To coincide with the release of AdGooroo’s Mobile Search data in the U.S., U.K. and Australia, we ranked the top advertisers in Mobile Search for January 2014 based impressions garnered from the top 50,000 keywords on U.S. Google AdWords:
Among the interesting findings, there are a number of advertisers who appear to be making the most of the Mobile Search opportunity, including more than a quarter who rank in the Top 20 Mobile Search advertisers but are nowhere near the top rankings for Desktop/Tablet Search during the same period:
- itunes.apple.com is ranked #4 in Mobile Search, with 17.9 million impressions, but is #217 in Desktop/Tablet Search with 8.4 million impressions
- ActiveBeat.co, a health content provider, is ranked #8 in Mobile Search, with 14.4 million impressions, but is #154 in Desktop/Tablet Search, with 10.7 million impressions
- PizzaHut.com is ranked #18 in Mobile Search, with 7.1 million impressions, but is #193 in Desktop/Tablet Search, with 9.1 million impressions
- DIRECTV.com is ranked #19 Mobile Search, with 7.06 million impressions, but is #151 in Desktop/Tablet Search, with 10.7 million impressions
- WellsFargo.com is ranked #9 in Mobile Search, with 11.5 million impressions, but #137 in Desktop/Tablet Search, with 12 million impressions
- Chase.com is ranked #16 in Mobile Search, with 7.5 million impressions, but is #119 in Desktop/Tablet Search, with 13.5 million impressions
Interestingly both the iTunes and ActiveBeat sites actually garnered more Mobile Search impressions than Desktop impressions during the month.
Some advertisers’ high Mobile Search rankings may be due to the nature of their business being in line with consumers’ location-oriented Mobile searches, including Pizza Hut and the Wells Fargo and Chase banks. Others such as health content provider ActiveBeat.co may be making a concerted effort to gain an edge over competitors in the Mobile Search space.
At the other end of the spectrum are advertisers who rank at the top of Desktop Search but not as well in Mobile Search, including Walmart.com (#2 in Desktop Search but #20 in Mobile Search) and JCPenney.com (#5 in Desktop Search but #29 in Mobile Search).
Lastly, Amazon.com is by far the #1 advertiser in Desktop Search and is following suit in Mobile Search as well, gaining a #1 ranking with nearly four times as many impressions as the next closest advertiser, Best Buy.