It’s less than two weeks out from Halloween and AdGooroo has produced an analysis of the top paid search advertisers of the season thus far. Specifically we analyzed U.S. Google desktop text ad and product listing ad activity on 823 Halloween-related keywords from September 1 through October 15, including ‘halloween costumes’, ‘halloween decorations’, ‘costumes’, and ‘halloween store’.
Top Advertisers by Text Ad Clicks
Half of the top dozen advertisers on U.S. Google text ads over the past month-and-a half (depicted in the chart above) were specialty retailers that are typically highly active during the Halloween season and recede in paid search rankings during the other months of the year. Minnesota-based specialty retailer HalloweenCostumes.com, in fact, led the field by capturing 16% of all text ad clicks on the 823 Halloween-related keywords.
Online giant Amazon.com ranked second with 13.6% click share, followed closely by another specialty store, Spirit Halloween (13.2% click share), which is owned by Spencer’s gifts and operates 1,200 seasonal retail stores in all 50 U.S. states and 9 Canadian provinces. Party City (6.8% click share) and WholesaleHalloweenCostumes.com (6.4% click share) rounded out the top five.
Other traditional brands that ranked in the top dozen text ad advertisers were children’s home furnishings retailer Pottery Barn Kids (2% click share) and department stores Big Lots (1.7% click share) and Grandin Road (1.6%).
Text ad advertisers that generated less than a 1% click share on the 823 Halloween-related keywords were grouped in the ‘Other’ section of the graphic above.
Top Advertisers by Product Listing Ad Clicks
There was both notable change and consistency in the top Halloween advertisers for product listing ads compared to traditional text ads.
Oriental Trading Company was not a significant player in text ads but dominated product listing ads, garnering 23.1% of all PLA clicks on the 823 Halloween-related keywords from September 1 through October 15.
Spirit Halloween (10% click share), Party City (9.3% click share), and WholesaleHalloweenCostumes.com (8.2% click share) all made the top five most clicked advertisers for both product listing ads and text ads, while the #1 and #2 text ad advertisers, HalloweenCostumes.com and Amazon ranked 14th and 28th, respectively, in product listing ads, with a respective 1.3% and 0.3% click share.
Pottery Barn Kids, Chasing Fireflies and CostumeSuperCenter.com also were among the top advertisers on both PLAs and text ads.
We found more multichannel retail chains among the top PLA advertisers than we did for text ads. In addition to Party City, Target ranked 4th in PLAs with an 8.6% click share, joined by Barnes & Noble (1.8% click share) and Walmart (1.1% click share). In addition, we were surprised to find home improvement leader The Home Depot generated a 4.5% PLA click share on the Halloween keyword group, primarily advertising costumes along with decorations, for which it may be better known.
Notably, in keeping with the long-term trend toward “sexy” women’s Halloween costumes, two of the top advertisers in PLAs, Yandy.com (5.7% click share) and ForPlayCatalog.com (1.7% click share), focused exclusively in this area.
Product listing ad advertisers that generated less than a 1% click share on the 823 Halloween-related keywords were grouped in the ‘Other’ section of the graphic above.
AdGooroo will return to this keyword group in early November to see how advertisers fared through Halloween this year.
Note: The results of this study are limited to U.S. Google desktop text ad and product listing ad activity on the 823 keywords studied. Advertisers may be sponsoring additional keywords that, if measured, would alter the findings of this study.