For better or for worse, Cyber Monday is much discussed.
We've found that historically, in the PPC world, it's importance is really a function of your business model. Companies that are primarily brick and mortar firms may find that Cyber Monday ranks but 15th in total sales volume online, where catalogers might see it in the top 10 and internet pure plays may find it only trailing next Monday in importance.
So, recognizing that there are many variables in play here, we took a look at how some of our larger clients did this cyber Monday compared to 2006 in PPC.
It's important to note that we're looking at median values (half above, half below), and that some of these changes reflect different strategies in play.
For example: some clients are willing to spend more aggressively to drive top line sales this year, pushing ads up the page, cpc's higher, sales and costs higher as well. Hence the data below are an amalgam of data from different companies, sometimes with changed objectives, but may prove useful as a way to gauge how others are doing in the space.
Enjoy the holiday bonanza!