More than Half of Top 25 Google AdWords Spenders Sell Mostly Offline

AdAge published a list, based on multiple sources, of Google’s top 25 AdWords advertisers in 2013. Together they spent $1.34 billion on paid search in the US according to the analysis.

There’s no breakdown of how much of this is mobile.

Amazon is the single largest spender. However, what’s interesting is that roughly half or slightly more than half of this list, depending on how you count, are brands and advertisers whose revenues overwhelmingly come from offline sales.

Here’s the list:

Top 25 AdWords Advertisers

Retail is a huge-spending digital category. Last year, according to IAB figures, retailers were the single largest category of digital advertisers. While some of this is e-commerce, most retail (93%) is still fulfilled offline.

IAB retail spending

There may not be much IP or other geo-targeting going on in this spending, undoubtedly there is some. However, the offline sales dimension makes this an instance of online-driving-offline revenues.

According to my prior calculations, that “O2O” digital marketing influences at least $2 trillion in consumer spending in the US across products and services categories on an annual basis.

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