A very revealing leaked Google document was published, in part, at adAge yesterday. The report uncovers Google AdWords customer spending for the first half of 2010. Google seemed to collect or bill $574 million in the first half of 2010. The document reveals Google's top advertisers and distribution of ad spend for customers spending over $10,000 per month with Google.
The data is very interesting, but one thing I find historically interesting is eBay's number. eBay reportedly spent only $4.25 million in June 2010. Only? Yes, well, if you see reports back in 2007, 3 years ago, some estimated eBay's AdWords spend was closer to $26 million. I highly doubt eBay is spending that much less than it did 3 years ago! But maybe I am wrong. We suspect that over the years CPC prices have increased and eBay is advertising more than in the past, but who knows - maybe they are more efficient now?
So who are Google's top advertisers in June 2010?
AT&T, Phoenix University ads, Expedia, Amazon, eBay, BP, Hotels.com, and so on. Here is a chart from adAge:
Apple, compared to AT&T, spent just under $1 million on search during the month.
How about the distribution of advertisers, how much do they spend per month? Here is the breakdown:
Note, the top advertisers individually accounted for "less than 1% of Google's U.S. revenue in June." The top 10 advertisers in the document collectively accounted for just 5% of Google's U.S. revenue during the month. That might be the most revealing information right there.