Search Ads Prove A Success For Aussie Retail, Finance & Travel Sectors

Search Ads Prove A Success For Aussie Retail, Finance & Travel Sectors
SHARE
THIS



Australian brands in the retail, finance and travel sectors all experienced strong click through rates (CTR) on their search advertising in December and improving conversion rates in the final quarter of the year according to new data from Kenshoo.

Each month Kenshoo examines search advertising data from around the region to identify key trends in CTR, cost per click (CPC) and conversion rates. Over the twelve months January to December 2014, retail in particular delivered a strengthening CTR trend, ending the year at 4.89 per cent, only slightly below the November year highs of 5.58 per cent respectively.

Travel was steady throughout the year, peaking in Q1 with 2.34 per cent in February. Retail and finance meanwhile had much better second halves with CTR nearly doubling in some months between August and December compared to some of the months in the H1 results.

kenshoo-march-18-a[1]

In December, conversation rates in finance reached an all-time high rate of 3.95 per cent. Across the year the finance category demonstrated dramatic improvements in CTRs, however, retail was the star performer on conversation rates with eight of the 12 months delivering over four per cent.

kenshoo-18-c[1]

 

In  terms of CPC over the year. Travel was basically stable, retail declined throughout the year while finance CPC grew strongly in the second half and only softened right at the end of the year back to a level that was still 28 per cent higher than the start of the year.

Finance also delivered the most expensive month for clicks across the three categories with CPC rising to $2.32 in September before drifting back to $1.79 by year end.

 

kenshoo-march-18-b[1]

This data is based on an analysis of more than 350 advertisers actively running paid search campaigns through Kenshoo in the Australia region.

This article originally appeared at www.which-50.com

Please login with linkedin to comment

Advertising Standards Bureau Campaign Monitor pedestrian safety

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]