Archive for January, 2009
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Search Ad Spending: Maximizing ROAS Through Analytics and Conversion Optimization
We all know that the economic downturn is shrinking the growth of all ad spending, including Search. But Search remains the “shining media” it has always been – it is simply not growing as quickly as it has in previous years.
eMarketer estimates that while the rate of search ad spending growth was down in 2008, search still grew 21% over 2007. “In fact, the rate of growth will fall over the next three years—but search ad spending growth will continue to be positive, in double digits every year—until 2012 when it will rise to nearly 14%.”
Search, it seems, is “recession-resistant.”
Smart Marketers will continue to spend increasing budgets on Search – and rightfully so, if they want to continue to make their ROAS (Return on Advertising Spend) accountable.
But are marketers managing and measuring ROAS properly?
Maybe not. Continue Reading
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eCommerce Sales 2008: Bad News or Not-So-Bad News? (Is there an opportunity for you here?)
News of a drop in holiday sales comes as no surprise this year. Overall holiday retail sales were down 5.5% in the month of November, and 8% in December up to the day before Christmas, compared to the same periods in 2007, according to MasterCard Advisors, a subsidiary of MasterCard Worldwide.
But wait! eCommerce sales were not down by as much as overall retail sales.
ComScore’s end-of-season online sales figures put the tally at $25.5 billion, down “only” 3% from a year ago. And MasterCard Advisors’ report says overall ecommerce sales ended the season with a decline of “only” 2.3% (the emphasis is mine).
But wait! Unique visitors to eCommerce sites were actually up.
Continue Reading
