Thanksgiving 2011 produced five of the top six online shopping days in 2011, according to research from Marin Software. In its Online Marketer’s Guide for the Holidays, Marin found that Black Friday drew the highest return, with marketers reporting 300% more revenue from paid search ads compared to 2010. Cyber Monday delivered 260% more revenue.
The survey of 1,800 advertisers noted that Facebook ads were particularly successful, noting “dramatic spikes” in revenue driven by paid search and Facebook ad clicks.
Marketers are wise to note these statistics, as consumers spent approximately $37.2 billion online in November and December of 2011, according to comScore.
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“The search-like spikes indicate holiday consumers turn to Facebook not just for social interaction and sharing, but also to find deals and recommendations,” Marin noted in a press release.
“The pressure is on for retailers heading into the holiday season,” said Matt Lawson, vice president of marketing and partnerships at Marin Software. “Based off of what we saw last year, the stretch between Thanksgiving and Cyber Monday will be critical to retailers’ success as shoppers become increasingly attuned to promotional events during the holidays. Similarly, Facebook is an advertising channel that smart marketers should not ignore as our data shows the social site taking on search-like characteristics during the holiday season.”
In addition to Marin Software’s findings, the report includes best practices and recommendations for marketers seeking to maximize the effectiveness of online ad campaigns in the 2012 season. A few of those tips include:
- Prepare campaigns in advance;
- Adjust daily budgets;
- Create a boost schedule; and
- Refine negative keyword lists.
The full report can be downloaded by clicking here.
