Linus GregoriadisResearch Director, Econsultancy

linus@econsultancy.com

http://econsultancy.com

The State of Affiliate Marketing: Budgets, Trends, Challenges

UK Search Engine Marketing Benchmark ReportIn association with NetBoosterhttp://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report

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Budgets

Integration

Content marketing

Enhanced campaigns

Google+

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MethodologyOnline survey

Seventh annual UK Search Engine Marketing Benchmark report

Over 700 UK respondents, including:

–428 company marketers

–288 supply-side respondents

Across a wide range of business sectors

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Budgets

Integration

Content marketing

Enhanced campaigns

Google+

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Digital marketing budgets set to increase

Econsultancy / NetBooster UK Search Engine Benchmark Reporthttp://econsultancy.com/reports/uk-search-engine-benchmark-report

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Has your budget for the following search engines increased or decreased this year?

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Social media sites companies have paid to advertise on

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Significant increases for LinkedIn and YouTube

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Budgets

Integration

Content marketing

Enhanced campaigns

Google+

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#MoMaMa

“Modern marketing must be connected, joined-up and

integrated ... across digital and classic skills.”

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Agencies are offering a fuller range of servicesPhoto credit: www.komarketingassociates.com

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Significant increase in full-service agencies

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Search is becoming more integrated with display

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Search is becoming more integrated with display

58% of companies

and

80 % of agencies

… integrating paid search marketing with display

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Paid search and display integration: change since 2012

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Search is becoming more integrated with social

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Budgets

Integration

Content marketing

Enhanced campaigns

Google+

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#MoMaMa

“We believe that content marketing and the focus on

owned and earned media represents a fundamental shift in marketing that is more than a

fad.”

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“Content marketing will become more important over the next 12 months.” 90%

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“Content marketing will become more important over the next 12 months.” 90%

“Content marketing is its own discipline, like SEO or email marketing.”64%

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Relationship between SEO and content marketing

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Shifting SEO sands Photo credit: mikebaird on flickr

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Budgets

Integration

Content marketing

Enhanced Campaigns

Google+

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Proportion of budget spent on mobile search

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‘Enhanced Campaigns’ gets a mixed receptionPhoto credit: Zach Dischner on flickr

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Do you think Enhanced Campaigns will have a positive impact on paid search marketing?

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“It will allow us to manage our campaigns more effectively as they will be streamlined and I think it will be easier to make optimisations.”

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“More targeted with more relevant messaging.”

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“We rely on segmenting mobile, desktop and tablet campaigns to lower CPA and improve ROI.”

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“We are concerned that our non mobile-optimised site will result in dreadful conversion and could impact overall quality score.”

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Budgets

Integration

Content marketing

Enhanced Campaigns

Google+

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The impact of Google+ is still not widely understood

Photo credit: commons.wikipedia.org

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Impact of Google+ on search campaigns

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Action taken since launch of Google+

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Agency perspective

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Are you linking AdWords campaigns to your Google+ account?

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Budgets

Integration

Content marketing

Enhanced campaigns

Google+

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Questions?

Download this year’s full report http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report

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