Comparing PPC Metrics of Retail, Product Brand and Nonbranded Keywords in the Sporting Goods Category

With spring springing and my daydreams increasingly occupied by thoughts of outdoor fun and games, I recently completed an analysis of pay-per-click activity in the sporting goods shopping category (U.S. only). I reviewed the top 100 category keywords (in terms of estimated volume of AdWords queries in the fourth quarter of last year) and designated each of those keywords as retail brand, product brand or nonbranded. Here's a look at the results: