Jet.com, the Amazon challenger that launched in July, is famously well-funded, and it’s showing. The e-commerce start-up is making sizable paid search investments in many categories, including Halloween costumes.
Search marketing insights firm, AdGooroo, found Jet.com led the pack among retailers jockeying for clicks from the top 2,892 Halloween costume-related keywords the firm tracked in August and September with 17.4 percent PLA click share. The start-up has managed to increase its click share on those keywords to 19.4 percent between October 1 and 23.
That’s ahead of Party City at 17.8 percent click share between in the same October time period. Party City could overtake Jet.com by month’s end, however, if it continues to ramp its investment — the site surged this month from just 4.6 percent PLA click share in the previous two months in this category. Target increased its PLA click share from 12.9 percent in August and September to 16.5 percent so far in October for Halloween costume queries.
Jet.com appears to be putting all its eggs in the Google Shopping basket and largely foregoing text ads. Jet.com had a measly 0.12 percent click share on text ads from the same Halloween keyword set between October 1 and 23. That’s the opposite approach of Amazon, which does not run PLAs in the US. (AdGooroo says Amazon held 10.6 percent click share among text ads in the Halloween costume category so far in October, behind Sprit Of Halloween and Target.)
AdGooroo also found that Jet.com has held notable click share among PLAs in two other categories this month. The site had 5.3 percent click share on the top 3,094 consumer electronics keywords and 4.1 percent click share on 2,984 top mass retail keywords between October 1 and 23.
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