Online retailers worldwide increased their revenue from paid search this holiday season by 36% year over year, according to digital marketing technology company Kenshoo. The Kenshoo 2012 Global Online Retail Holiday Shopping Report includes data from more than 24 billion paid ad impressions and clicks on various search engines for the company’s clients between Nov. 1, 2011, and Dec. 31, 2012. Among U.S. e-retailers, paid search revenue over the holidays was up 23% year over year, Kenshoo says.
Other key findings for U.S. retailers in the Kenshoo report include:
- Thanksgiving drew the highest average order values from paid search clicks of any day in the season, $150, up 19% year over year. The average order value for the holidays overall was $109.46.
- The Monday after Thanksgiving, often called Cyber Monday, garnered 51% more paid search spending year over year, resulting in a 66% increase in ad impressions and a 57% rise in clicks.
- Free Shipping Day, a marketing event that took place on Monday, Dec. 17, stood out as generating the highest conversion rate of any day at 4%, which Kenshoo says is a 45% increase from Free Shipping Day 2011, which was on a Friday.
Mobile phones in the United States generated about 6% of all paid search clicks over the holidays, up 20% from 2011, Kenshoo reports. The conversion rate from mobile phones, though, decreased from 0.87% in 2011 to 0.46% in 2012, accounting for only 2% of total paid search revenue, the report says, without offering an explanation for the decline. It may indicate shoppers were using their mobile phones more to check directions, hours and search for deals, rather than for shopping.