Search Spend Rose 20 Percent On Thanksgiving, Flat On Black Friday From A Year Ago

Mobile drove more than half of paid search clicks on Thanksgiving and Black Friday.

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Thanksgiving is becoming an e-commerce event all its own. Search spend increased 19.6 percent on Thanksgiving day but remained relatively flat on Black Friday, according to Kenshoo.

From the first of the month through Black Friday, paid search spend ticked up up a modest 3.7 percent, compared to a year ago, between November 1 and Black Friday, November 27.

That spend increase, no surprise, was driven largely by Shopping campaigns and mobile. Product Listing Ad (PLA) spend rose 35 percent compared to the same period last year. Mobile search spend increased 64 percent.

Mobile Click And Conversion Share Increasing

Mobile’s click share cut into both desktop and tablet share. For the full period, mobile drove nearly half of all paid search clicks and over half on the key Thanksgiving and Black Friday shopping days.

sales share through black friday by device, kenshoo 2015

Source: Kenshoo. Nov. 1–27, 2015

Conversion rates on mobile still don’t rival desktop but improved over 2014 and generated nearly a quarter of all paid search sales during the period.

Black Friday In The UK

As retailers in the UK adopt the Black Friday sale strategies of their US peers, paid search ad spend and sales on Black Friday are on the rise.

black-friday-uk-paid-search-2015-kenshoo

Source: Kenshoo


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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