The Cost Of A Click On Black Friday

Nov 25, 2015 by Mark Maier

The research is in, the cost of a click-through for Black Friday is probably higher than you thought it was and some companies are really focussed on bidding for keywords and giving themselves the best chance of success according to MediaPost...

"etailers will spend on average between $0.90 and $3.41 per click to catch the attention of consumers during the Black Friday holiday shopping season. During this time, companies pay less for more.

Target spent $1 million -- the highest amount -- on 158 of the 161 keywords running across Google related to Black Friday between Sept. 27 and Nov. 22, 2015, earning 22.75% click share at an estimated cost of 90 cents per click.

AdGooroo published the research Tuesday, reexamining paid-search activity for desktop on Black Friday keyword group running on Google. So far this holiday season, 1,226 advertisers have spent $7.3 million sponsoring the "black friday" keyword group, and the top term this year is "black friday deals," with nearly $3.7 million spent.

Home Depot is spending the most for clicks. The home improvement store spent $87,000 on 31 of the 161 keywords running across Google related to Black Friday between Sept. 27, and Nov. 22, 2015, earning 3.70% click share at an estimated cost of $3.41 per click.

No. 2 in terms of the highest per click spend is Groupon. The faltering company that pioneered local daily deals spent $164,000 on 73 of the 161 keywords running across Google related to Black Friday, earning 3.60% click share at an estimated cost of $2.63 per click.

Aside from Target, Best Buy also continues to keep CPCs down. The company spent $382,000 on 131 keywords earning 8.80% market share at $0.91 per click.

Rounding out the top five in terms of CPC, Macy's spent $388,000 on 115 keywords, earning 3.60% market share at a $1.09 cost per click, and Walmart, which plans to start selling Cyber Monday deals at 8 p.m. Sunday night, spent $395,000 on 161 keywords, earning 10.40% market share at a cost of $1.23 per click."

 

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