Retailers will spend on average between $0.90 and $3.41 per click to catch the attention of consumers during the Black Friday holiday shopping season. During this time, companies pay less for more.
Target spent $1 million -- the highest amount -- on 158 of the 161 keywords running across Google related to Black Friday between Sept. 27 and Nov. 22, 2015, earning 22.75% click share at an estimated cost of 90 cents per click.
AdGooroo published the research Tuesday, reexamining paid-search activity for desktop on Black Friday keyword group running on Google. So far this holiday season, 1,226 advertisers have spent $7.3 million sponsoring the "black friday" keyword group, and the top term this year is "black friday deals," with nearly $3.7 million spent.
Home Depot is spending the most for clicks. The home improvement store spent $87,000 on 31 of the 161 keywords running across Google related to Black Friday between Sept. 27, and Nov. 22, 2015, earning 3.70% click share at an estimated cost of $3.41 per click.
No. 2 in terms of the highest per click spend is Groupon. The faltering company that pioneered local daily deals spent $164,000 on 73 of the 161 keywords running across Google related to Black Friday, earning 3.60% click share at an estimated cost of $2.63 per click.
Aside from Target, Best Buy also continues to keep CPCs down. The company spent $382,000 on 131 keywords earning 8.80% market share at $0.91 per click.
Rounding out the top five in terms of CPC, Macy's spent $388,000 on 115 keywords, earning 3.60% market share at a $1.09 cost per click, and Walmart, which plans to start selling Cyber Monday deals at 8 p.m. Sunday night, spent $395,000 on 161 keywords, earning 10.40% market share at a cost of $1.23 per click.