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Play Ball! The Search Marketing Field for Baseball Merchandise

Agencies, Marketing Teams, Retail
The Search Monitor 3QDigital PPC baseball keywords
With baseball season underway earlier this month, we wanted to dive into our ad monitoring platform to analyze keywords surrounding baseball merchandise. It’s a fun time of year to be a baseball fan, so we were looking for interesting trends in baseball merchandise searches and how advertisers were taking advantage of them. Our Ad Monitoring Analysis:
  • Pulled two Search Monitor reports: 1) Keyword Report, which provides metrics such as ad rank and frequency for any set of keywords,  and 2) the Vertical Spend Report, which provides vertical-level spend and click benchmarks for 1,239 groups
  • Looked at ads running on 5 focused baseball merchandise keywords: baseball hats, baseball caps, baseball jerseys, mlb hats, mlb merchandise. Notice we included three non-branded terms and 2 branded ones
  • We chose the first two weeks of April 2014 for our keyword analysis and looked at February 2014 for spend and click analysis
  • Looked at activity on just Google in the U.S. to keep it simple, although we could have also looked at Yahoo and Bing as well
A Few of Our Hypotheses: 1) We would see a very focused group of advertisers on this keyword set, with MLB at the top; 2) We would also see a fairly high CTR on these ads due to the devoted nature of sports fans at this time of year. What We Found:

The Search Monitor 3QDigital PPC baseball keywords

Keyword Frequency Chart: We first looked at how often ads ran for our set of keywords during the first two weeks of April (opening day was March 31, by the way). Not much surprising here, except that searches for ‘baseball hats’ jumped nearly 50% from April 5th to the 14th. That was clearly the most popular keyword in our analysis.

Next we looked at two more charts: Ad Rank vs. Frequency, and Ad Spend and Click Report. This article was originally published on our client's site,, so please finish reading "Play Ball: the Search Marketing field for Baseball Merchandise" on their site. Game on!

Then, give us any set of keywords and have us demo how our software provides incredibly precise competitive intelligence.