Ahead of Mother’s Day this year, AdGooroo examined U.S. Google desktop text ad and product listing ad activity on 1,576 non-branded flowers & gifts keywords in the 30-day period from April 10 through May 9.
Top Advertisers in Text Ads and PLAs
1800flowers.com led individual sites in text ads, capturing 12.5% of all text ad clicks on the 1,576 non-branded flowers & gifts keywords during the 30-day period. However, in combination FTD-owned sites accounted for 18.5% of all text ad clicks on the keyword group over the period, including FTD.com (7.8% share of clicks), Proflowers.com (6.5%), Berries.com (2.5%) and PersonalCreations.com (1.7%).
FromYouFlowers.com ranked third with a 7.3% click share, while The Wonderful Company-owned Teleflora.com (6.4%) rounded out the top five.
In addition to Berries.com and PersonalCreations.com, there were a number of additional non-flower advertisers gaining a click share above 1% on the keyword group during the period (as illustrated in the chart above), including 1-800-Flowers-owned HarryandDavid.com (1.7%), Amazon.com (1.7%), EdibleArrangements.com (1.5%), GiftTree.com (1.3%) and ThingsRemembered.com (1.2%).
FTD continued its domination in product listing ads, with three FTD-owned sites capturing 19.3% of all PLA clicks on the flowers & gifts keyword group from April 10 through May 9. Breaking it down, Proflowers.com gained a 14.6% click share, joined by FTD.com (2.6%) and Berries.com (2.1%).
1800flowers.com, which led in text ads, ranked second in PLAs with an 8.1% click share, followed by FromYouFlowers.com (6.9%), HarryandDavid.com (3.3%) and Bouqs.com (3%).
Notably, two seed and bulb sellers were among the top PLA advertisers on the flowers & gifts keyword group: Brecks.com gained a 2.6% click share while EdenBrothers.com captured 2.3%. Looking at the top PLA keywords in the next section gives an indication why.
Top Keywords Highlight Differences Between Text Ads & PLAs
General terms such as ‘flowers’ and ‘mothers day gifts’ were among the most clicked keywords for both text ads and product listing ads over the 30-day period.
However, the most clicked keywords for text ads and product listing ads also highlight some of the differences between the two paid search ad formats.
The most clicked text ad keywords include location-specific terms such as ‘florist near me’, ‘flower delivery’, ‘flower shops’ and ‘flower shops near me’, underlining the fact that text ads often cater to shoppers searching for products and services in their geographic area.
In contrast, product listing ads are exclusively focused on products. Hence, the keywords that generated the most PLA ad clicks were more centered on product-specific terms, including ‘bonsai tree’, ‘calla lilies’, ‘cheesecakes’ and ‘iris flowers’, as well as ‘chocolate-covered strawberries’ and ‘fruit baskets’, which were also found among the top ten text ad terms.
More Advertisers & Money on Text Ads
Advertisers spent a total of $11.3 million on the 1,576 non-branded flowers & gifts keywords during the period examined, with $7.3 million devoted to text ads and $4 million going to product listing ads.
One factor in the difference in spend between text ads and PLAs was the fact that the average cost per click for text ads appearing on the flowers & gifts keyword group during the period was $2.12 compared to $1.46 for product listing ads.
Another factor in the difference in ad spend is that there were far more text ad advertisers than product listing ad advertisers sponsoring the keyword group during the period —4,400 advertisers who used text ads vs. 1,701 advertisers who used PLAs. We have found this phenomenon is not uncommon in paid search, as there are certain technical requirements to participate in Google Shopping Campaigns that favor larger, more sophisticated advertisers while presenting a barrier to entry for many smaller players such as local flower shops.
In terms of performance, product listing ads appearing for the flowers & gifts keyword group produced an average clickthrough rate of 5.6% compared to a 3.9% average clickthrough rate for text ads.