Search Traffic Becomes More Costly for Top 1,000 Online Retailers
Those e-retailers paid for 48.6% of traffic from search engines in 2014, up from 43.5% in 2013, and they paid more to gain both paid and unpaid visibility on search engine pages, according to Internet Retailer's just-released 2015 Search Marketing 500 research.
CHICAGO, Jan. 20, 2015 /PRNewswire/ -- Paid search last year accounted for nearly half of search-generated visits to retail web sites, a record 48.6%. That accounts for the 17.8% increase to $158.4 million in the collective monthly paid search spending of North American e-retailers ranked 1-1,000 by web sales, according to Internet Retailer's 2015 Search Marketing 500 executive summary report, released today. The 81-page downloadable report assesses the state of search marketing today, including the ongoing impact of Google's move to paid product listing ads (PLAs), which allow online retailers to advertise products, complete with pictures and pricing, above natural search results. Though expensive, these product-specific ads have been huge traffic and sales generators, according to the new study.
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While providing detailed data on the increasingly important role of paid search marketing, the all-new 2015 Search Marketing 500 also includes rankings and data on how retailers and brands compete for visibility in natural search rankings, the science of search engine optimization. The new report contains 43 pages of tables and charts highlighting key paid and natural search metrics for the Top 1,000 e-retailers, including a ranking of the 500 web merchants spending the most on paid search and how much more they spent last year. It also includes: the top 10 paid search marketers in each of 15 merchandising categories; the 50 web merchants with the greatest keyword inventory and the top 10 retailers with the biggest keyword inventory in each of 15 merchandise categories; the 25 fastest-growing and 25 slowest-growing e-retailers in terms of search spending; the 25 merchants paying the most per click; and the e-retailers that rely most heavily on organic search traffic.
"We're very excited to release this executive summary on the current state of search engine marketing in the U.S.," says Jack Love, Internet Retailer publisher and chairman. "The Search Marketing 500 will equip retail marketers with the strategic insights, at-a-glance competitive analyses, case studies and best practices they'll need to make more informed marketing decisions," he says.
Priced at $89, the 2015 Search Marketing 500 also cites the Top 10 search engine marketing solutions providers, including their pricing, key clients and other company information.
Internet Retailer digital marketing specialists are available to provide commentary and analysis on this topic.
For research information or to arrange an interview, contact: Mark Brohan, vice president, Internet Retailer, at 312.362.9535 or [email protected].
For all other media inquiries, contact: Anna Applegate, corporate marketing communications, Internet Retailer, at 312.572.6264 or [email protected].
ABOUT INTERNET RETAILER®
The flagship brand of Chicago-based Vertical Web Media, Internet Retailer® provides comprehensive e-commerce business intelligence through print and digital channels, including a monthly magazine, several research guides, web sites, online databases, webinars and e-newsletters. Internet Retailer, launched in March 1999, is the largest e-retailing monthly magazine with 44,500 subscribers. InternetRetailer.com is the most visited informational web site in e-commerce featuring daily industry news and market analysis. The site attracts more than 205,000 unique monthly visitors. IRNewsLink, a daily e-commerce newsletter, is sent to more than 44,000 subscribers and features a weekly mobile commerce edition.
ABOUT VERTICAL WEB MEDIA
Vertical Web Media is a privately held, Chicago-based publisher that focuses on providing business intelligence for the e-commerce industry. Founded and led by journalists, the company aims to be the largest and most credible provider of objective business information on the market trends, technology, competitive practices and people shaping online retailing. Starting with Internet Retailer magazine, launched in 1999, Vertical Web Media has since introduced more than a dozen competitive data products and is now the largest publisher in e-commerce. Through its Internet Retailer® brand, the company operates a monthly magazine, two web sites, daily e-mail newsletters, and 12 research guides—strategic content designed to equip e-commerce executives with the competitive data they need to help grow their online businesses.
SOURCE Internet Retailer
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