ProFlowers, 1800Flowers Killing It in Paid Search Ahead of Mother's Day

Advertisers in the flowers and gifts sector spent more than $15.4 million on Google AdWords desktop and tablet search in Q1 2014, "averaging a healthy 4.24 percent click-through rate and $1.66 average cost per click," according to research from AdGooroo.

Within the flowers and gifts category for desktop and tablet targeting, AdGooroo said most advertisers paid an average of $4.70 for keywords like "flowers," "flower delivery," "flower," and "florist". Even branded terms were competitive, AdGooroo said. A branded term for the domain owned by FTD had 72 advertisers in Q1 2014.

flowers-gifts-top-keywords-q1-2014-adgoorooBut there's no denying which brands had the most aggressive strategy for paid search ahead of Mother's Day. Leaders in spend for the flowers and gifts category for desktop/tablet were,, and – all floral wire service companies comprised of networks of local florists. showed more than 23.5 million desktop and tablet impressions in Q1 2014, while saw 23 million impressions and saw 13.5 million impressions.


When it came to mobile, AdGooroo examined a subset of the top 50,000 keywords in mobile search; in the flowers and gifts category, and took the top two positions, with in fourth. and also maintain the top two positions for product listing ads (PLAs) impressions, with 12.4 million PLA impressions and 9.4 million impressions, respectively.


AdGooroo pointed out that half of the top PLA advertisers during Q1 2014 were non-floral companies.

"In the PLA list but not present in either the Top 10 Desktop/Tablet or Mobile Search advertisers are premium fruit and gift retailer (8.4 million impressions), gadget and gift seller (6.6 million impressions), (5 million impressions), (4.1 million impressions), and (2 million impressions), which offers gifts for various holidays," AdGooroo said.

About the author

Jessica Lee is the founder of bizbuzzcontent, a boutique content services company that offers quality content creation services and content strategy consulting.

Since 2005, Jessica has been in the business of content and communications, with the past seven years focused on the Web marketing space.

Prior to launching bizbuzzcontent, Jessica was responsible for content strategy, development, and marketing for Bruce Clay Inc. - a global SEO firm, where she served small businesses and Fortune 500 clients.

Jessica has a bachelor's in communications and public relations from San Diego State University.

She contributed to the book Search Engine Optimization All-in-One for Dummies second edition, and her writing is featured in an active college textbook, Reading and Writing About Contemporary Issues.