Newspapers: “Winter weather spoils consumer electronics Christmas sales” – Not!
Jaa TwitterissäKauppalehti, along with other respected Finnish financial newspapers reported on Tuesday how the winter weather supposedly caused the weak sales for most household appliance stores in December.
I suppose they meant that the brisk December weather caused people to buy winter gear instead of electronics. But wait a minute, are they serious? Did the winter weather really do that to these seasoned household appliance giants?
I manage PPC advertising for a Finnish webstore client of ours that mainly sells consumer electronics. We made preparations in good time for the spikes during December in both search volume and competition in search engines. And we decided to go for another sales record. Did the winter weather spoil everything?
Well, according to this simplified graph of our results, we must’ve had the worse winter weather over here!
PPC Spend & Sales 2010
(FYI: I took over the PPC management at the end of August. During H1 the account was managed by another agency)
The roughly half-a-million euro sales topped November sales by 115 %. Sure we also spent more, but the ROAS, too, was much higher than in November 1095 % → 1716 % (sales – spend / spend x 100).
Some of you might argue that I should rather compare these results with the December 2009 sales. And you are right. The 2009 numbers look like this.
PPC Spend & Sales 2009 Dec vs. 2010 Dec
The graphs are pretty self-explanatory. To get massive results with PPC advertising there’s no need to go on a spending spree, it just needs to be done right.
Dear Webstore Managers, do you really want to blame weak sales on the winter weather or would you rather start seeing some serious cashflow?
We can help with the latter scenario. Go ahead, contact us.