2014年Q3数字营销报告.pdf

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1、Q32014tABLEOFCONtENtS03ExECutIvESummARy04PAIDSEARCH15ORGANICSEARCH&SOCIAL20COmPARISONSHOPPINGENGINES23DISPLAyADvERtISING26ABOutRKG&mEtHODOLOGyExECutIvESummARyPAIDSEARCH•Q3paidsearchspendingonGoogleincreased27%Y/Y,aslightaccelerationfromQ2.Thiswasdrivenmostlybyan18%Y/Yincreasein

2、clickvolume,thoughcost-per-click(CPC)alsoincreasedby8%Y/Y.•SearchspendingforBingAdsrose24%Y/Y,drivenentirelybyanincreaseinclickvolumeastherewasnomovementinaverageCPC.AriseinmobiletraffichelpedtobothdrivetheincreaseinvolumeaswellaskeepCPCstagnant.•GoogleProductListingAds(PLAs)an

3、dBingProductAdsspendroseacombined73%Y/Y,justaboveQ2Y/Ygrowthrate.27%ofallGooglesearchclickscamefromPLAs.•Smartphonesandtabletscombinedtoaccountfor38%ofpaidsearchtraffic,upfrom30%inQ32013.Spendshareforsmartphoneandtabletdeviceswas28%.•Cross-deviceconversionestimatesgeneratedbyGo

4、ogleconversiontrackingattribute17%moreorderstosmartphonedevicesthanwouldbeattributedusingonlysingle-deviceconversionmeasures.Desktopandtabletcomputersseeliftsof6%and8%,respectively.ORGANICSEARCH&SOCIAL•32%ofallQ32014sitevisitscamefromorganicsearch,downfrom34%inQ32013.Optimizati

5、onsbysearchenginestomakepaidadsmoreappealingcontinuetodrivemoretrafficawayfromorganicresults.•Organicsearchclicksharefromsmartphonesandtabletsroseto38%inQ3,upfrom27%ayearearlier.iPhone,iPadandAndroiddeviceorganictrafficshareallroseY/Y.•Theshareofallsitevisitsgeneratedbysocialme

6、diasitesincreasedslightlyY/Yfrom2%to2.2%.Facebookproduced53%ofallsocialmedia-drivensitevisits,whilePinterestgenerated18%.•42%ofsocialmedia-drivensitevisitscameonmobiledevices,thesamefigureasQ2buta13pointincreaseY/Y.Thisremainshigherthanmobile’sshareofpaidororganictraffic.COmPAR

7、ISONSHOPPINGENGINES•AmazonProductAds’CSEspendsharedropped10pointsY/YontheheelsoftheirpushingsomeadvertisersoutoftheproductinQ2.•FollowingtwoquartersofdeclinerelativetoGooglePLAs,AmazonProductAdsdelivered11%asmuchrevenueasPLAsinQ3foradvertisersonbothplatforms,areturntoQ42013leve

8、ls.DISPLAyADvERtISING•GoogleDisplayNetwork(GDN)shareof