Paid Search Spend Way Up Before Black Friday


searchADOTAS – The U.S. economic climate may still be pretty frosty, but online advertising is bouncing back respectably before the holiday season, with the Interactive Advertising Bureau reporting record-breaking first half and third quarter 2010 revenue and predicting higher-than-ever revenue for the entire year.

SearchIgnite’s latest paid search findings bolster that forecast, as the company notes that multichannel retailers have increased their U.S. search spend 36.7% over the year before as Black Friday approaches. Average order values are also up 20.7% over last year while conversion rates have jumped 28.7% on the year before.

In addition, Google’s CPC rates are up 13%, but the newly conjoined Binghoo is only experiencing 4% growth. Search advertising spend on Binghoo is only up 2.2% over last year’s combined results for Yahoo and Bing. During the same period last year spend on Yahoo increased 8% while spend on Bing increased 47% (of course, Bing had only been introduced a few months prior — that 47% was an improvement on Microsoft’s previous search incarnation).


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