Tax Advertising in Paid Search

Tax preparation advertisers are working down to the wire to win consumers’ business ahead of the April 15 deadline to file federal income tax returns. And they’re using Paid Search to help do it.

AdGooroo examined Paid Search activity on 3,819 tax-related keywords on U.S. Google between March 1 and April 12 and found 18,801 advertisers spent more than $60.4 million dollars sponsoring Desktop Text Ads for these keywords during the period. Mobile search was not included.*

Despite the sizable pool of Paid Search advertisers competing for consumers’ tax business this year, in many respects it has been a competition between three major players: Intuit’s TurboTax, H&R Block and TaxACT. Together these three advertisers collectively spent $24.1 million on the 3,819 search terms, accounting for nearly 40% of all spend on the keyword group from March 1 to April 12.

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