Kinase Insights into Black Friday

We used our in-house SERPlight tool to look at depth of sales and competitiveness across verticals on Cyber Weekend. Paul Artunduaga pulls out the key insights

SERPlight is Kinase’s proprietary data tool which provides insights into promotional strategy and competitor landscapes. For Black Friday weekend, we ran a bespoke report on ad text shown for top keywords in five verticals.

Below are the keyword insights from our analysis of Black Friday advertisers per vertical on Google Ads.

• Furniture and decor had much higher number of Black Friday advertisers fighting for top keywords than other verticals (+110%) 

• Apparel was the most competitive in terms of discount shown - average discount was 67%

• New apparel players went high with discounts shown - e.g. Temu ran with "up to 90%" messaging

• Some big players did not show headline discounts in their copy at all, opting only to say Black Friday sale: ASOS, Argos, John Lewis, Wayfair

Charts show ad copy discount depth and competitiveness by vertical over the 4 day Black Friday period.

For the full report, or for more information on Kinase analytics services and tools, please get in touch. We’d love to chat.