Search marketing and branded terms are playing a role in the increase in the time Internet users spend with digital media — specifically rich media like video, which is
expected to reach 85.5% of total data traffic by 2020, according to PwC data released Wednesday.
AdGooroo data shows that Amazon generated more than 4.3 million
clicks on the keyword « amazon prime » between March 9 through June 6 for paid-search ads running on Google desktop campaigns, while
Hulu received 600,000 clicks on the
term « hulu plus, » whereas Netflix received 354,000 clicks on the term « Netflix. »
Amazon generated around seven times more paid-search clicks on Google desktop searches related to
its streaming video service on the branded term « amazon prime » than Hulu did on « hulu plus, » and around 12 times more clicks than Netflix did on the term « netflix, » according to the AdGooroo data released Wednesday.
The data analyzes the number of paid-search clicks on three branded terms during
the same time period: « amazon prime, » « Netflix. » and « hulu plus. » It also analyzes 57 non-branded terms for video-streaming sites.
Amazon was the top advertiser on Google desktop by
paid-search spend for specific keywords from March 9 through June 6, but still fell behind Crackle and Yidio in total number of actual clicks on ads, showing that it
had a less efficient campaign.
AdGooroo estimates Amazon paid $83,000 to sponsor the keywords during the 90 days, compared with $38,000 by Crackle and $33,000 by Yidio. The difference in total
ad spend between the three competitors was a result of the varying cost per click. Estimates show Amazon had an average CPC of $2 on the keyword group during the specific time frame, while Yidio had a
$0.68 CPC and Crackle had a $0.57 CPC.
Interestingly, Crackle produced the best-performing campaign, generating more clicks on the non-branded streaming video keywords, at a lower average cost
per click than any other advertiser.
Hulu came in at No. 5 in click share, while Netflix remained absent from the competition for clicks for the simple reason it did not
advertise on any of the 57 non-branded video-streaming keywords during the period, per AdGooroo.
« Amazon is by far the most successful paid-search advertiser out there, which is why AdGooroo
was surprised to see a case where they’re not dominating for a category in which they are actively competing, » said Jim Leichenko, director of marketing at AdGooroo. « Amazon sponsors millions of
keywords, so you can’t make a judgement about their program based on their performance in this particular study. »
Just analyzing the non-branded terms alone does not tell marketers much,
other than that Crackle and Yidio are doing better on them, compared with Amazon.
« The real story is in branded keywords, where Amazon is clearly concentrating its efforts and is far
surpassing everyone else, » Leichenko said. « They had 4.3 million clicks on the term ‘amazon prime’ during the 90 days. The top non-branded streaming video keyword only got 160,000 clicks. So it may
just be a case of Amazon not being especially engaged in a keyword group where there’s not all that much traffic, especially when they’re driving significantly more traffic with their own
branded term. »