It’s still early yet, but the signs are clear that the holiday season is underway and sales are ramping up. After a tough 2009, there is a lot of optimism in retail this year, and so far, there is no reason to think it unreasonable.
Nevertheless, optimism isn’t enough, so we’ve been monitoring performance to measure marketing conditions. Last week, we saw the first signs of the holiday season in paid search performance. As the table shows, there was a healthy increase in clicks and cost, and more importantly, an even higher increase in Revenue.
We looked at week over week performance across a portfolio of clients. Through October, weekly variations showed the types of slow but steady increases we’ve seen for much of the year, but last week saw a big jump with Revenue increasing nearly 18%!
If you haven’t already, I encourage you to consider bidding up your keywords incrementally now. That is, don’t wait until Black Friday to start increasing traffic to your top sellers as there are opportunities now for revenue and also to start learning what is going to convert well during peak season. You may also want to try an early shipping promotion to help convert early shoppers.
Written by Jason James, Product Manager for Paid Search (jason.james at channeladvisor dot com)