2020年第一季度网络营销报告.docx

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1、executive summaryThe impacts of the COVID-19 pandemic on economic activity in the United States increased dramatically in mid-March, as the confirmed case count began to rise by the hundreds per day, public schools were almost universally shuttered, and other limits on public gatherings and travel b

2、egan rolling out more broadly. For the week ending March 21, initial US unemployment claims skyrocketed to over three million, nearly five times the previous all-time high. The following week, those numbers would only double.As we consider digital marketing trends for Q1 2020, for most brands, this

3、period in mid-March marked a clear boundary between pre and post-COVID-19 results, but exactly how different these periods looked varied considerably depending on the channel, the industry of the advertise and other key factors.For Google search ads, spending grew 11% Y/Y for the full first quartet;

4、 a moderate deceleration from 16% growth in Q4 2019. In March, however, growth had fallen to just 4% Y/Y, with travel advertisers cutting their budgets by neariy 80% by the end of the month.Retailers9 ad spend has held up better for Google search and other digital channels, as ad conversion rates ha

5、ve improved from a larger share of commerce moving online. Retailers have also benefited from Amazon pulling back on, and ultimately shutting down its Google search ads entirely during the first quarter; as it faced challenges keeping up with demand for essential items.YbuTube ad spend growth manage

6、d to outpace search ad spend growth for Google in Q1, but many brands had paused their YbuTube campaigns entirely before the end of March to focus on more pure direct response tactics, including search.While retailers across product categories saw a major lift in demand in mid-April as stimulus chec

7、ks started hitting bank accounts, those selling essential goods have generally seen more favorable results since midMarch. For the full first quarter, site visits produced by organic search fell 15% Y/Y across all brands, but essential retail saw organic visits grow 53% in mid-March. Other retailers

8、 saw a 31% decline during the same period, as struggling consumers have had to prioritize their purchases.Investment in Amazons ad platform entered the year on an upswing and spend growth for Amazon Sponsored Products and Sponsored Brands ads accelerated further in Q1, even though ad spend faltered

9、over the last week of March when the typical brand spent half as much money per day on Amazon ads as they did in January.The challenges Amazon ads faced were a bit different than those for other channels, though, and may be more easily solved. Some advertisers ran into issues with Amazon limiting fu

10、lfillment of non-essential products, while others ran low on product inventory or ad budgets after brisk sales earlier in the month. These issues should subside in Q2 and ad spend investment levels should rebound.Spending growth for Facebook and Instagram ads also accelerated for the full first quar

11、ter but advertisers did see CPMs trend lower in late March as impacts from the COVID-19 crisis escalated. More traditional display ad platforms saw weaker results for the full quarter; with spend growth falling to just 1% Y/Y, compared to 22% growth for paid social.Stay safe, everyone!MERKLE DIGITAL

12、 MARKETING REPORT Q1 2020PAID SEARCH ORGANIC SEARCH AMAZON ADS DISPLAY & PAID SOCIAL 向 12Shift Back to Desktop Drives Up Microsoft Search Ad CPCsMicrosoft Advertising Overall US Paid Search+40%Y/Y GrowthSpending on Microsoft search ads rose 18% Y/Y in Q1 2020, a slight increase in growth rate compar

13、ed to Q4 2019. Clicks, however, fell 11% Y/Y, with CPCs rising sharply. Microsoft has seen a declining share of traffic produced by phones in the past year, helping to push CPCs higher but hurting volume growth. Phone Product Ad traffic has now fallen three quarters in a row, while phone text ad tra

14、ffic has grown.-20%Product Ad Spend Growth Outpaces Text Ads for MicrosoftMicrosoft Advertising Spend by Ad FormatY/Y Growth+60%- Product Ads Text Ads-20%Even with phone Microsoft Product Ad clicks falling nearly 50% in Q1 2020, spending on the format grew 23% Y/Y across all devices, up from 19% gro

15、wth in Q4 2019. CPCs have risen sharply for phone Product Ads, suggesting the quality of traffic from that segment has improved. Meanwhile, desktop continues to deliver solid click gains for Product Ads. Microsoft text ad spending grew 16% Y/Y in Q1 2020, in line with the previous quarterProduct Ad

16、Share of Microsoft Paid Search Clicks Rises to 39%Microsoft Product Ad Share of Microsoft AdvertisingPaid Search Clicksso%Aggregate Results - US RetailAmong retailers, Product Ads generated 39% of all Microsoft search ad clicks in Q1 2020, up from 32% a year earlier For the non-brand segment. Produc

17、t Ads generated 70% of Microsoft paid search clicks, up from 60% a year earlier and a new all-time high. Despite these share gains, Microsoft remains about four years behind Google in terms of the impact of image-based shopping ads.MERKLE DIGITAL MARKETING REPORT Q1 2020PAID SEARCH ORGANIC SEARCH AM

18、AZON ADS DISPLAY & PAID SOCIAL 向 13Phone Search Ad Click Share Up in Q1, Despite March Rebound for DesktopAlthough desktop saw some click share gains in the back half of March, as many Americans began their stay-at-home period, for the full first quarter of 2020, desktop click share fell a point to

19、32%. Phone click share rose from 61% in Q4 2019 to 64% in Q1 2020, while tablet click share fell two points to 4%.Phones generated 44% of total search ad spend in Q1 2020, up from 38% a year eariien Tablets accounted for just 3% of search ad spending across platforms in Q1 2020, down from a little u

20、nder 6% in Q1 2019. With so many people staying home due to the coronavirus to begin the second quarter; were likely to see some shift in spend back to desktop in Q2, as search ad budgets follow users.Google and Microsoft See Opposing Trends for Device Click ShareDevice Share of Paid Search Clicks b

21、y PlatformQ1 2020DesktopPhone GoogleMicros。代 AdvertisingPhones produced 67% of Google search ad clicks for the full first quarter of 2020, up from 62% in Q1 2019. Desktop share of Google clicks slipped from just under 32% in Q1 2019 to 29% in Q1 2020. Trending for Microsoft was roughly the reverse,

22、with desktop gaining neariy four points of share between Q1 2019 and Q1 2020. Importantly, Microsoft seeing rising desktop share predates any additional impacts from COVID-19 on user behavior.TabletMERKLE DIGITAL MARKETING REPORT Q1 2020PAID SEARCH ORGANIC SEARCH AMAZON ADS DISPLAY & PAID SOCIAL14or

23、ganic searchVisits to brand sites generated by organic search fell 15% Y/Y in Q1 2020, down from an 11% decline in Q4 2019. Phone organic search visits fell 10%, while desktop visits fell 12%.DuckDuckGo delivered a 38% increase in organic search visits in Q1 2020, but that rate of growth has cooled

24、considerably over the past couple of quarters. In Q3 2019, DuckDuckGo visits were up 68% Y/Y.Phones produced 52% of organic search visits in Q1 如20, up from 49% a year earlier. Tablet share of organic search visits fell from 8% in Q1 2019 to a little over 4% in Q1 2020. Desktop share of organic sear

25、ch increased slightly in the past yeanMERKLE DIGITAL MARKETING REPORT Q1 2020Y/Y Growth in US Organic Search Visits by Device+30%-Q3 2018 Q4 2018- Q1 2019 Q2 2019Q3 2019 -Q4 2019 Q1 2020Y/Y Growth in Organic Search Visits by Engine01 2020-40%-38%Organic search visits produced by Google fell 13% Y/Y

26、overall in Q1 2020 and 16% Y/Y on mobile devices, including tablets. Both Bing and Yahoo continued to see larger declines with organic visits down 26% overall on Bing and 27% on Yahoo.The smaller DuckDuckGo delivered a 38% increase in organic search visits in Q1 2020, but that rate of growth has coo

27、led considerably over the past couple of quarters. In Q3 2019, DuckDuckGo visits were up 68% Y/Y.PAID SEARCH ORGANIC SEARCH AMAZON ADS DISPLAY & PAID SOCIAL 向 15Organic Search Visits Fall For Fifth Straight QuarterVisits to brand sites generated by organic search fell 15% Y/Y in Q1 2020, down from a

28、n 11% decline in Q4 2019. Toward the end of the quartet; impacts from COVID-19 were mixed, with essential retailers seeing more positive results than other brands. Over the longer term, organic search visits have been under fire from the increased monetization of search results pages and the rise of

29、 zero- click searches.Google Organic Search Holding Up Better than Largest CompetitorsEssential RetailersY/Y Growth in US Organic Search by Retail CategoryMarch 2020-31%uck Trend of Organic Search DeclinesIn mid-March, as awareness of COVID-19 began rising sharply and related restrictions escalated,

30、 Merkle found very different organic search trends within the retail category, depending on the type of retailer. Essential retailers like grocers and drugstores saw organic search grow 53% Y/Y for the week ending March 15th. For the same period, non-essential retailers like apparel and specialty me

31、rchandisers saw organic clicks fall 31% Y/Y.-40%MERKLE DIGITAL MARKETING REPORT Q1 2020Organic Search Share of All US Site VisitsPAID SEARCH ORGANIC SEARCH AMAZON ADS DISPLAY & PAID SOCIAL 向 16Google Picks Up Organic Search Share Even as Visits FallWith Bing and Yahoo seeing larger declines in organ

32、ic search visits than Google in Q1 2020, Googles share of all US organic search visits increased from 91% in Q1 2019 to 92% in Q1 2020. On mobile devices, Google generated 96% of organic search visits in Q1 2020. DuckDuckGo9s share of organic search visits has nearly doubled in the past year; but of

33、f of a relatively small base.Recent Rise in Direct Site Visits Mirrors Decline for Organic Search30%15%Organic Search and Direct Share of All US Site VisitsOrganic Search DirectThe share of site visits produced by organic search fell from 25% in Q1 2019 to 22% in Q1 2020. On mobile devices, organic

34、search produced 21% of site visits in Q1 2020, down from 24% a year earlier. With organic search, theres always a question of the extent to which proper attribution of organic is lost to “direct为 site visits, and over the past year and a half, direct site visit share has indeed trended higher in a m

35、anner that has closely mirrored organic declines.Q3Q2Q320192020Desktop Share of Organic Search Rises as Tablet Drop Continues70%35%Q3Mobile Share of US Organic Search VisitsPhone Tablet Combined52%Phones produced 52% of organic search visits in Q1 2020, up from 49% a year earlier. Tablet share of or

36、ganic search visits fell from 8% in Q1 2019 to a little over 4% in Q1 2020. Overall, desktop share of organic search increased slightly in the past year, rising to 44% in Q1 2020. For comparison, desktop accounted for only 32% of search ad clicks in Q1 2020. That 12-point differential in desktop sha

37、re is the largest Merkle has seen.Q12019Q2Q3Q12020MERKLE DIGITAL MARKETING REPORT Q1 2020PAID SEARCH ORGANIC SEARCH AMAZON ADS DISPLAY & PAID SOCIAL17amazon adsSponsored Products spend rose 67% Y/Y in Q1 2020 as clicks grew 87% and CPCs fell 10%. With sales produced by Amazon Sponsored Products ads

38、rising 70% Y/Y in Q1 2020, advertisers held ROI for the ad format roughly flat compared to a year ago.Sponsored Brands spend growth accelerated significantly to 118% Y/Y- Click growth improved to 43% Y/Y, while advertisers also saw a spike in CPC growth to 52% Y/Y.Conversion rates were about five ti

39、mes higher for Amazon Sponsored Products ads than for Google Shopping ads in Q1 2020. In Q4 2019, Sponsored Products conversion rates were about four times higher than Google Shopping conversion rates.MERKLE DIGITAL MARKETING REPORT Q1 2020PAID SEARCH ORGANIC SEARCH AMAZON ADS DISPLAY & PAID SOCIAL

40、向 18Amazon Sponsored Product Spend Rises 67% Y/Y After Strong Q1 StartAmazon Sponsored Products Y/Y Growth+150%- Ad Spend - Clicks - CPC-50%Although Amazon Sponsored Products spend levels faltered in late March, the format began the quarter on a strong trajectory and ultimately saw an acceleration i

41、n spending growth compared to Q4 2019. Sponsored Products spend rose 67% Y/Y in Q1 2020 as clicks grew 87% and CPCs fell 10%. Advertisers had pulled back on Sponsored Products spend to improve ROI in late 2018 and spend growth has been on the rebound since late 2019.Amazon Sponsored Brands Spending

42、Growth AcceleratesAmazon Sponsored Brands Y/Y Growthiso%- Ad Spend - Clicks - CPC-50%With about a quarter of the investment of Sponsored Products, Amazon Sponsored Brands ads tend to see directionally similar long-term growth trends as Sponsored Products, but with wider swings. In Q1 2020, Sponsored

43、 Brands spend growth also accelerated, but more significantly, to 118% Y/Y. Click growth improved to 43% Y/Y, while advertisers also saw a spike in CPC growth to 52% Y/Y.Amazon Ad Spend Levels Fall in Late March, But Should Rebound in Q2Daily Amazon Ad Spend Compared to January AverageOver the last

44、week of March, the typical Amazon advertiser spent half as much money on Amazon ads per day as they did in January. However the challenges COVID-19 created for Amazon ads were different than those for other channels and may be more easily solved. Some advertisers faced the issue of Amazon limiting f

45、ulfillment of non-essential products, while others ran low on product inventory or ad budgets after brisk sales earlier in the month. These issues should subside in Q2, and ad spend investment levels should rebound.MERKLE DIGITAL MARKETING REPORT Q1 2020Amazon Y/Y Sales Growth by Ad Format+250% Spon

46、sored Products Sponsored BrandsAmazon Sponsored Products Share by PlacementQ1 202090%85%ImpressionsClicksSpendSalesPAID SEARCH ORGANIC SEARCH AMAZON ADS DISPLAY & PAID SOCIAL 向 19Amazon Ads Delivering Large Sales Gains at Steady ROIWith sales produced by Amazon Sponsored Products ads rising 70% Y/Y

47、in Q1 2020, advertisers held ROI for the ad format roughly flat compared to a year ago, as spend increased 67% Y/Y. Results were similar for Sponsored Brands ads, which saw sales growth of 131% Y/Y in Q1 2020 on a cost increase of 118% Y/Y.Top of Search Generates Majority of Amazon Sponsored Product

48、s SalesWhile top-of-search placements only accounted for 3% of Sponsored Products ad impressions in Q1 2020, they generated 51% of sales for the format. Product details pages produced 85% of impressions for Sponsored Products, but generated just 31% of sales. Between Q4 2019 and Q1 2020, other placements saw a notable increas