Before the holiday season is forgotten, it's worth taking a look back at daily trends in season performance to keep in mind for next year. In 2007, the top 5 days in search spending for Efficient Frontier's US retail clients were early on in the season, with November 26 marking the high point. The Mondays of December 3 and 10 also showed strong spending.
The chart below shows that CTR is loosely correlated with spend, justifying the increase in spending on those days. Spending was justifiably low on the days leading up to Christmas as ship by Christmas dates had passed. It should be noted that average position remained stable throughout this period, at between 5 and 5.5 for this group of clients.
In looking at data by search engine, CTR was highest on MSN adCenter Search, averaging 3.6% throughout the holiday period, compared to Google at 3.2% and 1.3% on Yahoo! Search. Google's CTR was impressive given that 85% of Efficient Frontier's retail spend was on Google, versus 3.3% on MSN and 12% on Yahoo!. This foretells yet another strong quarter for Google, and the continued wish for advertisers for increased search volume on MSN/Live.
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