New figures out of Kantar Media’s AdGooroo system show an elite set of customer brands dominated the click share in UK paid search advertising.
The search marketing intelligence platform analysed Desktop and mobile text ad activity on 990 top keywords from 1 November to 11 December. One of the key words for your period were ‘rings’, ‘fitbit’, ‘ ‘washing machines’, ‘xbox one’ and ‘notebooks’.
Perhaps Amazon came out far ahead of the rest of the pack. The ecommerce giant captured 8.8 percent of the total UK mobile click share on popular retail keywords and phrases, and 7.5% of background.
The 990 key words were targeted by 4,259 advertisers on 3,798 and cellular on desktop computer.
Beautiful seven
On top, seven came out of the thousands of advertisers aiming to pull from gift customers. These seven will be the only ones to create a click share than 1 percent to both mobile and desktop. Collectively, these seen captured 28% of all mobile clicks and 26% of desktop for the keywords that were analysed.
|
Rank |
Advertiser |
Desktop search click discuss |
Mobile search discuss |
|
1 |
Amazon.co.uk |
7.5% |
8.8% |
|
2 |
Argos |
3.5% |
5.2% |
|
3 |
Currys |
3.4% |
3.7% |
|
4 |
John Lewis |
3.2% |
2.5% |
|
5 |
AO |
2.5% |
2.1% |
|
6 |
House of Fraser |
2.7% |
1.8% |
|
7 |
Oak Furniture Land |
1.1% |
1.4% |
“Although Google is a aggressive marketing market, an elite group of famous consumer brands are dominating the remainder,” Eric Marcy, president in AdGooroo, commented.
“Big retailers, such as the ones featured in this study, have an edge over other players from the marketplace because of their deep product inventories for they host a higher quantity of key words, their larger budgets and sophisticated campaign management. They also gain from having renowned brands that customers are inclined to click on.”
