To understand how back-to-school advertising has differed during the pandemic, the Teikametrics team examined nine weeks’ worth of our customers’ Amazon advertising activity across more than 30,000 related search terms in both 2019 and 2020. The study uncovered a dramatic impact on the ‘back to school’ shopping season which we visualized across various dimensions in our report.
As schools get back in session – virtually or otherwise – the study data underscores a sea change in what Americans shopped for most around ‘back to school’ compared to last year. This shift in what products people shopped for comes on top of substantial overall volume decreases, and downstream impacts on corresponding advertising metrics.
Highlights From The Report:
- Click volume on ‘back-to-school’ search terms dropped by nearly 50% year-over-year
- Backpack search terms experienced a steep decline in volume, while other categories saw large increases compared to 2019
- CPCs on ‘back to school’ terms dropped lower in August 2020 – versus the increase demonstrated over the same period in 2019