Uncovering Meta & Google efficiencies during Black Friday 2023

Last week we published our first Black Friday Marketing Report at Optsi.

As Shopify announced a record breaking weekend, we dived into the data we collected within the Optsi platform over the weekend to see how the Meta & Google Ads performed for our clients.

Here are some of our key findings;

• Clients enjoyed greater ROAS for both Meta and Google Ads in 2023, with an increase of 109% and 128% retrospectively. This was aided by comparably cheaper CPM and CPCs in platform against 2022 Brands used Meta to deploy more upper funnel and awareness strategies in the build up to, and during, Black Friday.

• Whilst Conversion strategies maintained the greatest share of Meta spend, Link Click & Awareness strategies played a greater role in 2023. Across all strategies brands were able to see higher a ROAS YoY. Google Ads saw increased impressions in 2023 (27% total YoY). The biggest impression spike occurred during Black Friday, however Cyber Monday saw the greatest YoY increase.

• With CTR increasing by 13% and CPC falling by -32% in Google Ads, Brands benefited from an 11% improvement in CPA and ROAS within Google Ads

For a closer look into these stats and more, you can access and download the report here.

We’ll be publishing more reports on key trading periods during 2024. If you want more information or want to be added to our mailing list, contact info@optsi.com