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Paid Search Winners (And Losers) from Holidays Past

Posted on 11.20.2013

Small business owners regularly worry about competing against larger outfits, and new analysis from AdGooroo reinforces their fears. 

Looking at AdWords activity containing the words “Black Friday” and 103 keywords that contained “Cyber Monday” for each November from 2010-2012, AdGooroo discovered that there were clear winners (and losers) in paid search. As most will imagine, small retailers didn't make the leaderboard, but coupon/deal sites also felt the holiday wrath. 

In 2012, the top Black Friday advertisers in paid search - based on U.S. AdWords impressions - consisted entirely of leading traditional brick-and-mortar retailers as well as online giant Amazon (see image A). This was a shift from both 2012 and 2011 when coupon/deal sites took four out of 10 top spots. There could be a couple reasons why coupon sites are falling out of Black Friday "favor" when it comes to paid search. Big-name retailers are likely putting more resources into their paid search campaigns and consumers may not need as many third-party sites, as both they and the brands they are shopping with are becoming savvier with promotions and offers. 

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A similar, though less pronounced, shift between retailers and coupon/deal sites also occurred for Cyber Monday (see image B).

Knowing the large advertisers listed here will likely continue to dominate holiday search, marketers should check out Website Magazine's article on "Home Run PPC Tips" where Eric Castellucci, online marketing manager at Wrigleyville Sports, shares ideas of how to go to bat against the "the big boys".

Image A

Image B
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