Efficient Frontier released its Q3 Digital Marketing Performance Report. The document covers a range of trends from search marketing to Facebook and display advertising to mobile and tablets. However the report is primarily focused on paid search trends.
According to Efficient Frontier Google controls roughly 82 percent of both the click and the spend in paid search. The company also said “the first quarter that Google has gained more spend share from Yahoo/Bing across sectors since the Yahoo/Bing alliance . . . [as a partial] result of improved CTRs on Google.” In addition, it “can also be attributed to the shift in marketers looking for more volume as they head into the Q4 retail peak.”
Efficient Frontier also added that marketers will get greater visibility into conversions where users are signed into Google:
The ability to attribute conversions across devices (mobile, tablet, desktop) is now possible with the development of the Google+ network that keeps users logged in to the Google ecosystem. Advertisers should prepare for this trend by investing time into looking at tablet traffic and conversions, while optimizing websites for mobile.