Amazon the Most Clicked Paid Search Advertiser in Canada
In honor of Canada’s 150th anniversary celebration this weekend, AdGooroo has produced a ranking of Canada’s top paid search advertisers.
The ranking, which measures desktop text ad clicks on the top 50,000 keywords on Google.ca from June 2016 through May 2017, shows Amazon’s Canadian site amazon.ca far outperforming all other advertisers with 27.2 million clicks during the period. The closest advertiser to Amazon was travel site Expedia with 16.2 million clicks, followed by home improvement retailer The Home Depot (14.9 million clicks), retailer Canadian Tire (12.5 million clicks) and airliner Air Canada (12.4 million clicks) rounding out the top five.
Highlighting the strength of the Canadian market for U.S. brands, the top twenty ranking is comprised almost evenly between Canadian companies and the Canadian divisions of United States companies.
In addition to Canadian Tire and Air Canada, there were 8 other Canada-based companies among the top paid search advertisers, including retailer Hudson’s Bay (10.7 million clicks), the financial institutions BMO (9.9 million clicks), TD Bank Group (8.9 million clicks) and CIBC (8.2 million clicks), airliner WestJet Airlines (7.6 million clicks), telecommunications providers Bell Canada (6.1 million clicks) and Telus (5.7 million clicks), and the bookstore chain Indigo (5.3 million clicks).
In addition to Amazon, Expedia and The Home Depot, the Canadian divisions of 6 other U.S.-based companies ranked among the top 20 paid search advertisers in Canada, including retail giant Walmart (11.1 million clicks), electronics retailer Best Buy (9 million clicks), toy and children’s goods retailer Toys”R”Us (7.5 million clicks) and home improvement retailer Lowe’s (5.2 million clicks).
Netherlands-based furniture and home goods retailer IKEA and Germany-based travel site Trivago both made the ranking with 6.4 million and 5.2 million clicks generated during the period, respectively.
Total Spend & By Industry
Paid search advertising spend on Google.ca desktop text ads totaled $27 billion CAD from June 2016 through May 2017, a 3.9% increase over the preceding 12-month period. The top industry categories by spend during the period were retail ($4.56 billion), financial services ($4.22 billion), home & garden ($2.34 billion), travel ($2.28 billion) and business ($1.95 billion).
NOTE: The results of this report are limited to desktop text ad activity on 50,000 top keywords by ad spend on Google.ca from June 2016 through May 2017. Advertisers may be sponsoring additional keywords via Google.ca desktop text ads during this period that, if measured, would alter the findings of this report.