MarketingSherpa – 2012 Search Marketing Benchmark Report: PPC Edition

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MarketingSherpa – 2012 Search Marketing Benchmark Report: PPC Edition

All-New! 2012 Search Marketing Benchmark Report – PPC Edition: Research and insights on extending the capabilities of paid search
Extending PPC capabilities: Social, local and mobile search
Generating higher traffic (at least in the short term) has always been a PPC speciality. To help drive traffic, marketers with empty sales pipelines, limited-time offers, or seasonal promtions, continuly use PPC to push traffic or move the needle when demand is high.
However, what’s lacking from most paid search campaigns is the untapped area of opportunity found in social, local and mobile search tactics. For example, a recent survey of 1,530 B2B and B2C marketers found that only 48 percent of organizations enhance their basic listings with images or custom details – and only 20 percent of organizations have added videos to their listings. That’s a lot of lost opportunity missed.
By utilizing tactics such as Google Boost, location and phone ad extensions, mobile versions of web sites, images and videos. Marketers can now extend their reach to a different audience – and very specific type of user, giving searchers more of what they want, when they want it.
In the 2012 Search Marketing Benchmark Report – PPC Edition, you’ll find several new case studies (on what is and isn’t working) in real-life paid search marketing campaigns. This 177-page report helps you get more out of your paid search efforts – by aligning your top challenges to the most effective PPC tactics. Get answers to these questions:
How can I use social, local and mobile paid search effectively?
What can I do to improve my monitoring and tracking metrics?
How can I find ways to increase your inbound marketing leads?

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What analytic tools are most widely used to optimize PPC performance?
What insights do agencies have on improving quality scores?
More Key Questions Answered in this year’s study
How do you create an effective highly-targeted ad group?
What impact does split testing on landing pages have on your PPC campaigns?
How can you use PPC analytics to capitalize on daily performance trends?
How are marketers overcoming the PPC challenges hampering effectives over the last 12 months?
How can I improve my lead quality with paid search?
Are PPC budgets expected to stay the same or grow?
How much does an inbound lead cost on average?
Search Marketing Success Stories: New PPC Tactics, strategies and Charts
The 2012 Search Marketing Benchmark Report-PPC Edition is more than just data. This report is a comprehensive reference guide containing more than 125 charts with analytical commentary, hundreds of informative insights from your peers, and more. It also features a special section on landing page optimization with analysis and insight on topics critical to the future success of paid search marketing:
Learning from an unsuccessful PPC campaign
Using PPC analytics to capitalize on daily performance trends
Outsourcing PPC Campaigns increases conversions 400%
Designing custom landing pages increases leads by 88%
Improving conversions with landing page tests
Using sitelinks to lift clickthrough rates 14%
Redesigning PPC ads and landing page increases CTR
Key findings from the 2012 Search Marketing Benchmark Report – PPC includes:
The alignment of paid search marketing objectives against the most difficult challenges
The usage, effectiveness and level of effort required for PPC tactics
How organizations are allocating marketing dollars and where they are shifting their efforts
What marketers are doing to prosper in local and mobile PPC
Most effective advertising networks and ad formats
How agencies contribute to their clients’ PPC marketing efforts

2012 Search Marketing Benchmark Report – PPC Edition Summary Table of Contents:
Chapter 1: PPC Objectives and Challenges(pg.9-26)
Informal processes still define PPC marketing maturity
Challenges hampering PPC effectiveness over last 12 months
Objectives for PPC programs in next 12 months
Marketer insights on developing PPC marketing strategies
Chapter 2: PPC Tactics (pg.27-48)
Majority of organizations run PPC campaigns in-house
Creating highly-targeted ad groups is the most popular tactic
Split testing landing pages considered to be the most difficult
Split testing landing pages may be difficult, but it is very effective
Marketer insights on success with PPC tactics
Chapter 3: Monitoring and Tracking Metrics (pg.49-70)
Web conversion often defined as multiple-field form completion
Many marketers have no read on how many bad clicks they get
Small percentage of organizations have better than average quality scores
Nearly 40% of organizations bid on less than 100 key terms
Exact match is the most popular match type
Paid search plays average role in total traffic volumes
Median web conversion rate on paid search traffic is nearly 4%
Paid search accounts for nearly one third of total leads on average

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Paid search yields mixed results for lead quality, with some standouts
Free analytics solutions are the most widely used
Marketer insights on using analytics to optimize PPC performance
Chapter 4: Planning and Tracking Budgets (pg.71-100)
Biggest budget increases expected in inbound marketing
Half of marketing budgets go to online marketing, on average
PPC and website take biggest shares of online marketing budget
Majority of PPC budget goes towards clicks
Similarly-sized organizations display wide variability in PPC operating budgets
Chart: Current PPC budgets, by organization size
PPC budgets expected to stay the same or grow
Marketer insights on the value returned from PPC budget invested
Chapter 5: Inbound Marketing Leads (pg.101-106)
Inbound marketing lead sources are growing in importance
Inbound leads cost 66% less than outbound leads, on average
Chapter 6: Using PPC in Local Search (pg.107-122)
Local search viewed as having positive impact on objectives
Many still have no local business listing on search engines
Google Boost lags in usage
Marketer insights on the challenges of optimizing for local search
Marketer insights on successfully optimizing for local search
Chapter 7: When Paid Search Goes Mobile (pg.123-132)
Mobile search viewed as having positive impact on objectives
Less than half of organizations enable ads to show on mobile devices
Marketer insights on their challenges with mobile search
Marketer insights on their successes with mobile search
Chapter 8: Search Marketing Success Stories (pg.133-140)
Case Briefing: Learning from an unsuccessful PPC campaign
Case Briefing: Using PPC analytics to capitalize on daily performance trends
Case Briefing: Outsourcing PPC Campaigns increases conversions 400%
Case Briefing: Designing custom landing pages increases leads by 88%
Case Briefing: Improving conversions with landing page tests
Case Briefing: Using sitelinks to lift clickthrough rates 14%
Case Briefing: Redesigning PPC ads and landing page increases CTR 54%
Chapter 9: Agency Perspectives (pg.141-152)
Client investment in PPC is driven by measurable ROI
Agencies are more optimistic when it comes to PPC budget increases
Relevant ad copy and highly targeted keywords considered most effective
30 % of client campaigns have quality scores greater than 7
Agency insights on improving quality scores
Text ads outperform other ad formats by a factor of 3
Ads on social media sites growing in their effectiveness
Agency insights on their successes with PPC campaigns
Appendix 1: LPO Benchmark Report Charts (pg.153-170)
Headline and call to action are the most impactful page elements
Marketers managing online tests don’t validate results 155
In-house expertise challenges to landing page optimization in 2010
Outsourcing LPO operations and expertise
Staffing is a key budget component related to LPO
Web analytics and key performance indicators
Dedicated landing pages vs. default website
Seventeen page elements optimized in 2010
Testing methodologies and operations
Appendix 2: Benchmark Survey Demographics(pg.171-176)
Appendix 3: Search Engine Marketing Glossary (pg.177)
An A-to-Z glossary of common search marketing terms

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