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Amazon Uses Google Paid Search to Promote Black Friday Deals

Target and Amazon are the top two Black Friday advertisers on Google Paid Search when it comes to spending. That’s according to AdGooroo, which studied Black Friday-related keywords on US Google desktop paid search ads between September 27 – November 22, 2015.

Target.com spent $1 million on 158 Black Friday keywords, with an estimated cost-per-click of 90 cents.

Amazon spent $790,000 on 125 Black Friday keywords, with an estimated cost-per-click of $1.43.

eBay didn’t make it onto the list of top 20 advertisers. Walmart was in 5th place; FreeShipping.com was in 10th place; and overstock.com was in 14th place.

We asked AdGooroo why eBay didn’t appear on its list. “eBay doesn’t concentrate much on paid search text ads, instead focusing primarily on Product Listing Ads (PLA), which is why they didn’t show up in the current analysis,” the company said. “eBay did show up in last week’s advance look at Black Friday paid search which included PLA” – which can be found in this AdGooroo blog post.

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Target.com along with BestBuy.com were the only two top-20 advertisers who achieved cost-per-click under $1. HomeDepot.com spent the most per click at $3.41, according to AdGooroo estimates.

Getting the right keywords is critical when budgeting for paid search, and AdGooroo found “Black Friday Deals” was the top Black Friday keyword by paid search spend. This was also based on US Google Desktop text ad activity on 161 Black Friday-related keywords in the same period.

That term was followed by Black Friday, Black Friday Sales, Black Friday Ads, and Black Friday laptop deals.

Dig into the details on this AdGooroo blog post.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.