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Thanksgiving weekend, spanning from Black Friday to Cyber Monday, represents one of the most important times of the year for online marketers at ecommerce and retail companies. Aiming to reach consumers in prime purchasing mode, the best of these marketers get to reap the rewards of investing in and testing myriad advanced audience, creative and optimization strategies all year long.
Nowhere is this truer than on Facebook, the world’s largest online display advertising channel. In an effort to understand online ad trends and purchase behavior observed over Thanksgiving weekend, we examined the Facebook advertising and subsequent same-day purchase activity across Nanigans largest ecommerce and retail customers.
Overall throughout Thanksgiving weekend 2015, Nanigans customers saw significantly higher purchase rates that helped generate healthy returns on their Facebook ad investments – all despite an uptick in ad prices in the marketplace associated with increased demand for inventory. These positive trends were especially true on mobile.
A deeper dive into trends, including Black Friday, follows:
Compared to 2014, average Facebook ad budgets of ecommerce and retail customers increased by nearly 2X throughout the weekend.
This was especially the case on mobile. Advertisers on average committed a larger share of their overall Facebook advertising budgets to mobile than to desktop in 2015 than in 2014.
Justifying the corresponding budget increases, purchase rates for top ecommerce and retail advertisers using Nanigans demonstrated the steepest rise on mobile during Black Friday as compared to the previous four Fridays.
These higher purchase rates helped contribute to strong return on Facebook ad spend, as well. Return on ad spend (as measured by purchase revenues attributed within 24 hours of ad placement) were higher this Black Friday than the average over the prior four Fridays. This ROAS increase was most pronounced on mobile.
Be sure to keep these positive trends in mind when discussing online advertising strategies for the remainder of the holiday shopping season. For additional audience, device, and time of day trends to help inform your holiday ad budgets, check out our 2015 Holiday Guide for Ecommerce Advertisers.