Last week, Brafton reported the record-breaking sales success of Cyber Monday, as well as the efficacy of paid search campaigns in recent weeks. Now, another report shows that internet marketing is translating into revenue for a number of brands this holiday season.
According to Kenshoo's Online Holiday Shopping Report for 2010, consumers on the web are more closely considering the ads they find when conducting product searches. The holiday season ad interaction rate shows a 55 percent increase over last year, and search advertising conversion rates are up 13.5 percent compared to 2009.
The firm's report studies the internet ad performance of retailers covering myriad verticals across channels – including, Google, Yahoo and Bing. It shows that the number of online transactions has increased by 83 percent, and suggests increased advertising efforts are related to these gains – revenue from search ads is up 60 percent this year.
The predominance of paid search campaigns this holiday season emphasizes that keyword optimization is key to catching clicks and, ultimately, cash from online shoppers. This may indicate that SEO is also an important strategy for bringing traffic to sites. With this in mind, marketers might want to supplement their product-focused landing pages with content that emphasizes bargains.
The Online Holiday Sales Forecast: Optimism is in the Air, covered by Brafton last month, suggested that consumers' increased online spend would correlate with increased savvy when it comes to hunting down deals on the web.
