Black Friday online sales driven by search advertising registered a 31% year-over-year increase, according to search engine marketing firm NetElixir.
The findings are based on Black Friday sales data aggregated for 38 large U.S.-based online retailers in seven retail categories, representing 120 million search impressions.
Net Elixir also found that search advertising spend increased by 21% on Black Friday, while mobile search sales grew to 15% of total search driven sales.
· Average Cost Per Click (including mobile) increased by 12% YOY.
· Average Order Value registered a marginal increase of 3% over last year.
· Average Number of items in the shopping cart went up by 8%.
“Even though the average order value has been more or less flat, the number of orders registered a significant increase,” said NetElixir founder and CEO Udayan Bose in a press release.