Search is arguably the most important digital marketing channel (cue angry comments), as it can be used to both drive brand awareness and capture conversions.
In January Google reported Q4 revenues of $14.4bn, a 36% year-on-year increase, which gives an idea of just how valuable search is for brands.
Therefore I thought it would be useful to round up six examples of brands that have achieved success with effective search campaigns.
Furthermore, to give an insight into the state of search marketing in the UK, we are currently running our 2013 UK Search Engine Marketing Benchmark Survey, sponsored by NetBooster.
Christmas proved to be expensive for UK retail paid search marketers, as average CPCs increased by a third (30%) peaking at around £0.35.
According to a new report from Kenshoo, the rise was partly fuelled by a 27% increase in ad budgets compared to 2011.
There were predictable spikes in search spend at the beginning of December as retailers tried to cash in on the consumer rush to buy gifts in time for Christmas.
Smartphones and tablets accounted for almost a fifth (18%) of total US search spend in Q4 2012, according to data from IgnitionOne.
Year-on-year figures show that paid search spend on tablets has increased by 163% compared to 87% on smartphones, while clicks have increased by 135% and 29% respectively.
The report also found that CPCs have increased by 45% on smartphones, while tablet CPCs have increased by a relatively low 12%. On tablets search ad impressions increased 212% while on smartphones the increase was 20%.
Separate figures published by the IAB in October show that mobile advertising accounts for 7% of all digital ad spend in the UK. So though the reports focus on different markets, it still suggests that mobile search is outperforming other areas of mobile marketing.
According to a recent post from Heather Hopkins at Hitwise, the share of search traffic coming from paid listings is decreasing at the expense of organic traffic.
The stats highlight a 26% decline in the share of paid clicks, but is paid search really falling? Let’s take a closer look...