There was a surprise in AdGooroo’s recent ranking of the most expensive consumer product keywords in paid search. Namely, deodorant and antiperspirant keywords occupied more than half of the top 20 positions.
Ahead of Mother’s Day this year, AdGooroo examined U.S. Google desktop text ad and product listing ad activity on 1,576 non-branded flowers & gifts keywords in the 30-day period from April 10 through May 9.
From prom to weddings, men have long been accustomed to renting formalwear for special occasions. But for women, purchasing a prom or wedding dress is far more the norm—or at least it has been.
In what may be another example of a traditional industry being ‘disrupted’, AdGooroo found Rent the Runway, which rents designer dresses and accessories for a variety of occasions, capturing a significant portion of clicks and impressions on popular prom dress keywords this spring, including ‘prom dresses’, ‘plus size prom dresses’, ‘cheap prom dresses’ and ‘short prom dresses’.
Driven by for-profit schools, education is a robust category in paid search advertising, accounting for an average of $1.2 billion per year on U.S. Google from 2014 through 2016, according to AdGooroo data.
Of this total, nearly one quarter of total spend (24%) came from the online education subcategory, through which students take courses from their computer exclusively rather than attend class in person at a brick-and-mortar school.
In the second of a two-part series on the online lending industry’s use of paid search advertising, AdGooroo has examined advertising for online small business loans, which have emerged as an alternative to traditional bank loans in the years since the Great Recession.