With more and more big brands competing for top Google exposure, it makes you wonder just how much they spend on their search engine advertising campaigns…
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/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.
Here is 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.”
Google was pretty much a closed book when asked about the document. Dennis Woodside, VP of Google Americas Operations said “We can’t comment on these figures because we haven’t seen the document in question or determined what these numbers represent. We’re now looking into the possibility that someone improperly disclosed confidential information about our clients, and [we] will take all appropriate action.”
It’s also interesting to note some of the brands that weren’t on the list. Ad Age indicated that companies like GM, Disney and BMW spent less than $500,000 on Google ads in June. Even Apple spent just less than $1 million on Google ads, despite its high-profile launch of the iPhone 4. One company that did spend up big with the launch of the iPhone 4 was AT&T, which spent over $8.08 million on Google AdWords in June. AT&T is actually the third largest US advertisers overall.
Other companies that took a spot in the top 10 advertisers included:
- Apollo Group – Also known as The University of Phoenix who spent $6.67 million in June 2010
- Expedia – $5.95 million
- Amazon – $5.85 million
- eBay – $4.25 million
- Hotels.com – $3.30 million
- JC Penney – $2.46 million
- Living Social – $2.29 million
- ADT Security – $2.19 million
What I found most interesting is that these top 10 brands actually only account for 5% of Google’s US revenue each month. This just shows that there a lot of small and medium sized businesses getting great results from Google.