Insight: Amazon leads for festive season paid search advertising

According to Kantar Media, the online retail giant captured 8.8% of mobile ad click share and 7.5% of desktop click share on popular retail keywords.

The study, conducted via Kantar Media’s AdGooroo search marketing intelligence platform, analysed desktop and mobile text ad performance on 990 top retail keywords on Google.co.uk from 1 November to 11 December as the firm looked to assess paid search leadership. Keywords examples included ‘engagement rings’, ‘fitbit’, ‘washing machines’, ‘xbox one’, ‘laptops’ and ‘pandora charms’.

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.

Amazon.co.uk held a significant lead ahead of second place Argos for both desktop and mobile search ad clicks. Currys, John Lewis and AO.com completed the top five list.

Eric Marcy, president at AdGooroo, said: “Although Google is a competitive advertising marketplace, an elite group of well-known consumer brands are dominating the rest.

“Large retailers, such as those featured in this study, 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.”

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