This morning we released our mid-quarter report (download here), reflecting the performance of Thanksgiving Weekend. The growth trend we have witnessed in online purchasing on Black Friday and Cyber Monday maintained its surge upward. The data we pulled yesterday verifies that the retail experience, from early-stage researching to conversion, is moving toward digital. What’s more, mobile is in the limelight as advertisers recognize the importance of smartphones and tablets in holiday shopping habits by enhancing paid search spend on smart phones by 307% and by 237% on tablets.
The report indicates that search spend and impressions were up 29% over last year’s Thanksgiving weekend resulting in a 23% increase in revenue.
We announced our participation in implementing Google Product Listing Ads (PLAs) for our clients in September. Since, we have noticed PLAs ranging from 10%-25% of total search spend for participating retail advertisers and some cannibalization of regular paid search clicks because of this.
To read the press release, click here.
This report is the latest in a series of IgnitionOne white papers reviewing trends across the search landscape. Previous quarterly reports can be downloaded here.