HOW DID YOUR CYBER WEEK PLA PROGRAM STACK UP?
Thanksgiving through Cyber Monday PLA results from leading retailers
With Product Ads now accounting for 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!
As expected, overall PLA traffic saw an increase of 121% YoY with sales not far behind at a 96% increase. Even with rising CPCs, retailers still saw returns of 3.7x.
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 dry turkey, it seems that we were driven to shop on our 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%. Retailers saw the greatest return on ad spend on desktop at 4.1x, followed by smartphones at 3.3x and then tablets at 2.8x.