Top Winter Apparel & Boot Advertisers in Paid Search
With the polar vortex bringing arctic temperatures to much of the U.S., Kantar Media decided to look at the top winter apparel and boot advertisers in paid search advertising this January.
To do so, we examined product listing ad and text ad clicks on 100 popular winter apparel and boot keywords on U.S. Google desktop and mobile search, January 1-30, including ‘womens winter coats’, ‘winter boots’, ‘winter jackets for men’, ‘warm winter coats’ and ‘face mask’.
Close Competition in PLAs
We found extremely close competition on winter apparel and boot keywords in product listing ads this January, with the top four desktop advertisers separated by little more than one percentage point in click share. Eddie Bauer led in desktop PLA clicks with a 6.1% click share, followed by Backcountry (5.5%), L.L. Bean (4.9%) and Kohl’s (4.8%).
PLA competition in mobile search was even closer. REI and Dick’s Sporting Goods tied at number one with each gaining 4.6% of total clicks on the winter apparel and boots keywords. Hot on their heels were L.L. Bean (4.4% click share), Kohl’s (4.3%), Columbia Sportswear (4%) and Macy’s (3.9%).
JCPenney, Columbia Tops in Text Ad Clicks
Within text ads, we found more clear leadership. JCPenney, in fact, dominated desktop text ad clicks, garnering a 16.7% click share, nearly double that of the next ranked advertiser, Columbia Sportswear, which gained an 8.9% click share. Oros and Moosejaw tied for third with each collecting a respective 6.2% click share. Zulily (5.3%) and Patagonia (4%) rounded out the top five.
For mobile, Columbia took the top spot with a 10.4% click share, while Zulily ranked second with an 8.8% click share, followed by Oros (7.8%), Amazon (5.6%) and JCPenney (4.5%).