Earlier this month AdGooroo published a report on Retail Shoe sellers and Paid Search and found that Zappos completely dominated the category on Google AdWords. No surprise, perhaps, considering that the Amazon-owned retailer has been synonymous with online shoe sales since its founding in 1999. Continue reading “If the Shoe Fits… Zappos is the Top Apparel Advertiser in Paid Search”
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.)