Search and Purchase Patterns          over the          Weekend     HOLIDAY SEASON - 2011       A NetElixir Research Repor...
• NetElixir Research Report •                             Research and Data Set             • Paid search performance data...
• NetElixir Research Report •25.3% of total unique site visits for Black Friday    weekend happened on Thanksgiving Day   ...
• NetElixir Research Report •    16% of all Black Friday weekend purchases         happened on Thanksgiving Day           ...
• NetElixir Research Report •          Average Paid Search Ad click was        50% more expensive on Google and           ...
• NetElixir Research Report •      25% of all Black Friday weekend purchases                  happened between 6pm ET5% of...
• NetElixir Research Report •      The click-throughs, though, were fairly                      evenly distributed.       ...
• NetElixir Research Report •        Observation (2011 Black Friday weekend):           • Early Start               Black ...
• NetElixir Research Report •                             Practical Retail SEM Tips       • Understand the search and purc...
• NetElixir Research Report •                              About NetElixir       NetElixir, Inc.,is an online customer acq...
• NetElixir Research Report •                                                Disclaimer  This NetElixir report is intended...
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Netelixir white paper on blackfriday 2011

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Netelixir white paper on blackfriday 2011

  1. 1. Search and Purchase Patterns over the Weekend HOLIDAY SEASON - 2011 A NetElixir Research Report • November 2011 •
  2. 2. • NetElixir Research Report • Research and Data Set • Paid search performance data collected for 32 mid sized and large online retailers, in 11 retail categories. • Data collected from 0:00 hours, Nov 24, 2011- midnight ET, Nov 27, 2011, 6-hourly basis. For the purpose of our study this 4 day period has been considered as the “Black Friday weekend”. • Real time conversion tracking by NetElixir’s proprietary tracking technology – LXR. • Black Friday promotion/s for all surveyed retailers was un-changed over the 4 day period. • Average position was maintained constant at 2.4 (between 2nd and 3rd listing positions) for surveyed retailer campaigns.November • 2011www.NetElixir.com -2- 609.356.5112 Copyright NetElixir 2011
  3. 3. • NetElixir Research Report •25.3% of total unique site visits for Black Friday weekend happened on Thanksgiving Day versus 14% in 2010.25.3% of all site visits through search ads happened on the Thanksgiving Day this year versus 14% in 2010.November • 2011www.NetElixir.com -3- 609.356.5112 Copyright NetElixir 2011
  4. 4. • NetElixir Research Report • 16% of all Black Friday weekend purchases happened on Thanksgiving Day versus less than 10% in 2010.16% of all Black Friday weekend purchases happened on Thanksgiving Dayversus less than 10% in 2010.November • 2011www.NetElixir.com -4- 609.356.5112 Copyright NetElixir 2011
  5. 5. • NetElixir Research Report • Average Paid Search Ad click was 50% more expensive on Google and 25% more expensive on Bing, compared to 2010. Average Paid Search Ad click was 50% more expensive on Google and 25% more expensive on Bing, compared to 2010 Source: Holiday Retail SEM Index, www.lxrmarketplace.com Source: Holiday Retail SEM Index, www.lxrmarketplace.comNovember • 2011www.NetElixir.com -5- 609.356.5112 Copyright NetElixir 2011
  6. 6. • NetElixir Research Report • 25% of all Black Friday weekend purchases happened between 6pm ET5% of all Black Friday weekend purchases happened between 6pm ETnd midnight ET on Black Friday! ET on Black Friday! and midnight 0:00‐6:00 ET 06:01‐12:00 ET 12:01‐18:00 ET 18:01 ‐ 24:00 ET Thanksgiving Day 1% 0.90% 4.40% 9.70% Black Friday 4.40% 3.90% 11.60% 25.10% Saturday 4.30% 3.50% 3.80% 3.40% Sunday 1.10% 2.70% 6.40% 13.90% % of total weekend orders  November • 2011 www.NetElixir.com -6- 609.356.5112 Copyright NetElixir 2011
  7. 7. • NetElixir Research Report • The click-throughs, though, were fairly evenly distributed. The click‐throughs, though, were fairly evenly distributed The click‐throughs, though, were fairly evenly distributed. 0:00‐6:00 ET 0:00‐6:00 ET 06:01‐12:00 ET 06:01‐12:00 ET 12:01‐18:00 ET 12:01‐18:00 ET 18:01 ‐ 24:00 ET 18:01 ‐ 24:00 ET Thanksgiving Day Thanksgiving Day 3.8% 3.8% 3.8% 3.8% 7.9% 7.9% 9.8% 9.8% Black FridayBlack Friday7.7% 7.7% 7.7% 7.7% 10.6% 10.6% 8.6% 8.6% Saturday Saturday 4.1% 4.1% 5.0% 5.0% 5.4% 5.4% 4.2% 4.2% Sunday Sunday 2.4% 2.4% 3.7% 3.7% 7.3% 7.3% 8.1% 8.1% % of total weekend site visits through paid search % of total weekend site visits through paid searchNovember • 2011www.NetElixir.com -7- 609.356.5112 Copyright NetElixir 2011
  8. 8. • NetElixir Research Report • Observation (2011 Black Friday weekend): • Early Start Black Friday Deals started early this year. This was primarily driven by aggressive retail promotions. • Thanksgiving - A Major Shopping Day! One in six purchases during the Black Friday weekend happened on Thanksgiving Day. This was a major shift from online shopping trends for any previous year. • Paid Search Advertising on Google was 50% more expensive y/y Paid search advertising was significantly more expensive this year. Google was more expensive compared to Bing. • 6pm ET- Midnight is “America’s favorite online shopping time” 52% of all Black Friday weekend purchases happened between 6pm ET and midnight ET.November • 2011www.NetElixir.com -8- 609.356.5112 Copyright NetElixir 2011
  9. 9. • NetElixir Research Report • Practical Retail SEM Tips • Understand the search and purchase time slots to run your SEM campaigns more efficiently. • Search advertising is expensive. Systematic planning and prudent campaign management resource allocation can help you maximize the available opportunities. • 24/7 SEM Management is not an option... it is a necessity. Your SEM Management team and SEM agency should have been working over the Black Friday weekend to maximize the opportunities. Estimated budget wasted due to the lack of 24/7 Campaign Management during Black Friday weekend is anywhere between 2.5%-6% of spend. This wastage maybe for multiple reasons like promo campaigns not getting uploaded on time, sudden change in competitor bidding strategy, out-of-stock products being advertised, etc.November • 2011www.NetElixir.com -9- 609.356.5112 Copyright NetElixir 2011
  10. 10. • NetElixir Research Report • About NetElixir NetElixir, Inc.,is an online customer acquisition management firm head- quartered in Princeton, NJ, with global offices in London, UK; Hyderabad, India; Freiburg, Germany; and Copenhagen, Denmark. The company advises clients worldwide on online customer acquisition strategies and, using its proprietary technology - the LXR core platform, helps them achieve online advertising performance maximization. NetElixir’s suite of services and products includes both an end-to-end campaign manage- ment service as well as optimization technology and service solutions for online retailers. For additional information, please visit: www.netelixir.com or call us at 609.356.5112. For accessing free online marketing web apps, please visit www.lxrmarketplace.com Web Coordinates: • Email: info@netelixir.com • http://twitter.com/netelixir • http://www.netelixir.typepad.com/ • http://netelixir.wordpress.com/November • 2011www.NetElixir.com -10- 609.356.5112 Copyright NetElixir 2011
  11. 11. • NetElixir Research Report • Disclaimer This NetElixir report is intended for general information and is based on publicly available data available on the Internet at a particular point in time. NetElixir gives no guarantee regarding this information and accepts no liability for any inconvenience, or any direct or consequential loss, arising from reliance upon this information. No part of this report may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying or otherwise without the permission of NetElixir, Inc. © 2011 NetElixir, Inc. All rights reserved.November • 2011www.NetElixir.com -11- 609.356.5112 Copyright NetElixir 2011

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