1-800-Flowers Tops Flowers & Gifts in Paid Search This Mother’s Day
We’re returning to the Flowers & Gifts category this Mother’s Day, looking at U.S. Google desktop text ad activity on 1,995 of the top non-branded Flowers & Gifts-related keywords based on Paid Search spend from April 1 through May 1, 2016. Altogether, 1,944 advertisers spent $8.1 million sponsoring the keyword group during the one-month period, at an average cost per click of $2.41 cents and an average clickthrough rate of 3.73%.
A ranking of the Top 20 advertisers by Paid Search spend on the keyword group shows a diversity in the types of advertisers active on the non-branded Flowers & Gifts keywords, which seems in part attributable to a diversity in keywords being sponsored (see Top Keywords below).
As to be expected, the majority of advertisers, 11, belong to the online floral delivery category, and were also the dominant spenders. 1-800-Flowers led all advertisers with $906,000 spent on the keyword group during the period, followed by FTD ($715,000), FlowerDeliveryExpress.com ($710,000), FromYouFlowers.com ($701,000) and ProFlowers.com ($633,000).
Personalized gift retailers are well-represented in the ranking as well, however they are spending far less than the top flower purveyors: PersonalizationMall.com spent $147,000 on the keyword group, followed by ThingsRemembered.com ($103,000) and ProFlowers’ PersonalCreations.com ($102,000).
There were two food gift retailers in the ranking, ProFlowers’ Shari’s Berries site berries.com ($83,000) and 1-800-Flowers’ Harry & David ($50,000). Online wine seller Wine.com also made the ranking with $57,000 spent on the keyword group.
Missing from our current ranking is Edible Arrangements. When last we examined the Flowers & Gifts category at Valentine’s Day, Edible Arrangements topped our ranking of top advertisers by Paid Search clicks, based largely on its sponsorship of its own branded keywords. As the current study includes only non-branded keywords, the fresh fruit bouquet seller was not among the top 20 spenders.
A top competitor in many categories, Amazon.com ranked 12th in spend on the Flowers & Gifts keyword group, while photo gift seller Snapfish ranked 16th with $68,000 in spend on the keywords during the period.
There were 11 flowers-related keywords in the Top 20 non-branded keywords by Paid Search spend, including ‘flowers’ and ‘flower delivery’, which topped the ranking with $1.8 million and $548,000 in Paid Search spend, respectively. Interestingly, the only specific flower variety included in the ranking was not ‘roses’ or ‘tulips’ but ‘hawaiian flowers’ ($38,000).
The ranking also included five keywords specific to mail order gifts, including ‘personalized gifts’, which ranked 4th with $253,000 in spend during the month, ‘gift baskets’ ($100,000), ‘chocolate covered strawberries’ ($85,000), ‘wine’ ($66,000) and ‘cookies’ ($42,000).
In addition, there were three Mother’s Day-related keywords in the Top 20 keyword ranking from April 1 through May 1: ‘mothers day gifts’ (ranked #3 with $265,000 in spend), ‘mothers day’ ($84,000) and ‘mothers day gift ideas’ ($65,000), along with another occasion that falls in the period, ‘administrative professionals day’ ($66,000).
Note: The results of this study are limited to Paid Search activity on the 1,995 non-branded Flowers & Gifts-related keywords. Advertisers may be sponsoring additional keywords that, if measured, would alter the results of this study.
View the original article from AdGooroo