Kenshoo 2012 Global Online Retail Holiday Shopping Report: Online Retailers Grew Revenue from Paid Search 36 Percent

 Kenshoo 2012 Global Online Retail Holiday Shopping Report: Online Retailers
                   Grew Revenue from Paid Search 36 Percent

Mobile phones generated more than 20 percent of U.S. paid search clicks;
Google Product Listing Ads continued to deliver high return on ad spend

PR Newswire

SAN FRANCISCO, January 10, 2013

SAN FRANCISCO, January 10, 2013 /PRNewswire/ --

Kenshoo, the global leader in premium digital marketing technology, today
unveiled the Kenshoo 2012 Global Online Retail Holiday Shopping Report. The
research presents aggregate search engine marketing data and analysis culled
from more than 24 billion paid impressions and clicks on Google, Yahoo!, Bing
and other global search engines during the holiday season.

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"Smart retailers capitalized on increased online consumer shopping activity
this past year by proactively creating product-level search campaigns and
optimizing them throughout the holiday season," said Aaron Goldman, chief
marketing officer at Kenshoo. "Overall, retailers using Kenshoo drove big
gains in paid search revenue and increased return on ad spend (ROAS), an
impressive feat considering heightened competition and rising costs."

Globally, the average paid search cost per click (CPC) rate increased 11
percent year-over-year (YoY) to $0.48. Clicks increased 23 percent and
converted at a rate 25 percent higher than 2011, helping produce considerable
YoY growth in revenue from paid search.

In the United States, revenues driven by paid search increased 23 percent YoY.
Mobile phones generated more than 20 percent of paid search clicks, more than
triple the year prior. Meanwhile, tablets generated eight percent of U.S. paid
search clicks and ad spend while delivering six percent of total conversions
and nearly seven percent of revenue.

Google's Product Listing Ads (PLAs) experienced spikes in ROAS on Black Friday
and Cyber Monday in the U.S., while maintaining a very high ROAS for the first
three weeks of December. The PLA format appeared much less prone to the weekly
fluctuations observed from the overall holiday numbers including paid search
text ads.

Some of the other key U.S. insights presented in the report include:

1.Thanksgiving Day saw the highest average order value, topping $150, as
    consumers loaded up their shopping carts.
2.The days after Christmas and Thanksgiving are big spending days for
3.Cyber Monday delivered the biggest increases in YoY clicks and ad spend
    reflecting heightened consumer interest and search marketing activity.
4.Consumers are marking their calendars for Free Shipping Day as impression
    volumes jump 75 percent YoY.

The Kenshoo 2012 Global Online Retail Holiday Shopping Report provides charts,
graphs and insights supporting these trends along with search marketing
imperatives for advertisers in the year ahead for search, social and mobile.

The data analyzed for this report reflect a representative cross-section of
Kenshoo clients (advertisers and agencies) managing paid search programs for
the retail vertical across all major markets (including Australia, China,
France, Germany, Japan, U.S. and U.K.) with active campaigns tracking
impressions, clicks, conversions and revenue over the 12+ month period from
November 1, 2011 through December 31, 2012. This index includes all major
retail categories such as, but not limited to, electronics, books, apparel,
appliances, shoes, sporting goods and more. The data set covers 24+ billion
paid impressions and clicks on search engines including Google, Yahoo!, Bing,
AOL and Baidu that delivered more than $1.7 billion dollars in online sales

In addition to the U.S., the Kenshoo 2012 Global Online Retail Holiday
Shopping Report also includes sections covering search advertising trends in
the United Kingdom. Please visit to download
the entire report. 

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: Addie Reed, PReturn Inc., +1-312-432-9406,
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