This year’s report on paid search performance underscores dramatic improvements for retailers in Holiday 2009 compared to 2008.
PM Digital’s 4Q & Holiday 2009 Rewind report has been released with a look at paid search performance for retailers during the 2009 holiday season. And as the study quickly points out, what a difference a year makes. With 12 months’ distance from the bleakness of late 2008—a season in which e-commerce holiday sales actually dropped—online shoppers in 2009 seemed ready to buy with a renewed commitment to enjoy the holidays.
While research firm comScore cited 5% growth for online retailers, PM Digital’s clients saw paid search demand grow 19% on average. Clicks, conversion and average order value were all up.
Overall, the data reported for Holiday 2009 conformed to patterns predicted one year ago, patterns which have become even more pronounced. Cyber Monday was again the top day for clicks, orders and demand; Black Friday again kicked off a surge in demand and orders that lasted for the first two weeks in December and spilled over into the third.
Looking ahead, Holiday 2010 will bring one more shopping day than 2009, plus an additional Monday on which it may be possible to ship orders. While consumer sentiment and, more importantly, unemployment figures remain an unknown for late 2010, successful search marketers must continue to measure, optimize and budget for key dates, and to leverage timely sales, free shipping, and other incentives. Social media will evolve further in 2010 and will garner even more buzz, but the bulk of demand will continue to be generated by paid search, especially Google and Bing.
If you’re interested in receiving a full copy of PM Digital’s 4Q & Holiday 2009 Rewind, send an email with your contact information to info@pmdigital.com.