Amazon UK had the largest click share in paid search advertising in the UK during the festive season according to a study conducted by Kantar Media’s AdGooroo search marketing intelligence platform.
The study further stated that Amazon UK's website captured 8.8% of mobile ad click share and 7.5% of desktop click share on popular retail keywords. The popular keywords were ‘engagement rings’, ‘fitbit’, ‘washing machines’, ‘Xbox one’, ‘laptops’ and ‘pandora charms’. The other retailers to make the top five list are Argos, Currys, John Lewis and AO.com.
The study analysed desktop and mobile text ad performance on 990 top retail keywords on Google.co.uk from 1 November through 11 December 2017, to assess paid search leadership.
Eric Marcy, president at AdGooroo said: “Although Google is a competitive advertising marketplace, an elite group of well-known consumer brands are dominating the rest.
“Large retailers, such as those featured in this study, have an advantage over other players in the marketplace due to their deep product inventories for which they sponsor a higher number of keywords, their larger budgets and sophisticated campaign management. They also benefit from having well-known brands that consumers are inclined to click on.”