Online retailers active in paid search had a strong August, with some of the best year-over-year growth in that channel in months. PM Digital’s August 2011 Rewind Index, which measures monthly U.S. paid search performance for online
retail clients, shows that August revenue from paid search campaigns was up 24%
year-over-year with a 17% increase in spend. The top days for August were Mon 8/15 through Wed 8/17, although Mon 8/22 and Wed 8/31 were also key. Rising sales at the month’s end, especially mid-week, were a good sign heading
into fall and Labor Day promotions. Paid search clicks for August
increased 11%, after several months of flat or slightly negative growth.
This points to pent-up demand in the back-to-school and fall sale season, and
also suggests consumers are researching purchases. Conversion rates
improved strongly in August, up 23%, the eighth consecutive month of double-digit
year-over-year growth. The combination of significant growth in both
conversion and clicks, on top of 6% growth in average orders, is a great sign
for end-of-year.
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