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UK Insights

Amazon and travel brands lead UK paid search

Jim Leichenko

Director of Marketing, AdGooroo

Retail 16.02.2017 / 14:00


Kantar Media examines top ad clicks from 2016

Kantar Media’s AdGooroo examined desktop text ad clicks on the top 50,000 keywords between January and December 2016. Our research found that was the leading UK paid search advertiser, over past year, generating almost 35 million clicks – over 8.5 million more than the next advertiser in the ranking.

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

The top 20 ranking features five travel brands, including, 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 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 desktop text ad spend include ‘car insurance’, ‘payday loans’, ‘casinos’, ‘travel insurance’ and ‘hotels’.

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 desktop ad clicks

       Ranking Advertiser       Ad clicks    
      1.       34.9m    
      2.       26.3m    
      3.       25.9m    
      4.       21.4m    
      5.       18.7m    
      6.       16.4m    
      7.       15.2m    
      8.       15.2m    
      9.       15.1m    
      10.       15m    
      11.       14.8m     
      12.       14.6m    
      13.       14.6m     
      14.        13.3m    
      15.       12.6m    
      16.       12.5m    
      17.       12.5m    
      18.       12.2m    
      19.       11.6m    
      20.       11.1m    

Source : Kantar Media

Editor's Notes

Kantar Media's AdGooroo, examined desktop text ad clicks on 50,000 top keywords Jan-Dec 2016.

Journalists, for more information, please contact us.


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