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Target Earns Highest Paid-Search Traffic Share For Product Keywords

Target received nearly 30% of all paid-search traffic for the top 10 product-related keywords during the 2016 holiday season -- more than 2.5 times the traffic of retail site like Walmart, which took 11% share.

SimilarWeb analyzed product-related paid search keywords from the top 100 U.S. shopping sites generating desktop search visits from Nov. 1 through Dec. 27, 2016, to determine the top 10 retail Web site, as well as the competing keywords.  

Walmart.com took 11%; toysrus.com, 10%; eBay.com 9.8%; amazon.com, 7.1%; madeby.google.com, 5.9%; macys.com, 5.3%; fitbit.com, 4.1%; bestbuy.com, 3.4%; apple.com, 2.5%; and others, 10%.

The data suggests that Target won nine of the top 10 terms, whereas Walmart appears to have bid on only six, and eBay on only four of the top terms.

Target seemed to focus on Nintendo products, as target.com received the largest share of paid visits from all three most-searched Nintendo products. Target took 52% share for "Nintendo Classic," 38% share for "Nintendo classic," and 33% share for "Nintendo 3ds."

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SimilarWeb also analyzed the top product related paid-search terms that drove desktop traffic to the top 100 shopping sites in the U.S. during the 2016 holiday season.

"Hatchimals" -- an interactive stuffed animal that hatches and kids can watch grow up, which is sold at Wal-Mart, Target, and Toys R Us -- took the No. 1 spot in SimilarWeb's list of the 10 top paid-search generic terms between Nov. 1 and Dec. 25, 2016.

Most of the top ten keywords were electronics related for the exception of "Ugly Christmas sweater," which came in at No. 9, on the list.

NES Classic Edition came in at No. 2, followed by Google Home, No. 3; Nintendo classic, No. 4; Fitbit, No. 5; Amazon Echo, No. 6; Nintendo 3ds, No. 7; Apple watch, No. 8; and Fitbit charge 2, No. 10.

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