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.
Top 5 Class by CPC Difference
73%
Nailers
52%
Gdos/Parts and Accessories
44%
Hard Window Coverings
33%
Concrete
22%
Floorcare
Top 5 Categories by Increased CPC
Category
Lighting
Indoor Garden
Power
Storage
Millwork
Revenue Lift
20%
28%
110%
92%
27%
CPC Diff
12%
10%
8%
8%
7%
Top Classes by Increased CPC
Lighting
Class
Exterior Lighting
Interior Lighting
Ceiling Fans
CPC Lift
54%
20%
18%
Revenue Lift
14%
11%
12%
Lighting
Weekly vs. 6 Weeks Prior CPC & Average Spend
This graph shows a positive correlation between increasing spend and cost per click during the Black Friday period.
Top Classes by Increased CPC
Indoor Garden
Class
Tools
Fire
Cleaning
Outdoor Recreation
Storage Buildings
CPC Lift
11%
9%
9%
9%
7%
Revenue Lift
23%
52%
17%
201%
28%
Indoor Garden
Black Friday Weekly vs. 6 Weeks Prior CPC & Average Spend
This graph shows a positive correlation between increasing spend and cost per click during the Black Friday Period.
Top Classes by Increased CPC
Power
Class
Nailers
Chore
Portable Power
CPC LIft
73%
8%
4%
Revenue Lift
735%
188%
197
Power
Black Friday Weekly vs. 6 Weeks Prior CPC & Average Spend
This graph shows a positive correlation between increasing spend and cost per click during the Black Friday Period.
Top Classes by Increased CPC
Millwork
Class
Gdos/Parts & Accessories
Millwork Specialties
CPC Lift
52%
7%
Revenue Lift
452%
33%
Millwork
Black Friday Weekly vs. 6 Weeks Prior CPC & Average Spend
This graph shows a positive correlation between increasing spend and cost per click during the Black Friday Period.
Black Friday Analysis Follow Ups (PLA)
Category | Class
Home | Luggage
Power | Nailers
Lighting | Exterior Lighting
Millwork | Gdos/Parts & Accessories
Kitchen | Hard Window Coverings
Building Material | Concrete
Appliances | Floorcare
Appliances | Air Quality
Lighting | Interior Lighting
Electrical | Portable Heating
Lighting | Ceiling Fans
Home | Textiles
Kitchen | Closet Organization
Outdoor Garden | Decorative Holiday
Indoor Garden | Tools
CPC Lift
237%
73%
54%
52%
44%
33%
22%
21%
20%
19%
18%
18%
15%
12%
11%
Revenue Lift
1610%
735%
14%
452%
225%
67%
115%
9%
11%
215%
12%
34%
36%
52%
23%
Top Classes From the Top 5 Category by Increased CPC
Category | Class
Power | Nailers
Millwork | Gdos/Parts & Accessories
Lighting | Interior Lighting
Indoor Garden | Tools
Indoor Garden | Fire
Indoor Garden | Cleaning
Indoor Garden | Outdoor Recreation
Power | Chore
Millwork | Millwork Specialties
Indoor Garden | Storage Buildings
Power | Portable Power
CPC Lift
73%
52%
20%
11%
9%
9%
9%
8%
7%
7%
4%
Revenue Lift
735%
452%
11%
23%
52%
17%
201%
188%
33%
28%
197%
