To all those dads who suspect you’re not quite as popular as mom, you may be right. At least, judging by the results of a new paid search advertising study by AdGooroo.
We compared U.S. Google Desktop Text Ad activity on 42 Father’s Day-related keywords (‘fathers day gifts’, ‘gifts for dad’, etc.) and 42 similar Mother’s Day-related keywords (‘mothers day gifts’, ‘mothers day’, etc.) for the calendar year 2015 and found that Mother’s Day was the more popular holiday by far.
On the consumer side, we noted that the Mother’s Day keywords had nearly twice the number of consumer impressions and clicks as Father’s Day.
On the advertiser side, more than three times as many advertisers sponsored the Mother’s Day keywords as did the Father’s Day terms, and they spent more than twice as much on the Mother’s Day terms as well.
A likely reason there are more advertisers sponsoring Mother’s Day keywords than Father’s Day terms is that consumers spend more on mom than dad for the respective holidays. According to the National Retail Federation, consumers planned to spend $14.3 billion on Father’s Day gifts this year vs. $21.4 billion on Mother’s Day, making Mother’s Day shoppers a more valuable consumer to target.
Top Advertisers of 2016
Switching gears, we took a quick look at the top advertisers on both holidays for this year, based on paid search clicks on the respective Mother’s Day and Father’s Day keyword groups detailed above.
For Mother’s Day, we examined the keyword group from April through May 2016 and found photo sharing and printing site Snapfish in the lead, followed by an assortment of additional advertisers, including PersonalizationMall.com, Macy’s, 1-800-Flowers and American Greetings.
For the Father’s Day keywords, we looked at May 1 through June 9, 2016 and found that the men’s gift site Mancrates.com is leading to date, along with other custom gift sites UncommonGoods.com, PersonalizationMall.com and PersonalCreations.com.
Interestingly, the nonprofit Academy of American Poets’ site Poets.org generated the fourth most clicks on the 42 Father’s Day keywords during the period, offering “Poems about Fathers” and “Favorite poems to share with Day on his special day”.
NOTE: The results of this study are limited to the respective 42 Mother’s Day-related keywords and 42 Father’s Day-related keywords. Advertisers may be sponsoring additional keywords that, if measured, would alter the findings of this report.