Amazon is the company that spends more than any other on Google advertising, according to a new study from the US.
The web retailer spent $157.7 million on Google ads in 2013, over $70 million more than its closest rival, according to a report on Ad Age, which was based on data collected by analytics firm AdGooroo.
Amazon spends aggressively to make sure its adverts appear alongside key product terms, ensuring that it’s the first result to appear on searches for hot-ticket items.
Companies such as Amazon also spend heavily on defensive search terms, ensuring they appear top of the rankings for their own products, such as the Kindle in Amazon’s case.
Even though it has its own search engine, Microsoft was still the fifth biggest spender on Google ads, splashing out $67.1 million in 2013. Likewise, Yahoo was in 19th place with an outlay of $36.2 million.
Tech firms are few and far between in the ranking of the top 25 spenders, with the list largely dominated by travel companies, telecoms firms and general retailers.
However, the study doesn’t include results from Google Shopping, nor mobile advertising, where tech firms are perhaps more likely to push their wares.
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