Amazon Beats Google for Holiday Advertising

February 28, 2018

When Google first started out, it earned the majority of its income from online ads.  Online advertising used to be a surefire way for a regular income, but ad blockers, private browsing, and changes in the Internet of things have made Internet ad profits dwindle from dollars to cents.  Google used to be on top, but now Amazon might be angling its way to the top.  AdTechDaily published the article, “Amazon Leads The Crowd For Holiday Paid Search Advertising” how who dominated the 2017 holiday advertising market.

The data in the article is about Amazon UK, but the UK usually bears a strong resemblance to its American counterpart.  Kantar Media conducted a survey about click rates for UK retailers in the 2017 holiday season.  Amazon captured 8.8% of mobile ad clicks and 7.5% of desktop clicks.  The data collection for the survey was quite enlightening:

Kantar Media found that 4,259 advertisers sponsored the keywords via text ads on mobile search, compared with 3,798 advertisers sponsoring 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 retailers captured a combined 26% share of all desktop clicks and 28% of mobile clicks on the 990 retail keywords studied.Online giant Amazon.co.uk held a significant lead ahead of Argos, the retailer in second place for both desktop and mobile search ad clicks. Currys, John Lewis and online marketplace AO.com completed the top five in the list.

Google is a competitive advertising marketplace, but large retailers have the deep pockets and large inventories to give them a run or a “click” for their money  The retailers sponsor a higher number of keywords based on their inventories, so they can have bigger ad campaigns with bigger budgets.  It also does not hurt to have well-known brands in their inventories.  Luxury brands are always reliable.

Google is struggling with its online ads, shall we call this the Froogle Fumble?

Whitney Grace, February 28, 2018

Comments

One Response to “Amazon Beats Google for Holiday Advertising”

  1. Nigel Adolfo on March 23rd, 2018 10:14 pm

    Hello friends, how is everything, and what you would like to say on the topic of this article, in my view its really amazing in favor of me.|

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