Phones and tablets account for nearly 40% of all paid search advertising spend by retailers on Thanksgiving and Black Friday and 44% of all clicks on paid search ads. But 73% of sales revenue from paid search still comes via shoppers using computers. The new data comes from digital marketing technology company Kenshoo and is based on active paid search campaigns by retailers using Kenshoo’s paid search advertising platform.
“Thanksgiving and Black Friday are two of the biggest shopping days and this year both consumers and advertisers had their wallets ready,“ explains Aaron Goldman, Kenshoo CMO. “Kenshoo saw dramatic increases in paid search ad spend and online sales revenue on these two days signifying the peak shopping season is off to a hot start. With the 2013 calendar condensing the time between Thanksgiving and Christmas, we expect the torrid pace to continue.”
Kenshoo concludes that the story of the shopping season to date is the mobile migration: “In fact, this isn’t just a migration we’re seeing, it’s a full on revolution,” adds Goldman. “With phones and tablets accounting for nearly 40% of all paid search ad spend on Thanksgiving and Black Friday it’s clear marketers have multi-device strategies in place to lure consumers wherever and whenever they’re shopping.”
More detailed data and analysis has just been posted on Kenshoo’s blog
