Efficient Frontier recently released a report with findings that retail advertisers actually increased their spending on search this holiday season. Yes, you read that correctly, retailers actually increased spending on search advertising! According to the study based on the search agency’s client data, “spend in the retail sector grew 17 percent year on year and 46 percent sequentially during the fourth quarter 2009.
The report stated that yield-per-query is down, meaning that their spending may not have benefited them as much as it could have. Click-through rates on the Google, Yahoo, and Bing fell substantially during Q4 2009, according to the study. The decline in CTR suggests searchers are doing more comparison shopping and taking longer to transact. All of these retail advertisers must have missed the study we released on remarketing; otherwise they may have gotten more bang for their buck! Consumers don’t just see one ad accept that deal as the best and purchase. Consumers are all about comparing deals. In an economy like this can you blame them?
This is where remarketing comes in. Our survey revealed remarketing as the most underutilized online marketing technology, and it is the perfect way to stay on the consumers’ minds as they compare! If retailers had utilized remarketing along with search the consumer would be reminded of the original deal/product/service that the retailer was advertising.
Better luck in 2010…