The biggest sales weekend of the year is behind us, but what have we learned? With the countdown to Christmas still ticking away, we’re now looking to grab those last-minute shoppers. By analysing Cyber Weekend performance, we can make sure our Christmas campaigns are optimised in these last crucial weeks. In this 30 minute webinar you’ll learn: - What the big advertisers did this year, and what that means for you - How different creative formats performed over the weekend - Daily and even hourly performance statistics - How to make the most of your campaigns in the run-up to Christmas nmpidigital.com

1. Unwrapping Cyber Weekend
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www.nmpidigital.com

2. 1
What you can expect from today’s webinar
House Keeping
Presentation will be recorded and emailed out to
everyone
30 Mins
Ask any questions through the chat
Presenter: Craig Brown

3. Summary Of
The Week

4. 3
We saw traffic gradually increase into the weekend, with both peaking on Friday before
falling away after Friday
2018 Traffic & Revenue Trends
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Clicks vs Revenue
Clicks Revenue (GBP)

5. 4
This year followed a very different pattern, with traffic and CR increasing throughout the
day, and mobile being the dominant traffic source
Black Friday Specific Trends
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Black Friday CR by Device & Hour
Desktop CR Mobile CR Tablet CR
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Black Friday Clicks by Device & Hour
Desktop Clicks Mobile Clicks Tablet Clicks

6. 5
All channels saw an increase in CTR, CPCs or CPMs and CR. The increase in CR matched
or was greater than the increase in CPCs or CPMs
Channel Specific Changes
Search
Social
Display
CTR CPC/CPM CR
+23% +52% +82%
+2% +44% +44%
+21% +22% +68%

7. Opportuniti
es

8. 7
CSS was rolled out by Google earlier in the year and allows for advertisers to save 20% on
CPCs through Google shopping activity
Comparison Shopping Service (CSS)
The same product can’t show from
the same advertiser twice in one
auction, so we wont drive up our
CPC’s
Don’t Drive Up
Cost
Create new campaigns linked to the
CSS GMC rather than the regular
GMC
Duplicate
CampaignsGoogle takes 20% before entering a
bid in auction
This isn’t the case for bids through a
CSS listed ad
Save on CPCs
Test Impact of
CSS
Benefits: Process:
Observe the impact of selling
through a separate service in
Google Shopping

9. 8
You can use digital to target customers who used to been purchasers at this time of year,
but at no other times
Maximise Your Data Usage
Gather customer information on
purchasers last year, who aren’t
within your standard
demographic
Use platforms to find and
advertise to potential
customers

10. 9
In the final week before Christmas, use ad copy to highlight the urgency of making a
purchase and grab those last-minute shoppers.
The Run Up to Christmas
Last Delivery Date
Messaging should include the last guaranteed delivery dates and consider creating a
countdown script to automate the process.
Click & Collect
After the last delivery dates have passed, alter the messaging to ‘Click & Collect’ if this
option is available and the date is later than for last delivery.
Available In Store
Use device-specific campaigns to target mobile consumers with messages such as,
‘Still Available in Store,’ after delivery dates have closed. This will help to drive those
final sales.

11. Any
Questions?
info@nmpidigital.com
@nmpi_digital