Google makes billions in revenue every quarter, but it has never revealed how much individual brands are spending on advertising within Google. Advertising news giant AdAge recently got hold of an internal document containing details of spending by major brands on AdWords during the month of June 2010.
Google has remained quiet about the authenticity of the document, which states that AT&T Mobile spent $8.08m on AdWords in June alone. Other top spenders included Apollo Group, the operators of the University of Phoenix (%6.67m), the travel website Expedia ($5.85m) and online retail giants Amazon ($5.85m) and eBay ($4.25m).
With the greatest change in AdWords spending over June was BP with its attempt to heal its public image after the massive oil spill crisis. The global oil company went from a five-figure number to more than $3.5 million in June, proving to companies around the world that when it comes to efficiency in spreading news and messages, the internet tops any other media.
More interesting than the big spenders, however, are the massive corporations that are not using AdWords as much as expected. Brands like BMW and Walt Disney spent less than $500,000 during June, and this was a pattern seen with a lot of other large brands. According to the document procured by AdAge, 47 brands spent more than $1m but a surprising 357 spent only between $100,000 and $500,000.
If one assumes that this document is genuine and accurate, the company’s health is open to analysis by its investors. Some of the major points made by the document were:
- Even though Google largely depends on its revenue from AdWords, its customer base is extremely diversified. According to AdAge, the ten biggest AdWords spenders accounted for only 5% of Google’s US revenue during June.
- Although major brands like BMW and Walt Disney are spending a relatively small amount on AdWords right now, these is expected to increase as companies realize that their target audiences are found online more and more.
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