Paid ad spending for Black Friday is already red-hot
October 7, 2015 04:45 PM
If shoppers aren’t yet making lists of deals they can find the day after Thanksgiving, they’re not paying attention. And if retailers haven’t started their Black Friday advertising, they’re already behind.
Retailers started spending heavily on keywords that contained “Black Friday” during the week of Sept. 27, two months before Black Friday, Nov. 27, according to a report from paid search firm AdGooroo. Amazon.com, Target.com, Groupon.com and Walmart.com were among 277 advertisers who, starting Sept. 27, sponsored 161 keywords containing “Black Friday,” including terms such as “Black Friday Deals,” “Black Friday laptop deals” and “Black Friday online sales,” says AdGooroo, which studied U.S. Google Desktop Text Ad activity on the keywords.
From Sept. 27-Oct. 3, advertisers spent $52,417 on the Black Friday keyword group, 324% more than advertisers spent on the same keywords in the previous two months combined. That’s “a strong indicator that Black Friday advertising began last week on the search engines,” AdGooroo stated. Last year, the spending surge on Black Friday keywords didn’t occur until the week of Oct. 26, the report states.
Amazon.com Inc., No. 1 in the Internet Retailer 2015 Top 500 Guide, led this year’s field on Black Friday keywords, garnering 10% of the ad views during the first week of the surge, according to the report. Target (No. 16) had a 7% ad impression share and Walmart (No. 3) had a 2.2% share. “The fact that large retailers are leading this effort is further evidence that Black Friday advertising has officially begun on the search engines, since these brands are consistently among the largest advertisers over the holiday season,” the report stated.
In the fourth quarter of 2014, advertisers spent $4.6 billion on U.S. Google desktop text ads, according to AdGooroo.