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Amazon is the top UK advertiser on Google Paid Search

By Chris Dawson February 15, 2017 - 12:35 pm

Amazon was the top UK retailer in paid search advertising over the course of the last year according to new rankings released today by the Kantar Media company AdGooroo.

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

Top UK paid search advertisers by desktop ad clicks
Based on Google.co.uk Desktop Text Ad Clicks on 50,000 Top Keywords, Jan-Dec 2016

 
Advertiser
Clicks
amazon.co.uk
34,900,000
booking.com
26,300,000
giffgaff.com
25,900,000
just-eat.co.uk
21,400,000
asos.com
18,700,000
moneysupermarket.com
16,400,000
onthebeach.co.uk
15,200,000
williamhill.com
15,200,000
bt.com
15,100,000
jdsports.co.uk
15,000,000
sky.com
14,800,000
paddypower.com
14,600,000
trivago.co.uk
14,600,000
expedia.co.uk
13,300,000
virginmedia.com
12,600,000
boots.com
12,500,000
johnlewis.com
12,500,000
airbnb.co.uk
12,200,000
gocompare.com
11,600,000
asda.com
11,100,000
  • Stephen
    10 months ago

    Wonder where ebay appears on the list…

  • Gary
    10 months ago

    Paid for links have to be clicked on for a fee to be debited. Organic search is free. When searching organically for product ebay does normally appear. Amazon offer prime, paid for music services, ebooks and other electronic type services that ebay do not offer. And Amazon do actually sell their own hard product. Clear benefits here for Amazon to pay for click throughs. How are bread and butter ebay fee paying sellers going to feel if ebay push the products of certain selected sellers by using paid for links for their products? Unhappy maybe? If you want ebay to pay for links to your products then by all means pay for it yourself through additional fees! I am content to have free organic search and I don’t want to subsidise paid for ebay search for others!

    • james
      10 months ago

      google promotion is already included as part of your ebay fees.
      that said, they do state they’ll charge you then not promote you on google, because ebay do whatever ebay want. they couldnt care less what bread-and-butter sellers think about anything really, you might have noticed that pattern before now….
      Yes ebay certainly do take your money and use it to push the products of certain selected sellers by using paid for links. most often the ones that dont need further promotion, like Argos or Homebase.
      if you want to question why you’re ebay listings are not on google shopping but your competitors all are, ebay wont even be able to find someone for you to speak to that even knows what google shopping is.
      rather than pay for search, using the money they already charged us to pay for search, like a decent, honest company may be expected to, ebay instead resorted to dodgy black-hat techniques, such as hidden landing pages which customers cant reach, made specifically for google crawlers only, which got them (and therefore me and you) seriously down-ranked in google search results.
      we paid for google shopping, ebay took our money and tried to scam google search, and now we pay for that with dimished sales.

      ” I am content to have free organic search and I don’t want to subsidise paid for ebay” – well in fact if you’re not receiving paid clicks, you’re paying for paid clicks to your competitors, and receiving organic only. still content? think ebay gives a monkeys?

  • John Green
    9 months ago

    eBay pay for Shopping Ads if your EAN matches an item that appears in Google Shopping from another source

    We did an exercise of changing EANs on eBay as we didn’t want this to happen as it meant our eBay listings were appearing on a Google Shopping ads for our own Website so not that useful for some seller who have their own website too. We’d much rather sell on our website than eBay obviously.

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