Google leak reveals top brands' ad spends for June
The shift of advertising spend from traditional streams to digital has long been noted but the switch has been anecdotal rather than quantifiable... until now.
Leaked documents for the first time penetrate Google’s veil of secrecy to reveal who the biggest spenders are on the company’s pervasive AdWords program.
Ad Age has obtained internal files from the search giant which reveal the biggest spenders through the month of June.
The biggest spender on the list was AT&T Mobility who splurged $8.08m bucks on search ads plugging the iPhone4.
Another notable highlight from the list was BP who were in the midst of trying to stem a flow of bad publicity by spending $3.59m on search ads, up from $57k bucks just two months prior.
Predominantly however the advertisers most keen to splash the cash were those brands whose revenue comes direct from search traffic, such as Amazon ($5.85m), eBay ($4.25m), Expedia ($5.95m) and Hotels.com ($3.3m).
Some entrants proved somewhat leftfield however, notably JC Penney, a dowdy American retailer which splashed $2.46m.