Black Friday Strikes Big Success in 2017
Results are in, and paid search did not disappoint this year, with PMX Agency’s clients seeing revenue up an average of 22% over Black Friday 2016 across Google, Bing and Yahoo. While shoppers demonstrated changes in their in-store shopping strategy this year, as evidenced by “near me” searching behavior, Black Friday growth surged online. Order volume was up 18% for PMX clients, and brands benefitted from both an average conversion rate increase of 12%, and an average order value bump of 5%.
Some KPI Highlights:
- It’s no surprise that efficient growth came from programs on mobile devices, with Google putting even more emphasis than last year on providing seamless mobile shopping experiences for consumers – costs per click (CPC’s) were up only 8% on mobile, versus 16% overall for paid search.
- While mobile has been a crucial part of our strategy for some time now, its significance is something we simply cannot harp on enough. And we’re talking an even bigger growth story this year! Mobile campaigns contributed 59% of the overall click volume on Black Friday across paid search programs, and order volume on mobile was up an impressive 50% year over year.
- Google Shopping (PLAs) remains a critical piece of the paid search program on Black Friday, with click volume up 27% and revenue up 33% year over year. PMX Agency’s teams were optimizing budget distribution between text ads and PLAs in real time, as we responded to a surprise early holiday gift – CPCs were actually down in PLAs by 10%.
The PMX Agency team now looks ahead to Cyber Monday, while taking advantage of the volume that is still there for the taking this weekend! We are partnering with clients on finalizing promotion plans for Monday, while ensuring our budget strategy for the peak days ahead sets us up for success! We look forward to seeing continued growth for our clients!