If you’re like the kid who finishes homework assignments early and moves on to the bonus-point assignments, this article is for you. E-commerce marketers can get ahead of competitors by researching and bidding on Black Friday keywords now.
Compared with the teacher’s pets, though, you’ll be behind. Those e-tailers started their paid search campaigns last month.
Here’s why that’s happening:
“While Black Friday fell on November 27 last year,” writes Jim Leichenko in the AdGooroo Blog on Thursday, “advertisers spent $10.3 million of the $19 million total on the 161 Black Friday-specific keywords we examined from September 27 through November 21, 2015, while spending $6.9 million from November 22 to 28 (the week of Black Friday), and another $1.8 million from November 29 through December 31.”
So e-commerce marketers are all over those 161 terms, “based on U.S. Google desktop text ad activity.” Why? Take a look at how “Black Friday 2015” performed, according to AdGooroo’s “Maximizing Your Paid Search Advertising Strategy for Black Friday” post. [Author’s note: A few of you may suddenly decide to bid on “Black Friday 2016.”]
‘Black Friday 2016’
“In 2015,” writes Jim Leichenko, “the 161 Black Friday-specific keywords we studied generated $19 million in U.S. Google desktop text ad spend during the fourth quarter. The top keyword in this group, ‘black friday 2015’ alone drove $11.7 million in spend in Q4 — ranking it No. 5 in U.S. Google desktop text ad spend among all retail keywords for the full year of 2015. In 2014, the keyword ‘Black Friday 2014’ appeared fourth in the same ranking of top keywords for the full year.”
Those three words generated 144 million impressions, saw a 10.6 percent average clickthrough rate during the quarter and was the cheapest “cost per click of the top 20 Black Friday terms, $0.77, which is less than half the $1.59 average cost per click for the other 19 keywords in the ranking.”
Leichenko ends his post with a pithy tip.
“Simply put,” he says, “advertisers who do not incorporate Black Friday-specific keywords in their campaigns may be missing out on significant opportunities to drive Q4 traffic and sales.”
E-commerce Sales Will Increase in 2016
More searchers will use these Black Friday keywords, because more consumers will be searching.
An article in Total Retail on Thursday, “Not Thinking of Santa and Singles Day Yet? You Should Be,” mentions findings from the National Retail Federation that 2015’s horrendous weather may have spurred part of the consumer move online.
“[The NRF] reported that online and other non-brick-and-mortar holiday sales increased by 9 percent during the 2015 holiday season, to $105 billion,” writes Brad LaRock. “Compared to the overall 3 percent growth for all of 2015 holiday sales, it’s clear that online shopping played a significant role last season — a trend we expect to see reinforced this year.”
Here’s how LaRock suggests e-commerce retailers capitalize on this head start:
- Think Globally — Chinese shoppers, for instance, prefer Singles Day on Nov. 11.
- Increase Personalization — “Recent studies show that 78 percent of consumers will readily give marketers personal information during in-store purchases in exchange for more personalized e-commerce shopping experiences.”
- Embrace a Subscriptions-Focused World — “Online shoppers are increasingly opting into flexible, affordable subscription services that complement and enhance products or are in lieu of making one-time, up-front investments to own products.”
- Make Your List and Check it Twice — Here, LaRock suggests getting the previous three tips ready and looking them over before deployment.
What do you think, marketers?
Please respond in the comments section below.