Digital marketing intelligence provider AdGooroo on Wednesday released a report showing how major retailers outperformed Amazon in paid search engine marketing (SEM) in specific categories including children’s products. The company spends nearly twice as much on Google AdWords compared with the next-largest retailer (Target) but was outperformed by advertisers with strong brand recognition who garnered […]
Digital marketing intelligence provider AdGooroo on Wednesday released a report showing how major retailers outperformed Amazon in paid search engine marketing (SEM) in specific categories including children’s products. The company spends nearly twice as much on Google AdWords compared with the next-largest retailer (Target) but was outperformed by advertisers with strong brand recognition who garnered more premium ad positioning (American Girl, Hasbro, Toys “R” US and Children’s Place) and a much larger share of impressions in the category. Target, whose offering and SEM strategy resembles Amazon’s more than the children-centric brands studied, garnered 52 percent of impressions on the top keywords in the category compared to Amazon’s 31 percent.
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