As someone who has improved his palate over the years and is becoming sort of a “wine snob” these days, I decided to see what the PPC Landscape looked like for Organic Wine Retailers, and boy is it diverse. The Keyword coverage and budgets are vastly different and begs a few questions like: (1) Were they poorly executed from the start?, (2) Too much Competitive saturation? (3) Is it the right audience for a healthy ROI?
With the help of PPC Competitive Software such as SpyFu, I have the ability to identify and compare what keywords specific online retailers are bidding on, as well as budget trends and even keyword phrases that are both same and different from each other. In this post, I have chosen (3) different Organic Wine Retailers who are in the top positions for the search query “Organic Wine”. In the screenshot below, you will see the vast differences in keyword selection, budget, etc…
Keyword Overlap Analysis: In this screenshot, we see that Astorwines.com is in a league all by themselves, as no one is penetrating their keyword audience. On the other hand, the other two smaller retailers appear to be fighting over a small group of the same terms. These terms are Broad terms such as “organic wine, “organic wine australia”, “organic wine canada” “organic wine company”. The key finding here is that Astorwines (who controls much of the visibility) is not focusing their PPC dollars on general terms, but rather on specific brands such as “billecart salmon”, “billecart salmon brut”, “billecart salmon brut rose champagne”. This is significant, because there is a higher level of intent to buy.
Keyword Volume Analysis: It’s pretty clear that Astorwines.com is bidding on a larger volume of long tail and branded long tail terms to maximize their budgets and ROI potential, while the other retailers are fighting it out for general Organic Wine terms. From experience, this is a losing strategy and these retailers know this because they are limiting their budgets because of little or no ROI.
Organic Keyword Volume Analysis: Let’s switch gears a little and turn to Organic Search for a minute. As you can see there is a similar trend that we are seeing. Astorwines is also dominating the Organic Listings, while the others dwindle into non-existence.
PPC Adwords Budgets: It’s a little surprising that see the dramastic (yeah, I said dramastic) shift in spend from 2006 til today. Even though Astorwines is distancing themselves from the competition in terms of keyword volume and long tail terms, they are still maintaining a moderate monthly budget and increasing when needed based on either seasonality or merchandising offers.
Based on these early findings and traffic trends, it appears that Organic Wine Retailers have yet “cracked the code” in PPC Marketing. Strategies and budgets are all over the place and I get the sense that Organic Wine is a tough sell online, when anyone can drive to their local Wine and Spirits store. The reason why I decided on Organic Wine, is because when I compared regular Wine Retailers the Strategies and budgets were much more robust. Lastly, this PPC Geek/Wine Snob hopes that some Winery or Retailer reads this and sends me a nice bottle of a 2009 Chateau Lafite-Rothschild for my efforts. (cheers!)