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The UK Search Engine Marketing Benchmark Report 2014, carried out in association with Latitude, contains a comprehensive analysis of the UK search marketing environment. 

The report, covering search engine optimisation (SEO or natural search), paid search (PPC), social media marketing and display advertising, is based on an online survey of more than 700 client-side digital marketers and agencies.

This research, also available in summary as a PowerPoint presentation, gives a unique and thorough insight into industry trends, how much companies are spending and the challenges they are facing.   

The survey findings are divided into the following sections:

  • Digital marketing disciplines and resourcing
  • Budgets (paid search, SEO, social media marketing, display advertising)
  • Bid management technology
  • Effectiveness and ROI
  • Integration of marketing activities
  • Impact of Enhanced Campaigns and Google+
  • Use of social media sites for paid advertising
  • Barriers to search, social and display

Highlights includes:

  • Increased competition driving paid search budgets
  • Struggle to measure impact of investment
  • 'Not provided' keywords are a source of frustration for marketers
  • Companies recognise need for marketing budget flexibility
  • Few marketers are making extensive use of Google+
  • Impact of Enhanced Campaigns concentrated arouund mobile

Table of contents

  1. Executive Summary and highlights
  2. Foreword by Latitude
    1. About Latitude
    2. About Econsultancy
  3. Methodology and sample
    1. Respondent profiles
  4. Findings
    1. Digital marketing disciplines and resourcing
      1. Digital marketing disciplines and resourcing
      2. Types of digital marketing activity
      3. Agency focus
      4. How companies resourcing their marketing activities
      5. Length of agency contract
      6. Types of agencies used
      7. Multilingual and multi-territory search campaigns 
    2. Budgets
      1. Flexibility of marketing budgets 
      2. Percentage of overall budget spend on digital marketing channels
      3. Change in digital marketing budgets
    3. Paid search budget
      1. Annual paid search budget
      2. Annual change in paid search budgets
      3. Percentage of paid search budget spent on local search
      4. Percentage of paid search budget spent on mobile search
      5. Percentage of paid search budget spent on management fees
      6. Percentage of Google ad spend on Google Display Network 
    4. SEO budget
      1. Annual SEO budgets
      2. Annual change in SEO budget
    5. Social media marketing budget
      1. Annual social media marketing budget
      2. Annual change in social media budgets
      3. Percentage of social media spent on paid advertising 
    6. Display advertising budget
      1. Annual display advertising budget
      2. Annual change in display advertising budget
      3. Percentage of display budget spent via real-time bidding 
    7. Use of bid management technology
      1. Criteria for selecting bid management technology
    8. Effectiveness and ROI
      1. Impact on brand
      2. Effectiveness of ROI tracking
      3. Factors affecting search marketing ROI
    9. Types of search engine marketing and related activities
      1. Integrating search and display
      2. Integration of search engine marketing and content strategy
      3. Use of social media in search engine optimisation
    10. Impact of Google on search marketing 
      1. Enhanced campaigns
      2. Effect of Google+
    11. Which social media sites are being used?
    12. Barriers to search, social media and display activity
      1. Barriers to paid search
      2. Barriers to SEO
      3. Barriers to social media
      4. Barriers to display advertising 
  5. Appendix: Respondent profiles
    1. Business sector
    2. Geography
    3. Annual company turnover

Download a copy of the report to learn more. 

free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: UK Search Engine Marketing Benchmark Report 2014 (692 KB PDF)
  • Pdf Disabled UK Search Engine Marketing Benchmark Report 2014 (1.89 MB PDF)
  • Powerpoint Disabled UK Search Engine Marketing Benchmark Report Presentation (5.78 MB Microsoft PowerPoint)
  • Excel Disabled UK Search Engine Marketing Benchmark Report 2014 Data (85.5 KB Microsoft Excel)

Access the full report

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