Boo: AdGooroo Unmasks Halloween Paid Search


Digital marketing firm AdGooroo did a post on its blog Monday to highlight the top Halloween paid search advertisers (based on AdWords impressions), as well as the top Halloween keywords (also based on AdWords impressions), between September 2012 and September 2013.

Specialty costume stores lead the list of top retailers, with generating the most impressions at more than 46.5 million, followed by (42.5 million) and 37 million).

AdGooroo points out that the clear leader in the Halloween category, and a testament to the effectiveness of a good domain name, is, which had a whopping 31% clickthrough rate on 35.4 million impressions. For comparison, the average CTR among the other 19 top Halloween advertisers was only 2.7%.

The Top Halloween Advertisers

But if Halloween used to be a children’s holiday, the top Halloween keywords no longer reflect that.

Costume keywords dominate the list, including those that notably display a variety of grown-up modifiers such as “adult”, “for women”, “plus size” and “sexy”. Still, three keywords in the top 20 exclusively promote costumes “for kids”.

The only actual costume making the list is “pirate costume”, and AdGooroo suggests one will encounter a variety of swashbucklers this holiday. And as the father of a 3-year-old boy, I think it’s safe to say many toddlers want to be Jake!

Top Halloween Keywords

Speaking of costumes, who WOULDN’T want to play for the San Diego State University baseball team? Simply put: This. Is. Awesome.