Amazon dominated UK paid search in 2016, Kantar Media company AdGooroo reports

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Amazon.co.uk was the leading UK retailer in paid search advertising over the course of the last year according to new rankings released today by the Kantar Media company AdGooroo.

The study – which ranked the top 20 UK paid search advertisers based on Google.co.uk desktop text ad clicks on the top 50,000 keywords between January and December 2016 – revealed that amazon.co.uk generated almost 35 million clicks, over 8.5 million more than the next advertiser in the ranking.

The second biggest retailer in the list was travel site booking.com which generated 26.3 million clicks over the course of the year, followed closely by mobile phone network giffgaff.com with 25.9 million.

The top 20 ranking features five travel brands, including onthebeach.co.uk, Trivago, Expedia and Airbnb, but they are joined by companies across a range of sectors. Online takeaway service Just Eat featured highly in the ranking, with 21.4 million clicks. Telecoms companies, including giffgaff and BT, and fashion retailers such as ASOS and JD Sports also feature prominently within the top 20, along with price comparison site Moneysupermarket.com. The ranking also features two advertisers from the online bookmaking sector, William Hill and Paddy Power.

Some of the top keywords in the UK during 2016 based Google.co.uk desktop text ad spend include ‘car insurance’, ‘payday loans’, ‘casinos’, ‘travel insurance’ and ‘hotels’.

Eric Marcy, chief revenue officer at AdGooroo, commented: “Our findings not only reveal the top paid search advertisers in the UK but also mirror the most popular industry sectors in the UK market: retail, travel and financial services. In particular, the presence of so many travel brands at the top of the ranking highlights a particularly competitive market for companies in this sector.”

Top UK paid search advertisers by clicks in 2016:

Top UK paid search advertisers by desktop ad clicks

Based on Google.co.uk Desktop Text Ad Clicks on 50,000 Top Keywords, Jan-Dec 2016

Advertiser Clicks
amazon.co.uk 34,900,000
booking.com 26,300,000
giffgaff.com 25,900,000
just-eat.co.uk 21,400,000
asos.com 18,700,000
moneysupermarket.com 16,400,000
onthebeach.co.uk 15,200,000
williamhill.com 15,200,000
bt.com 15,100,000
jdsports.co.uk 15,000,000
sky.com 14,800,000
paddypower.com 14,600,000
trivago.co.uk 14,600,000
expedia.co.uk 13,300,000
virginmedia.com 12,600,000
boots.com 12,500,000
johnlewis.com 12,500,000
airbnb.co.uk 12,200,000
gocompare.com 11,600,000
asda.com 11,100,000