Retail paid search advertisers in the U.S. nearly doubled daily spend on Google Product Listing Ads (PLAs) across the week of Thanksgiving this year compared with 2013.
The study, from Kenshoo, indicates that peak spend shiftesd this year from Cyber Monday to Black Friday.
On the biggest shopping days—Thanksgiving, Black Friday, and Cyber Monday – the overall conversion rate for Google PLAs was considerably higher than the surrounding days, peaking at nearly 6% on Cyber Monday.
The biggest year-over-year spend growth for PLA/Shopping campaigns among the key dates was on Thanksgiving (+143%), followed by Black Friday (+113%), and finally Cyber Monday (+59%).
