Kenshoo Releases Early Edition of 2012 U.S. Online Retail Holiday Shopping Report: Top Retailers Increase Online Sales Revenue

  Kenshoo Releases Early Edition of 2012 U.S. Online Retail Holiday Shopping
Report: Top Retailers Increase Online Sales Revenue from Search Advertising 25
                            Percent Year-over-Year

Smartphone and tablet search grows to capture 27 percent of all clicks, Google
Product Listing Ads shine, and Thanksgiving Day drives highest average order
value, topping $150

PR Newswire

SAN FRANCISCO, December 7, 2012

SAN FRANCISCO, December 7, 2012 /PRNewswire/ --

Kenshoo (, the global leader in premium digital
marketing technology, today unveiled the Kenshoo 2012 U.S. Online Retail
Holiday Shopping Report: Early Edition. The free report provides actionable
insights for advertisers and documents the growing role of mobile search,
superior performance of Google Product Listing Ads (PLAs), a 25 percent
year-over-year (YoY) increase in total sales revenue driven by search
advertising, rising average order value (AOV) buoyed by a 19 percent YoY
increase in Thanksgiving Day sales and continued multifaceted growth on Cyber
Monday, which remained the busiest day of the holiday period.

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"U.S. consumers didn't waste any time getting a jump on their holiday shopping
this year as they loaded up their plates on Thanksgiving Day and continued to
pile on through Cyber Monday," said Aaron Goldman, chief marketing officer for
Kenshoo. "Savvy retailers that leveraged advanced tools for managing paid
search, mobile and PLA campaigns certainly have enjoyed the fruits of their
labor so far this season."

Some early key findings from the 2012 holiday shopping season include:

  oReturn on Ad Spend (ROAS) from paid search rose eight percent YoY, and
    Conversion Rates were up 10 percent as advertisers improved campaign
  oCyber Monday drove the heaviest search traffic of the holiday period, with
    a 66 percent YoY increase in search ad impressions and 57 percent lift in
    clicks; paid search ad spend rose 51 percent YoY.
  oThanksgiving Day delivered the largest AOV of any day during the period,
    topping $150, with revenues from search advertising for the day increasing
    more than 60 percent YoY.
  oLow average CPC and high AOV combined to drive ROAS on Thanksgiving Day to
    $10.30, 72 percent higher than the $5.99 ROAS overall holiday season
  oPhone and tablet usage captured more than 27 percent of all clicks.
  oTablet search drove the highest AOV of any channel at $135.01, but tablet
    CPCs ($0.44) remained lower than that of computers ($0.49).
  oGoogle PLAs outperformed product-related keyword searches, providing 36
    percent higher ROAS and 28 percent lower CPC, while more than doubling
    their click-through rate.

The Kenshoo 2012 U.S. Online Retail Holiday Shopping Report: Early Edition
contains an in-depth look at mobile ad performance and Google Product Listing
Ads along with timely SEM trends and insights. The report also includes
implications for advertisers and tips on how to capitalize on timely
opportunities as well as a glossary of search marketing terms and formulas.

The data analyzed by Kenshoo reflects a representative cross-section of
Kenshoo clients (advertisers and agencies) managing paid search programs for
the retail vertical in the United States with active campaigns tracking
impressions, clicks, conversions and revenue over the 12+ month period from
November 1, 2011 through November 26, 2012. The data set covers 10+ billion
paid impressions and clicks on search engines like Google, Yahoo! and Bing
that delivered more than $500 million dollars in online sales revenues during
the 26-day November periods leading up to and through Cyber Monday in 2011 and
2012. Final figures and YoY analyses will be released in the full Kenshoo 2012
U.S. Retail Holiday Shopping Report, available in early January.

Download the Kenshoo 2012 U.S. Online Retail Holiday Shopping Report: Early
Edition to get a breakdown of all the key SEM metrics for the season to date.

About Kenshoo

Kenshoo is a digital marketing technology company that engineers premium
solutions for search marketing, social media and online advertising. Brands,
agencies and developers use Kenshoo Enterprise, Kenshoo Local and Kenshoo
Social to direct more than $25 billion in annual client sales revenue. The
Kenshoo Universal Platform delivers automation, intelligence, integration and
scale to make better marketing investments. With campaigns running in more
than 190 countries for nearly half of the Fortune 50 and all 10 top global ad
agency networks, Kenshoo clients include CareerBuilder, Expedia, Facebook,
KAYAK, Havas Digital, Hitwise, iREP, John Lewis, LendingTree, Resolution
Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and
Zappos. Kenshoo has 16 international locations and is backed by Sequoia
Capital, Arts Alliance and Tenaya Capital. Please visit
for more information.

Kenshoo is a trademark of Kenshoo Ltd. Other company and brand names may be
trademarks of their respective owners.

SOURCE Kenshoo

Contact: Contact: Nick Olsen, PReturn Inc., +1-312-432-9407,
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