Amazon Dominated UK Paid Search in 2016

Amazon.co.uk was the leading  paid search advertiser in the UK over the course of the last year according to new rankings released by AdGooroo.

The study – which ranked the top 20 UK paid search advertisers based on Google.co.uk desktop text ad clicks on the top 50,000 keywords between January and December 2016 – revealed that amazon.co.uk generated almost 35 million clicks, more than 8.5 million more than the next advertiser in the ranking.

UK Top 20 Paid Search Advertisers by Clicks 2016 -- AdGooroo

The second biggest advertiser in the list was travel site booking.com which generated 26.3 million clicks over the course of the year, followed closely by mobile phone network giffgaff.com with 25.9 million.

The top 20 ranking features five travel brands, including onthebeach.co.uk, Trivago, Expedia and Airbnb, but they are joined by companies across a range of sectors. Online takeaway service Just Eat featured highly in the ranking, with 21.4 million clicks. Telecoms companies, including giffgaff and BT, and fashion retailers such as ASOS and JD Sports also feature prominently within the top 20, along with price comparison site Moneysupermarket.com. The ranking also features two advertisers from the online bookmaking sector, William Hill and Paddy Power.

Within desktop text ad search, Financial Services advertisers comprise the largest sector in the U.K., accounting for 24% of total spend on Google.co.uk in 2016. The next closest sector is Retail Shopping, which made up 14% of total spend on Google.co.uk desktop text ads in 2016, followed by Travel and Online Gambling, both at 12%, respectively.

Some of the top keywords in the UK during 2016 based Google.co.uk desktop text ad spend include ‘car insurance’, ‘payday loans’, ‘casinos’, ‘travel insurance’ and ‘hotels’.

 

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