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Retailers put the brakes on search ad spending as the holidays neared, according to a new study.
SearchIgnite, a provider of search marketing management tools to marketers and agencies, found that search ad spending and average order value both declined after Black Friday. Compared to the same period a year earlier, search spending fell 14 percent and order value declined 20 percent.
The figures add to evidence that retailers suffered through a tough holiday shopping season. It also showed the ripple effects through the online advertising category, with even directly measurable tactics such as search affected.
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