Clicks on Search Ads Up 28 Percent for 2011 Holiday Season


ADOTAS – Yesterday, we reported how fresh stats showed online sales were up significantly on Christmas and Dec. 26 this year (up 16 percent and nearly 28 percent, respectively, from the same dates in 2010), with stats for online browsing and buying well more than double this year than they were last year when it came specifically to what we were doing on mobile devices. But, while those stats say something about what the gift-giving season means in the modern age, it’s only part of the picture. Before online shoppers were digesting dinner and pulling out their smartphones on Sunday, they’d spent a week cramming in more gift-buying online than ever before.

In a study released this morning, digital marketing software company Kenshoo divulged the results of how online search played in the broader ecommerce scene. For the week of Dec. 17-23, online retail search ad spend was up 39 percent year-over-year, and both  online revenue driven by search advertising and clicks on retail search ads were up 24 percent. For the 54 days leading up to and including Christmas, online retail search ad spend was up 30 percent, online retail revenue driven by search advertising climbed 22 percent, and clicks on online retail search ads were up 28 percent. Kenshoo had looked at over 25 billion impressions, over 7 million transactions and nearly 300 million clicks.

In Kenshoo’s statement today regarding those stats, the company said it would release a full report detailing online shopping through New Year’s weekend, with trend analysis to boot, in early January.



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