Singles Day, Black Week, and Cyber Monday are officially over, offering us a good view of this month's campaigns. Within the November season, several industry trends emerged, presenting significant takeaways.
Increased faith and investment in YouTube activities compared to the previous year.
The use of Video Action YouTube Campaigns (VAC) performed surprisingly well as a conversion-driven strategy, showcasing effectiveness in utilizing multiple ad formats and including shorts.
A notable trend of increased engagement was observed at the beginning of the sales period.
Among many clients we can see a broader variety of creatives used during the sales period, aiming to provide the algorithm with a range of content to reach varied audiences with tailored messages.
Clicks increased by 10-15% while CPCs increased by 5-10% during Black Week
Search and Shopping campaigns decreased traffic by 20-35% while Performance Max increased by 50+%
The newcomer Temu was expected to go aggressively during Black Week, but we saw a decrease in visibility from Temu during Black Week vs previous periods. Instead, Amazon increased their presence by about 25%
It is clear that clients are more and more prepared as the planning starts earlier every year, which is positive for avoiding last-minute preparations and mistakes
Paid Social Analysis
CPM prices were very similar to the low prices in 2022 for E-commerces with a slight decrease of 4%. At the same time, CTR dropped by 26% which caused an overall increase in CPC by 30%.
Conversion rates increased by 48% which compensated to some extent, leaving the ROAS flat year over year.
Advantage+ stood out in the campaign mix with a ROAS development of +65%.