April 2023 Digital Marketing Performance By The Numbers

It’s April performance roundup time! Here’s the breakdown of how programs performed for our clients.
Curious how your marketing efforts compare?

The Numbers

April 2023 Paid Channel Share of Budget

  • Google: 31% (down from 33% in Mar)

  • Meta: 46% (flat to Mar)

  • Pinterest: 3% (flat to Mar)

  • Programmatic: 10% (up from 8% in Mar)

  • TikTok: 9% (up from 8% in Mar)

  • YouTube: 2% (flat to Mar)

April 2023 Average ROAS by Paid Channel

  • Google: 4.6 (up from 3.9 in Mar)

  • Meta: 3.8 (down from 4.1 in Mar)

  • Pinterest: 3.6 (down from 4.5 in Mar)

  • Programmatic: 5.4 (down from 6.1 in Mar)

  • TikTok: 1.5 (flat to Mar)

  • YouTube: 1.0 (up from 0.7 in Mar)

April 2023 Average Conversion Rate by Paid Channel

  • Google: 5.70% (down from 6.35% in Mar)

  • Meta: 1.63% (up from 1.17% in Mar)

  • Pinterest: 6.03% (down from 6.83% in Mar)

  • Programmatic: 3.09% (down from 3.38% in Mar)

  • TikTok: 2.2% (up from 1.87% in Mar)

  • YouTube: 0.67% (up from 0.55% in Mar)

April 2023 Average SEO Contribution to Total Business

  • Percentage of Total Site Traffic: 45.1% (up from 43.7% in Mar)

  • Percentage of Total Site Revenue: 42.6% (up from 40.3% in Mar)

  • Average Conversion Rate: 2.03% (down from 2.10% in Mar)

April 2023 Average Affiliate Marketing Contribution to Total Business

  • Percentage of Total Site Traffic: 13.6% (up from 9.1% in Mar)

  • Percentage of Total Site Revenue: 12.7% (up from 10.0% in Mar)

  • Average Conversion Rate: 2.95% (up from 2.88% in Mar)

 

The Summary

Paid Media: ROAS efficiencies on paid social were a bit turbulent in April and overall faired worse than in Mar (back down to Feb levels).

Programmatic also saw a dip in April in terms of ROAS but still sits well above paid social and Google Ads in terms of actual ROAS points.

TikTok conversion rate continues to exceed Meta’s. This pattern has held true for all months in 2023!

Static assets and carousel ads had a strong month for ROAS on Meta. Highlighting press mentions and testimonials in copy paired best with ads that converted last month.

Machine learning products, Performance Max and Meta Advantage+ Shopping, continue to work well for our clients. Is there an opportunity for your brand to test these channels more heavily?

Overall, we’re aiming to ensure our clients are spending no less than 60% of their budgets on prospecting audiences. In some cases we are turning to audio, CTV, and OTT placements to get more brand amplification.
 

SEO: We’re seeing an average of 6.7% more ranking keywords for our brands MoM, meaning we are continuing to get ranking positions for more diverse keywords. We are also seeing average position improve by 2.3% MoM. All these positive shifts equate to more Revenue being driven by the channel.

Don’t forget to focus on SEO-ing your blog and content site sections! We've seen first-hand with our clients, when we start to lose rankings across blog posts, traffic can be hit significantly.

 

Affiliates: New publisher growth has been 4% MoM, meaning it was a more challenging month than expected to close more publishers (pubs grew 7% in Mar). The majority of revenue is coming from existing publishers, not new publishers.

In Q2 we continue to optimize campaigns, analyze assets, and implement exclusive deals and promos with our top publishers.

Checkout my latest blog post on how to utilize our budgeting calulator.
We're continuing to build out our tools and calculators here.

Nikki Lindgren