Kraft Crushes All Other CPG Brands In Paid Search [Study]

In a ranking of the top 50 consumer packaged goods (CPG) advertisers in paid search by ad impressions, Kraft Foods Group overwhelmed the field with more than 20 percent of total CPG ad impressions on Google AdWords with its sites and

With Kraft sites as the bellwether, the list of top 10 CPG advertisers in paid search was dominated by sites offering recipes and meal planning ideas. In all, Kraft Foods Group racked up more than 462 million impressions during the study period between August 2012 and July 2103.

Top 10 consumer packaged goods brands in paid search

The study also found that within particular CPG categories, a single advertiser tended to dominate the field. For example, with, and, Coca-Cola sites accounted for more than 80 percent of PPC impressions in the carbonated beverages category. The runner-up, Pepsi, claimed just 9 percent of total impressions in that category. AdGooroo found that Pepsi almost exclusively focused its paid search efforts around the brand’s TV sponsorship of the 2013 Super Bowl.

Coke dominates Pepsi in paid search impressions AdGooroo study

AdGooroo looked at the keywords CPG companies were targeting to try to get a better understanding of what the branding appeal of paid search is for these manufacturers selling low margin items through third-party retailers. The mass appeal of recipe and meal planning information was the biggest draw for CPG food companies looking to reach broad audiences online.

There were, however, some surprising niche targeting tactics found among CPG brands. Popcorn brand Pop Secret, which has a tagline of “The secret to movie night,” employed a paid search strategy focused on movie watching by bidding on keywords including “free movies” and “free movie streaming”. More than 43 percent of the brand’s keywords were movie related, according to AdGooroo.

Also somewhat surprising, was the lack of coupon offers being promoted through paid search among typically coupon-reliant CPG brands. Laundry detergent brands stood out as the only advertisers with “coupon” related terms among their top keywords.

The full report is available for download here.

Related Topics: Channel: Search Marketing | Google: AdWords | Statistics | Statistics: Online Advertising | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • Pat Grady

    SEM Agency for Kraft Foods?

  • Paul DeJarnatt

    Starcom USA handles SEM services for Kraft, as well as others mentioned in this report: Kellogg’s, Wrigley and Anheuser-Busch InBev.

  • Jarad Collier

    To claim that one company “crushes” another based on impressions is ridiculous. I’m sure CPM marketers everywhere are jumping up ad down in amazement with this information but for the rest of us that place more importance in actionable metrics like clicks and conversions, impressions don’t mean much.

    It just means, Kraft pays a crapload to be seen in the recipe and meal planning space. What would be worth while is an audit of the user experience if you visited each ad. Most recipe and meal preparation idea sites have poor landing page experience and are highly branded with registered trademark circles and capital letters everywhere.

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