In an effort to generate even more holiday sales, retailers spent approximately 22 percent more year-over-year on paid search advertising initiatives, according to a new report from Ignition One.<\/p>\n
The majority of those advertising dollars were spent on Google, the current search market leader. Merchants invested 81.8 percent of their budgets in the Mountain View, California-based company's portal, while 18.1 percent allocated funds to Microsoft Bing, which also powers results on Yahoo.<\/p>\n
Overall for the year, retailers' paid search expenditures grew 26 percent, highlighting the importance of leveraging the platform to bolster online and in-store sales. Other core metrics increased as well, including impressions (up 42 percent), clicks (42 percent) and transactions (67 percent).<\/p>\n
"Search ads had their biggest quarter yet despite the tepid-to-poor economy. In particular, mobile searches exploded. As the largest search ad seller by a light-year, Google stands to benefit," the report concludes.<\/p>\n
With more retail brands opening online shops, it's crucial that merchants promote their website through not only paid search ads but social media and email as well.<\/p>\n","protected":false},"excerpt":{"rendered":"
In an effort to generate even more holiday sales, retailers spent approximately 22 percent more year-over-year on paid search advertising initiatives, according to a new report from Ignition One. Continue reading