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.
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Paid search metrics for PM Digital’s online retail clients in July 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 demand was up 43% in July on a year-over-year basis. This follows a similar 44% YoY increase tracked for June. Paid search advertising spend was also up in July (51%) vs. the same month in 2009, and smaller increases were seen in clicks and conversion metrics. The only metric that hasn’t improved vs. 2009 was average order size, which slipped slightly (-2%).
July 2010 Top Sales Days (Demand): Wed 7/28, Tues 7/13, Wed 7/21
July 2010 Top Sales Days (Orders): Wed 7/14, Mon 7/19, Wed 7/28
In July, the sales metrics of demand and order volume rode four weekly peaks and dips, with each peak occurring roughly midweek. Over the holiday weekend of 7/3-7/4, sales fell sharply, as expected. Since holiday promotions for July 4th mostly impacted sales at the end of June, July was without another significant holiday to drive promotional activity, and the rest of the month exhibited a steady sales pattern with little drama. Sales demand peaked equally high on two dates, Tues 7/13 and Wed 7/28. Order volume hit its highest peak on Wed 7/14.
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Welcome to the PM Digital Rewind Monthly Index, a new feature that highlights 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. Note that while our recent Spring Apparel Rewind Study focused exclusively on apparel, the monthly PM Digital Rewind Index covers all retail categories.
June 2010
Despite lackluster results reported for offline retailers, June was a good month for PM Digital’s online retail clients. On a year-over-year basis, paid search spend for June was up a healthy 25%, but paid search demand was up far more (44% vs. prior year). This shows dollars spent on paid search continue to go further and to become more efficient. The only metric that hasn’t improved compared to June 2009 was average order, which was essentially flat (down -1%).
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Our lastest Rewind report on paid search performance underscores dramatic improvements for apparel retailers in Spring 2010.
PM Digital’s latest Rewind report has been released with a look at paid search performance for apparel retailers during the 2010 Spring fashion season. And the news was very good. Consumers shopping online for apparel increased their total paid search demand by an impressive 33 percent over the same months in 2009. Even better, apparel marketers achieved this swell in demand from February through April with a modest increase of 2 percent in year-over-year spend, revealing that search ad dollars went further this year than they did at the same time last year, with CPCs falling by -1 percent.
Click here for a full copy of the PM Digital 2010 Spring Apparel Rewind Study.
