AdGooroo examined retail paid search advertising performance over the 2017 Black Friday-Cyber Monday weekend, analyzing U.S. Google text ad and product listing ad click share on 2500 top retail product keywords across desktop and mobile search from November 24 through November 27. Keyword examples include ‘engagement rings’, ‘mattresses’, ‘shoes’, ‘fitbit’, ‘laptops’, ‘cameras’, ‘refrigerators’, ‘uggs’ and ‘vacuum cleaners’.
Overall we found a handful of retailers were among the most clicked advertisers on desktop and mobile paid search for both text ads and product listing ads.
Desktop Search Performance
Amazon had a strong presence in desktop searches on the 2500 retail product keywords, capturing 11.9% of text ad clicks and 3.2% of product listing ad clicks on the keyword group over the Black Friday-Cyber Monday weekend. Amazon notably only began advertising on Google’s product listing ad offering in the days after Christmas last year but has changed the product listing ad landscape for Holiday 2017, ranking 4th in PLA clicks this year.
Walmart was the top product listing ad advertiser on desktop search over the Black Friday-Cyber Monday weekend, gaining 7.2% of all desktop PLA clicks on the 2500 retail product keywords. However, as we saw last year, Walmart once again did not put as much focus on text ads, where it gained a 1% click share on desktop search for the keyword group.
JCPenney and Kohl’s both had a very strong showing in desktop search over the extended weekend. JCPenney ranked second in text ad clicks with a 6.5% click share and fifth in PLA clicks with 3.1% click share, while Kohl’s ranked second in product listing ad clicks with a 4.6% click share and sixth in text ads with a 1.7% click share.
Macy’s ranked 3rd in desktop text ad clicks with a 3.1% click share and 8th in desktop product listing clicks with a 2.6% click share. Best Buy ranked 4th in desktop text ad clicks with a 2.9% click share, while ranking 6th in desktop PLAs with a 3.1% click share.
Similar to Walmart, Target also concentrated its desktop search efforts on product listing ads, ranking 3rd in desktop PLAs with a 4% click share. The retailer gained less than 1% click share in desktop text ad clicks on the retail product keyword group.
Amazon-owned Zappos ranked fifth in desktop text ad clicks with a 2.2% click share, but its 1.7% PLA click share was only good enough for the apparel and shoe retailer to rank 13th in desktop PLAs.
Mobile Search Performance
We saw very similar performance on the 2500 retail product keywords in mobile search compared to desktop search.
Amazon led in mobile text ad clicks with a 9.1% click share while also ranking 5th in mobile product listing ad clicks with a 2.9% click share. Reversing roles, Walmart led in mobile product listing ad clicks with an 11.5% click share while ranking 9th in mobile text ads with a 1.2% click share.
Following Walmart, Kohl’s, Target and Best Buy all generated higher product list ad clicks than text ad clicks. Kohl’s had 6.9% mobile PLA click share vs. 1.5% text ad click share, while Target gained a 6.3% click share vs. a 2.5% text ad click share and Best Buy garnered a 6% PLA click share vs. a 3.8% text ad click share.
JCPenney ranked 2nd in mobile text ads with a 4.8% click share, while ranking 6th in mobile PLA clicks with a 3% click share. Macy’s ranked 4th in mobile text ads with a 2.5% click share and 7th in mobile PLAs with a similar 2.2% click share.