A study by Kantar Media's AdGooroo, which examined Google’s desktop activity on the top 100 non-branded mortgage related search terms by paid search ad spend, showed MoneySupermarket as the biggest spender, with £97,000, for January and February 2017.
Yet it wasn't the most effective, as Halifax’s campaign pulled in the most consumer clicks, 151,000, on its ads during the period and HSBC proved the most efficient campaign of all top 20 advertisers in the study by coming in 9th in terms of overall spend.
“Our findings clearly demonstrate that advertisers in the mortgage sector need to have a good understanding of the competitive landscape in paid search,” said Eric Marcy, chief revenue officer at AdGooroo.
“We found more than 700 advertisers sponsored the top 100 mortgage keywords during the period at a cost of £2 million. Of that total, the top 20 advertisers accounted for nearly £1 million or half of all ad spend, pointing to the intense competition mortgage advertisers face to succeed in paid search.”
The study examined Google’s desktop activity on the top 100 non-branded mortgage related search terms by paid search ad spend.