Brafton has reported that Cyber Monday sales hit new highs this year, with online spend exceeding $1 billion . New data shows that paid search contributed to retailers' Cyber Monday success – and more dollars may go to brands that boost their paid search spend.
According to Efficient Frontier, advertisers saw an average of 262 percent ROIs for SEM campaigns on Cyber Monday. This is partially good news because it means their ads performed far better than expected, but the company suggests that the results also indicate marketers could have caught even more profitable traffic with more campaigns.
The firm suggests that brands would have seen 30 to 40 percent more business if they had increased their SEM budgets for Cyber Monday. Companies are expected to spend 20 to 25 percent more on advertising this holiday season, but Efficient Frontier advises increasing budgets even more dramatically to accommodate online demand.
Indeed, online demand for holiday deals is abundant this season. As Brafton has reported, holiday shoppers are expected to spend more than $38 billion online over the course of November and December. This demonstrates a 14.3 percent increase over the 2009 holiday season.
