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Clicks up 127% and conversions up 217% but return on ad spend dipped on Cyber Monday

Cyber Monday saw retailers on Google Product Listing Ads (PLA) see a 257 per cent year on year increase in spend, research from Kenshoo has found.

The research also noted a 217 per cent year on year increase in conversions, while revenue rose by 219 per cent.

Despite this huge growth, the return on ad spend was down from the previous year by 11 per cent.

“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, Kenshoo CMO.

“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. The ability to scale your PLA program by 2.5 times and still achieve almost a nine to one return for every dollar spent demonstrates the true power and efficiency of this ad format.”

Kenshoo analysed a cross section of its clients managing PLA for the retail vertical with active campaigns tracking impressions, clicks, conversions and revenue on Cyber Monday 2012 and 2013.

Cyber Monday sparked a continued 28 per cent increase in spending throughout the first two weeks of December, research from Venda has found.

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