Online marketers told to get ready for a Rudd-fuelled clickfest

Online retailers should be gearing up their search marketing to make the most of yesterday’s spending bonanza announced by the Goverment, web measurement firm Hitwise suggests.  

According to analysist Sandra Hanchard, a major beneficiary of the pre-Christmas bonus was online electronics retailer, although Google also benefited because the sites got a lot of their business through paid search marketing.

She said: “In addition to capitalising on the peak shopping period for the year, the strong activity on pay-per-click campaigns by retailers may have been motivated by the Government stimulus package before Christmas. Retailers will need to monitor and adjust their search marketing efforts in response to any spending incentives provided by the Government this year.”

According to her analysis, electronics goods accounted for nearly 64% of the top 100 paid clickthroughs. Next came clothes, a long way behind with nearly 7%, then books with just over 6%.

The leading paid search term in the run-up to Christmas was “iphone”. Google was the biggest search engine, grabbing 20% of paid clicks.


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