Top 15 Black Friday 2023 PPC Stats to Guide Your 2024 Strategy

As you gear up for Black Friday 2024, let last year’s numbers guide your strategy to make this season your most successful yet. With early engagement, a mobile-first approach to boost conversions, and smart bidding strategies, you’ll be ready to stand out and capture high-intent shoppers. Keep these stats in mind as you refine your PPC campaigns for maximum impact.

1. $9.12 Billion Spent Online
   Shoppers went big on Black Friday 2023, spending a whopping $9.12 billion online. This made it clear that e-commerce is the place to be. For PPC marketers, that meant bigger budgets and competitive bidding to capture this surge in online traffic.
2. 47% Increase in Ad Spend
   Retail advertisers didn’t hold back, ramping up their PPC budgets by 47% to stand out. Competition was fierce, and visibility was everything!
3. 5.2% Average Conversion Rate on Google Ads
   Google Ads delivered with an average conversion rate of 5.2%—proof that Black Friday shoppers were ready to buy. For well-optimised ads, it was a golden opportunity to turn clicks into sales.
4. Shopping Ads Grabbed 61% of Clicks
   Google Shopping ads dominated with 61% of all clicks. The combination of visuals and price comparisons made them irresistible for deal-seeking shoppers.
5. 26% Higher CPC on Black Friday
   With everyone vying for attention, cost-per-click (CPC) rates climbed by 26%. This made it more important than ever for marketers to be strategic with their budgets.
6. 73% of Traffic Came from Mobile
   Mobile devices took the lead, making up 73% of Black Friday traffic. But since desktop had the higher conversion rate, a mobile-first approach with seamless checkout options is key.
7. Desktop Conversion Rate Dominated at 6.4%
   Even though mobile traffic ruled, desktop held its ground with a 6.4% conversion rate (compared to mobile’s 3.6%). Shoppers browsed on mobile but closed the deal on larger screens.
8. Retargeting Ads Drove 41% of Sales
   Retargeting was a win, driving 41% of sales. Brands that re-engaged users who left without purchasing saw great results by staying top-of-mind.
9. 29% Boost in CTR for Black Friday-Specific Ads
   Black Friday-focused ads saw a 29% spike in click-through rate (CTR). It’s proof that highlighting holiday deals in your ad copy pays off big!
10. 65% of Brands Used Smart Bidding Automation
    Around 65% of advertisers turned to Smart Bidding strategies like Target CPA and Target ROAS. Real-time adjustments helped brands stay competitive, even with fluctuating costs.
11. YouTube Ads Increased Brand Awareness by 35%
    YouTube video ads were also big, boosting brand awareness by 35%. This was huge for brands looking to stay visible during the holiday shopping frenzy.
12. 55% of Shoppers Started Deal-Hunting Early
    Over half of all shoppers (55%) began their Black Friday hunt well before the big day. Launching campaigns early can help you catch these eager deal-seekers.
13. Top Advertisers Saw 12x ROAS
    The best of the best achieved an impressive 12x return on ad spend (ROAS). A well-targeted, optimised PPC strategy really paid off.
14. Free Shipping Was a Deal-Breaker for 40% of Shoppers
    Brands offering free shipping saw up to 40% more clicks. Highlighting this in your ad copy can be an easy win for boosting conversions.
15. PPC Drove 54% of E-Commerce Revenue on Black Friday
    PPC ads accounted for over half of all e-commerce revenue on Black Friday, proving how crucial PPC is for maximising holiday sales.

Sources for These Stats