Online advertising spend in the UK grew by 13.5 per cent year-on-year in the first half of 2011 to £2.26bn.* Paid-for search, such as PPC/AdWords, dominated by Google, grew 12.6 per cent year-on year- to £1.3bn, with online classified ads growing by 3 per cent to £385m, confirming the level of opportunity in this market. This growth has been attributed to a surge in fast-moving consumer goods companies, such as Unilever and P&G, latching onto digital display and in particular the rapidly growing market for online video advertising.
So, how much did your company spend on search marketing last year? Did your web traffic reflect the investment? How does your company rank in the major search engines compared to its competitors? Does your clickthrough rate beat the benchmark? Would you like to find out more?
If so, please get in touch by sending us an send us an email, as Delineo has recently commissioned research to examine the search marketing performance of some major brands in different market sectors, with regards to online visibility. We also explore the approach from each organisation to enhance its search results, establishing whether the approach is proactive, reactive or completely static with no actions taken to enhance search engine traffic to the desired website.
This research will establish:
• On-site and off-site factors which influence and affect keyword rankings
• How successful companies implement these factors to enhance relevant, targeted traffic.
• Examples of good practice in the field of search marketing.
In addition, we introduce our rankings correlation data which will from the benchmark of our findings.
A benchmark must be used to determine any kind of precise statistics. In this case, this would mean the average percentage of clicks for any given first page keyword in Google against a specified estimated amount of traffic.
Using our extensive bank of analytics data, we’ve been able to compile an up-to-date ranking methodology to determine specific traffic volume by sector, keyword rank and keyword estimated search behaviour. Using [exact] match data from the Google Keyword Tool to determine traffic volume, we have correlated Google data, actual Analytics data and keyword rank to find a precise organic click through rate. The following chart shows our results for October 2011. While there are sporadic differences for one or two key phrases (using niche and general phrases), the percentages below represent averages against rank.
These percentages can vary according to what verticals appear in Google’s results page ‘real estate’, and more of this space has been taken up over the past year (2010-2011) with more local results, Adwords ads, maps and video results.
The basics of search marketing are explained here.
If you would like to know more about the search marketing research, get in touch using the contact form or alternatively send us an email. We look forward to sharing key findings with you in the near future.
*Source: Internet Advertising Bureau UK, The IAB Online Adspend Study, H1 2011