Paid search spending increases 31%
during the holidays!
This Christmas season on line spending was up 25%! This was in an economy that many describe as in a recession and with low consumer confidence. Just another vivid sign that online is where businesses need to focus to grow!
during the holidays!
This Christmas season on line spending was up 25%! This was in an economy that many describe as in a recession and with low consumer confidence. Just another vivid sign that online is where businesses need to focus to grow!
Amazingly Google Ads returned a staggering 500+% on their purchase - For every dollar spent on paid search/Google Ads during that period, retailers received $5.57 back from online sales.
A Kenshoo report also says that 14% of clicks came from mobile devices.
Search marketing budgets in the United States increased 31% during the 2011 holiday shopping season compared with last year, according to new figures from Kenshoo Inc, (a vendor of software that helps manage paid search).
The spending figure covers spending on Google, Bing and Yahoo between Nov. 1 and Jan. 2, and involves an analysis of 28 billion search ad impressions, 350 million clicks and 8 million online sales transactions.
A key to success in the 2011 holiday shopping season in the U.S. and going forward is to be prepared to capitalize on increased consumer shopping activity and taking advantage of the growing role of mobile devices as shopping tools.
14% of clicks during the holiday shopping season came from consumers using mobile devices such as smartphones & tablet computers/iPads, etc.—which themselves accounted for 8% of clicks.
Consumers using tablets had a 2.72% conversion rate, more than the 0.87% conversion rate for consumers with smartphones. Of those consumers with smartphones, shoppers using Apple devices converted at a rate that was 20% higher than consumers whose smartphones rely on the Android operating system.
The key take aways:
14% of clicks during the holiday shopping season came from consumers using mobile devices such as smartphones & tablet computers/iPads, etc.—which themselves accounted for 8% of clicks.
Consumers using tablets had a 2.72% conversion rate, more than the 0.87% conversion rate for consumers with smartphones. Of those consumers with smartphones, shoppers using Apple devices converted at a rate that was 20% higher than consumers whose smartphones rely on the Android operating system.
The key take aways:
- Google Paid Search has amazing results when done right!
- Being at the top of the page for key search results is very important, as borne out by the rate of return for Google Ads.
- Make sure your site is optimized for mobile viewing.
- Make sure your site is optimized for iPad viewing.
- Digital marketing & Google provides lucrative business opportunities for growth!
Author: Scott Shabot
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