Ad spend increased 81% whilst clicks went up 53% during Black Friday this year, according to new data from Marin Software. At the same time, Cyber Monday saw a 40% jump in clicks and 105% hike in ad expenditure in the US alone.
The disparity between clicks and ad spend shows that CPCs have increased signalling larger competition for advertisers. However, higher CPCs can only be justified as long as conversion rates are growing too, says Marin Software.
Meanwhile, ad spend growth wasn’t restricted to the US. Instead, the UK and Europe also noted considerable growth. Overall, ad expenditure in the UK was up 72% and 82% for Black Friday and Cyber Monday respectively. For the rest of Europe, ad spend went up 60% and 58% for Black Friday and Cyber Monday respectively.
This demonstrates that the major shopping seasons are now global events.