Our read on Black Friday paid search performance and what it portends for the rest of the holiday season.
In a year when most did well, it’s important to consider whether sales dollars were still left on the table as spikes in efficiency hid under-performance at critical times.
Every year there is a certain snarky contingent of the populace that dismisses Cyber Monday as just marketing hype since, “it’s not even the biggest online shopping day of the year.” Well, let’s all hope that holds true in 2010 as the performance data has definitely taken a turn for the worse in the ensuing days.
Looking at sales driven by paid clicks, the biggest sales day we’ve seen this holiday season so far was Monday, 12/11, up almost three-fold since October’s base rate. Cybersource predicts the biggest day of the season will be next Monday, December 18th.