Interesting stats found this morning at AdQuants, a company that does a lot of SEM analysis. They list the top advertisers for Google, Yahoo and Microsoft by number of advertisements, and by average daily ad spend.
What's most interesting to me is the volume of ad arbitrage revenues Google takes in. I looked at the top 100 advertisers on Google (by daily ad spend) and did a quick SWAG on how much is pure ad arbitrage (they advertise to get traffic, which they monetize thru ads themselves) or affiliate arbitrage (they advertise to get traffic, which they monetize thru affiliate relationships), versus real businesses (United, Nordstrom, HomeDepot, Chase, etc.). Based on this rough analysis, appears that:
- >19% of Google's ad revenues are based on pure ad arbitrage.
- >39% of Google's ad revs are based on affiliate arbitrage.
- Which would mean that the majority of Google's ad revenues are based on arbitrage! For instance, AOL, Yahoo and Ask.com are all in the top 12 advertisers.
Full lists below. And if you click on the links, AdQuants gives you more info.
| Top 100 Google Spenders in April '09 | |||
| Rank | Advertiser | Average Daily Spend ($) | Change from Prior Month (%) |
| 1 | aol.com | 202,776 | 526 |
| 2 | expedia.com | 152,658 | -28 |
| 3 | nextag.com | 111,086 | -21 |
| 4 | target.com | 104,722 | -16 |
| 5 | amazon.com | 100,937 | -24 |
| 6 | local.com | 96,473 | 3 |
| 7 | travelocity.com | 91,670 | -23 |
| 8 | dell.com | 85,570 | -6 |
| 9 | google.com | 77,696 | -28 |
| 10 | yahoo.com | 75,867 | -33 |
| 11 | priceline.com | 72,362 | -32 |
| 12 | ask.com | 71,685 | -12 |
| 13 | quickenloans.com | 70,863 | 1 |
| 14 | mapquest.com | 70,151 | 407 |
| 15 | geico.com | 68,803 | -61 |
| 16 | ebay.com | 65,151 | -74 |
| 17 | hp.com | 63,635 | 6 |
| 18 | orbitz.com | 57,371 | -40 |
| 19 | progressive.com | 57,100 | -62 |
| 20 | amerisave.com | 56,144 | -8 |
| 21 | bizrate.com | 54,735 | -32 |
| 22 | esurance.com | 53,379 | -58 |
| 23 | business.com | 51,336 | -15 |
| 24 | travelzoo.com | 50,432 | -27 |
| 25 | hotels.com | 50,381 | -44 |
| 26 | sears.com | 49,987 | 10 |
| 27 | bookingbuddy.com | 48,960 | -32 |
| 28 | localadlink.com | 48,374 | 12 |
| 29 | kayak.com | 47,284 | -34 |
| 30 | shopzilla.com | 46,246 | -7 |
| 31 | chase.com | 45,240 | 930 |
| 32 | tigerdirect.com | 41,253 | 35 |
| 33 | debtfreeasseenontv.com | 40,626 | 203 |
| 34 | choiceautoinsurance.com | 40,533 | -27 |
| 35 | hotwire.com | 40,467 | -40 |
| 36 | libertymutual.com | 40,339 | -53 |
| 37 | zappos.com | 39,183 | 18 |
| 38 | aaa.com | 39,073 | 43 |
| 39 | creditsolutions.com | 38,796 | 142 |
| 40 | bankofamerica.com | 38,653 | -63 |
| 41 | nationwide.com | 36,383 | -64 |
| 42 | lowfares.com | 35,448 | -25 |
| 43 | 90dayloans.com | 34,710 | 69 |
| 44 | careonecredit.com | 34,118 | 45 |
| 45 | statefarm.com | 33,454 | 534 |
| 46 | cheapflights.com | 33,428 | -46 |
| 47 | att.com | 32,801 | -29 |
| 48 | sidestep.com | 32,368 | -32 |
| 49 | travelers.com | 32,218 | -59 |
| 50 | pronto.com | 32,011 | -28 |
| 51 | jcpenney.com | 31,579 | -4 |
| 52 | tripadvisor.com | 30,568 | -12 |
| 53 | discountadvances.com | 29,353 | 80 |
| 54 | best-price.com | 29,267 | 50 |
| 55 | bestbuy.com | 29,173 | -1 |
| 56 | info.com | 29,149 | 620 |
| 57 | booking.com | 28,983 | -33 |
| 58 | banks.com | 28,714 | 12 |
| 59 | msn.com | 28,106 | 26 |
| 60 | cashnowrefi.com | 28,046 | 365 |
| 61 | united.com | 27,983 | 84 |
| 62 | creditcards.com | 27,845 | 66 |
| 63 | sprint.com | 27,626 | -16 |
| 64 | americanexpress.com | 27,621 | -17 |
| 65 | walletpop.com | 27,551 | 1,854 |
| 66 | homedepot.com | 27,300 | 37 |
| 67 | gm.com | 27,261 | 11 |
| 68 | freedomdebtrelief.com | 26,596 | 34 |
| 69 | sonystyle.com | 26,580 | -2 |
| 70 | freedomfinancialnetwork.com | 26,276 | 141 |
| 71 | mortgagedebt.com | 26,224 | 666 |
| 72 | lowes.com | 26,017 | 20 |
| 73 | allstate.com | 25,498 | -53 |
| 74 | away.com | 25,369 | -6 |
| 75 | auto-insurance4less.com | 25,348 | -43 |
| 76 | newegg.com | 24,982 | -56 |
| 77 | autoinsure.org | 24,950 | -56 |
| 78 | southwest.com | 24,762 | 394 |
| 79 | cheaptickets.com | 24,564 | -49 |
| 80 | amfam.com | 24,266 | -65 |
| 81 | thehartford.com | 24,086 | -73 |
| 82 | mercuryinsurance.com | 23,845 | 178 |
| 83 | credit.com | 23,827 | 1,035 |
| 84 | yellowpages.com | 23,729 | -39 |
| 85 | 2insure4less.com | 23,504 | -56 |
| 86 | nordstrom.com | 23,229 | 3 |
| 87 | webcrawler.com | 23,109 | -18 |
| 88 | debtrite.com | 22,978 | 159 |
| 89 | jetblue.com | 22,784 | -13 |
| 90 | lowermybills.com | 22,608 | -45 |
| 91 | thegeneral.com | 22,395 | -58 |
| 92 | lowestratequotes.com | 21,518 | 9,155 |
| 93 | freecreditreport.com | 21,495 | 269 |
| 94 | blurtit.com | 21,163 | 69 |
| 95 | theloanz.com | 21,145 | 1,539 |
| 96 | debtreliefusa.org | 21,017 | 21 |
| 97 | agfinance.com | 21,014 | 1,242 |
| 98 | wirefly.com | 20,904 | -15 |
| 99 | rent.com | 20,411 | -16 |
| 100 | edmunds.com | 20,406 | -22 |
| Top 100 Google Advertisers by Keyword in April '09 | |||
| Rank | Advertiser | Advertisements | Change from Prior Month (%) |
| 1 | amazon.com | 107,373 | 18 |
| 2 | yahoo.com | 102,742 | 13 |
| 3 | nextag.com | 76,189 | 15 |
| 4 | target.com | 70,329 | 12 |
| 5 | ebay.com | 69,742 | -33 |
| 6 | bizrate.com | 59,172 | 5 |
| 7 | shopping.com | 57,855 | 30 |
| 8 | pronto.com | 56,958 | 13 |
| 9 | shopzilla.com | 52,683 | 13 |
| 10 | local.com | 46,297 | 22 |
| 11 | ask.com | 42,253 | 19 |
| 12 | aol.com | 36,774 | 569 |
| 13 | purelocal.com | 29,435 | 41 |
| 14 | best-price.com | 28,810 | 73 |
| 15 | webcrawler.com | 28,197 | 14 |
| 16 | pricegrabber.com | 26,376 | 32 |
| 17 | expedia.com | 25,887 | 18 |
| 18 | shop.com | 21,887 | -1 |
| 19 | winbuyer.com | 21,660 | 28 |
| 20 | smarter.com | 21,418 | -3 |
| 21 | business.com | 21,412 | 11 |
| 22 | glimpse.com | 20,658 | -4 |
| 23 | tripadvisor.com | 20,199 | 19 |
| 24 | priceline.com | 19,427 | 16 |
| 25 | info.com | 19,168 | 691 |
| 26 | hellolocal.com | 18,854 | 20 |
| 27 | kayak.com | 18,771 | 15 |
| 28 | sidestep.com | 16,523 | 6 |
| 29 | google.com | 15,843 | 24 |
| 30 | become.com | 15,765 | 27 |
| 31 | like.com | 15,515 | 11 |
| 32 | simpli.com | 13,731 | 13 |
| 33 | orbitz.com | 13,451 | 9 |
| 34 | travelocity.com | 13,297 | 16 |
| 35 | hotels.com | 13,078 | 20 |
| 36 | sears.com | 12,523 | 56 |
| 37 | zappos.com | 12,484 | 27 |
| 38 | blurtit.com | 12,270 | 21 |
| 39 | greatstyledeals.com | 11,488 | 9 |
| 40 | overstock.com | 11,397 | 19 |
| 41 | jcpenney.com | 10,989 | 27 |
| 42 | ebaymotors.com | 10,603 | -25 |
| 43 | bookingbuddy.com | 10,117 | 9 |
| 44 | dell.com | 10,083 | 27 |
| 45 | hotels-and-discounts.com | 9,749 | 18 |
| 46 | classifiedads.com | 9,353 | 22 |
| 47 | booking.com | 8,640 | 19 |
| 48 | yellowpages.com | 8,353 | 35 |
| 49 | icerocket.com | 8,188 | 14 |
| 50 | homedepot.com | 7,845 | 88 |
| 51 | nordstrom.com | 7,830 | 17 |
| 52 | righthealth.com | 7,498 | 17 |
| 53 | crateandbarrel.com | 7,109 | 44 |
| 54 | lowfares.com | 7,030 | 19 |
| 55 | onetime.com | 6,976 | 5 |
| 56 | ixquick.com | 6,666 | 19 |
| 57 | hp.com | 6,590 | 30 |
| 58 | hotwire.com | 6,517 | 9 |
| 59 | edmunds.com | 6,465 | 15 |
| 60 | mapquest.com | 6,354 | 316 |
| 61 | lowes.com | 6,177 | 52 |
| 62 | courseadvisor.com | 6,091 | 15 |
| 63 | consumersearch.com | 6,057 | 50 |
| 64 | msn.com | 5,926 | 39 |
| 65 | bhphotovideo.com | 5,849 | 9 |
| 66 | buyerzone.com | 5,802 | 20 |
| 67 | newegg.com | 5,749 | -8 |
| 68 | potterybarn.com | 5,736 | 25 |
| 69 | shopwhiz.us | 5,735 | 123 |
| 70 | servicemagic.com | 5,718 | 17 |
| 71 | jayde.com | 5,660 | 16 |
| 72 | travelzoo.com | 5,543 | 15 |
| 73 | mytravelguide.com | 5,507 | 14 |
| 74 | tigerdirect.com | 5,350 | 61 |
| 75 | gifts.com | 5,153 | 54 |
| 76 | hardwarestore.com | 5,142 | 27 |
| 77 | drugstore.com | 5,046 | 18 |
| 78 | capital.com | 5,037 | 13 |
| 79 | alibaba.com | 4,991 | 125 |
| 80 | mysimon.com | 4,874 | 163 |
| 81 | banks.com | 4,811 | 37 |
| 82 | hotelreservations.com | 4,689 | 17 |
| 83 | techserious.com | 4,631 | 33 |
| 84 | justanswer.com | 4,605 | 12 |
| 85 | 2020software.com | 4,524 | 5 |
| 86 | northerntool.com | 4,500 | 28 |
| 87 | made-in-china.com | 4,445 | 48 |
| 88 | cheapflights.com | 4,276 | 7 |
| 89 | hiexpress.com | 4,261 | 15 |
| 90 | swainsinc.com | 4,102 | 14 |
| 91 | marriott.com | 4,099 | 29 |
| 92 | cheaptickets.com | 3,984 | 24 |
| 93 | justclicklocal.com | 3,902 | -16 |
| 94 | localjobsavailable.net | 3,864 | 3 |
| 95 | areaguides.net | 3,812 | 6 |
| 96 | industrial101.com | 3,620 | 15 |
| 97 | compare247.us | 3,598 | 289 |
| 98 | hotelsbycity.com | 3,596 | -10 |
| 99 | att.com | 3,564 | 7 |
| 100 | alottoolbars.com | 3,561 | 12 |
Comments