Paid search advertising proved a worthy investment for US retailers during the 2012 holiday season (November 1 – December 31), according to [PDF] a new report from Kenshoo. Looking at key metrics during the season, the study finds that average return on ad spend crept up 1% from last year to $5.84, while conversion rates increased 4% to 2.84%, and average order value was up 3% to $109.46. All told, sales revenue driven by paid search grew by 23% year-over-year as transaction and impression volumes each grew by 20%, and clicks by 16%. Read the rest at MarketingCharts.
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