Gap cut paid search keyword ads by 95%, analysis finds

Posted by Adthena Press

The Adthena analysis highlights how dramatically Gap has cut its search strategy as sales have stalled. Paid search is an important strategy for retailers, so Gap trying to get by with the minimum could signal trouble for the company. Despite being an iconic American brand, focusing search terms on sister brands like Old Navy and Athleta is a smart move for Gap, however, since these brands have been some of the top performers for the parent company. By not investing in terms like “spring jacket” the marketer is missing an opportunity to lure in new customers.

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