Posted by Ryan Hornacek, Analyst
During the week of 12/4 to 12/10, our aggregate group of retailer clients spent 43% more on paid search than they did the same week in 2010, gaining 53% more YoY clicks. Although spend was still up 43%, this is the lowest YoY spend increase we’ve seen this holiday season since the week of 10/16–10/22 (where spend increased 38%). This shows that retailers have tapered-off spend increases after huge YoY increases during Thanksgiving, Black Friday and Cyber Monday. However, we do expect retailers to make major spend pushes in the coming week, especially on Free Shipping Day.
Additionally, we’ve now seen two consecutive weeks of lower YoY CPCs. During the 12/4 to 12/10 week, CPCs were 7% lower than the same week last year. It will be interesting to see whether CPCs remain low as competition heats up again on Free Shipping Day. The below charts and graphs show YoY trends in clicks, spend and CPC: