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BizReport : Search Marketing : June 06, 2007

E-commerce sites heavy users of paid search advertising

Retail and comparison shopping sites are the heaviest users of paid search advertising, according to a new report from comScore.

by Helen Leggatt

comscore%20logo.gifIn March, U.S. paid search activity presented almost 20 billion total sponsored link exposures. Retail and comparison shopping sites made up the top ten of paid search advertisers, accounting for 16 percent. eBay took the number one spot with 802 million sponsored link exposures, or 4.1 percent, followed by with 366 million (1.9 percent) and with 357 million (1.8 percent).

It’s not surprising that retail e-commerce websites are aggressively using paid search to generate site traffic in what is an increasingly crowded and competitive marketplace.

"The top ten sites generating sponsored links -- all of which are retail or comparison shopping sites -- account for about one out of every six sponsored links served to U.S. Internet users,” said comScore’s James Lamberti, in a recent announcement. “Given that retail e-commerce is now a $100 billion a year industry, it's not surprising that top online retailers are willing to bid for premium placement at the major search engines."

The top ten paid search advertisers are: 801,744 ---- 4.1% 365,766 ---- 1.9% 357,012 ---- 1.8% 297,649 ---- 1.5% 284,328 ---- 1.4% 283,574 ---- 1.4% 245,398 ---- 1.2% 202,482 ---- 1.0% 163,220 ---- 0.8% 123,009 ---- 0.6%

Tags: comparison shopping, comScore, e-commerce, paid search

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