25 Days of Data - Day 22
In 2017, AdGooroo’s took a deep dive into the world of paid search performance over the Black Friday-Cyber Monday 2017 weekend and a specific focus on the toy category, examining U.S. Google desktop text ad and product listing ad clicks on 895 popular toy keywords, November 24-27, including ‘legos’, ‘playstation 4’, ‘nerf guns’, ‘xbox one’, ‘baby alive’ and ‘barbie’.
Amazon led all toy advertisers in text ad clicks over the extended weekend, capturing a 23.1% click share on the 895 toy keywords, but did not fare as well in product listing ads, where the online giant ranked 5th with a 3.1% click share.Reversing roles, Walmart topped all product listing ad competitors on the toy keyword group, achieving a 15.4% click share, but ranked 8th in text ads with a 2.9% click share. Similarly, Target ranked 2nd in PLAs with a 9.1% click share but ranked 10th in text ads with a 2.8% click share.
This article first appeared on our US website: Top Toy advertisers in Paid Search, Black Friday & Cyber Monday.