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Paid Search Ad Spend Jumps to 27% During the Thanksgiving/Black Friday Weekend

Following unfortunate reports that brick and mortar sales registered low performance during the Thanksgiving weekend, ecommerce emerged as the torch in cyber sales, thanks mostly due to mobile search.

Mercent, which powers a number of of the online campaigns for some of the greatest names in the industry (such as Brookstore and Office Deport) reported an astonishing 40% increase in online sales on Thanksgiving Day as compared to the same period in 2012. On the other hand, Black Friday sales registered a 35% increase, which was a record high.

Huge increases in retailer paid search engine spend were recorded. According to a new report released by Kenshoo, this Thanksgiving recorded a 27% increase on paid search campaigns as compared to the same Period last year. Black Friday and Thanksgiving registered 21% and 33% paid search spend respectively.

Aaron Goldman, the Kenshoo CMO said the two days had a dramatic effect on Kenshoo which saw an increase in the paid search ad spend and consequently an increase in the revenues from online sales which was a clear indication that the peak season is off to a good start. He opined that the trend is expected to continue.

This season, tablets and Smartphone had the lion’s share in terms of expenditure. Expenditure on computers dropped to 60.3 percent, a 24.1% drop from last year. On the other hand, the Smartphone budget rose up to 79.1% which accounted for 21.2% of the total spending on paid search. Tablets’ total paid search spend accounted for 18.5 per cent of the total search spend.

Goldman added that with the total paid search ad spend for phones and tablets accounting for close to 40% of the total paid search ad spend, it was a sign of a total revolution. He opined that the trend shows marketers have devised a strategy to win over shoppers wherever and whenever they went to.

In 2013, it is estimated that about 44.2% of all paid search clicks were attributed to mobile devices. Of these devices, 27 percent went to phones while 17.2% were attached to tablets. These figures indicate a rise in paid search clicks from the previous years, with 2012 recording 27.7% in the whole of November and a 14.5% in the entire holiday season of 2011.

However, in terms of revenue, computers are still ahead of the pack though the gap is fast reducing. The revenue share from computers recorded a fall from 90.4% in 2012 to 73.2% in 2013. The revenue share from mobile devices recorded a 176% increase this year with tablets registering a 22.4% while phones registered 4.4%. The revenues attributed to phones are still on the lower side as compared to tablets since most people prefer to shop from the comfort of their couches with their tablets.

According to Mercent, Google shopping recorded a faster growth rate than Amazon.com during Thanksgiving and Black Friday. This growth is as a result of Google’s effort to provide its shoppers with more engaging tools for shopping. Amazon and Google registered 26% and 70% growth respectively on Thanksgiving. Similar outcomes were posted during Black Friday.

To learn more about this news regarding the Black Friday weekend of online sales, visit Search Engine Land where they have more insights and upcoming news regarding cyber Monday.

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Bing to Soon Roll-out a Mobile-friendly Search Algo Update

Bing Mobile SearchBing will be following in Google’s footsteps and updating their search ranking algorithm to benefit mobile friendly websites and persuade others to optimize their content to be viewed by mobile users. Unlike Google, however, Bing is making a conscious effort towards helping webmasters understand what is going to happen and improve their content, thus not announcing a definite date for the launch of the algorithm.

What should happen with the new algorithm is that websites which are recognized as mobile friendly by Bing will show a specific label, which Bing has already been testing and getting great feedback from, and rank higher in search engine results because of that. Although the new algorithm by Bing sounds a lot like the one from Google, the team behind the search engine wants to give webmasters a chance to assimilate the news and improve their websites taking their guidelines into account, so they are probably not releasing the new update anytime in the nearest future.

What to Expect With Bings Mobile Algo Update

As for the algorithm itself, Bing says websites will still be primarily ranked by how relevant to the search query they are, whether they are optimized for mobile devices or not, which means that a mobile friendly website might still be outranked by another whose content is more relevant to the query. The key to the success of the algorithm will thus be in balancing both aspects to create the best search results possible for mobile users.

So far, Bing is being incredibly cautious not to create a media frenzy like the one that resulted from Google’s algorithm, so they are revealing very few details about their own, including the impact they expect it to have on mobile search queries. They do say, however, that the date of the algorithm launch will be revealed ahead of time, so there will be no surprises, unless maybe a good one: Bing’s algorithm will operate in real time, so if a website becomes mobile friendly, it will benefit from the new label as soon as the new version is indexed into the search engine.

New Tools for Bing Webmasters

In addition to the new algorithm, Bing will also be launching a new tool for webmasters in the summer, which is supposed to tell them whether their websites are mobile friendly or not and how to change their situation. These tools will help webmasters go beyond just mobile optimization by looking at data and metrics that influence their web presence optimization strategy.

Meanwhile, it is a good idea to look at the criteria Bing uses to determine whether a website is mobile friendly or not, which are how easy buttons and navigation are to access with a finger, how easy it is to read the information on mobile devices without zooming in, need to scroll to the sides, which is not to be expected on mobile devices, ability to load fully on mobiles and finally not having files blocked from Bing, as that will prevent them from acquiring information to determine your website’s ranking.

Bing promises this will be no 'Mobilegeddon,' but whether that is true is still to be seen. To learn more, visit Bing Webaster Blog for the latest news.

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