• DE&I Commitment
  • Careers
  • SIGN IN
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Omnichannel Advertising
    A platform that connects all walled garden media for more effective campaigns
    Data Connectivity
    Make data-driven decisions as you plan and strategize
    AI-Powered Capabilities
    Take your campaigns to the next level by leveraging proprietary AI-based technology
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Case Studies
  • News and Events
    Check out recent announcements and see what we’re up to
    Newsroom
    Check out our recent media mentions and announcements
    Events
    Join us for our next conference or webinar
    Omnichannel platform launch
    Read the press release to see how we're helping marketers win the walled gardens
    AI Breakthrough Award
    Skai Named "Best AI-based Solution for Advertising" in 6th Annual Artificial Intelligence Breakthrough Awards Program
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    The Breakthrough
    Read the latest blog posts and thought leadership from Skai and other industry experts
    Skai Research
    Explore our studies, whitepapers and quarterly trends reports so you can stay up to date
    Quarterly Trends Hub
    Dive into the latest market insights, industry trends, and predictive analysis
    Holiday Hub 2023
    Your go-to source for holiday marketing tips, tricks, and best practices
Back to Blog

Cyber Monday Breaks More Records: Retailers Generate 2.2X More Revenue From Product Listing Ads

Skai

December  04, 2013

The biggest online shopping day of the year was even bigger in 2013. Advertisers in the Skai Global Retail Index spent 27% on more on paid search than they did on last year’s Cyber Monday with positive gains across the board in clicks, conversions, and revenue.

Phones and Tablets continued to be big drivers of paid search activity but slightly down from the historic Thanksgiving and Black Friday levels that we reported in a Skai blog post on Monday.

With so many consumers away from their Computers (desktops, laptops, notebooks, etc.) for the holiday weekend, mobile devices made up almost 40% of total paid search spend and over 44% of total paid search clicks.

On Monday, however, with consumers either back at home or at their work computers, 3 out of 4 paid search dollars and 2 out 3 clicks originated from Computers. Phones accounted for 11% of paid search spend and 19% of clicks. Advertisers spent slightly more on tablets (15% of total) than phones although Tablets received less clicks (14% of total).

cyber-mon-clicks cyber-mon-cost

Actual completed online sales are still dominated by Computers with 81% of total revenue from paid search. Tablets accounted for a healthy 16% of total revenue with Phones still trending behind at just 3% of total revenue coming from those devices.

cyber-mon-revenue

Cyber Monday 2013 – PLAs Come of Age

Paid search advertisers who may have still been testing paid Google Shopping ads for the first time last year were certainly ready to capitalize on this format in 2013 as retailers more than doubled their investment year-over-year (YoY) on Product Listing Ads (PLA) this Cyber Monday.

“As the shopping season kicked into high gear, we expected retailers to ramp up PLAs because of the extraordinary opportunity they provide to capture in-market consumers with rich ad formats,” said Aaron Goldman, Skai CMO.

The Cyber Monday numbers are a clear indication that retailers see PLAs as a key component of driving online sales with a 257% YoY increase in spend, 217% YoY increase in conversions, and 219% YoY lift in revenue. Return on Ad Spend (ROAS) did dip slightly by 11% YoY but this slight drop in efficiency is definitely overshadowed by the huge increases in volume.

“On Cyber Monday, retailers saw triple-digit year-over-year growth in PLA spend, conversions, and revenue while only noticing a slight decrease in ROAS from $9.83 in 2012 to $8.79 in 2013,” said Goldman. “The ability to scale your PLA program by 2.5 times and still achieve almost a 9 to 1 return for every dollar spent demonstrates the true power and efficiency of this ad format.”

cyber-monday-pla-chart

Methodology

The data analyzed reflects a representative cross-section of Skai clients (advertisers and agencies) around the world managing paid search programs and/or Product Listing Ads for the retail vertical with active campaigns tracking impressions, clicks, conversions and revenue on Cyber Monday 2012 and 2013. This index includes all major retail categories such as, but not limited to, electronics, books, apparel, appliances, shoes, sporting goods and more. All data is accurate as of December 3rd, 2013 but subject to change as delayed conversions are added in subsequent days. Final figures will be released in the full Skai 2013 Online Retail Holiday Shopping Report, available in early January 2014.

  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Cyber Monday, Holidays, Paid Search, PLA, Product Listing Ads, Research
  • Previous Post
  • Next Post

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Omnichannel Strategy
    • Skai HQ
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Walled Garden Advertising
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Marketing Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Capabilities
    • Quarterly Trends Hub
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
ProviderOwner of this website, Imprint
PurposeSaves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s).skai.io, skai.io
Cookie Nameborlabs-cookie
Cookie Expiry1 Year
Name
ProviderOwner of this website
Host(s)skai.io
Cookie Namewordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie ExpirySession / 1 Year
Name
ProviderOwner of this website
PurposeThis cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie NameacsbState, acsbReset
Cookie Expiryn/a

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
ProviderOwner of this website
Host(s).comeet.co, www.comeet.co
Cookie Namevisid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie ExpirySession / 1 Year
Accept
Name
ProviderOwner of this website
Host(s).chilipiper.com, skai.chilipiper.com
Cookie Namefs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie ExpirySession / 2 Years
Accept
Name
ProviderOwner of this website
Accept
Name
ProviderOwner of this website
Host(s)skai.io
Cookie NamemoduleFormPardotDownload
Cookie Expiry30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
PurposeCookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name_ga, _ga_*, _gat,_gat_*,_gid, GOOGLE_ABUSE_EXEMPTION, AEC, __Secure-ENID, SOCS, CONSENT
Cookie ExpirySession / 2 Years
Accept
Name
ProviderHotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
PurposeHotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s)*.hotjar.com
Cookie Name_hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie ExpirySession / 1 Year
Accept
Name
ProviderOwner of this website
PurposeVWO is AB Testing software that we'll use to test different elements of the website - form placement, nav, different page layouts, etc.
Privacy Policy https://vwo.com/compliance/cookies-notice/
Host(s).skai.io, dev.visualwebsiteoptimizer.com
Cookie Name_vis_opt_exp_{CAMPAIGNID}_goal_{GOALID}, _vis_opt_test_cookie, _vis_opt_exp_{CAMPAIGNID}_combi, _vis_opt_exp_{CAMPAIGNID}_exclude, _vis_opt_exp_{CAMPAIGNID}_split, _vis_opt_s, _vis_opt_out, _vwo_uuid, _vwo_uuid_{CAMPAIGNID}, _vwo_ds, _vwo_sn, _vwo_uuid_v2, _vis_opt_exp_{CAMPAIGNID}_combi_choose, _vwo_referrer, _vwo, _vwo_global_opt_out, _vwo_ssm, uuid
Cookie ExpirySession / 10 Years

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
ProviderPardot
PurposeCookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s).pardot.com, pi.pardot.com, skai.io
Cookie Namepardot, visitor_id*, lpv*
Cookie ExpirySession / 10 Years
Accept
Name
ProviderMeta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
PurposeCookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name_fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie ExpirySession / 1 Year
Accept
Name
ProviderLinkedin
Cookie Namelidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie ExpirySession / 1 Year
Accept
Name
ProviderSkai
Cookie Nameken_gclid
Accept
Name
Provider6sense
Cookie Name_gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie ExpirySession / 400 Days
Accept
Name
ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
PurposeCookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie NameIDE, 1P_JAR, NID, _gcl_au, OTZ, test_cookie
Cookie ExpirySession / 400 Days
Accept
Name
ProviderOwner of this website
Cookie NamePHPSESSID, sid, okto-autoposter-XXX, oktgid, oktsid, oktlogid-XXX, oktolead-XXX-Email, oktolead-XXX-Company, oktolead-XXX-FirstName, oktolead-XXX-LastName, oktolead-XXX-Phone, oktolead-XXX-Country, oktolead-XXX-Url, oktolead-XXX-State, oktolead-XXX-Comment, optout
Cookie ExpirySession / 2 Years

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
ProviderWistia
Host(s).wistia.com
Cookie Namecb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie ExpirySession / 400 Days
Accept
Name
ProviderMeta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
PurposeUsed to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s).instagram.com
Cookie Namepigeon_state
Cookie ExpirySession
Accept
Name
ProviderOpenstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
PurposeUsed to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s).openstreetmap.org
Cookie Name_osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry1-10 Years
Accept
Name
ProviderTwitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
PurposeUsed to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s).twimg.com, .twitter.com
Cookie Name__widgetsettings, local_storage_support_test
Cookie ExpiryUnlimited
Accept
Name
ProviderVimeo Inc., 555 West 18th Street, New York, New York 10011, USA
PurposeUsed to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s)player.vimeo.com
Cookie Namevuid
Cookie Expiry2 Years
Accept
Name
ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
PurposeUsed to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s)google.com
Cookie NameCONSENT
Cookie Expiry6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint