Google: ads are clicked on more often during the holidays

The search giant has demonstrated the impact of holidays on the number of search queries and advertising clicks on mobile devices. 

The Christmas season will begin very soon, when the purchase price of a loyal user and the number of downloads on mobile platforms will go up sharply. In this regard, Google decided to figure out exactly how holidays, in particular, national weekends, affect the behavior of mobile users. 

The American market was chosen as the testing field on Labor Day. This holiday has been celebrated in the USA since 1894 every first Monday in September. On this day, Americans, according to Google analysts, cook barbecue, go shopping and, as it turned out during the study, more actively than usual turn to their mobile devices. 

So, on September 3, 2012, the number of search queries from smartphones was 7% more than on the average Monday, and the number of search queries from tablets was a quarter higher than usual. The number of advertising clicks on Labor Day jumped even more significantly: by 9% from smartphones, by 39% from tablets. 

Google employees noted similar indicators on other holidays: Thanksgiving Day, Black Friday, and even Cyber Monday (the first Monday after Black Friday and Thanksgiving Day, when American retailers stimulate online sales). 

For example, last Black Friday, the number of search queries from smartphones increased by 17% compared to a normal day, and the number of advertising clicks by 61%. At the same time, the number of search queries on tablets increased by 40%, and the number of advertising clicks more than doubled. 

Google’s conclusion from this is the following: people turn to mobile devices much more often than usual during the holidays. This means that developers and publishers these days have more chances to increase the user base than usual. 

Also, the company’s analysts give a couple of tips in this regard:

1. Make a special campaign or write a separate text for advertising for each holiday.

2. Spend more than usual on advertising on weekends.

3. Enter holiday-related terms into the list of keywords.