Takeaways: Black Friday & Cyber Monday Structured Snippet Extensions

December 4, 2015 | 4 min read
By Heidi Smith

Black Friday shopping bag, made of discounts and special offersIt is upon us, my people. The season of giving and receiving, of holiday carols and Black Friday shopping masses. Lucky for us, we work in the land of digital advertising where we can safely avoid the crowds and reach users via their dependable devices rather than in the crowded (or destroyed) aisles of your neighborhood Target.

I’m sure you’ve already seen post after post on how to prepare your campaigns for the holidays – as you should – but today, I am instead bringing forth some insights and takeaways into the new Black Friday and Cyber Monday structured snippet extensions we implemented for two of our clients last week.

The Structured Snippet Results

Performance data shows a few similar trends, but some differences too. When comparing the data from one weekend of Black Friday and Cyber Monday structured snippets to the averages of regular sitelink extensions over the past three weekends of November, we saw:

Across the Board

Both clients saw at least double their average conversion rate. This increase could be due to deals being offered (a % off appeals to just about everyone), but this is still a notable improvement from when just regular sitelink extensions are shown. This is also the kind of positive metrics you want to see; the more conversions you receive per click, the more you are getting your money’s worth.conversion rate graph depicting two sets of client data

Trend Differences

One of our clients saw a 2% increase in click-through rate (5% to 7%) while the Client 2 reported a 1.4% decrease in CTR for the Black Friday and Cyber Monday structured snippets. This is an instance where I’d like more data comparisons, and I’d love to see what we could do with testing different snippet copy to improve on both CTRs.click through rate (CTR) graph depicting two sets of client data

Decreases Where It Counts

Client 1 saw a 41% decrease in cost per conversion, with Client 2 seeing a whopping 77% decrease. Those types of improvements are extremely beneficial to an eCommerce focused company, especially if it translates to positive ROI and a higher return on their investment, which in the two cases below, it does.cost per conversion graph depicting two sets of client data

Takeaways

Although the metrics tell a data story that is both positive and negative, there are other elements to evaluate when considering the Black Friday and Cyber Monday structured snippet extensions. Here are some of the key ones for me:

Positives

  • Incredibly easy to set up
  • Only need one value (normally you need a minimum of three for structured snippets)
  • Scheduling is available, which makes it perfect for your Black Friday deal that needs to end at 11:59 p.m. on Sunday night and your Cyber Monday snippet that needs to be activated at 12 a.m. Monday morning.

 Negatives

  • 25-character limit (I will not let it be the death of me!)
  • No control over which structured snippet shows or when
  • It’s new, so you don’t have use past data to make adjustments, test, or know what it may do to performance
  • Black Friday headers overrode Cyber Monday headers until November 28

black friday and cyber monday structured snippet extensions settings

We Need More Data!

  • This is admittedly a small sample size, with very specific offerings and a lot of other factors that could have played into the performance trends we saw. But now we have a starting point, and as we experiment with additional special or regular structured snippets, we can compare the data.
  • Will these trends stay true? Only more structured snippets and data will tell.

It will be interesting to see if Google continues to offer short-term specialty features like the holiday headers for Black Friday and Cyber Monday structured snippet extensions. With its continued efforts to improve AdWords for advertisers and overall focus on customization, I would bet there will be more to come.

Did you try out the new holiday headers or have a crazy Black Friday shopping story you can’t help but share? Tweet me or comment below.


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Takeaways: Black Friday & Cyber Monday Structured Snippet Extensions

December 4, 2015 | 4 min read
By Heidi Smith

Black Friday shopping bag, made of discounts and special offersIt is upon us, my people. The season of giving and receiving, of holiday carols and Black Friday shopping masses. Lucky for us, we work in the land of digital advertising where we can safely avoid the crowds and reach users via their dependable devices rather than in the crowded (or destroyed) aisles of your neighborhood Target.

I’m sure you’ve already seen post after post on how to prepare your campaigns for the holidays – as you should – but today, I am instead bringing forth some insights and takeaways into the new Black Friday and Cyber Monday structured snippet extensions we implemented for two of our clients last week.

The Structured Snippet Results

Performance data shows a few similar trends, but some differences too. When comparing the data from one weekend of Black Friday and Cyber Monday structured snippets to the averages of regular sitelink extensions over the past three weekends of November, we saw:

Across the Board

Both clients saw at least double their average conversion rate. This increase could be due to deals being offered (a % off appeals to just about everyone), but this is still a notable improvement from when just regular sitelink extensions are shown. This is also the kind of positive metrics you want to see; the more conversions you receive per click, the more you are getting your money’s worth.conversion rate graph depicting two sets of client data

Trend Differences

One of our clients saw a 2% increase in click-through rate (5% to 7%) while the Client 2 reported a 1.4% decrease in CTR for the Black Friday and Cyber Monday structured snippets. This is an instance where I’d like more data comparisons, and I’d love to see what we could do with testing different snippet copy to improve on both CTRs.click through rate (CTR) graph depicting two sets of client data

Decreases Where It Counts

Client 1 saw a 41% decrease in cost per conversion, with Client 2 seeing a whopping 77% decrease. Those types of improvements are extremely beneficial to an eCommerce focused company, especially if it translates to positive ROI and a higher return on their investment, which in the two cases below, it does.cost per conversion graph depicting two sets of client data

Takeaways

Although the metrics tell a data story that is both positive and negative, there are other elements to evaluate when considering the Black Friday and Cyber Monday structured snippet extensions. Here are some of the key ones for me:

Positives

  • Incredibly easy to set up
  • Only need one value (normally you need a minimum of three for structured snippets)
  • Scheduling is available, which makes it perfect for your Black Friday deal that needs to end at 11:59 p.m. on Sunday night and your Cyber Monday snippet that needs to be activated at 12 a.m. Monday morning.

 Negatives

  • 25-character limit (I will not let it be the death of me!)
  • No control over which structured snippet shows or when
  • It’s new, so you don’t have use past data to make adjustments, test, or know what it may do to performance
  • Black Friday headers overrode Cyber Monday headers until November 28

black friday and cyber monday structured snippet extensions settings

We Need More Data!

  • This is admittedly a small sample size, with very specific offerings and a lot of other factors that could have played into the performance trends we saw. But now we have a starting point, and as we experiment with additional special or regular structured snippets, we can compare the data.
  • Will these trends stay true? Only more structured snippets and data will tell.

It will be interesting to see if Google continues to offer short-term specialty features like the holiday headers for Black Friday and Cyber Monday structured snippet extensions. With its continued efforts to improve AdWords for advertisers and overall focus on customization, I would bet there will be more to come.

Did you try out the new holiday headers or have a crazy Black Friday shopping story you can’t help but share? Tweet me or comment below.

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