The greenlight sector - Greenlight Digital

0 downloads 185 Views 2MB Size Report
Nov 23, 2015 - wikipedia.org was the most visible website in the Natural Search listings, achieving a 68% share of voice
The greenlight sector

REPORT PRODUCT FOCUS: Beer & Lager Wine & Champagne Cider Spirits Brand

An exclusive snapshot of the online Search landscape

OCT 2015

Report Overview Executive Summary This report profiles search behaviour for the online Alcoholic Beverages 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 Alcoholic Beverage-related terms. In our analysis we established that:

In October, 1.5 million searches were made by consumers searching for Alcoholic Beverage-related terms on Google UK.

Queries for brand keywords accounted for 42% of all searches made for the sector.

The search term 'sloe gin' was queried 74,000 times, accounting for 5% of all searches made for the sector.

wikipedia.org was the most visible website in the Natural Search listings, achieving a 68% share of voice.

amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 35% 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:

Alcoholic Beverages Sector Report

|

October 2015

|

The most visible websites and advertisers on Google UK

2

October Overview In October 2015, 1.5 million searches were made for Alcoholic Beverage-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 Alcoholic Beverages market in the past 12 months. Number of searches by subsector At a glance In October, 1.5 million searches were made for alcoholic beverages keywords. Searches for brand keywords were most popular, accounting for 42% of all searches made for the sector.

Retrospective 12 month view

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

3

Natural Search Alcoholic Beverages: Overall 1.5 million searches In October 2015, 1.5 million searches were made by consumers searching for Alcoholic Beverage-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,372 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘sloe gin’ was queried 74,000 times, accounting for 5% of all searches made for Alcoholic Beverage-related keywords.

wikipedia.org was the most visible website, achieving a 68% share of voice through ranking for 899 keywords, including the search terms ‘prosecco’ and ‘gin’. The 20 most visible websites:

tesco.com attained a 37% share of voice through ranking for 514 keywords, including the search terms ‘lanson champagne’ and ‘taittinger champagne’.

Alcoholic Beverages Sector Report

|

October 2015

|

The most visible websites and advertisers on Google UK

4

Alcoholic Beverages: Beer & Lager 82,780 searches In October 2015, 82,780 searches were made by consumers searching for beer & lager-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 44 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘beer’ was queried 27,100 times, accounting for 33% of all searches made for Beer & Lager-related keywords. wikipedia.org was the most visible website, achieving a 90% share of voice through ranking for 35 keywords, including the search terms ‘beer’ and ‘ale’. theguardian.com attained a 47% share

The 20 most visible websites:

of voice through ranking for 19 keywords, including the search terms ‘non alcoholic beer’ and ‘alcohol free beer’.

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

5

Natural Search Alcoholic Beverages: Brand 645,970 searches In October 2015, 645,970 searches were made by consumers searching for brand-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 696 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘hendricks gin’ was queried 18,100 times, accounting for 3% of all searches made for Brand-related keywords. wikipedia.org was the most visible website, achieving a 61% share of voice through ranking for 490 keywords, including the search terms ‘cristal champagne’ and ‘kronenbourg’. The 20 most visible websites:

amazon.co.uk attained a 56% share of voice through ranking for 529 keywords, including the search terms ‘skull vodka’ and ‘fireball whiskey’.

Alcoholic Beverages Sector Report

|

October 2015

|

The most visible websites and advertisers on Google UK

6

Alcoholic Beverages: Cider 20,770 searches In October 2015, 20,770 searches were made by consumers searching for cider-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 25 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘cider’ was queried 12,100 times, accounting for 58% of all searches made for Cider-related keywords. wikipedia.org was the most visible website, achieving an 81% share of voice through ranking for 15 keywords, including the search terms ‘cider’ and ‘apple cider’. tesco.com attained a 67% share of

The 20 most visible websites:

voice through ranking for 13 keywords, including the search terms ‘flavoured cider’ and ‘fruit ciders’.

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

7

Natural Search Alcoholic Beverages: Spirits 585,250 searches In October 2015, 585,250 searches were made by consumers searching for spirits-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 479 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘sloe gin’ was queried 74,000 times, accounting for 13% of all searches made for Spirits-related keywords. wikipedia.org was the most visible website, achieving a 66% share of voice through ranking for 270 keywords, including the search terms ‘gin’ and ‘whiskey’. thewhiskyexchange.com attained a

The 20 most visible websites:

44% share of voice through ranking for 264 keywords, including the search terms ‘single malt whiskey’ and ‘japanese whiskey’.

Alcoholic Beverages Sector Report

|

October 2015

|

The most visible websites and advertisers on Google UK

8

Alcoholic Beverages: Wine & Champagne 210,680 searches In October 2015, 210,680 searches were made by consumers searching for wine & champagne-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 128 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘prosecco’ was queried 74,000 times, accounting for 35% of all searches made for Wine & Champagne-related keywords.

wikipedia.org was the most visible website, achieving an 84% share of voice through ranking for 89 keywords, including the search terms ‘prosecco’ and ‘sherry’. The 20 most visible websites:

tesco.com attained a 67% share of voice through ranking for 74 keywords, including the search terms ‘moscato wine’ and ‘case of champagne’.

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

9

Paid Media Alcoholic Beverages: Overall 1.5 million searches In October 2015, 1.5 million searches were made for Alcoholic Beverages-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,372 keywords analysed. The 30 most visible advertisers: At a glance: In October, amazon.co.uk was the most visible advertiser, achieving a 35% share of voice through bidding on 700 keywords, at an average ad position of 4. marksandspencer.com achieved a 20% share of voice through bidding on 134 keywords, at an average ad position of 5.

Alcoholic Beverages Sector Report

|

October 2015

|

The most visible websites and advertisers on Google UK

10

Alcoholic Beverages: Beer & Lager 82,780 searches In October 2015, 82,780 searches were made for beer & lager-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 44 keywords analysed. The 20 most visible advertisers: At a glance: In October, beerhawk.co.uk was the most visible advertiser, achieving a 20% share of voice through bidding on 11 keywords, at an average ad position of 3. amazon.co.uk achieved an 18% share of voice through bidding on 17 keywords, at an average ad position of 4. guinness.com displayed the most visible individual ad creative, achieving a 14% share of voice.

The 5 most visible ad creatives:

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

11

Paid Media Alcoholic Beverages: Brand 645,970 searches In October 2015, 645,970 searches were made for brand-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 696 keywords analysed. The 20 most visible advertisers: At a glance: In October, amazon.co.uk was the most visible advertiser, achieving a 47% share of voice through bidding on 413 keywords, at an average ad position of 3. stuccu.co.uk achieved a 20% share of voice through bidding on 201 keywords, at an average ad position of 6. amazon.co.uk displayed the most visible individual ad creative, achieving a 4% share of voice.

The 5 most visible ad creatives:

Alcoholic Beverages Sector Report

|

October 2015

|

The most visible websites and advertisers on Google UK

12

Alcoholic Beverages: Cider 20,770 searches In October 2015, 20,770 searches were made for cider-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 25 keywords analysed. The 20 most visible advertisers: At a glance: In October, lilleys.biz was the most visible advertiser, achieving a 69% share of voice through bidding on 11 keywords, at an average ad position of 3. strongbow.com achieved a 67% share of voice through bidding on 3 keywords, at an average ad position of 1. lilleys.biz displayed the most visible individual ad creative, achieving a 68% share of voice.

The 5 most visible ad creatives:

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

13

Paid Media Alcoholic Beverages: Spirits 585,250 searches In October 2015, 585,250 searches were made for spirits-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 479 keywords analysed. The 20 most visible advertisers: At a glance: In October, amazon.co.uk was the most visible advertiser, achieving a 33% share of voice through bidding on 210 keywords, at an average ad position of 3. alexanderandjames.com achieved a 26% share of voice through bidding on 67 keywords, at an average ad position of 3. gordons-gin.co.uk displayed the most visible individual ad creative, achieving a 13% share of voice.

The 5 most visible ad creatives:

Alcoholic Beverages Sector Report

|

October 2015

|

The most visible websites and advertisers on Google UK

14

Alcoholic Beverages: Wine & Champagne 210,680 searches In October 2015, 210,680 searches were made for wine & champagne-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 128 keywords analysed. The 20 most visible advertisers: At a glance: In October, marksandspencer.com was the most visible advertiser, achieving a 69% share of voice through bidding on 64 keywords, at an average ad position of 4. tesco.com achieved a 67% share of voice through bidding on 37 keywords, at an average ad position of 3.

danmurphys.com.au displayed the most visible individual ad creative, achieving a 35% share of voice.

The 5 most visible ad creatives:

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

15

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

No website achieved strong

wikipedia.org achieved strong

No website achieved strong

Integrated Search Visibility.

visibility in the Natural Search

visibility in the Paid Media

listings.

Space.

Alcoholic Beverages Sector Report

|

October 2015

|

The most visible websites and advertisers on Google UK

16

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. wikipedia.org ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

17

About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 1,372 Alcoholic Beverage-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 Alcoholic Beverages sector in October 2015.

Bespoke Sector Reports

Get in touch

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]

Download free reports Greenlight’s Research & Insights team produce Sector Reports analysing 27 different online industries. To view and download all FREE reports, visit

www.greenlightdigital.com/blog

Alcoholic Beverages Sector Report

|

October 2015

|

The most visible websites and advertisers on Google UK

18