Google revenues topped 10 billion for the second quarter in a row, coming in only slightly higher than their Q4 2011 10.58 billion. The Q1 2012 10.65 billion in revenue is a new record and reflects a 24 percent increase over the same quarter last year.
Santa’s elves weren’t the only ones busy this past holiday season. Paid search was also working overtime to make sure shoppers ended up with perfect holiday gifts. The share of e-commerce transactions driven by SEM during November-December 2013 was 15%, up from 14% in 2012. And, organic search accounted for 26% of holiday e-commerce orders. Clearly, Google was the gatekeeper for e-commerce success, with over 40% of all e-commerce sales originating in search queries.
What Makes Paid Search Programs Successful From Search To Conversion?
A general piece of advice from my experience would be to always tier your account by whatever targeting settings you’re considering, and then get more granular just for your tier 1 campaigns (and maybe the tier 2 campaigns as well if reasonable). To clarify, tier 1 campaigns are typically those accounting for 50% of the conversions/revenue. As a result, a granular while manageable account structure could be: