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Mobile Is the Darling of Google Shopping During Black Friday Weekend and Cyber Monday

Mike Perekupka

Do we sound like a broken record yet? Mobile in Google Shopping is big and getting bigger. And now, results from Black Friday weekend (Thursday through Sunday) and Cyber Monday confirm the claim.

Google Shopping Thanksgiving Cyber Monday 2015 Results

Mobile shopping growth soared when compared with the same five-day period in 2014. One of the most notable metrics is conversion rate, which was 2.24 percent on mobile devices for the five-day shopping period this year. That’s an increase of 131 percent over the same five days last year.

Several other mobile metrics were way up this year — leaving desktop metrics in their dust.

  • Revenue on mobile was up 356 percent, while revenue on desktop was up 115 percent.
  • Clicks on mobile were up 145 percent, whereas clicks on desktop were up 91 percent.
  • Orders on mobile were up 357 percent, while orders on desktop were up 88 percent.

Can we all just agree that Google Shopping is getting more and more important — especially mobile within the channel? Google Shopping, especially mobile, is continuing to generate strong results year over year. As we might say in our company-wide Slack channels, Google Shopping++. (That means points for Google Shopping.)

So what’s driving Google Shopping’s rise? A few major factors are likely at play. Firstly, Google is continuing to develop the channel to meet retailers’ needs. It introduced a swath of beta features this year, including the Google buy button, price drop cards, and product rankings and ratings displayed on ads. Secondly, it’s safe to conclude that retailers are learning how to capitalize on the channel and drive more efficient results from their investment in it.

And thirdly, consumers are shifting their shopping activities to mobile. Nearly 57 percent of smartphone owners used their phone to research products, buy holiday items, and check in-store availability during Black Friday weekend this year, according to the National Retail Federation. That’s a 400 percent increase over last year.

Beyond mobile growth, we saw a couple other notable findings in retailers’ Google Shopping performance. For the five-day period, AOV was $88.90 on desktop devices — up 74 percent from the same period last year.

Meanwhile, AOV was $79.21 on mobile devices this year. This value represents only a 10 percent increase over last year, which suggests that consumers still tend to feel more comfortable ordering bigger ticket items on desktops.

Cyber Friday??

Moving on, a few notable findings surfaced when we isolated Black Friday performance. It’s been well-reported in the media that brick-and-mortar sales on Black Friday slumped this year. ShopperTrak data showed a 10 percent drop to $10.4 billion. By contrast, online sales on Black Friday hit $2.72 billion, a 14 percent increase YoY.

Our data also showed that consumers shifted online to do their Black Friday shopping. Orders through Google Shopping PLAs on Black Friday were up 149 percent. In fact, of the five days, Black Friday had the highest YoY order growth rate — even exceeding Cyber Monday’s order growth rate of 112 percent.

Overall, it looks like Santa Claus is, in fact, coming to town for retailers using Google Shopping, as the channel drove strong growth across all key metrics during the kickoff to Holiday 2015.

* Methodology: We analyzed retailers’ Google AdWords data from Black Friday weekend and Cyber Monday this year, and compared it to same store 2014 data. Retail segments range from apparel to footwear, health and beauty, big box, specialty grocery, sporting goods, and jewelry.

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