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Betting Big on Google Ads: Infographic on Keywords, Companies and Industry Segments

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In 2011, 96% of Google’s reported $37.9 billion in revenue came from advertising. Let’s take a look at who spent the most money on Google ads that year.

The finance and insurance industry spent more money on advertising with Google than any other segment, with spending topping off at $4 billion. This is 3% greater than the second-highest spender, the retailer and merchandising industry (which spent $2.8 billion on Google ads), and 7% greater than the occasions and gifts industry (which came in at number ten with $1.2 billion).

When people click a pay-per-click ad on Google, it doesn’t necessarily mean they will become customers. In most cases, in fact, only a small portion of visitors convert into new customers.

Many readers might be shocked to learn the amount that some companies are willing to pay for keyword phrases. Keep in mind, however, the estimated customer lifetime value, will help to explain the revenue companies expect to earn from new customers they acquire from their ads on Google.

Top 3 Biggest Spenders

Here are the three biggest spenders, by industry, with details on the companies who spent the most, and the common keywords purchased.

Finance & Insurance
Amount Spent – $4. Billion
Top 5 Spenders (in millions)

  • State Farm – $43.7
  • Progressive – $43.1
  • Geico – $23.7
  • Quicken Loans – $21.1
  • eHealth Insurance – $2.6

Keywords & Cost Per Click

  • self employed health insurance – $43.39
  • cheap car insurance – $33.97
  • affordable life insurance – $28.53
  • credit cards for bad credit – $19.64
  • refinance mortgage – $8.15
 Retailers & General Merchandise
Amount Spent – $2.8 Billion
Top 5 Spenders (in millions)

  • Amazon – $552
  • eBay – $42.8
  • Macy’s – $35.6
  • Sears – $34.3
  • JCPenny – $3.9

Keywords & Cost Per Click

  • zumba dance dvd – $5.18
  • proform treadmill – $3.8
  • weber grill accessories – $1.95
  • lego activity table – $3.2
  • barbie doll – $1.2
 Travel & Tourism
Amount Spent – $2.4 Billion
Top 5 Spenders (in millions)

  • Booking.com – $4.9
  • Expedia – $28.9
  • Kayak – $28.7
  • Marriott – $2.9
  • Priceline.com – $19.6

Keywords & Cost Per Click

  • new york hotels – $7.68
  • plane tickets – $6.95
  • cheap hotels – $5.94
  • rental car deals – $5.37
  • last minute flights – $2.46

What do you think? In 2012, will smart phones, tablets and social media sites like Facebook influence where industries invest their advertising dollars?

Infographic courtesy of WordStream and NowSourcing.