At Last!… What Big Brands Are Spending on Google

At Last!… What Big Brands Are Spending on Google

Posted on 14 September 2010 by Darryl

When we spend money on google adwords, I’m always wondering what other people are spending – especially those big brands which seem to have ads showing each time I do a search.

AdAge recently obtained an internal Google document which highlights some of the biggest AdWords spenders for the month of June 2010.

In just two months, BP went from spending only $57,000 per month on search advertising to becoming one of Google’s top advertisers. BP spent nearly $3.6 million in the month of June alone in the wake of the gulf oil spill. It actually spent a whopping $100 million in ad spending, largely on network TV, to stem the damage to its image.

This is a significant outlay, even for BP, which spent $94 million on advertising in 2009, and $78.7 million in the first six months of 2010 alone (excluding search), according to Kantar Media.

The image above shows a breakdown of the biggest AdWords spenders.

While the document isn’t a complete list of Google advertisers, according to adage, “the accuracy of its data was verified by multiple sources with direct knowledge of spending levels.”

Interestingly, it’s also remarkable that Google’s biggest advertisers, like AT&T, Apollo Group and Amazon, individually accounted for less than 1% of Google’s U.S. revenue in June. The top 10 advertisers in the document collectively accounted for just 5% of Google’s U.S. revenue during the month.

The document shows 47 advertisers that spent more than $1 million in June; 71 that spent between $500,000 and $1 million, and 357 that spent between $100,000 and $500,000. These are direct-billed customers only, not the many thousands of small self-serve advertisers that make up Google’s long tail, a key component in its $23 billion global annual revenue.

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