holiday-retailer-2015-hero-1920Thanksgiving 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.


Source: Kenshoo

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