The Most Clicked Advertisers on Black Friday and Cyber Monday Keywords, 2018

Kantar Media analyzed paid search advertising performance on Black Friday- and Cyber Monday-specific keywords over the extended sales weekend, examining U.S. Google desktop text ad click share on 164 non-branded Black Friday terms such as ‘black friday’ and ‘black friday deals’ and 74 non-branded Cyber Monday terms, including ‘cyber monday’ and ‘cyber monday sales’.

Performance on Black Friday Keywords

Last year Walmart dominated performance on Black Friday keywords over the Black Friday-Cyber Monday weekend, gaining 26% of all clicks on the 164 Black Friday keywords. However, this year the retail giant did not make the top 10. Last year’s runnerup, JC Penney, took the top spot in Walmart’s absence, gaining an 18.4% click share on the keyword group. Macy’s ranked second with a 7.6% click share, just edging out Sears (7.2% click share) and Kohl’s (7% click share).

Among the more interesting results is Capital One’s Paribus, which scans consumers’ email receipts to see if they are owed a refund via price drops on items they already purchased. Paribus ranked 9th with a 4.3% click share, exhorting shoppers in its ad copy to “Stop Searching Deals, Get the Discount, Effortlessly”.

Other non-retailers in the top 10 include Verizon Wireless (ranked 5th with a 5.9% click share), which promised wireless phones for “as low as” $5 per month, and Hulu (ranked 8th with a 4.9% click share), which promoted a $0.99 per month Black Friday offer. 

Performance on Cyber Monday Keywords


Interestingly, electronics/tech retailers were better represented in the Cyber Monday top 10 advertiser ranking than in the Black Friday ranking. Best Buy was the most clicked advertiser on the 74 Cyber Monday-related keywords over the Black Friday-Cyber Monday weekend, generating a 14.3% click share.

With close to the identical offering as its Black Friday ads, Verizon Wireless ranked second on the Cyber Monday terms with a 10.6% click share. Apple (7.3% click share) and Microsoft (5.3% click share) also made the list.
Target (8.1% click share), Walmart (5.7% click share) and Amazon (5.6% click share) also made the top 10 for Cyber Monday but not Black Friday.
Along with Verizon Wireless, JC Penney (5.3% click share) was the only other advertiser to make the top 10 ranking for both Cyber Monday and Black Friday keywords.

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