Retailers Flock to Bing Ahead of Black Friday

ATLANTA, GA – November 23, 2009 – Multi-channel retailers are increasing their U.S. paid search spend despite economic uncertainty; with spend up 7% in Q4 ahead of Black Friday. While all three major search engines showed year-over-year (YoY) spend increases from retailers, Bing saw the largest gain (47%), likely due to higher average order values (“AOV”) from shoppers converting on Microsoft’s engine compared with Google and Yahoo. The findings were announced in a report released today by SearchIgnite, a leading provider of search optimization solutions managing more than $400 million in paid search annually.

Key Findings:
•Strong U.S. Retail Spend in First Half of Q4: U.S. search spend from existing retail marketers is up 7% YoY in the first half of Q4 across all major search engines (Google, Yahoo! and Bing).

•Conversion Rates on the Rise: In the first half of Q4, conversion rates were up 17%, a strong increase over this time last year and a hopeful sign that consumer confidence is on the rise.

•Retailers Increase Spend on Bing: U.S. retail marketers dramatically increased their search spend on Bing, up 47% YoY, seeing higher AOV from shoppers on Microsoft’s engine.

“After a year of economic uncertainty, it’s promising to see an increase in search spend across the engines going into the holidays,” said Roger Barnette, President of SearchIgnite. “While Google still dominates, Bing is making significant inroads and proving to be a worthwhile platform for retailers looking to capture consumers’ dollars this season.”

This report is the latest in a series of SearchIgnite white papers reviewing trends across the search landscape. This report as well as past SearchIgnite white papers can be downloaded at: http://www.searchignite.com/about_research.aspx.

About SearchIgnite
SearchIgnite is a leading provider of paid search optimization solutions that enable large, sophisticated marketers to achieve their online goals faster and smarter. The company's search marketing platform gives advertisers an advanced suite of tools to manage, optimize and report on their paid search campaigns in one central dashboard. Marketers who use SearchIgnite have the ability to gather insights into the relationship between media channels, enabling them to spend smarter. Some of the world’s leading brands and advertising agencies depend on SearchIgnite technology to power their online campaigns.

SearchIgnite is part of Innovation Interactive, a digital marketing services company.

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