If you believe the results of a recent study examining Google AdWords clicks, it may seem that most marketers still don't know how to run a successful paid-search campaign. While many think they do, only the top 1% of search advertisers in the categories of Retail, Hotels & Resorts, and Computer Hardware drive an average of 82% of search clicks in each category across the United States, the United Kingdom and France.
The study -- conducted in January by AdGooroo, a Kantar Media company -- examined search advertising activity in 10 business categories on Google AdWords in the U.S., the U.K., and France. With an average of 1% of brand marketers truly successful in search engine marketing, what will it take to distribute the clicks a little more evenly?
"The only way to move the needle on this 1% is for the other 99% of advertisers to raise their game and get better at search," said AdGooroo CEO Rich Stokes. "This figure reflects the dominance of the top 1% of advertisers. Google runs a competitive marketplace with its ads, but that top 1% has become so effective they command 80% of the clicks by executing effective bid management, leveraging expansive keyword portfolios, providing a solid consumer experience, and more."
Success gets spread a little thinner in the Consumer Packaged Goods category, where the top 1% of search advertisers across the U.S., the U.K., and France were responsible for an average of 71% of total paid-search clicks.
The analyses also looked at two telecommunications categories, Cable & Internet, and Wireless & Phone, where 1% of advertisers controlled an average of 91% and 88% of estimated paid-search clicks, respectively, across the U.S., the U.K., and France.
While the 1% differs by category and country, AdGooroo lists the most successful paid-search brands as Amazon.com, No. 1 in the U.S. and No. 3 in the U.K.; MoneySupermarket.com, No. 1 in the U.K.; Orange.fr, No 1. in France; Booking.com, No. 2 in the U.K. and France; and ATT.com, No. 2 in the U.S.