Study: 1% of Advertisers Generate 80% of Clicks Across 10 Search Categories in US, UK and France


ROME, March 12, 2014 (ADOTAS) – Paid search advertising is dominated by an elite minority of highly successful advertisers, according to exclusive data released today by the Festival of Media Global and its insight partner Kantar Media.

The results are from a proprietary study by Kantar Media’s search marketing intelligence division AdGooroo, which examined search advertising activity in 10 different business categories on Google AdWords in the US, UK and France during January 2014. The study found that one percent of advertisers generated an average of 80 percent of estimated paid search clicks across all categories.

The results were most prominent in two telecommunications categories: Cable & Internet services and Wireless  & Phone services, where one percent of advertisers controlled an average of 91 percent and 88 percent of estimated paid search clicks, respectively, across the US, UK and France.

The top 1 percent of search advertisers in Mass Retail, Hotels & Resorts and Computer Hardware generated an average of 82 percent of search clicks in each category across the three countries.

On the low end of the scale was the Consumer Packaged Goods category, where the top 1 percent of search advertisers in the three countries were responsible for an average of 71% of total paid search clicks.

“Paid search is one of the most effective online marketing vehicles for engaging motivated consumers and building brand awareness, but you have to stay well informed to compete with the elite one percent of advertisers who are controlling 80 percent of search clicks and traffic,” said Richard Stokes, founder and CEO of AdGooroo. “That means utilising competitive intelligence to identify the top players in your category and understand both their strategies and how your program is performing in relation to them.”

Kantar Media and AdGooroo will be appearing at the Festival of Media Global 2014, taking place from April 6 to 8 in Rome, Italy. Richard Stokes will be discussing the study results and other exclusive insights during a session titled “The Future of Search Marketing is Now.”

About The Festival of Media Global

Organised by C Squared, the Festival of Media Global was first launched in Venice in 2007 to worldwide industry acclaim. Drawing together the global leadership of media agency networks with the most innovative media owners and the world’s most powerful and progressive marketers, the Festival has become the premier forum of debate for an industry undergoing profound structural change. With “media” at its heart, the Festival of Media is the only event that draws together themes such as branded content, advertising and social media, free versus paid-for media models, the future of measurement, procurement in marketing and transformative consumer trends.

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About Kantar Media

Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers’ reactions in earned media.  As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behavior and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries.

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About AdGooroo

AdGooroo, a Kantar Media company, is a leading provider of Search Marketing Intelligence that drives competitive advantage for Internet marketers in more than 50 countries. Founded in 2004, more than 4,000 advertisers and agencies use AdGooroo’s on-demand tools to tap into the world’s largest database of search marketing data and gain actionable intelligence on their top competitors’ search campaigns for desktop and mobile, including keywords, ad copy, performance statistics, budgets, Product Listing Ads, and more. For more information, visit


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