Amazon Leads UK Retail Paid Search This Holiday Season

Amazon is leading UK paid search advertising on top retail keywords this holiday season according to new AdGooroo research that analyzed desktop and mobile text ad clicks on 990 popular retail terms from November 1 through December 11, including  ‘engagement rings’, ‘fitbit’, ‘washing machines’, ‘xbox one’, ‘laptops’ and ‘pandora charms’. 

Overall, we found that 4,259 advertisers sponsored the 990 retail keywords via text ads on mobile search, while 3,798 advertisers sponsored the same keywords via desktop search.

Of these, only seven retailers generated a click share higher than 1% for both desktop and mobile search text advertising. Together, these seven retailers captured a combined 26% share of all desktop clicks and 28% of mobile clicks on the 990 retail keywords studied.

The top seven UK retailers for desktop and mobile paid search advertising click share on 990 popular retail keywords, November 1-December 11, 2017: led all advertisers, capturing 8.8% of mobile text ad click share and 7.5% of desktop text ad click share on the retail keyword group. Its closest competitor on the keywords was Argos, which generated a 3.5% mobile click share and 5.2% desktop click share. Currys, John Lewis, AO, House of Fraser and Oak Furniture Land were the other members of the group of seven.

Commenting on the paid search success of the seven advertisers, AdGooroo president Eric Marcy said “Large retailers have an advantage over other players in the marketplace due to their deep product inventories for which they sponsor a higher number of keywords, their larger budgets and sophisticated campaign management. They also benefit from having well-known brands that consumers are inclined to click on.”

The results of this study are limited to desktop and mobile text ad activity on the 990 keywords cited. Advertisers may be sponsoring additional keywords that, if measured, would alter the findings of this study.