Paid search advertising on tablets drove “double digit” year-on-year growth in clicks, conversions and revenue for UK retailers in the run-up to the festive season last year, according to Kenshoo’s 2013 Global Online Retail Seasonal Shopping Report.
The results, which spanned 10 billion paid search impressions and clicks globally across the Kenshoo platform during November and December in 2013, revealed that tablet paid search campaigns were particularly successful for retailers in the UK, driving 40 per cent more clicks, 48 per cent more conversions and 39 per cent more revenue compared to the same period last year.
More than one quarter of 2013 UK paid search ad spend in the retail market was invested in tablet advertising during the seasonal shopping period, with computers till accounting for 61 per cent.
However, tablets are catching up, having seen a 78 per cent year-on-year hike in ad spend from 14 per cent in 2012 to 25 per cent in 2013, according to the report. Smartphones also saw a big increase in the amount of paid search spend, seeing an 88 per cent rise year on year – totaling 13 per cent.
Tablet revenues driven by paid search advertising surged 39 per cent year on year – to 30 per cent in 2013.
Meanwhile over 40 per cent of all UK retail paid search clicks came from mobile devices in November and December last year – up 30 per cent year on year.
Tablets saw the biggest increases with a 40 per cent year-on-year rise in clicks, with smartphones seeing a slightly lower increase from 13 per cent to 15 per cent in 2013, representing a 17 per cent increase year on year.
Globally retailers allocated 32 per cent of their total paid search advertising budget to tablets, which Kenshoo attributed to Google’s launch of Enhanced Campaigns – its AdWords upgrade that caters for multi device search.