Search and social advertising spend increases as marketers embrace mobile and cross-channel audience management
San Francisco (January 13, 2015) – Kenshoo (www.Kenshoo.com), the global leader in predictive marketing solutions, today released a new infographic, Kenshoo Search and Social Snapshot: Q4 2014, highlighting strong performance of digital marketing during the final quarter of 2014. Advertising spend in search increased 15% quarter-over-quarter (QoQ) and 14% year-over-year (YoY), while ad spend in social increased 32% QoQ and 33% YoY as marketers continued to drive tangible results by leveraging audience intelligence seamlessly between the channels and across mobile devices.
Among the key findings in the research:
- Paid search impressions increased 11% QoQ but decreased 4% YoY
- Paid search clicks increased 14% QoQ and 8% YoY
- Paid search click-through rate increased 2% QoQ and 11% YoY
- Social impressions decreased 32% QoQ and 79% YoY
- Social clicks increased 16% QoQ and 10% YoY
- Social click-through rate increased 70% QoQ and 430% YoY
“Thanks to continued improvement in ad formats, targeting, and bidding, marketers using Kenshoo have eliminated wasteful impressions, showing more relevant ads to the customer segments most likely to convert,” said Aaron Goldman, chief marketing officer of Kenshoo. “Advanced marketers realize the complementary nature of search and social as well as the role of mobile in reaching their target audiences, and they embraced new techniques in Q4, such as applying search intent to social campaigns.”
In conjunction with its global data analysis, Kenshoo published infographics detailing regional insights for paid search in the Americas; Europe, Middle East, and Africa (EMEA); and Asia Pacific Japan (APJ) regions, with unique data for select countries in each region. Among the findings:
- In the Americas, mobile devices accounted for 34% of search spend and 37% of clicks
- In EMEA, mobile devices accounted for 33% of search spend and 34% of clicks
- In APJ, mobile devices accounted for 38% of search spend and 44% of clicks
“Kenshoo has definitively shown the positive influence that paid search and social have on each other, boosting digital marketing efficiencies and increasing sales and ROI,” said Zach Morrison, president of Elite SEM. “Kenshoo’s advanced algorithms and intuitive platform ensure that cross-channel campaign management and optimization is easy and efficient, enabling us to maximize the return on our marketing investments.”
Kenshoo’s innovations, industry-leading enterprise technology solutions, and holistic approach have garnered it significant recognition. Kenshoo has been named the sole leader in The Forrester Wave™: Social Advertising Platforms, Q4 2013, the sole leader in The Forrester Wave, Bid Management Platforms, Q4 2012, a repeat winner in the Facebook Innovation Competition for the online sales category for Intent-Driven Audiences and Demand-Driven Campaigns, the winner for Best Use of Social Media in the US Search Awards, the winner for Best PPC Management Software in the European Search Awards, and the #1 Search Engine Marketing and Social Media Marketing Supplier to the Internet Retailer Top 1000.
Search and social results are based on five quarters of performance data from more than 6,000 Kenshoo advertiser and agency profiles across 17 vertical industries and 51 countries, spanning the Google, Bing, Baidu, Yahoo!, Yahoo! Japan, and Facebook ad networks. Only accounts with five consecutive quarters of stable data from October 2013 through December 2014 were included in the analysis. The resulting sample includes more than 425 billion impressions, 6 billion clicks and $3.75 billion (USD) in advertiser spend.
Kenshoo is the global leader in predictive marketing. Brands, agencies and developers use Kenshoo Search, Kenshoo Social, Adquant by Kenshoo, Kenshoo Local, Kenshoo SmartPath, Kenshoo Halogen, and Kenshoo Anywhere to direct more than $200 billion in annualized client sales revenue through the platform. Kenshoo is the only Facebook strategic Preferred Marketing Developer with native API solutions for ads across Facebook, FBX, Twitter, Google, Yahoo, Yahoo Japan, Bing, Baidu and CityGrid. Kenshoo powers digital marketing campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Kenshoo clients include CareerBuilder, Expedia, Facebook, KAYAK, Havas Media, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Kenshoo has 27 international locations and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures. Please visit www.Kenshoo.com for more information.
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