Revenue from paid search grows 31% on Black Friday

Revenue from paid search grows 31% on Black Friday

According to NetElixer's study, which looked at data from 38 large U.S. retailers and 120m search ad impressions, revenue driven by paid search on Black Friday rose an impressive 31% year-over-year as advertisers invested 21% more in search ads than they did in 2011.
Of the sales driven by paid search, NetElixer saw 15% coming from mobile. Last year, just 4% of sales from search came from mobile.
That creates some challenges for retailers. Year-over-year, Black Friday average order values (AOV) have increased ever so slightly (3%) despite an 8% increase in the average number of items added to cart.
With average cost per click increasing by a double-digit percentage (12%), retailers will not only need to monitor their paid search campaigns closely, but also make sure that they're doing everything they can to maximize AOVs and minimize cart abandonment.