ProFlowers and Hallmark are leading a busy field of paid search advertising competitors this Valentine’s Day.
According to AdGooroo analysis of U.S. Google desktop text ad activity on 74 Valentine’s Day-related keywords from February 1-9, ProFlowers.com generated a 7.3% share of total clicks on the keyword group, just ahead of HallmarkeCards.com’s 7.1% click share. PersonalizationMall.com (5.4% click share), MyMMs.com (4.8%) and Minted.com (4%) rounded out the top five.
The top terms among the 74 Valentine’s Day keywords include ‘valentines day gifts’, ‘valentines day gift’, ‘valentine day cards’, ‘flowers for valentines day’ and ‘valentines day gift ideas’.
As indicated by the top five advertisers, there were a variety of industries represented in the findings.
Flowers & Gifts
In the Flowers & Gifts category, FTD-owned ProFlowers’ 7.3% click share handily beat the other two flower retail sites that ranked among the top advertisers on the Valentine’s Day keyword group—1800Flowers.com (2.6% click share) and FTD.com (2.2%).
Notably, however, we found the positions were reversed when we looked at click share on 1,993 non-branded flower keywords during the same period. In the first 9 days of February, 1800Flowers.com and FTD.com led the category with a 9.5% and 8.2% click share, respectively, compared to ProFlowers.com, in third place with a 6.4% click share.
ProFlowers’ leadership on the Valentine’s Day-specific keywords highlights the opportunity paid search advertisers have to excel in certain niches where competitors may not be focusing their efforts.
There was heavy competition on the Valentine’s Day keywords among greeting card sellers, including those promoting eCards such as Hallmark’s specialty site, HallmarkeCards.com, and those promoting customized printed cards, such as personalized stationery, card and invitation provider Minted.com.
The crowded field also included TinyPrints (3.4% click share), American Greetings (2.7%), Blue Mountain (2.5%), JibJab.com (2.4%), GreetingCardUniverse.com (1.9%), Punchbowl.com (1.7%) and 123cards.com (1%), as well as players from outside the category who were nonetheless advertising Valentine’s Day cards and capturing clicks—Amazon (1.8%), Nature Conservancy’s Nature.org (1.4%) and Etsy (1.2%).
Food, Gifts and More
The Food & Gifts category has become a popular alternative to traditional flowers in recent years. Ranked 4th with a 4.8% click share, MyMMs.com allows consumers to create personalized M&M candies, while the ProFlowers-owned Shari’s Berries site Berries.com (3.8%) is promoting chocolate-covered strawberries and cake pops among other items. Credited with popularizing the fruit bouquet category, Edible Arrangements gained a 3% click share, while GourmetGiftBaskets.com drove a 1.3% click share.
Purveyors of unique and personalized gifts include PersonalizationMall.com, the male-oriented gift site ManCrates.com (2.1%) and UncommonGoods.com (1.5%).
Lastly, luxury brand Dior.com (1.6%) was somewhat of a surprise among the top Valentine’s Day advertisers, while Macy’s (2%) and jewelry retailer Kay.com (1%) were not.
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