Top Paid Search Advertisers
Posted in Search Marketing :
Keyword Spy regularly releases a list of the Top 1000 Paid Search search advertisers. The breakdown of the Top 10 advertisers is interesting. Four out of the Top 10 are Auto Insurance and 1 is Home Loans. The other 5 are made up of 1 Travel and 2 retailers and 2 marketplaces.
Top 10 Paid Search Advertisers Globally
1. Expedia.com
2. Amazon.com
3. Progressive.com
4. Target.com
5. GEICO.com
6. UnitrinDirect.com
7. eBay.com
8. NexTag.com
9. QuickenLoans.com
10. esurance.com
It comes as no surprise that 5 out of the Top 10 are in the financial industry. All with very clear understanding of the value and in particular the lifetime value of customer. Hence they are able to have a clear understanding of a Cost versus Conversion analysis and a specific ceiling for pricing.
Similarly, the two retailers will have a clear understanding of the profit and break even numbers for the purchase and conversion numbers, the difference for these advertisers is the diversity of product, price and profit margins.
Probably the most interesting is NexTag, a comparison shopping marketplace. As with eBay they are more of an enabler, but with potentially a less direct model that of eBay.
