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Kenshoo: Biggest Quarter Ever for Paid Searches was Q4 2013

TMCnet Feature

January 16, 2014

Kenshoo: Biggest Quarter Ever for Paid Searches was Q4 2013

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By Joe Rizzo
TMCnet Contributing Writer

Kenshoo is a digital marketing technology company that engineers solutions for search marketing, social media and online advertising, offering native API solutions for ads across Google, Bing, Yahoo, Baidu, Twitter, Facebook (News - Alert) and Facebook Exchange.


Today Kenshoo released the results for its quarterly report for global search advertising trends for fourth quarter 2013. There are two reports entitled “Global Search Trends Infographics” and “2013 Global Online Retail Seasonal Shopping Report: Final Edition.”

The reports took a look at the retail transactions from Thanksgiving to until the end of the year. Kenshoo found that in the U.S., overall holiday season retail transactions increased more than a quarter reaching 26 percent.

There were two days in particular that found people conducting more searches. According to the report, there was a substantial increase in U.S. retail revenue from paid searches. The two most notable days were Thanksgiving, which saw a 34 percent rise and Black Friday (News - Alert), which had a 24 percent rise.

"Search advertisers continue to find new ways to improve results from their most productive digital marketing channel, and Q4 2013 proved to be the biggest quarter ever for paid search,” said Aaron Goldman, chief marketing officer of Kenshoo. “Not only did paid search advertisers spend more than any other quarter on record; they did so more efficiently than ever by driving more clicks with fewer impressions. Furthermore, with formats like Mobile and Product Listing Ads showing tremendous gains, it's clear that there's greater opportunity ahead for sophisticated search marketers."

Kenshoo's Global Search Trends Infographics report covers search advertising across all industries. It offers data on both a global and regional basis. Its analysis and findings are based on more than $5 billion in annualized global ad spend running through the Kenshoo platform.

There were three different infographics. It was broken down separately for the Americas, Europe, Middle East and Africa (EMEA) and Asia-Pacific Japan (APJ). Each infographic contains unique regional trends and country highlights for the United States, Brazil, United Kingdom, France, Germany, Australia and China.

Some of the key findings in the infographics report show that increased efficiency led to a 25 percent year-over-year (YoY) increase in click-through rate. This was found to be true on a global level. The following was also identified:

  • Marketers spent more globally in Q4 2013 than any other quarter on record, increasing spend 19 percent YoY and 29 percent Quarter-over-Quarter (QoQ)
  • Globally in Q4 2013, cost per click (CPC (News - Alert)) increased six percent YoY, clicks increased 12 percent YoY, and impressions decreased 10 percent YoY
  • In the Americas in Q4 2013, paid search spend increased 18 percent YoY, CPC increased two percent YoY, clicks increased 16 percent YoY, and impressions decreased 12 percent YoY

The Kenshoo 2013 Global Online Retail Seasonal Shopping Report: Final Edition presents key findings that are related to retail paid search. The report looks at the 2013 holiday shopping season. It includes global paid search data and regional paid search insights for the U.S. and U.K.

It also looks at an analysis of retailers' use of Product Listing Ads (PLAs) and mobile paid search ads during the holiday season. The data included in this study comes from more than 20 billion paid search impressions and clicks during November and December.

Some of the key finds of this report are as follows:

  • With an average global click-through rate of 2.33 percent and an average global conversion rate of 4.07 percent, retailers achieved a 6-to-1 return on ad spend (ROAS) for the season
  • Mobile devices accounted for one of every three paid search clicks, up nearly 28 percent YoY
  • Global retailers spent 138 percent more YoY on PLAs, achieving ROAS of $8.84
  • Clicks increased 13 percent YoY, leading to a four percent lift in online sales revenue and 21 percent increase in conversions

What we seem to be looking at here is that retailers are finally beginning to invest more in mobile advertising. Most of the click-through rate is observed as having gone through mobile devices. It appears to be a practice that seems to have paid off.




Edited by Alisen Downey


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