With a few exceptions — such as high-end (and higher-priced) retailers such as Cartier and Tiffany — the top jewelry advertisers on Google have relied heavily on product listing ads (PLAs) on both mobile and desktop in the weeks ahead of Valentine’s Day.
Among AdGooroo’s list of top 20 jewelry advertisers in U.S. paid search, those that ran both text ads and PLAs spent an average 53 percent more on desktop PLAs than desktop text ads and 333 percent more on mobile PLAs than mobile text ads between January 1st and February 5th of this year.
Topping the list of spending jewelry retailers is Blue Nile, which spent over $2.5 million of its total $3.9 million expenditure during the period on desktop product listing ads (PLAs) and another $275,000 on mobile PLAs (compared to just $70,000 on mobile text ads).
The reigning keyword continues to be ‘engagement rings’. Jewelry advertisers have already spent nearly 10 times as much on the keyword ‘engagement rings’ than the next most popular keyword, ‘pandora charms’.
At an average cost-per-click of $7.69, a total of 179 advertisers spent $3,072,269 on ‘engagement rings’ this year through February 5th. And that sum does not include what was spent on mobile text ads.
In total, 6 keywords related to diamonds and engagement rings accounted for $4.1 million in advertiser spend through February 5th of this year, compared to $2.8 million by the remaining 14 keywords in the top 20. Those 6 keywords have an average CPC of $6.60 versus an average of $1.84 across the other terms on the list.
AdGooroo says that ‘engagement rings’ has topped its jewelry keyword list for five years in a row, regardless of the season.
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