The Top 500 apparel chain plans to expand its reserve online, pick up in store program, as well as its presence in China.
Paid search clicks and costs go up, search marketing firm says
Total clicks were up 11% during the holiday season versus a year earlier, and cost per click increased 4.58%, says NetElixir. Click-through rates also increased to 9.8%, but consumers clicked more often before making a purchase.
Online shoppers clicked more often on paid search ads during the holiday season than a year earlier, and retailers paid more for those clicks, says search marketing firm NetElixir, based on a study of 32 retailer clients.
Total clicks were up 11.0% from Nov. 1-Dec. 26 versus a year earlier, and cost per click increased 4.58%, says NetElixir. The study also found there were 10-12% more advertisers per keyword this year. The click-through rate also increased, to 9.8%, but consumers clicked more often before making a purchase, 6-8% more often on average, the search marketing firm says.
The increase in total clicks was the big surprise, as NetElixir had projected only a 3-4% year-over-year increase in clicks for the holiday season, following a slow first half of 2009. “The jump in clicks bodes well for our industry,” says NetElixir CEO Udayan Bose.
Here are NetElixir’s results by retail category, with actual year-over-year changes in total clicks, cost per click and click-through rate:
- Flowers & gifts, 7%, 6%, 10%
- Apparel, 12%, 10%, 12%
- Consumer electronics, 15.8%, 7%, 15%
- Food & drugs, 2.9%, 4%, 6%
- Home furnishings, 8%, 3%, 9%
- Pet supplies, 4%, -1%, 2%
- Home improvement, 12.5%, 2%, 7%