Apparel PPC: Zappos Dominates the Competition

Shoe Love

When it comes to paid search advertising in the apparel category, Zappos is king, according to AdGooroo's latest report, which examined U.S. Google AdWords data from Q2 2014 on the top 530 apparel keywords.

The metrics covered in AdGooroo's Retail Apparel and Paid Search included:

  • Spend
  • Number of Impressions
  • Number of Clicks
  • Clickthrough Rate
  • Ad Coverage

Top 20 Paid Search Advertisers in Apparel

Below is a list of the top 20 apparel advertisers by paid search impressions.

Top Advertisers by Paid Search Impressions

You'll notice that both Zappos and their parent company Amazon have a presence in the top five, along with JCPenney, Macys, and Nordstrom.

Zappos, which launched in 1999, has been a clear frontrunner in the online shoe market and has dominated their category on Google AdWords. In 2007 Zappos expanded its footprint by selling apparel and accessories, which broadened their reach in the online retail market.

Drilling down on the performance based on the ad spend of each advertiser reveals which companies had the most effective paid search campaigns. Below is a chart detailing a performance comparison of the top five advertisers.

Apparel Advertiser Performance Comparison

Top 20 Apparel Keywords by Spend

Which keywords apparel advertisers were investing all of their Google AdWords budget in? These were the top 20 keywords by spend in Q2:

  1. Prom dresses
  2. Prom-dresses
  3. Christian Louboutin
  4. Patagoania
  5. Wedding dresses
  6. Shoes
  7. Quicksilver
  8. Express
  9. Mother of the bride dresses
  10. Bridesmaid dresses
  11. Eileen Fisher
  12. Michael Kors
  13. Custom t-shirts
  14. Scrubs
  15. Tory Burch
  16. Suits
  17. Plus size dresses
  18. Maxi dresses
  19. Dresses
  20. Maternity clothes

In reviewing this list you'll notice a few trends that stand out. Special occasion keywords largely dominate the list and the majority of items listed are geared towards female shoppers.

You can download the full report here.

About the author

Ashley Zeckman is the Director of Marketing for Benovate, a Minneapolis based health management company. She is responsible for the digital marketing strategy for the organization which includes search engine optimization, social media, and content marketing. She also provides guidance on communications best practices and on the communications support available for each client's unique business needs and budget.

Prior to joining Benovate, Ashley was a Communications Manager for RedBrick Health. Ashley also held the position of Marketing Manager for TopRank Online Marketing, a digital marketing agency. Her areas of expertise include communications, client relations, integrated marketing, online marketing, marketing strategy, content marketing, SEO, digital PR, blogging, B2B and B2C marketing, customer segmentation, and social media strategy.