Ad Age received an
internal Google document highlighting some of the biggest AdWords buyers for June 2010. According to
this document, the largest AdWords customers in June were AT & T Mobility, Amazon, eBay and BP. Most of these companies are constantly spending a lot of money on advertising, but BP is new to the list. BP's advertising costs due to the oil spill totaled $ 3.59 million, while the company spent only $ 57,000 in the previous two months.
Most of all, AT & T Mobility spent $ 8.08 million on search advertising in June - which coincided with the release of the iPhone 4. According to Ad Age, AT & T generally ranks third in the United States in terms of the amount of advertising purchased. Among other many spent companies:
- Apollo Group (University of Phoenix) - 6.67 million dollars;
- Expedia - 5.95 million dollars;
- Amazon - 5.85 million dollars;
- eBay - 4.25 million dollars;
- Hotels.com - 3.30 million dollars;
- JC Penney - 2.46 million dollars;
- Living Social - $ 2.29 million;
- ADT Security - 2.19 million dollars.
For large brands, significant investments in Google are usually associated with revenue that comes directly from search traffic (as in the case of Amazon, eBay, Expedia, Hotels.com), or in cases where the company has a PR crisis (BP ).
It is also interesting to note some brands that are not listed. The document received by Ad Age shows that companies such as GM, Disney and BMW spent less than $ 500,000 on Google in June. Even Apple spent a little less than $ 1 million, despite the loud launch of the iPhone 4.
It is possible that some major brands spend money on search, but not directly Google. For example, although Ad Age points out Walt Disney, as one of the companies that spent less than $ 500,000 in June, the film studio released Toy Story 3 this month, a film supported by a massive advertising campaign. The film has collected over a billion dollars, making it one of the most successful animated films of all time. And it seems strange that Disney spent only $ 500,000 on search advertising for its summer release.
It seems more likely that Disney acquired advertising through companies such as Fandango or MovieTickets.com and companies that have their own agreements with Google. Moreover, the top 10 brands accounted for only 5% of US revenue for the month.
In any case, it is obvious that Google is a big target for advertisers because of their search capabilities and widespread distribution.