Zappos, Staples top back-to-school text ad clicks

Parent and child school shopping in store.
Apparel and footwear topped BTS click-to-text ad searches.

Which retailers got the most clicks from text ad to the e-commerce site in the month of August? Zappos.com took the top spot, garnering 8.3% of all clicks, surprisingly outpacing mass retailers such as Target and Walmart. 

In its annual BTS analysis on paid search, AdGooroo looked at text ads and product listing ads for 278 nonbranded BTS keywords occurring between July 29 and Aug. 27. Staples.com took the second-place spot with 7% of the click share; then JCPenney, 6.2%; Schoolspecialty.com, 5.9%; and Walmart, 4%.

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"It’s difficult to say exactly why Zappos performed better than other back-to-school advertisers on the keywords we studied, but their campaign definitely benefited from two things: they concentrated on keywords that proved to be the most popular ('school uniforms,' 'school backpacks,' 'back to school,' etc.) and they had very compelling ads that emphasized a 'huge selection' and 'fast & free shipping,'" Jim Leichenko, director of marketing at AdGooroo told FierceRetail. 

Walmart did the best among mass retailers. Next was Amazon, with 2.6% of the click share; Target, 1.6%; and Kohl's, 1.3%.

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Other retailers that ranked high among text ad click share were in the areas of apparel and shoes. Land's End got 3.2% of the click share and Burlington Coat factory got 3.1%. 

Other apparel and footwear companies to make the list included Gap, 1.9%; Old Navy, 1.7%; Nike, 1.5%; and L.L. Bean, 1.4%.