Flowers, Greeting Cards, Food & Gifts This Valentine’s Day in Paid Search Advertising

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, generated a 7.3% share of total clicks on the keyword group, just ahead of’s 7.1% click share. (5.4% click share), (4.8%) and (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’.

Valentine's Day 2017 Top Advertisers by Click Share_AdGooroo

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— (2.6% click share) and (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, and led the category with a 9.5% and 8.2% click share, respectively, compared to, 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.

Valentine's Day 2017 Flowers Advertisers

Greeting Cards

There was heavy competition on the Valentine’s Day keywords among greeting card sellers, including those promoting eCards such as Hallmark’s specialty site,, and those promoting customized printed cards, such as personalized stationery, card and invitation provider

The crowded field also included TinyPrints (3.4% click share), American Greetings (2.7%), Blue Mountain (2.5%), (2.4%), (1.9%), (1.7%) and (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 (1.4%) and Etsy (1.2%).

Valentine's Day 2017 Card Advertisers

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, allows consumers to create personalized M&M candies, while the ProFlowers-owned Shari’s Berries site (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 drove a 1.3% click share.

Purveyors of unique and personalized gifts include, the male-oriented gift site (2.1%) and (1.5%).

Lastly, luxury brand (1.6%) was somewhat of a surprise among the top Valentine’s Day advertisers, while Macy’s (2%) and jewelry retailer (1%) were not.

Valentine's Day 2017 dior, mancrates, mms