An analysis from AdGooroo, a provider of search marketing intelligence, found that Walmart.com is the top product listing advertiser (PLA) in the toy keyword category on Google. The study measured the U.S. Google desktop product listing ad activity on 892 popular toy keywords from Dec. 25, 2016 to Jan. 26, 2017.
Walmart.com generated 22.75 percent click share of the 892 toy keywords analyzed. Walmart’s recently acquired Jet.com experienced a 7.05 percent click share and its Samsclub.com site added another 1.35 percent in click share. This brings Walmart’s total clicks in the toy category to 31 percent.
Additional findings from the analysis includes:
- Toys “R” Us was the only other advertiser to achieve double digit click share, capturing 15.8 percent of total clicks on the keyword group during this time period.
- Target (7.39 percent), eBay (5.04 percent) and Kmart (2.87 percent) were also among the most clicked retailers.
- The most clicked keywords during this time period included “nerf guns,” “baby alive,” “xbox one,” “swingset,” “lego star wars,” and “trampoline,” suggesting shoppers were looking for deals on hot items during after-Christmas sales.
- Major retailers such as Sears and JC Penny’s failed to reach 1 percent of total click share, totaling 0.89 percent and 0.84 percent in click shares respectively.
- Amazon was the top 20 of the most clicked product listing advertisers, with a 0.7 percent click share and a sponsorship of 299 keywords, despite conducting limited testing in the toy space. However, it did not pass specialty retailers such as Diapers.com (1.69 percent) and Land of Nod (1.27 percent) in total click share.
