March 13, 2009, 12:00 AM

Paid search paid off this Valentine’s season for three retailers

NetElixir has released a snapshot of how three brand-name retailer clients fared with paid search Feb. 1-13: average order values increased 2%, 4% and 38%, and cost-per-click dropped significantly.

Paid search gave three online retailers a sweet treat this Valentine’s Day season: average order value was up and cost-per-click was down. These are the results of a snapshot search engine marketing vendor NetElixir Inc. just released of three of its web retailer clients, which the vendor did not name but describes as well-known brands.

Average order value for orders stemming from paid search clicks at the first gifts retailer jumped 4% year over year for the first 13 days of February. It increased 2% for the second retailer and soared 38% for the third.

For the first retailer, cost-per-click in paid search fell from $0.89 during Feb. 1-13, 2008, to $0.77 in the same period this year. It fell from $0.92 to $0.83 for the second retailer and from $2.10 to $1.50 for the third.

For the three retailers combined, 72% of sales stemming from paid search clicks occurred during the last five days before Valentine’s Day, compared with 69% during the same five days last year.

“Economic pressures have led to a reduction in the number of search advertisers, and this may be a reason for lower cost-per-click this year compared to 2008,” says Udayan Bose, founder and CEO of NetElixir. “And brand-name companies are pulling ahead, as online buyers give preference to security over experimentation with lesser known companies.”

comments powered by Disqus




From The IR Blog


Jason Miller / E-Commerce

Six steps to take to make your site ready for the holidays

Images, tags and mobile performance are among the key areas to focus on in the ...


Anna Buchalova / E-Commerce

Four e-commerce metrics that can help increase ROI

Many e-retailers focus on conversion rate, but here are four less-obvious ways to analyze your ...