Wayfair Led Furniture Retailers in Paid Search Advertising This Labor Day
Aside from signifying the unofficial end of summer (not to mention honoring working people), Labor Day weekend is a key retail period, especially for furniture sales. To mark the occasion, Kantar Media produced a ranking of the top paid search advertisers on 54 popular furniture keywords for U.S. Google product listing ads and text ads, from Friday, August 31 through Labor Day on Monday, September 3rd, including ‘bedroom sets’, ‘dining room sets’, ‘dining chairs’, ‘bedroom furniture’ and ‘coffee table’.
We found more than six times the number of clicks on product listing ads than on text ads displayed for the furniture keyword group over the long holiday weekend. Online pureplay Wayfair led the pack in PLA clicks, gaining a PLA click share of 11.4%:
Discount retailer Coleman Furniture ranked second in PLA clicks with a 9.5% click share, followed by Overstock.com (8.5% PLA click share), Walmart (7.7% PLA click share) and 1StopBedrooms.com (6.4% PLA click share) in the remaining top five positions.
Within text ads, Macy’s led all competitors, achieving a 12.3% share of text ad clicks on the furniture keywords over the extended Labor Day weekend:
The Home Depot ranked second with a 10.6% text ad click share, followed by Wayfair (9.7% text ad click share), Amazon (8.4% text ad click share), and Pottery Barn (7.4% text ad click share) rounding out the top five.
Notably, we found 10 retailers appearing on both top 20 lists, but Wayfair was the only advertiser to crack the top five for both product listing ads and text ads. However, considering the disproportionately high number of clicks on product listing ads compared to text ads for the furniture keyword group, it’s not surprising to find advertisers such as Walmart, Hayneedle, West Elm and Jet.com concentrating their efforts on PLAs.