The November 2011 edition of PM Digital’s Rewind Index, which measures monthly U.S. paid search performance for online retail clients, showed an average 48% year-over-year revenue growth for the month. Clicks grew the same percentage, and PM Digital retail clients increased total search spend by nearly as much (47%). This was driven mainly by rising clicks, as CPCs were up only 2%. Average orders saw a 5% increase vs. last year.

November 2011 Top Sales Day: Mon 11/28 (Cyber Monday)

Other Key Sales Days (in descending order):

Fri 11/25 (Black Friday)
Sun 11/27
Tues 11/29
Wed 11/30
Sat 11/26

While Cyber Monday and Black Friday are definitely affecting buyer behavior on other nearby days, before and after Thanksgiving, these two dates remain unbeatable for single-day revenue and orders from paid search. Purchases in this channel spiked on Black Friday and remained high through the 30th—a trend we expect to see continue into December.

Key Shopping Days: YoY Sales Growth

“Cyber Sunday,” or the Sunday after Thanksgiving, saw the strongest year-over-year growth for paid search revenue. It slightly outpaced growth rates for Cyber Monday and Black Friday, which were also considerable. Sales on Saturday grew more slowly (less than the month’s average), possibly due to offline competition, though Saturdays are generally slower for online retail.

Key Shopping Days: YoY Clicks Growth

“Cyber Sunday” saw the highest rate of growth for paid search clicks, among all key shopping days.

Key Shopping Days: YoY Conversion Rate Growth

Conversion rates on Cyber Monday were notably higher than the same day last year. Conversion rate growth was strongest on Cyber Monday of all these late-November shopping days.

YoY Performance Metrics for November 2011

A look at growth for all of November helps to benchmark the end-of-month holiday kickoff period. Clicks, spend and revenue were all up by nearly the same percentage (47-48%) for the month. CPCs were kept in line while conversion rates grew. Average orders were up vs. last year, a good sign as we can expect this metric to gradually taper off as Christmas approaches and order volume picks up.

November 2011 Top Clicks Day: Mon 11/28 (Cyber Monday)

Other Key Days (in descending order):

Sun 11/27
Tues 11/29
Fri 11/25 (Black Friday) & Wed 11/30 (tie)

Cyber Monday was also the top day for paid search clicks. The days immediately before and after Cyber Monday were next highest, and clicks remained generally high for the six days starting Black Friday.

November 2011 Top Spend Day: Mon 11/28 (Cyber Monday)

Other Key Days (in descending order):

Sun 11/27 & Wed 11/30 (tie)
Tues 11/29
Fri 11/25 (Black Friday)

November’s top day for paid search spend, driven mainly by higher clicks and not by CPCs, was also Cyber Monday. The same six days starting Black Friday were also the best click days.

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 edition of the monthly PM Digital Rewind Index covering December 2011—as well as a full Holiday Rewind—to be released in early January.

Columbus Day was the peak online retail sales day for paid search campaigns, and its year-over-year metrics were also strong, with 67% revenue growth on that day outpacing the October average.

YoY Performance Metrics for October 2011

YoY Performance Metrics for Columbus Day 2011

October 2011 Top Sales Days:  Mon 10/10 (Columbus Day), Sun 10/30

As we have seen in past months, October’s top paid search sales day for online retail was its sole promotional holiday—in this case, Columbus Day.  Revenue and order volume both peaked on this date, presumably when a greater share of consumers were at home rather than work.  Sales then fell over the following days to their lowest point of the month.  Sun 10/30 came in a close second for both revenue and order volume, ending the month on a high note.

October 2011 Top Spend Day:  Mon 10/10 (Columbus Day)

Columbus Day was also October’s top day for paid search spend, driven mainly by higher clicks, not by more costly CPCs on that day.

October 2011 Top Clicks Days:  Mon 10/10 (Columbus Day), Wed 10/19

Paid search clicks also peaked on Columbus Day, the top sales and spend day, but it was tied for the top spot by another date later in the month, Wed 10/19.

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 edition of the monthly PM Digital Rewind Index covering November 2011 to be released in early December.

Per Google Insights for Search, costume searches related to Rovio’s popular game Angry Birds are among Google’s “Rising Searches” this season. Other hot searches, per Google’s index, are tied to the 2010 psychological thriller Black Swan and Mattel’s popular Monster High franchise.

By contrast, interest in one of Google’s top rising searches last year, “snooki costume”, appears to have sagged a bit. In 2010, Snooki (from MTV’s Jersey Shore reality television series) beat out not only the nascent Angry Birds, but also other long-running costume favorites like “catwoman”. It’s worth noting that “snooki costume” searches rose dramatically in the days leading up to Halloween 2010, so there may still be time for Snooki to reclaim her throne in 2011.

Pop culture icons that have demonstrated more staying power (although also at levels lower than 2010) include artists like Lady Gaga, who has been a relatively popular costume search for the past three years. The shape-shifting Gaga is sort of an umbrella term for a variety of costume ideas, including “lady gaga outfits”, “lady gaga hair” and even “lady gaga egg”.  Another singer with eye-catching outfits, Katy Perry, is also popular.

Interest in Harry Potter has fluctuated over the past decade, although interest appears to be on the rise again in 2011, no doubt a tribute to the film series finale released this summer.

Perennial Favorites

While phenoms come and go, most of the high volume Halloween costume searches remain fairly consistent. These include classic get-ups with a variety of executions, like princesses, pumpkins and the undead. Character costumes that have shown durability include superheroes like Batman and Spiderman. “Zombie costume”, which has a long history of search interest, is enjoying a ghoulish peak this year, bolstered by AMC’s The Walking Dead television series.

When do “costume” searches peak?

Searches for variations of “costume” and “costumes” in 2011 began to pick up slightly in August, but really gained momentum in September. Although the end of summer and kids being back in school organically influence growth in these types of seasonal searches, there are also clearly external factors at work as well. The combination of in-store displays, as well as print, direct mail and online display advertising from stores like Costume Express and Party City surely help make Halloween attire top-of-mind, and help drive search traffic.

“costume” vs. “costumes” terms: which variations are more popular?

For the past few years, searches for variations of the singular word “costume” have been slightly more popular than those for the plural counterpart, “costumes.” This effect becomes more dramatic as October 31 approaches. This would seem intuitive as singular keyword variations imply that the searcher has a specific costume in mind. Earlier, pre-season queries may be seeking to browse a variety of costumes, in order to help spark ideas or compare prices before decisions are made about which costume to buy (or for the more industrious or frugal to make themselves).

This wasn’t the trend just a few years ago, however. In 2007 and prior years, plural variations were more popular. This makes sense in the context of how search has grown overall in recent years, trending away from the broad terms and toward the more specific, across all online retail categories. Today’s shopping searchers are more savvy when they’re starting their searches; they have a better sense of what’s available online, what they want to buy, and what stores they might like to buy from. At the same time, search marketers have honed their craft to meet this demand for specificity from search consumers.

Labor Day was far and away the clear winner in terms of single-day online retail sales from paid search campaigns in September. Labor Day also did very well on a year-over-year basis, with 53% revenue growth on that day outpacing the monthly average. Taking a broader view, sales for September overall were more concentrated in the latter half of the month, especially from Sun 9/18 to Wed 9/21. Paid search conversion rates continued to improve in September.

YoY Performance Metrics for September 2011

YoY Performance Metrics for Labor Day 2011

September 2011 Top Sales Day: Mon 9/5 (Labor Day)

Other Key dates: Sun 9/18 – Wed 9/21

Labor Day was the top single day for online retail sales from paid search campaigns in September. Both revenue and order volume peaked on this key promotional holiday. Other days around Labor Day, however, were some of the lowest-volume of the month; the bulk of sustained sales came during the third week of September, starting on Sun 9/18 and lasting at least four days.

September 2011 Top Spend Day: Sun 9/18, Tues 9/20, Wed 9/21 (tie)

Other Key Days: Mon 9/19, Mon 9/5 (Labor Day)

The top days for paid search spend in September matched the top sales days, with slightly more emphasis on the consecutive top days later in the month.

September 2011 Top Clicks Days: Mon 9/19

Other Key Days: Sun 9/18, Tues 9/20, 9/21 (tie) & Mon 9/5 (Labor Day)

Top paid search click days lined up with peak days for both spend and sales.

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 edition of the monthly PM Digital Rewind Index covering October 2011 to be released in early November.

Sales were low during the weekend Hurricane Irene hit the east coast (Fri 8/26-Sat
8/27), but not dramatically lower than a typical weekend in August.  This
suggests that the unusual weather — truly devastating for some communities –
was limited in its impact on paid search campaigns and online sales overall
because of its weekend timing.  Of course, merchants had varying
experiences given their unique circumstances.

YoY Performance Metrics for August 2011

August 2011 Top Sales Days

Revenue: Tues 8/16, Wed 8/17, Mon 8/22

Orders: Wed 8/17, Mon 8/22, Wed 8/31

Retail sales from paid search campaigns peaked mid-month in August. Paid search
revenue’s top days were Tues 8/16 and Wed 8/17, while orders peaked on Wed
8/17. Other sales upticks were tracked on Mon 8/22 and Wed 8/31. While sales
often increase on Mondays, the other mid-month and end-of-month peaks echo
those observed in some prior months. (PM Digital Research is currently
conducting a separate study on whether these sales patterns are tied to common
payday structures.)

August 2011 Top Spend Day: Mon 8/15

The top day for paid search spend in August was Mon 8/15, just prior to the top two
sales days.

August 2011 Top Clicks Days: Mon 8/22, Tues 8/16, Mon 8/15

August’s top three paid search click days also lined up with the top three sales days.
The mid-month peak days (the second- and third-best August days for clicks)
also came one day earlier than peak sales days, suggesting that consumers may
have been clicking on ads while researching purchases but holding off slightly
before buying.

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 edition of the monthly PM Digital Rewind Index covering September 2011 to be released in early October.

Paid search campaigns continued to boost online retailers in July, who again saw year-over-year growth in the channel.  PM Digital’s July 2011 Rewind Index, which measures monthly U.S. paid search performance for online retail clients, shows that July revenue from paid search campaigns was up 18% year-over-year with a 10% increase in spend.  July’s best sales days were Mon 7/18 and Tues 7/19, while clicks peaked one week later on Mon 7/25.  Paid search clicks for the month remained essentially flat, barely moving -1% in July (and dipping that much only due to rounding; underlying data shows an even flatter 0.57%).  Conversion rates improved 22% in July, the seventh consecutive month of double-digit growth vs. 2010 and further evidence that paid search dollars are becoming more efficient.  A healthy 7% increase in average orders helped boost paid search revenue overall.

YoY Performance Metrics for July 2011

July 2011 Top Sales Days:  Mon 7/18 & Tues 7/19

Other Key Days:  Mon 7/11-Wed 7/13, Mon 7/25

July orders from paid search peaked on Mon 7/18 and Tues 7/19.  Paid search revenue also hit its high point on Mon 7/18.  Notably fewer transactions were seen leading up to the July 4th holiday, which fell on a Monday and was the last day of a long weekend when consumers were likely distracted by barbecues and summer getaways.

July 2011 Top Spend Day:  Thu 7/21, Wed 7/20, Mon 7/25

Only one of the top three days for paid search spend in July, Mon 7/25, coincided with the top days for revenue and orders.  However, top spend days did correlate with top sales days more broadly and directionally, with several matches within the top six days for each metric.  Spend similarly saw its biggest lull before July 4^th and higher-indexing days in latter weeks.

July 2011 Top Clicks Days:  Mon 7/25, Tues 7/26, Mon 7/18

July’s top day for paid search clicks was a top-three sales day, and vice-versa was true as well (the #1 sales day, 7/18, was the #3 clicks day).  Clicks were lowest at the beginning of the month, over the long holiday weekend.

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 edition of the monthly PM Digital Rewind Index covering August 2011 to be released in early September.

Revenue and orders were slightly higher in the first half of June, though all performance metrics adhered to a weekly rise-and-fall pattern, with regular peaks at the start of each week and dips on weekends.  The best overall day was Mon 6/13, partially driven by Father’s Day promotions but also summer sales making room for back-to-school and fall merchandise.

YoY Performance Metrics for June 2011

June 2011 Top Sales Day: Mon 6/13

Other Key Days (in descending order):

Orders: Wed 6/15, Thu 6/9
Revenue: Mon 6/6, Tues 6/7, Wed 6/15

Paid search revenue and order volume for June 2011 peaked on Mon 6/13, making it the top overall sales day for the month.  The second-best day for orders was Wed 6/15, while the next-best revenue day came on Mon 6/6.  All of the best days coming in the first half of the month suggests that Father’s Day, which fell on Sun 6/19 this year, drove at least some sales.

June 2011 Top Spend Days:  Mon 6/6, Tues 6/7, Mon 6/13

The top three days for paid search spend for June were also top days for revenue and orders.  In general, paid search spend adhered to the pattern of rising on Mondays and dipping over the weekends.

June 2011 Top Clicks Days:  Mon 6/13, Tues 6/7, Mon 6/6

June’s top day for paid search clicks was also the same as the top sales day.  Clicks also followed the weekly rise-and-fall pattern seen for both sales and spend.

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 edition of the monthly PM Digital Rewind Index covering July 2011 to be released in early August.

YoY Performance Metrics for May  2011

May 2011 Top Sales Days (Revenue & Orders):  Mon 5/30 (Memorial Day), Sun 5/15, Tues 5/17, Mon 5/16

Memorial Day, Mon 5/30, was the top sales day for May 2011.  Paid search revenue and order volume both peaked on this traditionally strong day for consumer offers and start-of-summer sales.  A second smaller peak in sales came mid-month, and a modest third one occurred over the first three days, possibly related to last-minute shopping for Mother’s Day.

May 2011 Top Spend Days:  Mon 5/2, Tues 5/3

Peaks in paid search spend for the month loosely correlated to the three peaks seen for sales (early, mid and late May), though they differed in relative magnitude.  The top single days for spend were at the beginning of the month, not Memorial Day.

May 2011 Top Clicks Days:  Tues 5/3, Mon 5/2

May’s top days for paid search clicks were the same as those for paid search spend.  In general, clicks followed the spend pattern closely throughout the month.

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 edition of the monthly PM Digital Rewind Index covering June 2011 to be released in early July.

YoY Performance Metrics for April 2011

April 2011 Top Sales Days (Revenue & Orders):  Sun 4/3, Mon 4/4

The best days in April for PM Digital retail clients came very early, with sales revenue and order volume both peaking equally high on Sun 4/3 and Mon 4/4.  This brisk early activity came on the heels of a strong finish for March, making for a sustained sales bump that is the highlight of the Spring season to date.  The only notable decline was Easter weekend (4/25-26).

April 2011 Top Spend Days:  Sun 4/3, Mon 4/4

Top spend days for paid search in April matched those for revenue and order volume.

April 2011 Top Clicks Days:  Sun 4/3, Mon 4/4

Top days for clicks from paid search in April matched those for spend, revenue and order volume.

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 edition of the monthly PM Digital Rewind Index covering May 2011 to be released in early June.

YoY Performance Metrics for March 2011

March 2011 Top Sales Days (Revenue):  Thu 3/31, Tue 3/22, Tue 3/29, Sun 3/27
March 2011 Top Sales Days (Orders):  Tue 3/29, Sun 3/27, Thu 3/31, Tue 3/22

As mentioned, all of March’s top sales days for PM Digital retail clients came at the end of the month.  Furthermore, these top days were the same whether measured by order volume or revenue, though they varied slightly in ranking. Revenue peaked on Thu 3/31 and Tue 3/22, while orders peaked Tue 3/29 and Sun 3/27.  In general, the month did not see significant spikes in the data as in other months, which can be expected since March has few traditional retail holidays. The end-of-month uptick can be seen even more clearly when the data is rolled up by week (below).

March 2011 Top Spend Days:  Sun 3/27, Mon 3/28

Top spend days for paid search also came at the end of the month, indicating strong ROI and an alignment of paid search budgets with bottom-line performance.

March 2011 Top Clicks Days:  Sun 3/27, Mon 3/28

The top two days for paid search clicks matched those for spend.  The strong growth in average conversion rates, noted up top in the YoY Performance Metrics chart, reveals itself again in the relatively short distance between dates when searchers clicked and when they placed orders.

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 edition of the monthly PM Digital Rewind Index covering April 2011 to be released in early May.