Toy advertisers digging deep into paid search didn't hold back when it came to aggressive campaigns during the Black Friday and Cyber Monday 2017 holiday weekend.
Amazon led all toy advertisers in text ad click share between November 24 and November 27, 2017, capturing 23.1% in click share for Google desktop text ads. But the marketplace didn't fare well for advertisements running on product listing ads, where it ranked No. 5 with 3.1% click share.
The data from AdGooroo analyzed 895 toy keywords such as "legos," "playstation 4," and "barbie" in desktop text ad and product listing ad campaigns within the United States during the extended Thanksgiving Day holiday weekend.
Traditional retailers, the type that began as a brick-and-mortar company, did much better with PLAs. In fact, Walmart took the most market share for product listing ads for the toy keyword group, with 15.4% click share, but ranked No. 8 in text ads with a 2.9% click share.
Target also did well with PLAs, with 9.1% click share, but ranked No. 10 in text ads with a 2.8% click share.
Toys "R" Us did well with paid-search ads during the weekend, balancing results across text ads and PLAs. After filing Chapter 11 bankruptcy protection in September, the company pushed on with search ads, ranking No. 2 with 11.4% click share with text ads and ranking No. 3 with 8% click share for PLAs.
Kohl's came in at No. 4, taking 6.9% in text ads click share and 6.1% for PLAs.
While most retailers did well with PLAs, none of the toy brands toped the PLA list. Mattel was the only toy brand to gain a PLA click share above 1% on the toy keyword group over the Black Friday-Cyber Monday weekend -- gaining about a 1.7% click share on the toy keywords.
Lego led all toy brands, ranking No. 3 with a 9% click share on the 895 toy keywords, followed by Xbox at 4.7% click share and its parent company Microsoft at 2.9% click share. Hasbro took 4.4% click share. Mattel followed with 4.4% click share, and PlayStation took 1.8% click share.