Greenlight's Fashion Sector Report, April 2013, Issue 17
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Greenlight's Fashion Sector Report, April 2013, Issue 17

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A 360˚ analysis of the most important search terms, trends and benchmarking data for fashion retailers. This report provides an exclusive snapshot of the online Search market for your sector right ...

A 360˚ analysis of the most important search terms, trends and benchmarking data for fashion retailers. This report provides an exclusive snapshot of the online Search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.

Product focus: Shoes & Accessories, Dresses, Womenswear, Menswear

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Greenlight's Fashion Sector Report, April 2013, Issue 17 Greenlight's Fashion Sector Report, April 2013, Issue 17 Document Transcript

  • The greenlight sectorREPORTAn exclusive snapshot of the online Search market MARCH 2013‘Mobile Advertising -Why haven’t we fullyembraced it yet?’asks Hannah Kimuyu.Exactly what will it takefor brands to embrace thenew reality of search?Adam Bunn discusses.What could Facebook’snew product ‘Home’mean for your brand?Article by Sam Haseltine.PRODUCT FOCUSShoes & AccessoriesDressesWomenswearMenswear
  • ARTICLEContentsWhat will it take forbrands to embrace thenew reality of Search?Interflora’s recent run in with Google getsGreenlight’s SEO Director, Adam Bunn,questioning the ‘state of link building’.38The Impact of Facebook‘Home’How can we get themost from mobileadvertising?IntegratedSearch &Digital Strategies3234Article by Paul Byrne32feature articles18The Greenlight Sector Report3 Foreword6 Natural Search18 Exactly what willit take for brands toembrace the new realityof Search?20 Paid Media32 Article: Mobile advertising34 Integrated Search36 Article: Integrated Search& Digital Strategies38 Article: The impact ofFacebook Home40 About this report
  • forewordAt Greenlight, we pride ourselves on being thought leaderswithin the Search industry. Utilising our unique dataaggregation and visualisation platform, Hydra, we are ableto track, record and analyse consumer search behaviourin any given market vertical, which in turn leads to thecreation of our industry renowned Sector Reports.Each report gives an indication to the size of the potentialonline audience and examines the most visible websitesand advertisers on Google UK. In the past few months,we have worked hard to improve our Sector Reports bygiving them a new look and feel, updating the keywordsets we analyse and adding mobile search data to the mix,thus providing insight into how searches differ on differentdevices.We hope that you enjoy the updated versions of ourSector Reports. If you have any suggestions on howwe can improve our reports, please contact us atmarketing@greenlightdigital.com.Kind regards,Alicia Levyby Alicia Levy, Greenlight CMOGREENLIGHT WELCOMEGet in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
  • Executive SummaryThis report profiles search behaviour for the online Fashion sector. It analyses which websites, advertisers and brands were most visiblein the Google UK Natural Search and Paid Media listings, when consumers searched for Fashion-related terms. This report also assesseswhich brands interacted well on the Social Media networks. In our analysis we established that:debenhams.com was the most visible advertiser for Fashion-related searches on mobile devices, achieving a 61% share ofvoice.asos.com was the most visible website for Fashion-related searches on laptops/desktops, achieving a 45% share of voice.Queries for shoes & accessories accounted for 35% of all searches made using laptops/desktops and 28% of all queries madeusing mobile devices.In March, 10.3 million queries were made by consumers searching for Fashion-related terms on laptops/desktops and mobiledevices (tablets & smartphones).Percentage breakdown of searches made for each subsector (laptops/desktops):Percentage breakdown of searches made for each subsector (mobile devices):Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • Natural SearchMarch OverviewIn March 2013, 10.3 million searches were made for Fashion-related terms using laptops/desktops and mobile devices. The graphs belowshow a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the totalnumber of searches made for the online Fashion market in the past 12 months.Retrospective 12 month view of the online fashion marketBreakdown of subsector searches by platform (March 2013)Searches for shoes & accessories weremost popular on laptops/desktops,accounting for 35% of all searchesmade for the sector.In March, 962,240 searches weremade for fashion-related keywordsusing mobile devices.In March, 9.4 million searches weremade for fashion-related keywordsusing laptops and desktops.At a glanceFashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK
  • Fashion: OverallLaptops/desktops: 9.4 million searchesIn March 2013, 9.4 million searches were made using laptops and desktops for Fashion-related keywords. The league table below showswhich websites were most visible in the Natural Search listings on Google UK for the 16,220 keywords analysed.The 20 most visible websites on laptops/desktops:Top 10 search terms:amazon.co.uk attained a 34% share ofvoice through ranking for 15,218keywords, including the search terms‘womens winter jackets’ and ‘outdoorjackets for men’.asos.com was the most visible website,achieving a 45% share of voice throughranking for 9,875 keywords, includingthe search terms ‘mens winter jackets’and ‘winter jackets men’.In March, the keyword ‘prom dresses’was queried 246,000 times,accounting for 3% of all searches madeusing laptops/desktops.LAPTOPS/DESKTOPS:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • Natural SearchFashion: OverallMobile devices: 962,240 searchesIn March 2013, 962,240 searches were made using mobile devices (tablets & smartphones) for Fashion-related keywords. The leaguetable below shows which websites were most visible in the Natural Search listings on Google UK for the 1,304 keywords analysed.The 20 most visible websites on mobile devices:Top 10 search terms:debenhams.com attained a 37% shareof voice through ranking for 366keywords, including the search terms‘prom dresses’ and ‘mens leatherjackets’.asos.com was the most visible website,achieving a 55% share of voice throughranking for 581 keywords, including thesearch terms ‘dress’ and ‘maternitywear’.In March, the keyword ‘prom dresses’was queried 74,000 times, accountingfor 8% of all searches made usingmobile devices.MOBILE DEVICES:Fashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK
  • Fashion: DressesLaptops/desktops: 1.4 million searchesIn March 2013, 1.4 million searches were made using laptops and desktops for dresses. The league table below shows which websiteswere most visible in the Natural Search listings on Google UK for the 1,222 keywords analysed.The 20 most visible websites on laptops/desktops:Top 10 search terms:joydress.co.uk attained a 34% share ofvoice through ranking for 442keywords, including the search terms‘maxi dresses uk’ and ‘cheap maxidresses’.asos.com was the most visible website,achieving a 69% share of voice throughranking for 1,109 keywords, includingthe search terms ‘black dresses’ and‘maxi dress’.In March, the keyword ‘prom dresses’was queried 246,000 times,accounting for 18% of all searchesmade using laptops/desktops.LAPTOPS/DESKTOPS:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • Natural SearchFashion: DressesMobile devices: 262,306 searchesIn March 2013, 262,306 searches were made using mobile devices (tablets & smartphones) for dresses. The league table below showswhich websites were most visible in the Natural Search listings on Google UK for the 98 keywords analysed.The 20 most visible websites on mobile devices:Top 10 search terms:boohoo.com attained a 48% share ofvoice through ranking for 38 keywords,including the search terms ‘cheapwomens dresses’ and ‘fashion dresses’.asos.com was the most visible website,achieving a 81% share of voice throughranking for 71 keywords, including thesearch terms ‘dress’ and ‘partydresses’.In March, the keyword ‘prom dresses’was queried 74,000 times, accountingfor 28% of all searches made usingmobile devices.MOBILE DEVICES:Fashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK
  • Fashion: Fashion genericsLaptops/desktops: 1.7 million searchesIn March 2013, 1.7 million searches were made using laptops and desktops for generic fashion terms. The league table below showswhich websites were most visible in the Natural Search listings on Google UK for the 3,203 keywords analysed.The 20 most visible websites on laptops/desktops:Top 10 search terms:wikipedia.org attained a 33% share ofvoice through ranking for 747keywords, including the search terms‘bottoms’ and ‘bottoms’.asos.com was the most visible website,achieving a 44% share of voicethrough ranking for 1,920 keywords,including the search terms ‘jacket’ and‘jackets’.In March, the keyword ‘suits’ wasqueried 135,000 times, accounting for8% of all searches made usinglaptops/desktops.LAPTOPS/DESKTOPS:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • Natural SearchFashion: Fashion genericsMobile devices: 112,991 searchesIn March 2013, 112,991 searches were made using mobile devices (tablets & smartphones) for generic fashion terms. The league tablebelow shows which websites were most visible in the Natural Search listings on Google UK for the 158 keywords analysed.The 20 most visible websites on mobile devices:Top 10 search terms:marksandspencer.com attained a 45%share of voice through ranking for 41keywords, including the search terms‘jeggings’ and ‘corduroy trousers’.wikipedia.org was the most visiblewebsite, achieving a 54% share ofvoice through ranking for 35 keywords,including the search terms ‘formaltrousers’ and ‘trouser’.In March, the keyword ‘suits’ wasqueried 49,500 times, accounting for44% of all searches made using mobiledevices.MOBILE DEVICES:Fashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK
  • Fashion: MenswearLaptops/desktops: 632,559 searchesIn March 2013, 632,559 searches were made using laptops and desktops for menswear-related terms. The league table below showswhich websites were most visible in the Natural Search listings on Google UK for the 1,806 keywords analysed.The 20 most visible websites on laptops/desktops:Top 10 search terms:houseoffraser.co.uk attained a 44%share of voice through ranking for 918keywords, including the search terms‘trousers for men’ and ‘mens printed tshirts’.asos.com was the most visible website,achieving a 59% share of voice throughranking for 1,427 keywords, includingthe search terms ‘mens winter jackets’and ‘winter jackets men’.In March, the keyword ‘men s clothing’was queried 18,100 times, accountingfor 3% of all searches made usinglaptops/desktops.LAPTOPS/DESKTOPS:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • Natural SearchFashion: MenswearMobile devices: 65,592 searchesIn March 2013, 65,592 searches were made using mobile devices (tablets & smartphones) for menswear-related terms. The league tablebelow shows which websites were most visible in the Natural Search listings on Google UK for the 289 keywords analysed.The 20 most visible websites on mobile devices:Top 10 search terms:houseoffraser.co.uk attained a 49%share of voice through ranking for 127keywords, including the search terms‘mens leather coats’ and ‘waterproofmens jackets’.asos.com was the most visible website,achieving a 65% share of voice throughranking for 165 keywords, including thesearch terms ‘mens clothing uk’ and‘mens green jeans’.In March, the keyword ‘mens suits’ wasqueried 4,400 times, accounting for7% of all searches made using mobiledevices.MOBILE DEVICES:Fashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK 1
  • Fashion: Shoes & AccessoriesLaptops/desktops: 3.3 million searchesIn March 2013, 3.3 million searches were made using laptops and desktops for shoes & accessories. The league table below shows whichwebsites were most visible in the Natural Search listings on Google UK for the 5,420 keywords analysed.The 20 most visible websites on laptops/desktops:Top 10 search terms:asos.com attained a 36% share ofvoice through ranking for 2,396keywords, including the search terms‘ladies purse’ and ‘bangles’.amazon.co.uk was the most visiblewebsite, achieving a 54% share ofvoice through ranking for 6,322keywords, including the search terms‘wedge sandals’ and ‘cheap shoes’.In March, the keyword ‘shoes’ wasqueried 90,500 times, accounting for3% of all searches made usinglaptops/desktops.LAPTOPS/DESKTOPS:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 1
  • Natural SearchFashion: Shoes & AccessoriesMobile devices: 268,228 searchesIn March 2013, 268,228 searches were made using mobile devices (tablets & smartphones) for shoes & accessories. The league tablebelow shows which websites were most visible in the Natural Search listings on Google UK for the 336 keywords analysed.The 20 most visible websites on mobile devices:Top 10 search terms:asos.com attained a 48% share ofvoice through ranking for 85 keywords,including the search terms ‘brogues’and ‘espadrille’.amazon.co.uk was the most visiblewebsite, achieving a 51% share of voicethrough ranking for 104 keywords,including the search terms ‘earrings’and ‘shoe boots’.In March, the keyword ‘shoes’ wasqueried 22,200 times, accounting for8% of all searches made using mobiledevices.MOBILE DEVICES:Fashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK 1
  • Fashion: WomenswearLaptops/desktops: 2.2 million searchesIn March 2013, 2.2 million searches were made using laptops and desktops for womenswear-related terms. The league table belowshows which websites were most visible in the Natural Search listings on Google UK for the 4,569 keywords analysed.The 20 most visible websites on laptops/desktops:Top 10 search terms:debenhams.com attained a 33% shareof voice through ranking for 1,946keywords, including the search terms‘women s jackets’ and ‘ladies jackets’.asos.com was the most visible website,achieving a 41% share of voice throughranking for 3,126 keywords, includingthe search terms ‘petite maxi dresses’and ‘ladies coats’.In March, the keyword ‘bridesmaiddresses’ was queried 110,000 times,accounting for 5% of all searches madeusing laptops/desktops.LAPTOPS/DESKTOPS:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 1
  • Natural SearchFashion: WomenswearMobile devices: 253,123 searchesIn March 2013, 253,123 searches were made using mobile devices (tablets & smartphones) for womenswear-related terms. The leaguetable below shows which websites were most visible in the Natural Search listings on Google UK for the 423 keywords analysed.The 20 most visible websites on mobile devices:Top 10 search terms:asos.com attained a 42% share ofvoice through ranking for 186keywords, including the search terms‘maternity wear’ and ‘womens winterjackets’.debenhams.com was the most visiblewebsite, achieving a 50% share ofvoice through ranking for 127keywords, including the search terms‘jackets for women’ and ‘womensshirts’.In March, the keyword ‘bridesmaiddresses’ was queried 60,500 times,accounting for 24% of all searchesmade using mobile devices.MOBILE DEVICES:Fashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK 1
  • As I write this it’s been almost amonth since Interflora’s recoveryfrom the landmark Google penaltycaused almost certainly by a largenumber of paid advertorials andpotentially by a number of otherlink building techniques. Interflorahad suffered a milder penalty in2012 from which it had recovered,but then continued to link buildagainst Google’s guidelines thus in-curring a rarely seen level of wrathfrom the web spam team that sawthem lose rankings not only for allof their generic and long tail que-ries but also their brand – an almostunheard of level of severity for alink based penalty. It seems anopportune time to put down someof my thoughts on the “state of linkbuilding”, current and future.Linking without linkingAs social media becomes the defacto way of expressing appreciationfor a piece of content, naturallygiven links are becoming vanishinglyrare. Frankly, why would youbother when you can press a“share” or “like” button and be donewith it?Meanwhile there is a flight of SEO’sto the few remaining link building“techniques” that are collectivelydeemed “safe”, however misin-formed they may be. Various formsof semantic markup that allowcontent to reference its sourcewithout an explicit link may alsoprove important in the future.Google’s proprietary authorshipmarkup is widely hyped but is justone example of a burgeoning poolof schema and microformattingoptions for content providers.Make no mistake: search engineswill have to use these “non-link”link signals more in the future.After all, they are companies thathave historically leant on links asa signal, but are now faced witha shrinking pool of those links, agreater and greater percentage ofwhich are manipulated (if you thinkabout it for long enough you almoststart to feel sorry for them).Mixed messages from GoogleFor marketers, things are gettingconfused by Google’s apparent mixedmessages on various types of link,caused by their increasingly prominenttelevision advertising for the Chromebrowser and the connected “ecosys-tem” of Google services. In a classiccase of the left hand not talking to theright, paid advertorials, sponsoredposts and product reviews have allreceived apparent endorsements byGoogle on the one hand while variouspenalties, warnings and guidelines tella completely different story.“Google’s hypocrisy is boundto raise ire & confusion inequal measure.”Take product reviews. The basic ap-proach here is to identify a numberof bloggers in your industry with adesirable following and send them freeproducts to review. From there anglesvary, from the obviously unnatural “inreturn for me sending you this I expecta link to this page with this anchor text”to “here’s a product, do what you will”.The former line is explicitly named andshamed in Google’s webmaster guide-lines, and the shades of grey in themiddle have various degrees of risk. Ahighly trumped campaign by Interfloraresulted in many product review styleblog posts, many of which had linksto Interflora that might have beendeemed unnatural (note that nobodyexcept Google, including probablyInterflora themselves, knows exactlywhich links if any contributed to theirpenalty aside from the paid advertori-als that are about as open and shut aFeature ArticleExactly what will it takefor brands to embrace thenew reality of search?FEATURE ARTICLEInterflora’s recent run in withGoogle gets Greenlight’s SEODirector, Adam Bunn, questioningthe ‘state of link building’.The Greenlight Sector Report
  • case as it’s possible to get).Meanwhile, the current GoogleChrome above the line campaignyou may have seen on TV recently(http://youtu.be/E0qDrRJT4zE) fea-tures the story of Cambridge Satch-els, a start up company that sendsproducts to fashion bloggers as partof its online marketing strategy. Inthe ad this results in YouTube videoreviews, but Google certainly runsthe risk of being seen to explicitlysanction sending products to blog-gers in return for promotion, includ-ing by extension links. In reality ofcourse, Chrome’s marketing teamjust aren’t talking to Matt Cutts andhis web spam team, proof of whichcame when a paid advertorial anda number of sponsored blog postsfor Chrome went live on the daythat Interflora was banned includingfollowable links to various Googlepages. At the time of writing, Googleseems to have removed the specificposts that were widely reported onbut others still remain, including itslinks (search for “this blog is part ofa series sponsored by Chromebooks”in quotes to unearth some). Thishypocrisy is bound to raise ire andconfusion in equal measure.Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000In March, Matt Cutts told us to ex-pect a “very large” algorithm updateat some point this year. It is futile totry and predict the specific detailsof what this will affect (althoughmy money is on a big change tothe importance ascribed to “linkingwithout linking” as discussed earlier)but I think it is quite obvious despiteChrome’s best efforts that in generalGoogle expects marketers to begoing cold turkey on link “building”and doing things properly. At themoment this has resulted in a lot ofnoise about content marketing.Unfortunately I am not convincedthat many people really get whatthis means. I recently attended acontent strategy conference full ofpeople whose jobs revolved purelyaround content. The thing thatstruck me most clearly was thatthe concept of assigning value tocontent was seen as weirdly alien.In particular, in a session dedicatedexactly to this topic, the speakerhad to explain what ROI meantand felt the need to speak to thedelegates like a room of primaryschool pupils. For someone comingfrom an online marketing back-ground it was faintly condescendingand frankly bizarre.I have written often in the Green-light magazine of the need to blendthe various strands of on- and off-linemarketing into compelling campaignsand I’m more convinced than evernow that success will come frommashing creativity together with thescience of numbers driven market-ing – call it content marketing if youlike. Perhaps the Interflora case andthe threat of a looming super algo-rithm update will turn out to be thetipping point that convinces brandsto embrace the new reality we findourselves in.“Success will come frommashing the science ofnumbers driven marketing”The 2013 Google SuperAlgorithm UpdateBy Adam Bunn,Director of SEO,Greenlight
  • Fashion: OverallLaptops/desktops: 9.4 million searchesIn March 2013, 9.4 million searches were made using laptops and desktops for Fashion-related terms. The league table below displaysthe most visible advertisers and ad creatives on Google UK for the 16,220 keywords analysed.amazon.co.uk achieved a 56% share ofvoice through bidding on 14,204keywords, at an average ad position of7.In March, debenhams.com was themost visible advertiser, achieving a61% share of voice through bidding on10,801 keywords, at an average adposition of 7.LAPTOPS/DESKTOPS:The 30 most visible advertisers on laptops/desktops:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • Paid MediaFashion: OverallMobile devices: 962,240 searchesIn March 2013, 962,240 searches were made using mobile devices (tablets & smartphones) for Fashion-related terms. The league tablebelow displays the most visible advertisers and ad creatives on Google UK for the 1,304 keywords analysed.ralphlauren.co.uk achieved a 31% shareof voice through bidding on 354keywords, at an average ad position of3.In March, debenhams.com was themost visible advertiser, achieving a55% share of voice through bidding on235 keywords, at an average adposition of 2.MOBILE DEVICES:The 30 most visible advertisers on mobile devices:Fashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK
  • Fashion: DressesLaptops/desktops: 1.4 million searchesIn March 2013, 1.4 million searches were made using laptops and desktops for dresses. The league table below displays the most visibleadvertisers and ad creatives on Google UK for the 1,222 keywords analysed.The 5 most visible ad creatives on laptops/desktops:The 20 most visible advertisers on laptops/desktops:persun.co.uk displayed the most visibleindividual ad creative, achieving a 26%share of voice.asos.com achieved a 75% share ofvoice through bidding on 1,105keywords, at an average ad position of6.In March, debenhams.com was themost visible advertiser, achieving a83% share of voice through bidding on971 keywords, at an average adposition of 6.LAPTOPS/DESKTOPS:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • Paid MediaFashion: DressesMobile devices: 262,306 searchesIn March 2013, 262,306 searches were made using mobile devices (tablets & smartphones) for keywords dresses. The league tablebelow displays the most visible advertisers and ad creatives on Google UK for the 98 keywords analysed.The 5 most visible ad creatives on mobile devices:The 20 most visible advertisers on mobile devices:allsaints.com displayed the most visibleindividual ad creative, achieving a 52%share of voice.debenhams.com achieved a 72% shareof voice through bidding on 29keywords, at an average ad position of2.In March, allsaints.com was the mostvisible advertiser, achieving a 83%share of voice through bidding on 36keywords, at an average ad position of2.MOBILE DEVICES:Fashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK
  • Fashion: Fashion genericsLaptops/desktops: 1.7 million searchesIn March 2013, 1.7 million searches were made using laptops and desktops for generic fashion keywords. The league table below displaysthe most visible advertisers and ad creatives on Google UK for the 3,203 keywords analysed.The 5 most visible ad creatives on laptops/desktops:The 20 most visible advertisers on laptops/desktops:jacamo.co.uk displayed the most visibleindividual ad creative, achieving a 8%share of voice.marksandspencer.com achieved a 51%share of voice through bidding on 1,925keywords, at an average ad position of7.In March, amazon.co.uk was the mostvisible advertiser, achieving a 52%share of voice through bidding on2,784 keywords, at an average adposition of 7.LAPTOPS/DESKTOPS:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • Paid MediaFashion: Fashion genericsMobile devices: 112,991 searchesIn March 2013, 112,991 searches were made using mobile devices (tablets & smartphones) for generic fashion keywords. The leaguetable below displays the most visible advertisers and ad creatives on Google UK for the 158 keywords analysed.The 5 most visible ad creatives on mobile devices:The 20 most visible advertisers on mobile devices:jacamo.co.uk displayed the most visibleindividual ad creative, achieving a 47%share of voice.jacamo.co.uk achieved a 63% share ofvoice through bidding on 29 keywords,at an average ad position of 3.In March, ralphlauren.co.uk was themost visible advertiser, achieving a74% share of voice through bidding on59 keywords, at an average ad positionof 3.MOBILE DEVICES:Fashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK
  • Fashion: MenswearLaptops/desktops: 632,559 searchesIn March 2013, 632,559 searches were made using laptops and desktops for menswear-related terms. The league table below displaysthe most visible advertisers and ad creatives on Google UK for the 1,806 keywords analysed.The 5 most visible ad creatives on laptops/desktops:The 20 most visible advertisers on laptops/desktops:mandmdirect.com displayed the mostvisible individual ad creative, achievinga 9% share of voice.marksandspencer.com achieved a 59%share of voice through bidding on 1,439keywords, at an average ad position of8.In March, amazon.co.uk was the mostvisible advertiser, achieving a 62%share of voice through bidding on 1,632keywords, at an average ad position of7.LAPTOPS/DESKTOPS:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • Paid MediaFashion: MenswearMobile devices: 65,592 searchesIn March 2013, 65,592 searches were made using mobile devices (tablets & smartphones) for menswear-related terms. The league tablebelow displays the most visible advertisers and ad creatives on Google UK for the 289 keywords analysed.The 5 most visible ad creatives on mobile devices:The 20 most visible advertisers on mobile devices:mandmdirect.com displayed the mostvisible individual ad creative, achievinga 20% share of voice.jacamo.co.uk achieved a 52% share ofvoice through bidding on 117 keywords,at an average ad position of 2.In March, ralphlauren.co.uk was themost visible advertiser, achieving a58% share of voice through bidding on136 keywords, at an average adposition of 3.MOBILE DEVICES:Fashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK
  • Fashion: Shoes & AccessoriesLaptops/desktops: 3.3 million searchesIn March 2013, 3.3 million searches were made using laptops and desktops for shoes & accessories. The league table below displays themost visible advertisers and ad creatives on Google UK for the 5,420 keywords analysed.The 5 most visible ad creatives on laptops/desktops:The 20 most visible advertisers on laptops/desktops:highheels.ie displayed the most visibleindividual ad creative, achieving a 9%share of voice.debenhams.com achieved a 60% shareof voice through bidding on 3,592keywords, at an average ad position of6.In March, amazon.co.uk was the mostvisible advertiser, achieving a 69%share of voice through bidding on 5,118keywords, at an average ad position of6.LAPTOPS/DESKTOPS:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • Paid MediaFashion: Shoes & AccessoriesMobile devices: 268,228 searchesIn March 2013, 268,228 searches were made using mobile devices (tablets & smartphones) for shoes & accessories. The league tablebelow displays the most visible advertisers and ad creatives on Google UK for the 336 keywords analysed.The 5 most visible ad creatives on mobile devices:The 20 most visible advertisers on mobile devices:debenhams.com displayed the mostvisible individual ad creative, achievinga 10% share of voice.houseoffraser.co.uk achieved a 39%share of voice through bidding on 43keywords, at an average ad position of3.In March, debenhams.com was themost visible advertiser, achieving a63% share of voice through bidding on53 keywords, at an average ad positionof 2.MOBILE DEVICES:Fashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK
  • Fashion: WomenswearLaptops/desktops: 2.2 million searchesIn March 2013, 2.2 million searches were made using laptops and desktops for womenswear-related terms. The league table belowdisplays the most visible advertisers and ad creatives on Google UK for the 4,569 keywords analysed.The 5 most visible ad creatives on laptops/desktops:The 20 most visible advertisers on laptops/desktops:dressfirst.com displayed the mostvisible individual ad creative, achievinga 7% share of voice.marksandspencer.com achieved a 57%share of voice through bidding on3,464 keywords, at an average adposition of 7.In March, debenhams.com was themost visible advertiser, achieving a63% share of voice through bidding on3,359 keywords, at an average adposition of 7.LAPTOPS/DESKTOPS:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • Paid MediaFashion: WomenswearMobile devices: 253,123 searchesIn March 2013, 253,123 searches were made using mobile devices (tablets & smartphones) for womenswear-related terms. The leaguetable below displays the most visible advertisers and ad creatives on Google UK for the 423 keywords analysed.The 5 most visible ad creatives on mobile devices:The 20 most visible advertisers on mobile devices:diydress.co.uk displayed the mostvisible individual ad creative, achievinga 24% share of voice.allsaints.com achieved a 26% share ofvoice through bidding on 10 keywords,at an average ad position of 2.In March, debenhams.com was themost visible advertiser, achieving a31% share of voice through bidding on78 keywords, at an average ad positionof 3.MOBILE DEVICES:Fashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK
  • It took mobile advertising almostthree years (‘…2009/10/11 willbe the year of mobile’) to makea serious impression until we hit2011 when we saw mobile trafficrepresent almost 38% of onlinetraffic for retail, and on average18% for other sectors. Mobileadvertising is cheaper, with costper clicks still coming in at halfthe price of desktop and is morecost effective, delivering almosttwice the average basket valueand double the conversion rate.This is also illustrated in our mostrecent Sector Reports where wenow report the different trends inmobile versus desktop growth; theevidence clearly shows the num-ber of mobile searches is catchingup with desktop queries. So what’sthe problem, why are most adver-tisers still only dipping their toesinto mobile advertising?12 to 18 months ago site experi-ence was definitely an issue, withmany advertisers not even bother-ing to develop a mobile friendlysite, never mind considering thevarious different device sizes.However with responsive websitedesign, advertisers don’t need toworry about whether it’s worthinvesting in a separate mobilefriendly site. Even Google statesthat responsive web design is itsrecommended mobile configura-tion, and even goes so far as torefer to responsive web designas the industry best practice. Toexplain why, responsive designsites have one URL and the sameHTML, regardless of device,which makes it easier and moreefficient for Google to crawl, de-mand, and organise content.Google prefers responsive webdesign because content that liveson one website and one URL isFeature ArticleMOBILEADVERTISINGWhy haven’t we fullyembraced it yet?by Hannah KimuyuWith just two months until launch, Greenlight’s Director of Paid Media HannahKimuyu explores the benefits that Enhanced Campaigns will offer for mobile.The Greenlight Sector Report
  • Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000much easier for users to share,interact with and link to, thancontent that lives on a separatemobile site.So that’s the site taken care of,however does size really matterbecause let’s not forget mobileadvertising isn’t just about the typ-ical mobile handset, we also haveto consider tablet devices into thismix as well. A recent study byYuMe revealed “…that consumermedia consumption on mobile de-vices is influenced by environmentand context, not just screen size”.The study revealed that consumersare increasingly screen agnosticwhen it comes to consuming con-tent. By device, 38% of respon-dents accessed entertainmentcontent on their smartphone; 34%on their laptop, and 28% on theirtablets. The study proceeded toadvise advertisers to throw awaytheir “…screen-by-screen mediaplanning rule books” and to focuson a multi-screen strategy.This advice is also echoed byGoogle, who has gone as far asoverhauling its whole advertis-ing channel (the first time sinceits inception), putting mobile firstand announcing the ‘re-launch’ ofits Enhanced Campaigns in June2013.Enhanced Campaigns is allabout ‘…making ads simplerin the contextual world welive in today, yet providing theright reporting and platformto work with’.[Kesh Patel, Strategic Partnershiplead for Google’s local channelsales division]For mobile specifically the threereal benefits include -1. Ad Placement Focusing yourbudget on the context that mat-ters, including time of day, proxim-ity, and type of device.2. Ad Copy Refocusing your bid-ding strategy and messaging toreflect the different contextualsituations, allowing the adver-tiser to be more consistent andautomated.3. Reporting Being able to measurethe joint impact of where an adshows up and what it says e.g. mea-suring app downloads, offers, andclick-to-call etc. (Also Google’s firstattempt at joining the dots betweendifferent devices).However the developments ofEnhanced Campaigns also bring afew challenges, mainly the forcedinclusion and impending higher costper clicks. The higher cost per clickswill of course be a real issue to thoseadvertisers who have enjoyed thecheap, cost effective world of mobileadvertising to date. With brandcost per clicks on the rise and theincrease in CPC’s from free shoppingbecoming a paid format, some mayfind it all a bit overwhelming to takein.That said mobile advertising is hereto stay and with Google laying outa more sophisticated approach totargeting the user, increased CPC’saside, mobile advertising is anavenue we at Greenlight are excitedabout.by Hannah Kimuyu, Director ofPaid Media, GreenlightSo with two monthsto go before EnhancedCampaigns are fullylaunched, let’s all embracemobile advertising once &for all.Given the trend so far itcan only get better!
  • Which websites/advertisers were most visible overall for laptop/desktop searches?The graph below analyses the Integrated Search performance of 15 different websites. By taking into account each websites NaturalSearch and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.Strong PaidMedia visibilityPoor IntegratedSearch visibilityStrong IntegratedSearch visibilityStrong NaturalSearch visibility4 websites achieved strongvisibility in the Paid MediaSpace.No website achieved strongvisibility in the Natural Searchlistings.No website achieved strongIntegrated Search Visibility.Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • Integrated SearchThe visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according totheir total visibility in the Search space. The league tables below, therefore, show which websites achieved the greatest share ofIntegrated Search visibility on Google UK.asos.com was most visible for searcheson mobile devices as overall it achievedthe highest share of Integrated Searchvisibility.asos.com was most visible for searcheson laptops/desktops as overall itachieved the highest share ofIntegrated Search visibility.At a glanceThe 15 most visible websites in Integrated Search (mobile devices):The 15 most visible websites in Integrated Search (laptops/desktops):Fashion Sector Report | March 2013 | The most visible websites and advertisers on Google UK
  • A fully Integrated digital searchstrategy is a difficult thing toachieve but is a must for alldigital marketers in a com-petitive multi-channel andmulti-device marketplace.The search space has continued toevolve at a rapid pace over the lasttwo to three years with the paidand organic spaces constantlyblurring. This can be clearly seenwith the likes of Google Shop-ping becoming part of the paidspace and aspects such as mega/enhanced sitelinks appearing inPaid Search ads. The addition ofGoogle Plus and so many search-ers now being signed into Googlehas also fundamentally changedthe Google SERPs. These recentchanges along with the introduc-tion of universal search, a numberof years ago, has highlighted theneed for truly integrated searchstrategies.Marketers need to start using thelarge amounts of data they haveat hand, to see where there iscrossover between their organicterms and their paid presence.Clear testing plans need to bedeveloped, incorporating metricssuch as traffic, rank, position,conversion data and the volumearound keywords. A huge amountof advertisers’ budgets are poten-Feature ArticleThe Greenlight Sector Report
  • 37Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000tially wasted on keywords they donot need to bid on.However an Integrated Searchbased strategy is not simply aboutwhether you should bid for certainkeywords or not, it needs to bebroader than that and pull in areassuch as PR, Social Media andcontent creation. When plan-ning an Integrated campaign, youshould ask: what are our plans forvideo content, blogger outreach,alignment with above the linemarketing plans etc? And how canthese elements affect our searchpresence?This should then lead you to con-sider how to step away from con-sidering just search and constructnot just an Integrated Searchstrategy but the elements involvedin developing an Integrated digitalstrategy. This can lead to answer-ing harder questions, rather thanwhether you should be bidding oncertain keywords or not.A truly integrated strategy movesaway from looking at keywordsand asks what the business’s goalsare and how they can be achievedin the digital sphere. It suggeststhat to be fully integrated, a com-pany’s marketing team needs tobe wholly aligned. Having siloedindividual specialists manag-ing PPC and SEO separately (allfighting for different budget anddifferent channel targets) is notthe most efficient or integratedway to manage your strategy.This siloed approach needs tochange and needs to be drivenfrom the top, businesses need tobecome ‘Digital First’ companies.C-level employees need to realisethat to deliver an integratedstrategy, all departments need tobe aligned to work towards thebusiness’s goals.This may require a numberof changes• How does reporting change ifthe basis for that reporting is lastclick?• How will integration fundamen-tally affect the business’s fore-casts?• How will attribution affect thecompanies channel/ marketingplan?• How to remunerate our agencyif we are no longer looking at asingle channel?• How will this affect contracts,targets and business planningmoving forward?Over the past few months wehave worked with one of ourfinancial clients to integratetheir strategy, makingseveral changes:• Contract was reviewed so it nolonger focused on a single channel• Targets were changed to becometarget focused• All forecasting changed to suitone integrated model• Billing changed to be based ontime rather than percentage ofmedia spendThe above changes can be a dif-ficult one for clients to stomach asit can go to the heart of how theirbusiness might be run, how thebusiness has reported its perfor-mance in the past, even as granu-lar as someone’s job specification.Whatever your view, integrationis a necessary change requiredin today’s digital world. To reallyembrace it, a business needs to beambitious and courageous.Businesses must be able torecognise the changes that needto be made and have the vision tosee the benefits a truly integratedstrategy and company can deliver.by Paul Byrne,DiGITALAccount Director,Greenlight.
  • Greenlight’s Sam Haseltineanalyses the impact thatFacebook’s new product willhave for brands .Despite Mark Zuckerberg describ-ing his company as a “mobile firstsocial network”, up until now Face-book’s mobile offering has beenlargely fragmented and unreliable;a main Facebook application, withseparate apps to improve featuressuch as messaging, managingbrand pages, photographing andeven poking. Although Zuckerberghas regularly assured consumersthat “it’s not the right strategy forus...to build a phone”, anticipationhad built prior to its most recentsummoning of press to its Cuper-tino base, around what its latestmobile release would involve. Theyannounced Facebook ‘Home’.‘Home’ is not a standalone ap-plication, rather it’s a launcher forAndroid which adds a completeintegration layer on top of theAndroid OS. Users will witness acomplete overhaul of their phone’sUI (user interface) and Facebook ispromising three standout features:Cover Feed, Chat Heads and AppLauncher to place people, ratherthan applications, at the centre ofits mobile experience.Although its intention is to placepeople at the forefront of mobiledevices rather than applications, itappears that with ‘Home’, Face-book is placing additional empha-sis on quality of relationships andcontent (not too dissimilar to theway Google rolled out Panda andPenguin updates to add additionalweight to the quality of a link backFeature ArticleThe Impact of Facebook ‘Home’What couldFacebook’s newproduct mean foryour brand?The Greenlight Sector Report
  • 39Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 70002. Focus on building a better relationshipwith your customersBy investing in the relationship with thepeople who use your Facebook page, you’llbe building a foundation of trust that willbring your fans to a place where they’remore receptive to your content; a placeyou’ll need to be in if you don’t want yourfans to grow tired of seeing your content ontheir phone ‘Home’ screen.3. Promoted ContentHow Facebook intends to use Home forpromoted content is yet to be announced,although Adam Mosseri, Facebook ProductDirector, says “We’re designing a lot of reallyhigh-quality ad units for Cover Feed.” At thisstage I would anticipate it to involve the op-portunity for brands to pay a premium rate,above that for promoted posts, to reach theirexisting fan base through Home. Unless thishappens, we can confidently say that Homewill become nothing more than opt-in spam.to your site when organisingSERPs). Facebook’s mechanismfor doing so is fronted by adynamic home and lock screen(Cover Feed), populated byimagery and content from usersfriends and the pages they haveliked. Without the quality of thiscontent being to a high standard,users of the Android launchermay quickly be turned off. Unlesstheir network is populated exclu-sively by professional photogra-phers, it’s highly likely their homescreens will become inundatedwith pixelated images of theirfriends’ babies and food.Equally, users of ‘Home’ may findthemselves scrutinising the qual-ity of relationships they maintainwithin Facebook (between friendsand brands). Once the relation-ships become the focal pointof a device you use as often asyour phone, it may soon becomeapparent that there are manyconnections that just don’t war-rant the exposure ‘Home’ couldgive them.What could Homemean for brands?Zuckerberg has already expressed hisintention to use Home as an opportunityfor brands to purchase premium advertis-ing real estate. The potential for thisassumes the success of Home and uptakeby Android users. However, what impactdoes it have for brands?1. Focus on quality contentYour brand’s latest update could find itselffront and centre, in the palm of your cus-tomers hands when they glance at yourphone. With this in mind, the quality (res-olution, visual appeal, lighting etc) needsto be better than it’s ever been if you’re tostand out and grab your customers atten-tion. On the contrary, if the quality is poor,you will not only be losing an opportunitybut also may find yourself losing fans andengagement levels dropping.What other opportunitiescould Home introduce?Inadvertently it’s possible thatFacebook has heralded in a newdawn of opportunity for brands.And it doesn’t involve Facebook‘Home’.Currently the Android ‘launcher’marketplace is relatively small;instead consumers opting to trustand use the built in UI. With thisin mind and, again, assuming thesuccess of ‘Home’, it could raiseawareness and drive adoption ofthe launcher marketplace. Withmore consumers realising thepotential of a Launcher, this couldopen the door for brands to takea leaf out of Facebook’s book andbuild their own. I know, for one,that if a brand, company, band orsports team were to build an appthat afforded me the opportunity tohave a mobile experience centredon them, I’d be keen to take itup, especially if it was West HamUnited F.C.Facebook ‘Home’ is new, andthere’s more to it than just theCover Feed. Chat Heads, forexample, allows messaging to takeplace in an overlay on top of otherapplications so you never haveto stop what you’re doing to chat.Equally, the Cover Feed can beturned off. However, once you takethat away and reduce the launcherto just Chat Heads and AppLauncher (which is just a menu),what’s really left for users to getexcited about?Regardless of whether Facebook‘Home’ is popular, brands shouldstill be improving the quality oftheir content and investing in fanrelationships. By getting this right,companies’ Facebook pages andcontent will become a far richerexperience for users. And if Homeproves popular, they’ll be in agreat place to leverage what itpotentially has to offer.by Sam Haseltine, Social MediaStrategist, Greenlight
  • About this reportHow this report was created Disclaimer:Greenlight’s Research & Insights team collected 16,220Fashion-related terms queried by online consumers. Thekeyword set was then uploaded to Greenlight’s Hydraplatform, which collected volumes for the associatedkeywords. Hydra then analysed which websites andadvertisers appeared for the keywords analysed andfrom there, ranked websites and advertisers based ontheir share of visibility in the Natural Search listings andPaid Media space on Google UK.All data displayed in this report is based on a wide rangeof keywords, and therefore aims to provide readers witha generic overview of the online Fashion sector in March2013.The information provided in this report is for informationonly and should not be relied upon to enter into anybusiness transaction or to make any commercialdecision. Whilst Greenlight has made every effort toensure the accuracy of this report, Greenlight cannotaccept any liability for any error or inaccuracy foundwithin this document and no warranty is providedregarding its completeness or its suitability for anypurpose. The content of the report is the copyright ofGreenlight Marketing Limited. The reader may use andcirculate the report within its own business organisation.However, it is not permitted to exploit, distribute, sell orotherwise make use of the report for commercial gain. Itis permitted to reproduce extracts of the report forpublic interest, provided that the publisher creditsGreenlight as the source of the work.Bespoke Sector ReportsIf you can’t find a report which analyses the online industry you areinterested in or if you want to analyse a specific keyword set, get intouch and find out more about Greenlight’s bespoke reports.Greenlight currently creates bespoke reports for a wide range ofonline brands, providing Marketing teams with the insights they needto make informed decisions about their online strategies in the UKand abroad.Download free reportsGreenlight’s Research & Insights team produce Sector Reports analysing morethan 20 different online industries. To view and download all FREE reports, visitwww.gossip.greenlightdigital.comGet in touchContactIan HucklesbyBusiness Development DirectorT: +44 (0) 20 3326 6237Email: ian.hucklesby@greenlightdigital.comGet in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 40
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