2017年q2付费搜索广告研究报告（英文）-17页

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1、iPROSPECTQUARTERLYREPORT:PaidSearchTrends2017Q2ByJessicaFreistat,MichaelEngelsandMichaelKelleyiPROSPECTQUARTERLYREPORTPAIDSEARCHTRENDS

2、2017Q2ExecutiveSummaryQ2wasanothercostlyquarterforpaidsearchadvertisers.iProspect’sQ2containmorePLAproductunitsservedperqueryortargeth

3、igherfunnelqueries.year-over-year(YoY)GoogleAdWordsdatashowedthatwhilepaidsearchcontinuesBoththeseattributesincreaseoverallinventoryandcontributetolowertobeanoutstandingperformancemediachannel,continuedCPCincreasesdroveClickthroughrate(CTR)forShoppingcampaignsasmoreimp

4、ressionsareserved.coststothehighestlevelrecordedsincetheinceptionofthisreportin2014.ThisCPCincreasehas,inturn,contributedtooverallclickdeclinesbyforcingadvertisersAlongwiththeupdatestoShoppingads,Googlecontinuestoimprovethesophisti-tospendmoreperclickwithinconstrainedb

5、udgets,thusreducingthetotalnumbercationofitsaudiencetargetingcapabilitieswithinSearch.Advertiserscanhelpofclickstheycanafford.AnalysisshowsthattheCPCincreasesweredrivenbytwooffsettherisingCPCbyleveragingthesenewsegmentingfeaturestoefficientlyprimaryfactors:funnelbudget

6、towardthemostvaluablecustomers.Inadditiontoimplementingadvancedaudiencetargeting,advertisersshouldalsocustomizeadcopyforeach•Competitivepressureonthemobilesearchengineresultspage(SERP)audiencesegmentbyutilizingIFstatementsandtakingadvantageoftheincreasedincreasedasadve

7、rtiserscontinuedtoinvestmoreinmobiletoaligncharacterlimitoftheExpandedTextAdformat.Thesetacticswillhelpadvertiserswithdevice-levelsearchtrendsdeveloptargetedtestingplansthatensureadrelevanceandpeakadperformance.•AnupdatetoGoogle’sAdRankcalculation,whichbeganrollingouti

8、nMay,placedmoreweightonkeywordbids,resultinginacorrespondingThefollowingtrendsandinsightsarebasedonananalysisofthedatafrommorethanreductionoftheimportanceofotherfactorssuchasQualityScore1,800GoogleAdWordsaccounts.AlloftheseaccountsaremanagedbyiProspectU.S.(thoughthespe

9、ndisnotconfinedtojustU.S.markets),andtogethertheyShopping(PLA)investmentandvolumecontinuetogrowandarehigherthantheyre