With Product Ads now averaging between 30-50% of retailers search budgets (and growing!), we wanted to take a special look at how the busy holiday weekend impacted performance for the popular ad type. We separated our PLA-only accounts from our full service clients and did a deep dive to look at year-over-year growth. We anticipated there would be a large increase in PLA traffic overall, strong growth on Thanksgiving Day, as well as a huge shift in sales and traffic on mobile PLAs, and the results did not disappoint!
During the busy weekend, overall PLA traffic saw an increase of 121% YoY with sales not far behind at a 96% increase. Even with rising CPCs retailers still had good returns across all devices, but desktop naturally lead in terms of conversions.
Thanksgiving Day online traffic and sales have been consistently growing each year, and actually outpaced YoY growth in terms of clicks, growing by 96% compared to both Black Friday and Cyber Monday. Overall PLA traffic that day grew 100% YoY resulting in a 66% increase in orders and a 67% increase in sales. Whether it was the compelling sales, convenience, or escaping awkward family members, it seems that consumers were driven to shop on their mobile phones on Thanksgiving Day as this device accounted for the majority of traffic by far.
Mobile was of course the big game changer this year, with traffic and sales growth rates of approximately 220% YoY. While desktop naturally drove the majority of sales, mobile traffic was nearly matched to desktop, driving 40% of total traffic compared to desktop’s 43%. Orders on mobile devices increased 164% YoY, and tablet orders increased 76%. Click here to save a copy of the infographic.
PLAs will continue to be a big driver of holiday sales through Christmas Day. Now is a great time to do a quick audit of your program's performance and make the necessary adjustments to capture the most traffic across devices.
Stay tuned for our full holiday recap coming in early January for a look at paid search performance over the full holiday season.