Walmart and Target engage in heated Black Friday PPC market share battle

November 17, 2016

Agencies, Marketing Teams, Retail

And as of this week, Target pulls ahead! 

Each year we study how major PPC advertisers prepare for Black Friday. We trend our PPC market share data by day for keywords related to Black Friday and Cyber Monday sales and deals. This year, we looked at data from 11/2 to 11/15 and uncovered an amazing head-to-head battle between retail giants Walmart and Target.

What this metric reveals: The Search Monitor’s SEM Market Share data expresses the likelihood of an advertiser getting a click for a given keyword or keyword set, given their rank and frequency.

Here’s what we’ve found…so far:


What we love about this data (from a PPC strategy perspective):

  • Target: Target has been steadily gaining market share over the last week. It’s hard to think that this isn’t a well-executed plan of attack starting in November. It will be interesting to see if they hold on to that market share, and what tactics they use to do it. Bids? Budgets? Offers? Frequency?
  • Walmart: Walmart’s market share stayed on the same track as Target until the 13th, when it dropped to around 20% on these key search terms. Could this be the start of a strategic move to conserve spend until Black Friday itself, when they go big?

In our next update, we will share more Black Friday and Cyber Monday insights, including popular offers, mobile data, and more. In the meantime, contact us if you’d like more details on PPC market share. Or, set-up a demo to show you the data by day for your industry.

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