Marketers looking to boost their retail revenue may discover paid search campaigns find the right consumers.

Marketers looking to boost their retail revenue may discover paid search campaigns find the right consumers. The latest Rewind Paid Search Performance Index from PM Digital shows that online shoppers were clicking more heavily and subsequently spending more readily in July.

The PM Digital Rewind Index is a monthly measure of paid search performance for online retail marketers, and this month’s installment clearly indicates that paid search campaigns are contributing to overall positive trends for online shopping. The index shows that there was a 43 percent increase in paid search demand last month over July 2009. Paid search ad spend was also up, demonstrating 51 percent year-over-year growth in July.

Increased spending on the platform paid off for marketers as consumers clicked on ads at 31 percent higher rates in July 2010 than during the same period last year. These online shoppers frequently became buyers, with 18 percent of paid search ads converting.

These numbers don’t lie – paid search ads still hold value for marketers in the midst of emerging platforms. In fact, paid search campaigns developed for rising channels can be a good way to appeal to consumers through media they are increasingly using.

Mobile PPC traffic share grew 8 percent over the previous quarter in Q1 2010, according to Rimm-Kauffman Group data. With this in mind, marketers may want to take advantage locally targeted paid search ad formats to catch the interest of on-the-go consumers who are deciding where to shop.

 

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.