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1、 2 Key Findings Advertisers spent slightly less on Black Friday this year than previous years,with more budget being spent over the weekend and on Cyber Monday.Sponsored Products ad spend surged 12.83%on Cyber Monday,while Sponsored Brand ad spend only increased slightly by 0.69%year-over-year.CPCs
2、decreased significantly year-over-year for both Sponsored Products&Sponsored Brands ads in the lead-in to Black Friday and all throughout the Cyber 5 Weekend.2022 proved to be another strong year of growth for eCommerce brands,as 17 million more Americans than last year(196.7 million total)shopped i
3、n-store and online during the 2022 Cyber 5 weekend,according to the National Retail Federation.Data from Thanksgiving through Cyber Monday shows consumers didnt skimp on spending despite skyrocketing inflation costs.This year was all about the deals and thats exactly what shoppers got.Retailers and
4、brands offered steep discounts on goods,partially because of inventory pileups in recent months.Steeper-than-usual discounts,online-only deals,and the option to“buy now,pay later”directly contributed to this years online holiday shopping boom.How did Amazon ad performance hold up compared to previou
5、s years?In general,Black Friday and Cyber Monday advertising was more efficient and cost brands significantly less per click for both Sponsored Products and Sponsored Brands ads this year.With Prime Day in its typical July spot this year,and an additional tentpole event in October called the Amazon
6、Prime Access Sale,the landscape ahead of Cyber 5 2022 looked a lot different than previous years with deals launching well before the holiday shopping weekend event.During Cyber 5 2022,Pacvue collected insights into advertisers behavior and performance.This report includes CPC data from thousands of
7、 Amazon advertisers in the US,across every major category.3 4 Q2 2022 Trends 5 Holiday Ad Spending Trends Average daily advertising spend on Amazon increased 128.23%week over week on Black Friday for Sponsored Products.This spending increase was seen leading into Cyber 5 and through the holiday week
8、end event,but,notably,total ad spend for Sponsored Products ads during the 24-hour Black Friday period had a slight decrease of 1.47%from last year.However,the 24-hour Cyber Monday period saw a dramatic ad spend increase year-over-year of 12.83%for Sponsored Products ads.6 Sponsored Brands ad spendi
9、ng followed the same trend with a 4.85%decrease year-over-year on Black Friday and a 0.69%increase on Cyber Monday.Both Sponsored Products and Sponsored Brands ad spending showed more aggressive spending in the days leading into the holiday weekend event,as well as the days leading out from the even
10、t.Sponsored Brands ads followed a similar trend week-over-week,increasing 115.12%.Typically,a significant driver of spend,Cyber Monday saw major increases over Black Friday in 2022,with advertisers spending 17.14%more on Cyber Monday than Black Friday for Sponsored Products and 2.94%more for Sponsor
11、ed Brands.7 Cost Per Click Cost-per-Click(CPC)for Cyber 5 2022 dropped significantly from 2021 for Sponsored Products and Sponsored Brands in the lead-in,during,and in the lead-out to this years event.Sponsored Brands CPC rose just 4.9%week-over-week and declined 8.06%year-over-year on Black Friday
12、to$1.71.Cyber Monday CPCs for Sponsored Brands ads rose 11.25%week-over-week and were down 2.24%year-over-year at$1.78.The Saturday and Sunday between Black Friday and Cyber Monday saw Sponsored Brands CPCs down 4.60%and 5.26%in 2022 versus 2021.8 Sponsored Products ads saw CPCs on the decline this
13、year,down 13.97%year-over-year on Black Friday to$1.54,and down 15.93%on Cyber Monday to$1.53.9 Return on Advertising Spend Advertisers typically see a higher ROAS on Black Friday and Cyber Monday compared to the prior week as conversion rates increase.Sponsored Products ROAS increased 47.24%week-ov
14、er-week on Black Friday,and ROAS increased on Cyber Monday by 6.61%week-over-week.Compared to last year,Sponsored Products ads on Black Friday 2022 saw a 46.97%higher ROAS.On Cyber Monday,ROAS was just 8.67%higher year-over-year.10 Sponsored Brands ROAS increased on Thanksgiving and Black Friday bef
15、ore decreasing over the weekend and spiking back up 49.37%week-over-week on Cyber Monday.This represents a 28.97%year-over-year increase for Black Friday with just a 7.69%increase on Cyber Monday.11 Conversion Rates Sponsored Products conversion rate reached 21.62%on Black Friday and 18.15%on Cyber
16、Monday.This represents a 3.99%year-over-year increase for Black Friday and a 14.31%decrease on Cyber Monday.12 Sponsored Brands conversion rate reached 20.59%on Black Friday and 19.74%on Cyber Monday.This represents a 5.98%year-over-year decrease for Black Friday and a 16%decrease on Cyber Monday.13
17、 Brand Average Daily Sales Average daily sales from Sponsored Products campaigns outperformed the lead-in data to Cyber 5 weekend compared to 2021 but not in the days leading out from the event.Sales increased by 29.13%year-over-year on Thanksgiving,44.70%on Black Friday,and 22.74%on Cyber Monday.14
18、 Average daily sales from Sponsored Brands also outperformed the data from the Cyber 5 weekend compared to 2021 but underperformed in the days leading out from the event.Sales increased by 26.07%year-over-year on Thanksgiving,22.68%on Black Friday,and 8.56%on Cyber Monday.15 16 Cost-per-click The El
19、ectronics category on Amazon saw higher CPCs by 12.5%in 2022 compared to 2021,at$1.80 versus$1.60 last year.However,the Home&Kitchen category saw a significant decline in CPCs by 32.56%from$2.18 in 2021 to$1.47 in 2022.The Sports&Outdoors category CPCs dropped slightly by 2.01%from$1.49 in 2021 to$1
20、.46 in 2022.17 Return on Advertising Spend The Electronics category on Amazon saw a significant decline in ROAS year-over-year,decreasing 23.58%from$16.11 in 2021 to$12.31 in 2022.Meanwhile,the Home&Kitchen category saw a significant increase in ROAS by 109.8%from$4.99 in 2021 to$10.47 in 2022.The S
21、ports&Outdoors category ROAS increased moderately by 37.77%from$6.38 in 2021 to$8.79 in 2022.18 Conversion Rates The Electronics category on Amazon saw a modest decline in conversion rate this year,decreasing 23.76%from 10.52%in 2021 to 8.02%in 2022.The Home&Kitchen category saw a significant jump i
22、n conversion rate this year by 36.04%,increasing from 14.01%in 2021 to 19.06%in 2022.The Sports&Outdoors category CVR also saw a dramatic increase of 31.26%year-over-year from 15.96%in 2021 to 20.95%in 2022.19 20 Walmart Advertising Trends A lot has changed on the Walmart Connect platform since last
23、 years Cyber 5 shopping event,including improvements to the Search Relevancy algorithm.These new enhancements not only improved Walmarts search results,but it also helped brands promote Sponsored Products,appearing in relevant in-grid results.This change also allows the same product to appear for bo
24、th paid and organic listings.Walmart Connect also switched to a second-price auction bidding model,which has caused CPCs to decrease dramatically.Walmarts Black Friday deals event,Deals for Days,worked up consumers appetites ahead of the 2022 Cyber 5 weekend event by offering deep discounts on a var
25、iety of items every single Monday in November.21 Holiday Ad Spending Trends Average daily advertising spend on Walmart increased dramatically during Black Friday week-over-week at a total of 160.33%.Ad spend in the lead-in and throughout the weekend decreased from 2021 except for Thanksgiving and Bl
26、ack Friday which stood out as the only days with slightly more advertising dollars spent.Average spend on Walmart Sponsored Ads was up by 14.31%on Thanksgiving and up by 10.24%on Black Friday,year-over-year.22 Cost Per Click Cost-per-Click(CPC)for Cyber 5 2022 dropped significantly across the board
27、this year for Walmart Sponsored Ads in the lead-in,during,and lead-out to this years event.CPCs on Black Friday dropped 20.22%year-over-year from$0.89 in 2021 to$0.71 in 2022.CPCs on Cyber Monday dropped 20.21%year-over-year from$0.94 in 2021 to$0.75 in 2022.23 Return on Advertising Spend Advertiser
28、s typically see a higher ROAS on Black Friday and Cyber Monday compared to the prior week as conversion rates increase.Walmart Sponsored Ads ROAS increased in the lead-in,during,and lead-out of the Cyber 5 weekend event.ROAS increased by 18.12%to$5.93 on Black Friday and by 2.85%to$5.41 on Cyber Mon
29、day,year-over-year.24 Brand Average Daily Sales Walmart Sponsored Ads Average Daily Sales outperformed the lead-in,during,and lead-out data compared to the 2021 Cyber 5 weekend by a longshot,except for Cyber Monday.Average Daily Sales increased by 27.25%year-over-year on Thanksgiving,30.13%on Black
30、Friday,and decreased on Cyber Monday slightly by 2.10%year-over-year.25 Contact us to set up a free demo and learn how to lower costs,stay ahead of the competition,and increase sales across Amazon,Walmart,Instacart,Criteo,and other ad platforms.To make sure you dont miss the latest news,product updates and best practices from the leading eCommerce marketplaces,follow the Pacvue Blog.