Pmdigital
Paid search growth trends continue to accelerate for online retailers. As 2011 winds down and the crucial holiday season approaches, October saw even stronger year-over-year growth for revenue, orders, clicks and conversion than September, which itself had outpaced prior months. PM Digital’s October 2011 Rewind Index, which measures monthly U.S. paid search performance for online retail clients, found 53% annual growth in revenue and 33% growth in clicks—the largest monthly increases in both metrics all year. Average orders also saw a healthy 7% increase, an indication of a positive mood among online consumers. PM Digital retail clients increased total spend by an average 40%, mainly due to a boost in clicks rather than CPCs.
Columbus Day was the peak online retail sales day for paid search campaigns, and its year-over-year metrics were also strong, with 67% revenue growth on that day outpacing the October average.
YoY Performance Metrics for October 2011
YoY Performance Metrics for Columbus Day 2011
October 2011 Top Sales Days: Mon 10/10 (Columbus Day), Sun 10/30
As we have seen in past months, October’s top paid search sales day for online retail was its sole promotional holiday—in this case, Columbus Day. Revenue and order volume both peaked on this date, presumably when a greater share of consumers were at home rather than work. Sales then fell over the following days to their lowest point of the month. Sun 10/30 came in a close second for both revenue and order volume, ending the month on a high note.
October 2011 Top Spend Day: Mon 10/10 (Columbus Day)
Columbus Day was also October’s top day for paid search spend, driven mainly by higher clicks, not by more costly CPCs on that day.
October 2011 Top Clicks Days: Mon 10/10 (Columbus Day), Wed 10/19
Paid search clicks also peaked on Columbus Day, the top sales and spend day, but it was tied for the top spot by another date later in the month, Wed 10/19.
The PM Digital Rewind Monthly Index measures paid search performance for online retail marketers during the prior month. Based on aggregated and indexed performance data, the PM Digital Rewind Index provides immediate, ongoing perspective for the retail sector just a few business days after the close of a given month. The Index covers all retail categories, including merchandise and apparel.
Look for our next edition of the monthly PM Digital Rewind Index covering November 2011 to be released in early December.
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