Australian paid search soars amid Xmas shopping frenzy

By AdNews | 20 January 2014

Happy Christmas Google, love from Australia: Global paid search revenues hit a record level in the last three months of 2013 but Australia went crazy. Compared to a global average of 29% growth, the Australian paid search advertising market soared more than 50% on the final quarter 2012 as Christmas shoppers hit the net in droves. They even clicked on ads more.

Those figures are according to digital marketing tech firm Kenshoo, which analysed a sample of advertisers and agencies using its platform to manage campaigns. The firm claims its kit handles $5bn in paid search globally.

In Australia, the data shows that the volume of ads people clicked on rose 6.1%. Meanwhile brands pushed around 12% more ad dollars into paid search compared to the previous three months. As well as helping to increase Christmas sales, Kenshoo said brands that spent a bit more over the period would benefit from a halo effect in terms of ongoing customer awareness.

"Australia is one of the hottest markets for paid search advertising spend, fuelled by a fast-growth online retail market and intense brand competition across many sectors," said Michel van Woudenberg, who joined the firm recently from Oracle as Apac managing director. He said advertisers in the retail, travel, finance and FMCG sectors in particular were diverting more of their budgets into paid search.

The firm's data comes from its 2013 global search trends research.

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