The Top Advertising Spenders at Google AdWords

If your thinking about what the big brands are spending on Google AdWords, let have a look over the leaked document from Google which shows the top Google advertising spenders for the first half of the year. The document shows not only the big spenders, but also how much most companies are spending on search advertising.According to the leaked info at Adage, there are only four companies spending more than $5 million per month on Google ads, as the numbers for June 2010 show. Some of them are known to the public and somewhat to be expected, AT&T or Amazon, but Expedia, a travel site, and Apollo Group, a company owning several learning institutions, are a bit more surprising. Note that the numbers cover just the US, as is obvious from the top names. Other big spenders are eBay, with over $4 million and Hotels.com and several others.BP which spent nearly $3.6 million on search advertising in June. In the months leading to the Gulf of Mexico oil spill, at one of BP's drilling sites, the company spent only $57,000 per month on Google ads. Expedia, which spent at least $5.9 million in June, Amazon, which spent at least $5.8 million, and eBay, which spent at least $4.2 million.

In total, there were just 47 advertisers that spent over $1 million in June. An additional 71 spent between $500,000 and $1 million. A further 357 spent over $100,000. Finaly, 1,356 advertisers spent between $10,000 and $100,000. Added up, all of these customers spent $574 million on Google in June in the US alone. These are just direct-billed customers, the companies big enough to handle their advertising spending directly with Google. 


By comparison, one of Google's top advertisers that month, AT&T Mobile, spent more than $8 million on AdWords in June, a big month for the company, which was supporting the launch of iPhone 4. (AT&T is the third-largest U.S. advertiser, according to Ad Age DataCenter; it spent $2.8 billion on measured media -- almost $1.3 billion on TV alone -- in 2009. The company declined to comment on its search spending.) Other big June spenders included Apollo Group, the company behind The University of Phoenix, online travel site Expedia, eBay and Amazon, which all spent over $5 million apiece on search. 

It's also remarkable that Google's biggest advertisers, big monthly spenders 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.



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