October 2023 performance roundup

Here’s the breakdown of how programs performed for our clients at Pennock. Curious how your marketing efforts compare?

The Numbers

October 2023 Paid Channel Share of Budget

  • Amazon: 12%

  • Google: 29%

  • Meta: 28%

  • Pinterest: 3%

  • Programmatic: 6%

  • TikTok: 22%

October 2023 Average ROAS by Paid Channel

  • Amazon: 2.8

  • Google: 4.3

  • Meta: 3.5

  • Pinterest: 6.0

  • Programmatic: 3.5

  • TikTok: 1.7

October 2023 Average Conversion Rate by Paid Channel

  • Amazon: 17.03%

  • Google: 3.53%

  • Meta: 2.32%

  • Pinterest: 3.12%

  • Programmatic: 4.35%

  • TikTok: 1.28%

October 2023 Average SEO Contribution to Total Business

  • Percentage of Total Site Traffic: 42.1% 

  • Percentage of Total Site Revenue: 43% 

  • Average Conversion Rate: 1.78% 

The Summary

Paid Media: In October, our focus was on filling the funnel for upcoming BFCM offers. However, it mirrored September with increasing CPM, CAC, and decreased ROAS. Thankfully, November MTD is already showing improved ROAS and CAC in comparison to the entire month of October.

Keep your promo schedule consistent and have a backup plan in case early bird and BFCM offers don't meet expectations. Don't hesitate to show ads to your retention audiences; they're eager for your offer!

SEO: As anticipated, we observed a decrease in both traffic and revenue from SEO in October due to higher marketing spending on awareness campaigns. It's time to make your final on-page technical Q4 SEO optimizations, as you approach your development freeze for the year.

Nikki Lindgren