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Online Marketing – Quarterly Benchmarking Report – September 2011
The third quarter o 2011 unveiled several important paid-search trends. On a year over year ba-sis, advertisers increased click-through-rates (CTR), while reducing their overall costs-per-click(CPC). These trends point to advertisers realizing increased eciencies rom paid search, whilegrowing their search programs.On the subject o eciency, we also ound that a larger percentage o advertisers were usingPhrase and Exact type o keyword matching, and realizing strong perormance gains as a result.Lastly, our data suggests that ad targeting on tablet devices (e.g. Apple iPad) is showing signi-cantly better perormance compare to desktop or mobile targeting.
To uncover key trends or the third quarter o 2011, we sampled the Marin Global Search In-dex, which includes over 1000 advertisers and agencies that invest over $2.1 billion annuallyin paid-search. The Marin Global Search Index consists o enterprise-class marketers -- largeradvertisers and agencies who spend in excess o $1 Million annually on paid-search, social anddisplay. As such, our data sample and ndings skew towards the behavior o larger organizationsand more sophisticated advertisers.We kept the study longitudinal by ocusing on a representative set o US based advertisers andmeasuring key perormance indicators (KPIs) on a year over year (YoY) and quarter o quarter(QoQ) basis. Wherever possible, we used medians and indexed values to more clearly highlightoverall trends instead o absolute values. This allows us to mitigate the eects o outliers, andmake the ndings more representative o the perormance o the typical Marin client. Onechange we made in this study was to separate out any impressions and clicks generated romthe “Content” networks (now known as the Display Network on Google). Unless stated otherwise,the data in this research brie pertains only to the “Search” network.