Fruit Over Flowers in Paid Search Ads This Valentine’s Day
Flowers, candy and jewelry are top of mind when it comes to traditional Valentine’s Day gifts, but we may have to start adding another item to that list—fruit.
AdGooroo examined Paid Search activity on 2,140 flowers- and mail order gifts-related keywords on U.S. Google from February 1 through February 9 with an eye toward determining which advertisers will prevail in Paid Search this Valentine’s Day. We were surprised to find two fresh fruit gift companies, Edible Arrangements and FruitBouquets.com, at the top of the list of most clicked advertisers, together accounting for nearly 21% of all clicks on the keyword group we examined.
In the first 9 days of February, Edible Arrangements garnered a 13.41% click share while FruitBouqets.com gained a 7.29% click share. Flower retailers ProFlowers.com (6.52% click share), 1800Flowers.com (6.12% click share) and ftd.com (5.10% click share) rounded out the Top 5.
For comparison, we looked at activity on the same Flowers & Gifts keyword group for the full month of February 2015 and found Edible Arrangements greatly improved its performance so far this year. In February 2015 Edible Arrangements was #1 in clicks as well, but at a lower click share, 7.79%, which was nearly even in performance with ProFlowers.com (7.79%) and ftd.com (7.64%). FruitBouquets.com improved its performance in the first 9 days of February this year as well, having ranked 10th with a 1.78% click share in February 2015.
Top Keywords by Spend
The keywords ‘flowers’ and ‘flower delivery’ topped the ranking of Flowers & Gifts keywords from February 1 through February 9, with $779,000 and $442,000 generated in U.S. Google Desktop Text Ad Spend, respectively. Four other flower-specific keywords also made the ranking, including ‘flower’ ($84,000), ‘flowers delivery’ ($84,000), ‘roses’ ($58,000) and ‘pro.flowers’ ($52,000).
However, fresh fruit is well-represented in the Top 10 ranking as well. Two variations of the branded keyword ‘edible arrangements’ collectively generated $413,000 in Paid Search spend in the first nine days of February, while two variations of the keyword ‘chocolate covered strawberries’ together produced $250,000 in Paid Search spend during the period.