When it comes to mobile retail success it is hard to touch Amazon, unless you are eBay. And Amazon apparently wants to keep it that way. According to search ad analytics firm AdGooroo, running 50,000 keywords in Google adWrods in January revealed that Amazon is garnering almost four times the number of impressions (82.6 million) as the nearest competitor Bestbuy.com (21.7 million). Tagging close behind is Bank of America with 21 million, Apple’s iTunes.com with 17.9 million and HomeDepot.com with 16.1 million.
AdGooroo observed that a number of brands are targeting mobile in particular much more heavily than they do the desktop. More than a quarter of advertisers ranking in the top 20 in mobile search, for instance, are not even close to the same positions on the desktop. iTunes is #4 on mobile but #217 on desktop and tablet search, with less than half the same number of impressions. PizzaHut is @18 in mobile but #193 in Web search. Similar disparities in ranking can be seen for WellsFargo, DirecTV, Chase and health brand ActiveBeat.co.
Most of the mobile-heavy brands on the list make sense. iTunes is driving people to apps, and the financials are likely getting customers with location-sensitive searches. But even more curious than the ones off or low on the list. Walmart, for instance, is ranked #20 with only 6.6 million impressions, but it is #2 on desktop search. JCPenney.com is #5 in standard search but #29 in mobile.
The full rankings are below.