The November Advertiser 50 report has just been released, our monthly report ranking the top 50 advertisers by their indexed EPC (Earnings Per Click).
Since this is now the third month we’ve compiled the report, we’ve had enough time to let the dust settle and look for improvements. Astute observers will notice this month’s report doesn’t quite jive with last month’s report. That’s because we changed who’s included in the report. Here’s why:
We noticed the October report had a large number of newcomers and some very large swings in the rankings from September’s report. We think this is due to smaller advertisers experiencing wild swings in the number of links, clicks, and sales they experienced. One month they have a high EPC, the next they don’t, and vice versa. Since we don’t want to include advertisers with only a few clicks or sales for the month, past reports have excluded these smaller advertisers. For November, and moving forward, we’ve increased the minimum threshold of monthly clicks to ensure only more mature and stable advertisers are included. This results in a more reliable and useful report. It also means we’re focusing the report on the biggest brands: roughly the top 500 advertisers in our network of over 30,000.
In the November report, we re-ran the numbers for October using this new minimum threshold, so you can see the biggest gainers and losers. While GoPro remains solidly in the #1 position, we saw huge climbs up the ranks from the likes of Horchow, Virgin Mobile USA, Gilt, SSENSE, Vera Bradley, Best Buy, Far Fetch, and Boost Mobile. We also saw some very strong entries into the new rankings from UK fashion retailer USC, Macmall, The Watchery, and No More Rack. Notably absent in the top 50 were retail juggernauts eBay.com (ranked 64) and Amazon.com (ranked 107). Both, however, do offer EPCs well above the average.
With Black Friday and Cyber Monday the holiday shopping season can throw some curve balls when it comes to conversion rates, so once all that is behind us, we’ll be interested to see who stays and who goes come January’s report.
Posted by Oliver Deighton, VP Marketing