Quantifying Black Friday Investment and Incremental Lift Using PLA

During the Black Friday-Cyber Monday(BFCM) period, The Home Depot website sees major traffic spikes across its categories. OAM sought to prove that aggressively investing additional spend into these categories with Product Listing Ads(PLAs) onsite increases relevancy and drives positive returns for advertisers.

Showcase the impact of an aggressive media investment in key categories across The Home Depot measuring KPIs that show impact across the full funnel: revenue lift and cost per click during the BFCM period (FW40-45).

The results emphasized the importance of proactively investing and increasing bidding strategies across categories to stay competitive to maximize relevancy during the BFCM period. On average, the top 5 categories saw an average revenue lift of 55%, proving the need for an aggressive bidding strategy during this peak shopping season.

During the Black Friday-Cyber Monday (BFCM) period, The Home Depot website sees major traffic spikes across the Lighting category. OAM sought to prove that aggressively
investing additional spend into Lighting with Product Listing Ads(PLAs) onsite increases relevancy and drives positive returns for advertisers.

The results emphasized the importance of proactively investing and increasing bidding strategies across Lighting to stay competitive to maximize relevancy during the BFCM
period. the top three classes within Lighting saw an average 30% lift in CPC, proving the power of implementing an aggressive bidding strategy and investing more during this
peak season.

During the Black Friday-Cyber Monday (BFCM) period, The Home Depot website sees major traffic spikes across the Indoor Garden category. OAM sought to prove that aggressively investing additional spend into Indoor Garden with Product Listing Ads (PLAs) onsite increases relevancy and drives positive returns for advertisers.

The results emphasized the importance of proactively investing and increasing bidding strategies across Indoor Garden to stay competitive to maximize relevancy during the
BFCM period. On average, the top five classes within Indoor Garden saw a 64% lift in revenue, proving the power of implementing an aggressive bidding strategy and investing
more during this peak season.

During the Black Friday-Cyber Monday (BFCM) period, The Home Depot website sees major traffic spikes across the Power category. OAM sought to prove that aggressively investing additional spend into Power with Product Listing Ads(PLAs) onsite increases relevancy and drives positive returns for advertisers.

The results emphasized the importance of proactively investing and increasing bidding strategies across Power to stay competitive to maximize relevancy during the BFCM period. On average, the top three classes within Power saw a 373% lift in revenue, proving the power of implementing an aggressive bidding strategy and investing more during this peak season.

During the Black Friday-Cyber Monday (BFCM) period, The Home Depot website sees major traffic spikes across the Millwork category. OAM sought to prove that aggressively
investing additional spend into Millwork with Product Listing Ads (PLAs) onsite increases relevancy and drives positive returns for advertisers.

The results emphasized the importance of proactively investing and increasing bidding strategies across Millwork to stay competitive to maximize relevancy during the BFCM
period. On average, the top two classes within Millwork saw a 242% lift in revenue, proving the power of implementing an aggressive bidding strategy and investing more during this peak season.