Kenshoo, experts in predictive media optimization technology, have released a new infographic, Kenshoo Search and Social Snapshot: Q2 2014, detailing key metrics and benchmarks for paid search and social advertising.
Sophisticated marketers familiar with the mature paid search channel drove steady growth across all key search advertising performance indicators (KPIs). In social advertising, volume spiked as new advertisers entered the marketplace, testing ad solutions and audience targeting methods.
Among the key findings in the research:
- Search ad spend increased 25% year-over-year (YoY) and 2% quarter-over-quarter (QoQ)
- Search click-through rate increased 26% driving a 15% increase in clicks YoY
- Social ad spend increased 51% YoY and 21% QoQ
- Social impressions increased 13% YoY
“The power of paid search and social has never been more evident than it was in Q2,” said Aaron Goldman, chief marketing officer of Kenshoo. “Marketers running search and social advertising through Kenshoo increased their ad spend consistently across both channels and saw revenue rise at faster rates, leading to tangible profit and ROI.”
“With solutions like Kenshoo Intent-Driven Audiences™ applying search intent data to social ad retargeting and Kenshoo Demand-Driven Campaigns™ automatically taking the best performing ads on search and serving them on Facebook, marketers are able to capitalize on cross-channel opportunities like never before,” added Goldman.
While the increased number of social advertisers caused fluctuations in social campaign metrics, the channel is quickly becoming a staple of digital marketing campaigns. A recent study from Kenshoo presented quantifiable evidence that paid search conversion activity increases as advertisers spend more on Facebook and determined a “sweet spot” for marketers’ investments.
“The continued growth in search and social advertising speaks to their combined effectiveness, but it also creates an increasingly competitive marketplace,” said LuRae Lumpkin, VP Global Paid Media at Covario. “Kenshoo’s industry-leading, cross-channel innovations provide the tools we need to maintain a leg up on the competition.”
Kenshoo’s innovative approach to delivering industry-leading ad solutions has garnered it significant recognition. In addition to being named a repeat winner in the Facebook Innovation Competition for the online sales category for Intent-Driven Audiences and Demand-Driven Campaigns, Kenshoo was named the sole leader in a Social ad platforms evaluation by independent research firm, Forrester Research Inc. in The Forrester Wave™: Social Advertising Platforms, Q4 2013 after previously being named the sole leader in The Forrester Wave, Bid Management Platforms, Q4 2012.
Along with the global data analysis, Kenshoo published detailed insights for search engine marketing in the Americas; Europe, Middle East and Africa (EMEA); and Asia Pacific Japan (APJ) regions, including unique data for select countries in each region.
Visit Kenshoo.com/SearchGlobalTrends to download the infographics and view further performance data and insights.
Source: Kenshoo
