下面是小编为大家整理的2020年第一季度网络营销报告（精选文档）,供大家参考。
DIGIT AL
MARKETING
REPOR T Q1
2020
MERKL
E
DIGIT A
L
MARKETIN
G
REPOR T
Q
1
202 0
EXECUTIVE
SUMMARY
3 e x ecutive
summary
The
impacts
of
the
CO VID-19
pandemic
on
economic
activity
in
the
United
S tates
increased
dramatically
in mid-March,
as
the
confirmed
case
count
began
to
rise
by
the
hundreds
per
day ,
public
schools
were
almost universally
shuttered,
and
other
limits
on
public
gatherings
and
travel
began
rolling
out
more
broadly .
For
the week
ending
March
21,
initial
US
unemployment
claims
skyrock eted
to
over
three
million,
nearly
five
times
the previous
all-time
high.
The
following
week,
those
numbers
would
only
double .
As
we
consider
digital
mark eting
trends
for
Q1
2020 ,
for
most
brands,
this
period
in
mid-March
mark ed
a clear
boundary
between
pre
and
post-CO VID-19
results,
but
e xactly
how
different
these
periods
look ed varied
considerably
depending
on
the
channel,
the
industry
of
the
advertiser ,
and
other
k ey
factors.
For
search
ads,
spending
grew
11%
Y/Y
for
the
full
first
quarter ,
a
moderate
deceleration
from
16% growth
in
Q4
2019 .
In
March,
however ,
growth
had
fallen
to
just
4%
Y/Y ,
with
travel
advertisers
cutting
their budgets
by
nearly
80%
by
the
end
of
the
month.
Retailers ’
ad
spend
has
held
up
better
for
search
and
other
digital
channels,
as
ad
conversion
rates have
improved
from
a
larger
share
of
commerce
moving
online .
Retailers
have
also
benefited
from
Amazon pulling
back
on,
and
ultimately
shutting
down
its
search
ads
entirely
during
the
first
quarter ,
as
it
faced challenges
k eeping
up
with
demand
for
essential
items.
Y o u T ube
ad
spend
growth
managed
to
outpace
search
ad
spend
growth
for
in
Q1,
but
many
brands
had
paused
their
Y o u T ube
campaigns
entirely
before
the
end
of
March
to
focus
on
more
pure
direct response
tactics,
including
search.
While
retailers
across
product
categories
saw
a
major
lift
in
demand
in
mid-April
as
stimulus
check s
started hitting
bank
accounts,
those
selling
essential
goods
have
generally
seen
more
favorable
results
since
mid- March.
For
the
full
first
quarter ,
site
visits
produced
by
organic
search
fell
15%
Y/Y
across
all
brands,
but essential
retail
saw
organic
visits
grow
53%
in
mid-March.
Other
retailers
saw
a
31%
decline
during
the
same period,
as
struggling
consumers
have
had
to
prioritize
their
purchases.
Investment
in
Amazon ’ s
ad
platform
entered
the
year
on
an
upswing
and
spend
growth
for
Amazon Sponsored
Products
and
Sponsored
Brands
ads
accelerated
further
in
Q1,
even
though
ad
spend
faltered over
the
last
week
of
March
when
the
typical
brand
spent
half
as
much
money
per
day
on
Amazon
ads
as they
did
in
January .
The
challenges
Amazon
ads
faced
were
a
bit
different
than
those
for
other
channels,
though,
and
may be
more
easily
solved.
Some
advertisers
ran
into
issues
with
Amazon
limiting
fulfillment
of
non-essential products,
while
others
ran
low
on
product
inventory
or
ad
budgets
after
brisk
sales
earlier
in
the
month. These
issues
should
subside
in
Q2
and
ad
spend
investment
levels
should
rebound.
Spending
growth
for
and
ads
also
accelerated
for
the
full
first
quarter ,
but
advertisers
did
see
CPMs
trend
lower
in
late
March
as
impacts
from
the
CO VID-19
crisis
escalated.
More
traditional display
ad
platforms
saw
weak er
results
for
the
full
quarter ,
with
spend
growth
falling
to
just
1%
Y/Y ,
compared to
22%
growth
for
paid
social.
S tay
safe ,
everyone!
DIGIT AL
MARKETING
REPOR T Q1
2020
MERKLE
DIGIT AL
MARKETING
REPOR T
Q1
2020
EXECUTIVE
SUMMARY
4
paid
search
search
ad
spend
grew
11%
Y/Y
in
Q1
2020 ,
down
from
16%
growth
in
Q4
2019 ,
and
the
weak est growth
Merkle
has
seen
over
the
eight
years
we
have
produced
this
report.
Clicks
rose
9%
in
Q1,
while
cost per
click
(CPC)
rose
2%.
· Spending
on
Microsoft
search
ads
rose
18%
Y/Y
in
Q1
2020 .
Clicks
fell
11%
Y/Y
and
CPCs
rose
sharply
as Microsoft
has
seen
a
declining
share
of
tra ffi c
produced
by
phones
in
the
past
year .
· Compared
to
early
March,
desktop
share
of
search
ad
click s
is
running
about
four
points
higher
in mid-April,
as
consumers
are
spending
a
great
deal
more
time
at
home
on
their
laptops
(and
desktops).
· With
the
CO VID-19
crisis
triggering
closures
and
stay-at-home
orders
and
recommendations
in
late
March, Google
L ocal
Inventory
Ad
(LIA)
click
share
e ff ectively
dropped
to
zero
by
the
end
of
Q1.
LIAs
generated 29%
of
Shopping
click s
in
Q4
2019 ,
among
participating
brands.
organic
search
· Visits
to
brand
sites
generated
by
organic
search
fell
15%
Y/Y
in
Q1
2020 ,
down
from
an
11%
decline
in Q4
2019 .
Phone
organic
search
visits
fell
10%,
while
desktop
visits
fell
12%.
· DuckDuckGo
delivered
a
38%
increase
in
organic
search
visits
in
Q1
2020 ,
but
that
rate
of
growth
has cooled
considerably
over
the
past
couple
of
quarters.
In
Q3
2019 ,
DuckDuckGo
visits
were
up
68%
Y/Y .
· Phones
produced
52%
of
organic
search
visits
in
Q1
202 0 ,
up
from
49%
a
year
earlier .
Tablet
share
of organic
search
visits
fell
from
8%
in
Q1
2019
to
a
little
over
4%
in
Q1
2020 .
Desktop
share
of
organic search
increased
slightly
in
the
past
year .
amazon
ads
· Sponsored
Products
spend
rose
67%
Y/Y
in
Q1
2020
as
click s
grew
87%
and
CPCs
fell
10%.
With
sales produced
by
Amazon
Sponsored
Products
ads
rising
70%
Y/Y
in
Q1
2020 ,
advertisers
held
ROI
for
the
ad format
roughly
fl at
compared
to
a
year
ago .
· Sponsored
Brands
spend
growth
accelerated
signi fi cantly
to
118%
Y/Y .
Click
growth
improved
to
43%
Y/Y , while
advertisers
also
saw
a
spik e
in
CPC
growth
to
52%
Y/Y .
· Conversion
rates
were
about
fi ve
times
higher
for
Amazon
Sponsored
Products
ads
than
for
Google Shopping
ads
in
Q1
2020 .
In
Q4
2019 ,
Sponsored
Products
conversion
rates
were
about
four
times
higher than
Shopping
conversion
rates.
display
&
paid
social
· Spending
on
ads,
e x cluding
Instagram,
grew
19%
Y/Y
in
Q1
2020 ,
up
from
15%
growth
in
Q4 2019 .
Advertiser
spending
on
grew
39%
Y/Y
in
Q1
2020 ,
up
slightly
from
38%
growth
in
Q4
2019 .
· For
brands
running
both
and
ads
in
Q1
2020 ,
accounted
for
27%
of
total spending
across
the
two
platforms
and
34%
of
impressions.
· In
Q1
2020 ,
S tories
ads
accounted
for
22%
of
spend
and
28%
of
impressions.
Adoption
of S tories
ads
is
nearly
universal
on
Instagram,
but
remains
weak er
on
the
core
property .
MERKLE
DIGIT AL
MARKETING
REPOR T
Q1
2020
P AID
SEARCH
ORG ANIC
SEARCH
AMAZ ON
ADS
DISPLAY
&
PAID
SOCIAL
5
paid
search
search
ad
spend
grew
11%
Y/Y
in
Q1
2020 ,
down
from
16%
growth
in
Q4
2019 , and
the
weak est
growth
Merkle
has
seen
over
the
eight
years
we
have
produced
this report.
Clicks
rose
9%
in
Q1,
while
CPCs
rose
2%.
Spending
on
Microsoft
search
ads
rose
18%
Y/Y
in
Q1
2020 .
Clicks
fell
11%
Y/Y
and
CPCs rose
sharply
as
Microsoft
has
seen
a
declining
share
of
traffic
produced
by
phones
in the
past
year .
Compared
to
early
March,
desktop
share
of
search
ad
click s
is
running
about four
points
higher
in
mid-April,
as
consumers
are
spendin g
a
great
deal
more
time
at home
on
their
laptops
(and
desktops).
With
the
CO VID-19
crisis
triggering
closures
and
stay-at-home
orders
and recommendations
in
late
March,
L ocal
Inventory
Ad
(LIA)
click
share
effectively dropped
to
zero
by
the
end
of
Q1.
LIAs
generated
29%
of
Shopping
click s
in
Q4 2019 ,
among
participating
brands.
+12%
+8%
+4%
+4%
+14%
+15%
MERKLE
DIGIT AL
MARKETING
REPOR T
Q1
2020
P AID
SEARCH
ORG ANIC
SEARCH
AMAZ ON
ADS
DISPLAY
&
PAID
SOCIAL
6
Soli d
S tar t t o
Quarte r
K eep s
Searc h
Spend
Growth
P ositiv e
i n
Q 1
Overall
US
P aid Search
+20%
Y/Y
Growth
T otal
spending
on
paid
search
ads
in
the US
grew
12%
Y/Y
in
Q1
2020 ,
down
from
Ad
Spend
Clicks
CPC
+12%
16%
growth
in
Q4
2019 .
Click
growth
was down
from
9%
Y/Y
in
Q4
to
7%
in
Q1.
A verage
CPC
growth
also
decelerated between
Q4
and
Q1,
coming
in
roughly
two points
lower
at
a
little
over
4%
Y/Y .
Spend and
click
growth
decelerated
sharply
in
the
second
half
of
March
as
the
first
major wave
of
coronavirus-related
closures
and restrictions
began
to
roll
out.
Q3
Q4
Q1
Q2
Q3 2019
Q4
Q1
2020
Googl e
Searc h
Spend
Growth
Slow s
Fiv e
P oint s
t o
11 %
Google Overall
US
P aid Search
+20%
Y/Y
Growth
search
ad
spend
grew
11%
Y/Y
in
Q1 2020 ,
down
from
16%
growth
in
Q4
2019 ,
+10%
Ad
Spend
Clicks
CPC
+11%
+9%
+2%
and
the
weak est
growth
Merkle
has
seen over
the
eight
years
we
have
produced this
report.
Clicks
rose
9%
in
Q1,
while CPCs
rose
2%.
By
the
end
of
the
quarter , spending
trends
look ed
very
different, depending
on
the
advertiser .
Travel programs
reduced
budgets
by
nearly
80% on
average
compared
to
January ,
while retailers
saw
steadier
spend
levels.
Q3
Q4
Q1
Q2
Q3
Q4
Q1
201...