Posted by Ryan Hornacek, Analyst

For Performics’ aggregate group of retailer clients, paid search spend and clicks accelerated year-over-year on both Black Friday and Cyber Monday.  On Black Friday, clicks were up 69%, and spend was up 112% vs. Black Friday 2010.  On Cyber Monday, clicks were up 89% and spend was up 68% vs. Cyber Monday 2010.  But the biggest Cyber Monday story for our clients was that CPCs dropped vs. 2010—this is the first time we’ve seen year-over-year CPCs trend downwards this holiday.  This Cyber Monday, CPCs were 11% lower than Cyber Monday 2010.  Thus, our retailer clients saw bigger bang for their paid search buck on Cyber Monday than Black Friday:

First chart

Weekly spend and clicks also increased over last year.  During Thanksgiving week (11/20–11/26), clicks were up 71%, and spend was up 97% over the same week last year.  During Cyber Monday week (11/27–12/3), clicks were up 72%, and spend was up 65%.  Cyber Monday week CPCs were down 4% over the same week last year.  The below chart and graphs show the trends in clicks, spend and CPCs over the last nine-week holiday shopping period:

Holiday Retailer Paid Search Metrics_5

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