Online sales driven by UK retailers’ paid search ads on Black Friday were up nearly 25% this year compared with 2014 according to new data released by Kenshoo.
In all, UK retailers spent nearly 14% more on Black Friday search engine advertising in 2015 (year-on-year).
While in the US, half of all clicks on retailers’ paid search ads on Black Friday and Thanksgiving came from smartphones. Looking at the period from November 1st through to Black Friday (November 27th) mobile (phone and tablet) search spend by US retailers increased 64% over last year.
Another important trend in US retailers’ seasonal search advertising has been a rise in interest in product ads (such as Google’s product listing ads and Bing’s product ads which include a product image, price and additional information that helps online shoppers quickly find what they’re looking for).
Spend on product ads by US retail search advertisers went up 35% year-on-year for the entire period (November 1st through to Black Friday on November 27th). While spend for product ads on mobile climbed 85% YoY and now make up 10% of total search spend for the period
Kenshoo has published more detail – including charts – from its analysis of retailers’ seasonal search advertising on its blog here.