Black Friday PPC Statistics: Insights to Boost Your PPC Campaigns

The number of online shoppers has consistently spiked year after year, as shown in Black Friday PPC statistics.

Brands are under great pressure to be different from their competitors and catch the attention of customers during this holiday season. 

This fact makes PPC strategies play an important role in leveraging the biggest sales event of the year, ensuring your brand is noticeable amidst the competition.

Know last year’s Black Friday trends and shopping behavior, and try to optimize your campaigns for the Black Friday season in 2024. 

A total of $9.8 billion in online sales is predicted to be crossed during Black Friday 2024.

Below are some interesting insights compiled in this Black Friday statistics post that you may refer to when preparing your Black Friday strategy!

2023 Black Friday PPC Quick Overview

Last year saw a record-breaking Black Friday in terms of online sales, with advertisers leveraging more innovative PPC strategies to capture the booming e-commerce traffic. 

Brands faced higher competition, which drove up ad costs, but the opportunity to convert high-intent shoppers made it all worthwhile. 

Now, let’s dive deeper into the data!

Top 15 Black Friday PPC Statistics

As Black Friday continues to be a defining moment for e-commerce and online marketing, the competition in the paid search and display space grows fiercer each year.

Here are some of my top Black Friday Statistics that focus on what shifts consumer behavior and the opportunities retailers have to cash in on this enormous shopping event.

1. Record $9.12 Billion Spent Online

The e-commerce world saw a monumental spend of $9.12 billion on Black Friday 2023 alone, breaking all previous records and showing just how critical the online marketplace has become. For PPC marketers, this meant higher budgets and more aggressive bidding to capture a slice of the action.

2. 47% Increase in Ad Spend

Advertisers in the retail sector ramped up their PPC budgets by an impressive 47%, compared to the previous year. This substantial increase was driven by the intense competition to rank higher in search results and shopping ads.

3. 5.2% Average Conversion Rate for Google Ads

The average conversion rate for Google Ads during Black Friday 2023 was 5.2%, making it a prime opportunity for businesses to convert search traffic into sales. High-intent shoppers were ready to buy, and well-optimized ads saw tremendous success.

4. Shopping Ads Account for 61% of Clicks

Google Shopping ads dominated the PPC landscape, accounting for 61% of all clicks. The visual appeal and price comparison offered by shopping ads made them highly effective for capturing deal-seeking consumers.

5. 26% Higher CPC on Black Friday

Due to increased competition, the Cost-Per-Click (CPC) rose by 26%, forcing marketers to be more strategic with their bidding and budget allocation.

6. Mobile Traffic Hits 73%

A whopping 73% of all Black Friday traffic came from mobile devices, yet the conversion rate on mobile lagged behind desktop. Optimizing for mobile-first experiences became critical for businesses to capture this audience.

7. Desktop Still Leads in Conversion Rate

Despite mobile traffic dominance, desktop saw a 6.4% conversion rate, compared to mobile’s 3.6%. This indicates that while shoppers browse on mobile, many still prefer completing purchases on desktop.

8. Retargeting Ads Drive 41% of Sales

Retargeting campaigns proved incredibly effective, accounting for 41% of sales during Black Friday 2023. Advertisers who implemented retargeting strategies managed to re-engage and convert users who initially abandoned their carts or left without purchasing.

9. CTR Increased by 29% on Black Friday-Specific Ads

Consumers actively looking for deals pushed the Click-Through Rate (CTR) for Black Friday-specific ads up by 29%, making it essential for brands to feature Black Friday deals prominently in their PPC campaigns.

10. Smart Bidding Automation Saw Widespread Use

Over 65% of advertisers relied on Smart Bidding strategies (like Target CPA and Target ROAS) to optimize bids in real-time. This helped brands maintain performance even as ad costs fluctuated.

11. YouTube Ads Boosted Brand Awareness by 35%

Video ads, particularly on YouTube, saw a 35% increase in brand awareness, helping brands stay top-of-mind during the holiday shopping frenzy.

12. 55% of Shoppers Searched for Deals Before Black Friday

Shoppers started their search for deals early, with 55% beginning their hunt for Black Friday deals before the actual day. This reinforces the importance of starting your PPC campaigns well in advance of the event.

13. Top Performers Saw a 12x Return on Ad Spend

The most successful advertisers achieved a 12x ROAS (Return on Ad Spend), showing that well-targeted and optimized PPC campaigns can yield substantial returns on investment during this period.

14. 40% of Shoppers Preferred Brands Offering Free Shipping

Advertisers who highlighted free shipping in their ad copy saw up to a 40% increase in clicks. This simple yet effective tactic helped boost conversions, especially for higher-ticket items.

15. PPC Drives 54% of E-Commerce Revenue on Black Friday

Pay-per-click advertising contributed to more than half of all e-commerce revenue on Black Friday, underscoring its pivotal role in driving online sales during the event.

What to Expect in 2024?

As we look ahead to Black Friday 2024, several key trends are expected to continue or expand:

• Early Campaigns: Consumers are beginning their Black Friday searches weeks before the event, so businesses must prepare their PPC campaigns early to capture pre-event traffic.
• Mobile-First Strategies: With mobile traffic continuing to dominate, advertisers need to ensure their mobile experiences, from ads to checkout, are seamless and optimized.
• Automation and Smart Bidding: Expect more reliance on automated bidding strategies as advertisers look for real-time optimizations to manage rising costs and fierce competition.

Takeaways

With the lessons from 2023, it’s clear that businesses need to refine their PPC strategies well in advance. Focus on early engagement, mobile optimization, and leveraging automated tools to maximize your returns for Black Friday 2024.

Black Friday 2024 is expected to break even more records, so ensuring your PPC strategy is not only data-driven but also powered by great assets and attention-grabbing offers can make all the difference.

Source articles referred for statistics:

• https://www.techopedia.com/black-friday-statistics
• https://wisernotify.com/blog/black-friday-stats
• https://ninetailed.io/blog/black-friday-statistics/ 
• https://www.printful.com/blog/black-friday-statistics