By Carl Bagh
September 7, 2010 1:06 PM EDT
A leaked Google document availed by Ad Age revealed interesting insights regarding corporate ad spending on Google search platform.
The documents named AT&T Mobility, Apollo Group, Expedia, Amazon, eBay and BP as the top buyers of AdWords in June.
It's natural that companies that directly benefit from search engines like Amazon, eBay and Expedia spend on Google search advertising but the surprising entry was BP's name on the list. BP spent $3.59 million to buy AdWords in June compared to $57,000 a month it used to pay earlier. BP's spending coincided with its worst Gulf oil spill, the Deeepwater Horizon incident that left its image in tatters. The BP Google AdWord buy was a PR exercise from the beleaguered company to assuage its reputation.
The list included the following name as the top 10 buyers of ad phrases for June 2010:
AT&T Mobility - $8.08 million
Apollo Group - $6.67 million
Expedia - $5.95 million
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Amazon - $5.85 million
eBay - $4.25 million
BP Corp. - $3.59 million
Hotels.com - $3.30 million
JC Penny - $2.49 million
Living Social - $2.29 million
ADT Security -$2.19 million
AT&T's presence at the top spot coincides with the release of iPhone in June. However big players like GM, Apple, BMW and Disney spent less than $500,000 on Google Ads in June.
The top 10 brands accounted for 5 percent of Google's U.S. revenue for June.
With a glut in smartphones, tablets and TV devices like Google TV and Apple TV are witnessing huge increase in web traffic thus, expanding the market for Google.
However, with social network sites gaining traction and the appeal of sites like Facebook increasing among advertisers, coupled with new opportunities like location-based services like Places, Google still has a lot to contend with to safeguard its revenues.
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