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Monday, September 13, 2010

Revealed: How Much Big Brands Spend on Google AdWords

Posted by @ 6:01 pm
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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.



Courtney Mills Courtney is an online marketing and communications specialist at ineedhits - a leading search engine marketing firm with over 16 years experience. Courtney has been living and breathing online marketing for over 5 years. She specializes in web and communication marketing, while providing news and opinion to online marketing communities.

View Courtney Mills's profile






Discussion (2 - comments)

[...] Revealed: How Much Big Brands Spend on Google AdWords Sep 14th, 2010No Comments [...]

By Revealed: How Much Big Brands Spend on Google AdWords « Miami Beach Web Designer - September 13, 2010



[...] change will force users of Google's AdWords program, the search giant's lu more… Revealed: How Much Big Brands Spend on Google AdWords – Search Engine Marketing (blog) – blog.ineedhits.com 09/14/2010 Revealed: How Much Big Brands Spend on Google AdWordsSearch [...]

By News about Google Adwords issue #1 - September 14, 2010




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