big brands ad spend on google adwords revealed by ad age.

7 Sep

internal google adwords document leaked to advertising age.

Google-spend-of-brands

7% of spenders account for 60% of spend
26% of spenders account for 84% of spend

why is this important?

google embodies why search marketing is the ultimate in pull advertising.
“google has become the remote control for the world; it’s the first stop, not tv” said will margiloff, CEO of innovation interactive, a unit of denstu. “more than any other media, that messaging is requested; people are seeking bp’s answers out as opposed to waiting to be told.”

google controls 65% of of u.u. web searched with its algorithms.
due to these algorithms not everyone can show up on the top of the results page. however, adwords is the great equalizer: you can buy your way to the top as a big brand.

some interesting tidbits.
the data obtained by ad age includes huge brands such as gm, walt disney, eastman kodak and bmw, which appear to have spent less than $500,000 in june. apple & chip maker intel spent just under $1 million on search during june.

what is the apollo group?
who is this advertiser that spend $6.67 billion of adwords in june? a quick google search reveals that the apollo group is behind online education ventures such as the university of phoenix. wow, for-profit universities must be a much larger industry than i could have ever imagined!

 

source: adage.com

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