Clicks on paid search ads cost 6 percent less for retailers than they did in May 2011, but advertisers actually managed to spend more (17 percent in fact) as consumers clicked on more sponsored listings.
SEM provider PM Digital's May 2012 Rewind Index, which measures U.S. paid search performance for online retailers, suggests that while average CPC's dipped in May (following 2-3 percent dips in immediately prior months), much of the declining activity can be attributed to mobile search campaigns, which according to PM Digital "represent a growing slice of the total paid search pie but which cost a fraction of regular search ads."
And there's more good news: revenue (at least for those merchants surveyed) was up a whopping 34 percent - although much of that increase can be attributed to some important holidays including Memorial Day and Mother's Day.
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.