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Prime Day Halo Effect and 6 Other Trends to Watch for Back-to-School Search Marketing

Steve Costanza

Amazon Prime Day is the hard start to the back-to-school shopping season — this year more than ever.

But the bigger trend is that Prime Day is no longer confined to Amazon. It pervades the entire retail industry, with shopping interest heightening across multiple marketing channels.

Including Google search.

My colleagues and I took a look at some of the biggest trends influencing back-to-school search marketing, from Prime Day and its halo effect, to newer Google Ad formats and targeting capabilities. Here are some results of Prime Day’s impact in the Google search channel, what they mean for the coming weeks and other major trends to capitalize on this back-to-school season and beyond.

1. Prime Day led to high search interest on Google

It’s no surprise Prime Day hype reached a new high this year, and Google Trends demonstrates it. Google Trend scores are relative to one another, meaning a 100 – which occurred during this year’s Prime Day week – represents the peak popularity of a search term over a period of time. Relatively speaking, searches for “Prime Day deals” on Google were 26 percent less popular in 2018.

Google Trends Report Prime Day Deals Back-to-School

We also analyzed several hundred retailers’ Google Shopping impressions during June and July 2019 and compared them year over year to further understand the impact of Prime Day on Google search interest.