Rewind Paid Search Performance Index: August 2010

Paid search metrics for PM Digital’s online retail clients in August continued to reflect positive trends for online shopping.  The PM Digital Rewind Index, which measures paid search performance for online retail marketers during the prior month, shows that paid search revenue was up 57% in August on a year-over-year basis.  This growth follows YoY increases tracked previously for June and July.  Paid search advertising spend was up in August (68%) vs. the same month in 2009, and increases were also seen in clicks and conversion metrics.  After a slight dip in June and July (-1% to -2% YoY), average order size was essentially flat in August, with growth of less than one-half percent.  CPCs continue to trend upwards.

August 2010 Top Sales Days (Revenue):  Mon 8/16, Wed 8/25, Wed 8/18
August 2010 Top Sales Days (Orders):  Mon 8/16, Mon 8/30, Sun 8/22

The sales metrics of order volume and revenue were generally higher in the latter half of August, with the peak date falling on Mon 8/16.  While the first half of the month had several days with above-average sales, all three of the top sales days came later in the month.

August 2010 Top Spend Days:  Mon 8/2, Mon 8/16, Mon 8/23

Paid search spend for August was fairly typical (higher early in the week, lower late in the week).  All three top days for paid search spend were Mondays, and all had very similar indexes (113-116).  Mon 8/16 was both a top spend day and the top overall sales day.

August 2010 Top Clicks Days:  Mon 8/2, Mon 8/16, Tues 8/3

The highest peak in clicks for August was on Mon 8/2, followed closely by Mon 8/16, mirroring the top days for paid search spend.  Clicks were relatively high on the Mondays and Tuesdays of each week in August.

The PM Digital Rewind Monthly Index measures paid search performance for online retail marketers during the prior month.  Based on aggregated and indexed performance data, the PM Digital Rewind Index provides immediate, ongoing perspective for the retail sector just a few business days after the close of a given month.  The Index covers all retail categories, including merchandise and apparel.

Look for our next PM Digital Rewind Index covering September 2010 to be released in early October.