Specialty retailers and Amazon.com Inc. led the way when it came to driving consumers to click on search text ads related to costumes, decorations and other assorted Halloween-related items.

Larger retailers, meanwhile, generated the most clicks from Product Listing Ads on those same keywords, according to an analysis of 823 Halloween-related keywords from Sept. 1-Oct. 15 by search marketing data provider AdGooroo.

HalloweenCostumes.com accounted for 16.0% of U.S. Google text ad clicks, outpacing Amazon, No. 1 in the Internet Retailer 2017 Top 1000, which generated 13.6%, Spencer Gifts LLC-owned (No. 758) Spirit Halloween LLC accounted for 13.2%, Party City Corp. (No. 236) 6.8% and WholesaleHalloweenCostumes.com 6.4%.

Specialty merchants such as HalloweenCostumes.com, Spirit Halloween and WholesaleHalloweenCostumes.com “save everything for this time of year,” says Jim Leichenko, AdGooroo’s director of marketing. “They’re strong now and then they’ll fade away as soon as Halloween is over.”

Meanwhile, larger merchants such as Oriental Trading Co. (No. 82), Party City and Target Corp. (No. 20) performed significantly better when it came to Product Listing Ads, the visually-oriented ad format that presents product images, prices and business names to users searching on Google.

A search for “costumes halloween decorations” on Google turns up these PLA results.

Oriental Trading, which accounted for less than 1.0% of text ad clicks, led the way in PLAs, accounting for 23.1% of all PLA clicks. It was followed by Spirit Halloween (10.0%), Party City (9.3%), Target (8.6%) and WholesaleHalloweenCostumes.com (8.2%). AdGooroo also found more multichannel retail chains among the top PLA advertisers than it did for text ads.

In addition to Party City and Target, Home Depot Inc. (No. 8), generated a 4.5% PLA click share as it performed well on keywords related to both decorations and costumes that it sells on its site, Barnes & Noble Booksellers Inc. (No. 69), accounted for 1.8% and Wal-Mart Stores Inc.’s Walmart.com (No. 3), accounted for 1.1%.

AdGooroo also found that two retailers within the PLA leaders, Yandy.com and ForPlayCatalog.com, focused exclusively on keywords related to “sexy” women’s Halloween costumes. Yandy LLC (No. 429) drove 5.7% of PLA clicks and ForPlayCatalog accounted for 1.7%.

The larger retailers performed particularly well on general keywords, which are typically more expensive than specific long-tail keywords. For instance, Amazon’s top text ad keywords were “Halloween,” “Halloween decorations” and “Halloween costumes.” And Oriental Trading’s top PLA keywords were “costumes,” “costume” and “Halloween decorations.”