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:
- 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.
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.
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:
- Prom dresses
- Christian Louboutin
- Wedding dresses
- Mother of the bride dresses
- Bridesmaid dresses
- Eileen Fisher
- Michael Kors
- Custom t-shirts
- Tory Burch
- Plus size dresses
- Maxi dresses
- 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.