Which beauty and cosmetics companies invest the most in paid search? What are the most effective strategies? Which companies are maximising their visibility through this tool? Investment levels, distribution of impressions and clicks: communication consulting agency Kantar Media has analysed performances of the sector in France.
In a single year, the French Beauty and Cosmetics sector invested €6.1 million in SEA (Search Engine Advertising), with two annual peak periods: May and December.
In the Top 100 of the leading domains:
• the top 20 domains represent 54.4% of total investments
• the average monthly investment is €4.6k: 29 domains spent more than €4.6k and 71 spent less.
The top three (in March 2014): chanel.com (€41k), loreal-paris.fr (€25k), yves-rocher.fr (€21k).
In terms of number of impressions, the yves-rocher.fr domain is maximising its visibility with 1.43 million impressions, followed by marionnaud.fr (1.19 million), loreal-paris.fr (1.16 million), and chanel.com (1.12 million). For the Top 100:
• the first 20 cumulate 53.6% of the total number of impressions
• there is an average of 206,068 impressions (26 domains had more than 289,000 impressions, 74 had less).
In number of clicks, yves-rocher.fr once again leads the pack with 9% of the total number, followed by marionnaud.fr and chanel.com (7%), hugoboss.com and l’occitane.com (5%), and loreal-paris.fr (4%).
Kantar Media’s study also offers a specific analysis for 3 key terms: ‘ parfum ’ (‘perfume’, with the leaderparfum.com domain maximising its visibility with more than 90% coverage, by positioning itself in premium search results), …
