Retail advertisers see 34% revenue increase from paid search ads, with Thanksgiving leading to big boost

By Ishbel Macleod | PR and social media consultant

December 3, 2014 | 3 min read

Retail advertisers in the US have seen a 34 per cent increase in revenue from paid search advertising in November 2014, data from Kenshoo has found.

The report also saw paid search ads providing upticks across nearly all key metrics including impressions, clicks, click-through rate, and conversions.

Focus on search can also be seen looking specifically at the last week of November, where Thanksgiving (27 November) saw the largest boost.

US retail paid search spend - Thanksgiving 2014 - Kenshoo

US retail paid search spend for Thanksgiving (above) and YoY

Overall search spend was up 49 per cent over this period, while search revenue saw an increase of 54 per cent, compared to Thanksgiving 2013.

The figures were lower on Black Friday (28 November), with a 24 per cent increase in overall search spend. There was a 42 per cent increase in search revenue.

Cyber Monday also saw figures lower than may have been expected.

Kenshoo’s retail clients from the US saw their overall search spend increase 18 per cent, but search revenue was up 34 per cent.

For US retailers, Black Friday and Cyber Monday are two of the biggest shopping days of the year, with many changing their strategies to match online consumer trends over the period.

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