January and February have traditionally been strong months for catalog shopping, and now e-commerce, but they are also a time when thoughts turn to spring break and summer vacations as antidote to the mid-winter blues. According to AdGooroo’s research, 943 travel keywords (KWs) were ‘Googled’ in the US over 10,000 times per day during the months of January and February 2012. In fact, these leading travel terms yielded an estimated 2.4 billion searches (!) during the period, or more than 7.5 searches for every man, woman and child in the US (not counting searches on Bing, AOL or Ask).
With Spring springing outside, and my daydreams increasingly occupied by thoughts of outdoor fun and games, I recently completed an analysis of pay-per-click activity in the Sporting Goods shopping category (US only).
During the course of that analysis, I reviewed the Top 100 category keywords (in terms of estimated volume of AdWords queries in Q4 2011) and designated each of those keywords as Retail Brand, Product Brand or Non-Branded. Whether one or multiple words, if the keyword contained a recognizable brand name, I designated it as “Branded”. (The only exception to this was “Nordic track” which I judged to have become a generic term describing a specific type of exercise equipment.)