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The greenlight sector

REPORT PRODUCT FOCUS: Natural Search Paid Media Integrated Search

An exclusive snapshot of the online Search landscape

JUNE 2015

Report Overview Executive Summary This report profiles search behaviour for the online Watches sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Watch-related terms. In our analysis we established that:

In June, 1.5 million searches were made by consumers searching for Watch-related terms on Google UK.

Queries for designers keywords accounted for 50% of all searches made for the sector.

The search term 'watch shop' was queried 135,000 times, accounting for 9% of all searches made for the sector.

amazon.co.uk was the most visible website in the Natural Search listings, achieving a 59% share of voice.

watchshop.com was the most visible advertiser in the Paid Media space, achieving a 62% share of voice.

amazon.co.uk ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural Search and Paid Media listings.

Percentage breakdown of searches made for each subsector:

Watches Sector Report

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June 2015

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The most visible websites and advertisers on Google UK

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greenlight June Overview In June 2015, 1.5 million searches were made for Watch-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Watches market in the past 12 months. Number of searches by subsector At a glance In June, 1.5 million searches were made for watch keywords. Searches for designers keywords were most popular, accounting for 50% of all searches made for the sector.

Retrospective 12 month view

Get in touch to discuss your site’s specific performance

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Natural Search Watches: Overall 1.5 million searches In June 2015, 1.5 million searches were made by consumers searching for Watch-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,687 keywords analysed. Top 10 search terms: Overview: In June, the keyword ‘watch shop’ was queried 135,000 times, accounting for 9% of all searches made for Watchrelated keywords. amazon.co.uk was the most visible website, achieving a 59% share of voice through ranking for 867 keywords, including the search terms ‘mens watches uk’ and ‘watch straps’.

The 20 most visible websites:

goldsmiths.co.uk attained a 55% share of voice through ranking for 531 keywords, including the search terms ‘watches’ and ‘watch’.


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greenlight Watches: Womens 90,610 searches In June 2015, 90,610 searches were made by consumers searching for womens-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 292 keywords analysed. Top 10 search terms: Overview: In June, the keyword ‘ladies watches’ was queried 22,200 times, accounting for 25% of all searches made for Womens-related keywords. argos.co.uk was the most visible website, achieving a 70% share of voice through ranking for 112 keywords, including the search terms ‘ladies watches’ and ‘ladies watches’. debenhams.com attained a 70% share


of voice through ranking for 114 keywords, including the search terms ‘rose gold watches for women’ and ‘ladies watches sale’.


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Natural Search Watches: Designers 789,960 searches In June 2015, 789,960 searches were made by consumers searching for designers-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 659 keywords analysed. Top 10 search terms: Overview: In June, the keyword ‘michael kors watches’ was queried 74,000 times, accounting for 9% of all searches made for Designers-related keywords.

amazon.co.uk was the most visible website, achieving a 57% share of voice through ranking for 398 keywords, including the search terms ‘marc ecko watches’ and ‘thomas earnshaw watches’.


goldsmiths.co.uk attained a 51% share of voice through ranking for 299 keywords, including the search terms ‘olivia burton watches’ and ‘daniel wellington watch’.


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greenlight Watches: Mens 160,200 searches In June 2015, 160,200 searches were made by consumers searching for mens-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 357 keywords analysed. Top 10 search terms: Overview: In June, the keyword ‘mens watches’ was queried 40,500 times, accounting for 25% of all searches made for Mens-related keywords. ernestjones.co.uk was the most visible website, achieving a 69% share of voice through ranking for 139 keywords, including the search terms ‘watches for men’ and ‘mens watches uk’. The 20 most visible websites:

asos.com attained a 62% share of voice through ranking for 110 keywords, including the search terms ‘mens watches’ and ‘mens watch’.


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Natural Search Watches: Generic 504,070 searches In June 2015, 504,070 searches were made by consumers searching for generic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 178 keywords analysed. Top 10 search terms: Overview: In June, the keyword ‘watch shop’ was queried 135,000 times, accounting for 27% of all searches made for Generic-related keywords. amazon.co.uk was the most visible website, achieving a 71% share of voice through ranking for 122 keywords, including the search terms ‘watch straps’ and ‘sports watches’. goldsmiths.co.uk attained a 62% share


of voice through ranking for 54 keywords, including the search terms ‘watches’ and ‘watch’.


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greenlight Watches: Kids 25,220 searches In June 2015, 25,220 searches were made by consumers searching for kids-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 201 keywords analysed. Top 10 search terms: Overview: In June, the keyword ‘kids watches’ was queried 3,600 times, accounting for 14% of all searches made for Kids-related keywords. argos.co.uk was the most visible website, achieving a 79% share of voice through ranking for 32 keywords, including the search terms ‘kids watches’. amazon.co.uk attained a 72% share of


voice through ranking for 35 keywords, including the search terms ‘girls watches’ and ‘girls watch’.


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T: +44 (0)20 7253 7000

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Paid Media Watches: Overall 1.5 million searches In June 2015, 1.5 million searches were made for Watch-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,687 keywords analysed. The 30 most visible advertisers: At a glance: In June, watchshop.com was the most visible advertiser, achieving a 62% share of voice through bidding on 636 keywords, at an average ad position of 4. amazon.co.uk achieved a 51% share of voice through bidding on 804 keywords, at an average ad position of 6.


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greenlight Watches: Womens 90,610 searches In June 2015, 90,610 searches were made for womens-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 292 keywords analysed. The 20 most visible advertisers: At a glance: In June, watchshop.com was the most visible advertiser, achieving an 80% share of voice through bidding on 119 keywords, at an average ad position of 5. amazon.co.uk achieved a 73% share of voice through bidding on 138 keywords, at an average ad position of 6. watchshop.com displayed the most visible individual ad creative, achieving a 60% share of voice.

The 5 most visible ad creatives:


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T: +44 (0)20 7253 7000

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Paid Media Watches: Designers 789,960 searches In June 2015, 789,960 searches were made for designers-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 659 keywords analysed. The 20 most visible advertisers: At a glance: In June, amazon.co.uk was the most visible advertiser, achieving a 56% share of voice through bidding on 325 keywords, at an average ad position of 6. thewatchhut.co.uk achieved a 47% share of voice through bidding on 289 keywords, at an average ad position of 6. michaelkors.com displayed the most visible individual ad creative, achieving a 9% share of voice.



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greenlight Watches: Mens 160,200 searches In June 2015, 160,200 searches were made for mens-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 357 keywords analysed. The 20 most visible advertisers: At a glance: In June, watchshop.com was the most visible advertiser, achieving a 79% share of voice through bidding on 153 keywords, at an average ad position of 3. amazon.co.uk achieved a 70% share of voice through bidding on 186 keywords, at an average ad position of 7. watchshop.com displayed the most visible individual ad creative, achieving a 65% share of voice.



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T: +44 (0)20 7253 7000

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Paid Media Watches: Generic 504,070 searches In June 2015, 504,070 searches were made for generic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 178 keywords analysed. The 20 most visible advertisers: At a glance: In June, watchshop.com was the most visible advertiser, achieving a 76% share of voice through bidding on 98 keywords, at an average ad position of 3. houseofwatches.co.uk achieved a 65% share of voice through bidding on 48 keywords, at an average ad position of 5. timex.co.uk displayed the most visible individual ad creative, achieving a 52% share of voice.



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greenlight Watches: Kids 25,220 searches In June 2015, 25,220 searches were made for kids-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 201 keywords analysed. The 20 most visible advertisers: At a glance: In June, watchshop.com was the most visible advertiser, achieving a 79% share of voice through bidding on 32 keywords, at an average ad position of 3. amazon.co.uk achieved a 78% share of voice through bidding on 35 keywords, at an average ad position of 3.

ashwoodmarketing.co.uk displayed the most visible individual ad creative, achieving a 47% share of voice.



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T: +44 (0)20 7253 7000

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Integrated Search Which websites/advertisers were most visible overall on Google UK? The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.

Strong Natural Search visibility

Strong Integrated Search visibility

Poor Integrated Search visibility

Strong Paid Media visibility

amazon.co.uk achieved strong

3 websites achieved strong

3 websites achieved strong

Integrated Search Visibility.

visibility in the Natural Search

visibility in the Paid Media

listings.

Space.


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greenlight The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league table below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. The 40 most visible websites overall: At a glance amazon.co.uk featured at the top of our integrated search league table, as its combined share of voice was most dominant. watchshop.com ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.


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About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 1,687 Watches-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK.

The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.

All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Watches sector in June 2015.

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If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad.

Contact Phil Armorgie Business Development Director T: +44 (0) 20 3326 6224 Email: [email protected]

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