1% OF ADVERTISERS GENERATE 80% OF CLICKS ACROSS 10 SEARCH CATEGORIES IN US, UK and FRANCE. These are exclusive data generated for Festival of Media Global by research partner Kantar Media shows how paid search sector is dominated by elite minority
The results are from a proprietary study by Kantar Media’s search marketing intelligence division AdGooroo, which examined search advertising activity in 10 different business categories on Google AdWords in the US, UK and France during January 2014. The study found that one percent of advertisers generated an average of 80 percent of estimated paid search clicks across all categories.
The results were most prominent in two telecommunications categories: Cable & Internet services and Wireless & Phone services, where one percent of advertisers controlled an average of 91 per cent and 88 per cent of estimated paid search clicks, respectively, across the US, UK and France.
The top 1 per cent of search advertisers in Mass Retail, Hotels & Resorts and Computer Hardware generated an average of 82 per cent of search clicks in each category across the three countries.
On the low end of the scale was the Consumer Packaged Goods category, where the top 1 per cent of search advertisers in the three countries were responsible for an average of 71% of total paid search clicks.
“Paid search is one of the most effective online marketing vehicles for engaging motivated consumers and building brand awareness, but you have to stay well informed to compete with the elite one percent of advertisers who are controlling 80 percent of search clicks and traffic,” said Richard Stokes, founder and CEO of AdGooroo. “That means utilising competitive intelligence to identify the top players in your category and understand both their strategies and how your program is performing in relation to them.”
Kantar Media and AdGooroo will be appearing at the Festival of Media Global 2014, taking place from April 6 to 8 in Rome, Italy. Richard Stokes will be discussing the study results and other exclusive insights during a session titled ‘The future of search marketing is now’. See the full agenda of the festival below. You still have time to book your ticket. Book it directly here or enter my competition for a free ticket here