics, the UEFA European Football Championship and the US Presidential elections. Wow. The news media is going to have to hire a lot of extra help.

Friday Roundup: AdWords gets dynamic, Yahoo gets Flurry and more

Adwords dyanmic linksAdWords, Yahoo, and don’t forget Google.

Let’s finish up the week with a couple of quick hits.

AdWords is adding deep linking, dynamic sitelinks to search ads. The links are automatically generated and added to the bottom of your existing ad based on searcher behavior.

For example:

When people use Google to search for used cars, they may perform multiple searches and click on several search results before scheduling a test drive on a dealer’s site. While searching, they might see an ad for Joe’s Used Cars with a dynamic sitelink for the test drive page on Joe’s website, based on the customer’s current search activity.

Nice way to get a relevant call to action without any additional effort on your part. (Other than a website with a variety of actionable content pages.)

Want to improve your paid search conversions? Buy a Facebook ad.

Paid search not performing as well as you’d like? Facebook has the solution. Buy just the right amount of advertising on the social network and your paid search conversions will rise by 19%. Pretty sweet.

The number comes from a study conducted by Kenshoo on behalf of Facebook. What I find odd is that they only include results from a single advertiser – Experian. While the results make for an interesting case study, they can hardly be considered conclusive.

 

Facebook Paid Ad Conversions

Here’s what they came up with;

  • There was a 19% average increase in total conversions among the people who saw Facebook advertising compared with those who saw just paid search advertising (no Facebook ads)

Retailers believe in online marketing, so why are they still spending offline?

RetailMeNot contacted 200 marketing decision-makers at retailers that sell both online and in physical retail locations and have at least $50 million in annual revenue to find out how they feel about digital advertising.

75% said they believe that digital delivers a higher return on investment than offline advertising. They believe it, but they’re not putting their marketing money where their mouth is.

Digital spend

Looking at the total marketing budget, 51% is going to the digital side, 49% to offline. Why? Old habits and a lack of confidence. Only 27% of those surveyed thought of themselves as advanced digital marketers. Only 19% said they thought their current multi-channel approach was effective. Which means a whole lot of marketers think they could be doing better if they tried harder or had more training.

Search still driving ecommerce, social and affiliate on the decline

Maybe it’s my naturally pessimistic state of mind, but when I see a comparison report, I’m more interested in what stopped working than what’s still working.

A good example is this chart from the Q1 2014 US ecommerce report from The Custora Pulse.

Cutora Pulse April 2014

Comparing 2013 to 2014, we see that search marketing is still going strong. Organic and paid combined are responsible for 44% of ecommerce orders. It worked last year and it still works today. Google is responsible for almost three-quarters of that traffic which is both good news and bad news. On the good side, you know where to go if you want results. On the downside, there’s only one place to go if you want results and that’s scary.

Pop the Champagne! Display Ads up 32%, Paid Search 37%. Bing? Not So Much

We have a couple of reports that tell us that internet advertising grew quite nicely in 2013.

First up, Techcrunch has details from a new Nielsen report showing display advertising spend is up 32%!

nielsen-ad-spend-pct-change

Up next, The Search Agency would like you to know that the amount spent on paid search grew by over 37%!

Screen Shot 2014-01-28 at 8.57.07 AM

It wasn’t all good news, with Bing seeing a significant drop in impressions served: a 7% drop YoY and 29% from the previous quarter…

Screen Shot 2014-01-28 at 9.00.39 AM

So pop the champagne….except for you Bing. You need to go to the back of the room and think about what you’ve done.