Flower, chocolate and jewelry retailers were vying for shopper clicks for consumers searching for Valentine’s Day products on Google Inc. But in each gift category, mass merchants, including web giant Amazon.com Inc. (No. 1 the Internet Retailer 2017 Top 500), also were among the retailers garnering the most clicks.
Search marketing data provider Adgooroo examined U.S. Google desktop paid search ad activity from Jan. 15-Feb. 13 in three traditional Valentine’s Day gift categories: flowers and gifts, jewelry and chocolates and candy.
Flowers and gifts
In the flowers and gift category, Adgooroo analyzed paid search clicks on 1,506 non-branded search terms, including “flowers,” “florist near me,” “flower delivery,” “personalized gifts” and “roses.”
Amazon was the only mass merchant that was a top text advertiser. The giant ranked No. 7 with a 1.7% click share.
For the visual product listing ads (PLAs), which consumers see when they search for products and services, ProFlowers.com (owned by FTD, No. 128) led with an 18.3% click share, followed by 1800Flowers.com (No. 59) at 10.3%. PLAs are the visually oriented ads that present product images, prices and business names to consumers searching on Google.
FTD.com, which led in text ad click share with 20.0%, ranked third for PLAs at 8.8%. Edible Arrangements (No. 116) bid more on PLAs and ranked No. 5 with a 3.7% click share compared with ranking No. 12 for text ads.
For the jewelry category, Adgooroo analyzed 584 search terms such as “engagement rings,” “sapphire engagement rings” “pandora jewelry,” “pandora charms” and “diamonds.”
Mass merchants were among the top-ranking players for jewelry search ads. Amazon was No. 9 in text ads with a 1.8% share. For PLAs, Etsy Inc. (No. 22) ranked No. 6 with a 4.3% click share, J.C. Penny Co. Inc. (No. 33) ranked No. 8 with 3.4% and Overstock.com Inc. (No. 30) ranked No. 9 with 3.0%.
Kay Jewelers (owned by Signet Jewelers Ltd., No. 113), however, was the most dominate jewelry retailer for text ads, with 21.2% of clicks on the analyzed keyword group. The next-closest retailer was Tiffany & Co. (No. 143) with 9.5% click share, which is less than half of Kay’s click share. Blue Nile Inc. (No. 96), Zales, Pandora and Fossil Inc. (No. 204) rounded out the top spots.
For PLAs for jewelry retailers, Zales ranked No. 1 with 8.3% click share, followed by JamesAllen.com at 6.5%, Blue Nile at 5.4%, Kay at 4.7% and BrilliantEarth.com at 4.5%.
In the chocolate category Adgooroo analyzed 302 chocolate and candy search terms including “chocolate covered strawberries,” “chocolates,” “godiva chocolate,” “chocolate delivery” and “chocolate gift baskets.”
Comparable to what happened with jewelry text ads, one retailer emerged as the clear winner. Shari’s Berries, at Berries.com, dominated the group with a 20.6% click share, and the next-closest contender, Amazon, had less than half with 9.9% click share. Godiva Chocolatier Inc. (No. 376) at 8.7% click share , M&M’s at 7.5% and Dove at 6.8% rounded out the top group in text ads.
For PLAs in this category:
- Godiva, 17% click share
- Edible Arrangements, 13.2%
- Shari’s Berries, 12.3%
- 1800Flowers.com, 8.4%
- 1800Baskets.com, 4.8%