1. Search Market
Overview
Dr. Augustine Fou
http://linkd.in/augustinefou
April 2013
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2. Digital Ad Revenues $36.6B
Source: IAB 2012 Annual Report
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3. IAB Full Year 2012 Report
Search is part of “Performance”
$24.2B
$11.7B
Source: IAB 2012 Annual Report
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4. Search vs Other Ad Formats
$16.9B is search
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5. Paid Search vs Organic (SEO)
Distribution of Search Clicks Distribution of Marketing Spend
SEO PPC SEO PPC
89.5% 10.5% 10.8% 88.8%
$1.4B $11.9B 2009 figures
13% 87% Est 2012 figures
$2.2B $14.7B
Clicks from organic search (SEO) account for 90% of all clicks;
yet budgets for SEO only account for a little over 10% of the
search spending.
Source: SEMPO
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6. What Search Marketers Do
Source: Forrester via eMarketer October 31, 2012
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7. Related Articles
Percent of Ecommerce from Mobile
By: Augustine Fou, March 27, 2013
Smartphone Penetration Exceeds 50 Percent
By: Augustine Fou, Mar 21, 2013
Percent of Site Traffic from Mobile
By: Augustine Fou, March 30, 2013
Digital is a Philosophy
By: Augustine Fou, March 31, 2011
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8. Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing their marketing
across traditional and digital channels. Within
digital, depending on the nature of the product or
the client’s industry, we also optimize allocation
of budget between impression-based formats and
performance based ad formats.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
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9. APPENDIX
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10. Local Search – Mobile vs Desktop
Source: BIA/Kelsey via eMarketer March 30, 2013
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11. Click Through Rates (CTRs)
of Digital Ads with sub-types
Search Display Social
Ads are based on Display ads are Display ads with
keyword typed by served next to massive number
user, served at the content that the of impressions;
moment they are user is interested “Junk” quality
looking for info. in. and super-low
prices and CTRs
Organic Paid Portals Network
CTR 10-90% 1-10% 0.1-1% 0.01-0.1% 0.001-0.01%
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