Black Friday 2017 US Google Shopping Growth Analysis Report

Retailers on Google Shopping experienced yet another overwhelmingly successful Black Friday, continuing the trend of consistent growth that 2017 has seen. In what could be considered a microcosm for the entire year, Friday November 24, 2017 displayed many of the same attributes that have been seen across Google Shopping.

29%

YoY Cost
Increase

41%

YoY Clicks
Increase

54%

YoY Impressions
Increase

74%

YoY Conversions
Increase

More Traffic = More Sales

Plain and simply, retailers are spending more on Google Shopping than ever before as consumer confidence and awareness grows with time. This increase in ad spend has led to steady growth in traffic to e-commerce stores and ultimately more revenue.

This Black Friday, retailers were seen over 50% more on Google Shopping and received nearly 30% more clicks leading to more sales being generated than in years prior.

Key contributing factors to this success can be found in retailer conversion rates, which saw a 20% increase, as well as a 25% decrease in their cost per conversion. So not only are retailers driving more traffic than ever, but they’re getting more efficient.

72%

YoY Mobile
Clicks Increase

92%

YoY Mobile
Impressions Increase

8%

YoY Mobile
Conversions Increase

39%

YoY Mobile
CTR Increase

Mobile is Taking the Lead

While all major device platforms showed growth this Black Friday, none saw more than mobile. With a 6% increase in revenue and nearly double the amount of traffic driven to e-commerce sites, mobile devices have truly begun to dominate.

Much of this is thanks in part to what’s been a steady increase in Search Impression Share, which went up 34% this Black Friday compared to last, as well as a better click-through-rate.

71%

YoY Tablet
Clicks Increase

84%

YoY Tablet
Impressions Increase

59%

YoY Tablet
CTR Increase

14%

YoY Tablet
ROAS Increase

Tablets Continue Their Climb

Tablets are continuing to improve their position as a powerhouse in the e-commerce world. This Black Friday is indicative of their progression, as the amount of traffic coming from them almost doubled, and nearly outpaced Mobile devices.

All of this improvement has led to increases, though slight, in revenue and conversions (2% and 4% respectively).

With this in mind, and as the data continues to show that tablets are quickly becoming a top device, retailers should consider tablet-centric strategies and optimizations into the future.

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