The study – which ranked the top 20 UK paid search advertisers based on Google UK desktop text ad clicks on the top 50,000 keywords between January and December 2016 – revealed that Amazon generated almost 35 million clicks, over 8.5 million more than the next advertiser in the ranking.
In some ways it’s not surprising that Amazon are the biggest paid search advertiser, they are after all the biggest retailer in the world and the reason sellers can be so successful on their marketplace is because they have the traffic. It’s only a small part of Amazon’s business though, they’re much more interested in consumers who start their search on Amazon.
It becomes very obvious why Amazon do their utmost to tie customers into their Amazon Prime program. Advertising costs money, but with Prime consumers pay an annual fee to devour products from Amazon, albeit in return for free shipping, video and a host of other benefits.
“Our findings not only reveal the top paid search advertisers in the UK but also mirror the most popular industry sectors in the UK market: retail, travel and financial services. In particular, the presence of so many travel brands at the top of the ranking highlights a particularly competitive market for companies in this sector.”
– Eric Marcy, Chief Revenue Officer at AdGooroo.
Top UK paid search advertisers in 2016
Based on Google.co.uk Desktop Text Ad Clicks on 50,000 Top Keywords, Jan-Dec 2016