- Greenlight

Sector Report
May 2012
A 360˚ analysis of the most important search terms, trends and benchmarking
data in the brown goods sector. This report provides an exclusive snapshot of
the online search and social media market for your sector right now. From the
size of your potential audience to the top performing companies, it’s all here.
Product focus: Audio & Accessories, Cameras & Camcorders, PCs & Laptops,
Phones & Accessories, TVs & DVD players.
Issue 12
Brown Goods
The most visible websites, advertisers
and brands on Google UK
Flights
sector report, Issue 9, March 2011
Introduction
Flights
sector report, Issue 9, March 2011
Introduction
Greenlight’s industry renowned Sector Reports provide you with a comprehensive
insight into the Search industry. Our reports analyse the most visible websites and
advertisers on Google UK in the natural search listings and paid media space as
well as which brands were most visible in the social media sphere.
With the
the Natural
Natural Search,
Search, Paid
Paid Media
Media and
and Social
Social Media
Media data
data provided
provided by
by Hydra,
Hydra, we
we are
are able
able to
With
to track,
record
analyse
consumer
search
behaviour
in any
market
vertical
a monthly
track,
record
andand
analyse
consumer
search
behaviour
in any
market
vertical
on on
a monthly
basis.
basis.
Each report
report examines
examines the
the total
total search
search engine
engine audience
audience size;
size; the
the most
most visible
visible websites
websites and
and
Each
advertisers
in
Google’s
natural
search
and
paid
media
results;
paid
media
ad
copy
analysis
and
advertisers in Google’s natural search and paid media results; paid media ad copy analysis and
budget
allocation
strategies
on
how
to
improve
your
website’s
audience
reach.
Additionally,
budget allocation strategies on how to improve your website’s audience reach. Additionally,
our reports
reports feature
feature aa social
social media
media section
section which
which looks
looks at
at the
the visibility
visibility of
of the
the top
top 15
15 integrated
integrated
our
websites
in
the
social
media
space.
websites in the social media space.
You will additionally find the latest edition of Greenlight’s Magazine accompanying this
We are also proud to present the latest edition of Greenlight’s Magazine. This quarter’s edition
quarter’s Sector Report. Following on from the success of the Google and Greenlight
focuses on the results of Greenlight’s Search and Social Media Survey 2011/2012. In this
Conference in March of this year, this latest edition focuses on the different stages involved
edition, our in house experts discuss the findings of the survey which asked 500 internet users
in the buying cycle process with insightful articles from both our in house experts and guest
for their thoughts and views on Mobile, Facebook Advertising, Fan Acquisition and searching
writers from Google.
online in multiple languages.
We hope you enjoy the latest version of our Sector Report and Magazine. If you have any
We
hope you
enjoy
thefree
latest
version our
of our
sector
and magazine.
questions,
please
feel
to contact
Sales
and report
Marketing
team at: If you have any
questions, please feel free to contact our Sales and Marketing team at:
insight@greenlightdigital.com.
insight@greenlightdigital.com
Kind regards,
Alicia Levy
Chief Marketing Officer
3
1
www.greenlightsearch.com
www.greenlightsearch.com
www.greenlightdigital.com
|
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T: +44 (0)20 7253 7000
T: +44 (0)20 7253 7000
The most visible websites, advertisers and brands on Google UK.
Contents
3
Executive Summary
4
Total audience size
5
Natural search: which websites were most visible in May?
6
Natural search: Audio & Accessories
7
Natural search: Cameras & Camcorders
8
Natural search: PCs, laptops & tablets
9
Natural search: Phones & accessories
10
Natural search: TVs & DVD players
12
Paid media: which advertisers were most visible in May?
13
Paid media: Audio & Accessories
14
Paid media: Cameras & Camcorders
15
Paid media: PCs, laptops & tablets
16
Paid media: Phones & accessories
17
Paid media: TVs & DVD players
18
Paid media bidding strategies
19
Integrated search: which websites/advertisers performed well?
21
Social media: which brands interacted well?
22
Disclaimer: learn more about our research
Get in touch to discuss your site’s specific performance.
2
Brown Goods Sector
Report, Issue 12, May 2012
Executive
Summary
This latest report profiles search behaviour in the brown goods sector. It analyses which brands, retailers and review
sites were the most visible in both natural and paid media results (and thus had the greatest share of consideration)
when UK consumers searched for brown goods on Google. The report also assesses which brands interacted well on
social media networks. In our analysis we established that:
In May, more than 7 million searches were made for brown goods-related keywords.
Searches for PCs & Laptops remained the most popular, accounting for more than
50% of all searches made for the sector.
The search term ‘iPhone 5’ was queried 450,000 times, accounting for 6% of all
searches made for the sector.
Apple was the most visible brown goods-related website, achieving a 46% share
of voice.
Amazon UK was the most visible advertiser in the paid media space, achieving a
30% share of visibility.
Amazon UK ranked at the top of our integrated search league table, as it achieved
sizable visibility in the natural search and paid media listings.
YouTube ranked at the top of our social media analysis, achieving a Klout score
of 100.
3
www.greenlightdigital.com
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The most visible websites, advertisers and brands on Google UK.
Total audience size (7 million searches – May 2012)
Approximately how many searches were performed in May using terms relating
to Audio & Accessories, Cameras & Camcorders, PCs & Laptops, Phones &
Accessories, and TVs & DVD players?
In May, more than 7 million
searches were made for brown
goods-related keywords.
Number of searches by product type (May 2012)
TVs & DVD players
406,382 | 6%
Searches for PCs & Laptops were
Cameras & Camcorders
315,006 | 4%
popular, accounting for 50% of all
searches made for the sector.
Audio & accessories
725,978 | 10%
Interestingly, as can be seen in
the line graph below, searches for
the keyword ‘iPad 3’ decreased
PCs & Laptops
3,504,621 | 50%
in May.
Phones & Accessories
2,116,229 | 30%
Search trends for the main brown goods terms over the previous 12 months
2,500,000
2,000,000
1,500,000
1,000,000
iPhone 5
iPad 3
500,000
MP3 converter
TV
0
Camera
Jun-11
Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12
Get in touch to discuss your site’s specific performance.
4
Brown GoodsSearch
Sector Report, Issue 12, May 2012
Natural
Which sites were most visible in May?
Given that UK web users conducted 7 million searches for brown goods
products in May 2012, which individual terms were most searched for and
which websites were most visible in the natural listings on Google UK?
In May, the keyword ‘iPhone 5’
was queried 450,000 times,
accounting for 6% of all searches
Keyword breakdown (May 2012)
iPhone 5
450,000 | 6%
iPad 3
301,000 | 4%
Blackberry
301,000 | 4%
made for the sector.
Apple was the most visible brown
iPad
201,000 | 3%
goods-related website, achieving
Amazon Kindle
201,000 | 3%
a 46% share of voice through
Kindle
165,000 | 2%
iPhone 4s
165,000 | 2%
ranking at position one for the
MP3 converter
165,000 | 2%
HTC
135,000 | 2%
search term ‘iPhone’.
Mac
135,000 | 2%
Amazon UK attained a 35% share
of visibility through ranking at
position one for 121 keywords,
Other keywords
4,849,216 | 69%
including ‘wireless speakers’.
The top 20 most visible brown goods websites in natural search
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
wikipedia.org
3,267,341
3,801,242
46%
2
apple.com
2,630,507
4,438,076
37%
3
amazon.co.uk
2,489,230
4,579,353
35%
4
pcworld.co.uk
1,437,223
5,631,360
20%
5
tesco.com
1,429,481
5,639,102
20%
6
techradar.com
1,057,569
6,011,014
15%
7
argos.co.uk
915,214
6,153,369
13%
8
currys.co.uk
842,037
6,226,546
12%
9
comet.co.uk
826,897
6,241,686
12%
10
cnet.co.uk
809,378
6,259,205
11%
11
youtube.com
788,803
6,279,780
11%
12
o2.co.uk
691,884
6,376,699
10%
13
mobilefun.co.uk
681,482
6,387,101
10%
14
cnet.com
659,189
6,409,394
9%
15
gsmarena.com
624,022
6,444,561
9%
16
phones4u.co.uk
602,006
6,466,577
9%
17
carphonewarehouse.com
590,349
6,478,234
8%
18
trustedreviews.com
568,148
6,500,435
8%
19
vodafone.co.uk
558,131
6,510,452
8%
20
amazon.com
535,321
6,533,262
8%
5
www.greenlightdigital.com
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T: +44 (0)20 7253 7000
The most visible websites, advertisers and brands on Google UK.
Natural search: Audio & accessories
Searches for Audio & Accessories (including brand terms) accounted for more
than 725,000 searches in May 2012. How did these searches break down?
In May, the keyword ‘MP3
converter’ was searched for
165,000 times, accounting for
MP3 converter
165,000 | 23%
Other keywords
200,578 | 28%
23% of all searches made for
the subsector.
Amazon UK was the most visible
website, achieving a 41% share of
voice through ranking at position
Free mp3 downloads
18,100 | 2%
iPod
110,000 | 15%
iPod classic
18,100 | 2%
one for 34 keywords, including
‘portable MP3 player’.
MP3 download
22,200 | 3%
Download music
22,200 | 3%
iPod shuffle
22,200 | 3%
MP3
33,100 | 5%
Apple attained a 38% share of
Free music downloads
74,000 | 10%
visibility, and ranked third for the
iPod nano
40,500 | 6%
search term ‘audio books’.
Which websites were most visible for audio & accessories product searches?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
amazon.co.uk
296,409
429,496
41%
2
apple.com
275,881
450,024
38%
3
wikipedia.org
263,843
462,062
36%
4
youtube-mp3.org
210,166
515,738
29%
5
video2mp3.net
177,397
548,508
24%
6
argos.co.uk
163,829
562,076
23%
7
tesco.com
157,876
568,029
22%
8
vidtomp3.com
155,744
570,161
21%
9
beemp3.com
154,271
571,634
21%
10
pcworld.co.uk
144,165
581,740
20%
11
listentoyoutube.com
140,742
585,163
19%
12
flvto.com
137,720
588,185
19%
13
mp3raid.com
130,097
595,808
18%
14
koyotesoft.com
117,370
608,535
16%
15
which.co.uk
102,695
623,210
14%
16
www.last.fm
102,203
623,702
14%
17
searchmp3.mobi
96,942
628,963
13%
18
play.com
96,136
629,769
13%
19
nch.com.au
84,277
641,628
12%
20
comet.co.uk
79,884
646,021
11%
Get in touch to discuss your site’s specific performance.
6
Brown Goods Sector Report, Issue 12, May 2012
Natural search: Cameras & camcorders
Searches for Cameras & Camcorders (including brand terms) accounted
almost 315,000 searches in May 2012. How did these searches break down?
In May, the search term ‘camera’
was queried 33,100 times,
accounting for 11% of all searches
Camera
33,100 | 11%
made for the subsector.
Canon cameras
27,100 | 9%
Amazon UK was the most visible
website, achieving a 62% share of
voice through ranking at position
Digital camera
22,200 | 7%
Other keywords
166,806 | 53%
term ‘camera’.
Cameras
18,100 | 6%
Jessops attained a 52% share of
Digital cameras
9,900 | 3%
Olympus cameras
6,600 | 2%
voice through ranking at position
Camera reviews
9,900 | 3%
Nikon cameras
8,100 | 3%
Camcorder
6,600 | 2%
Digital camera reviews
6,600 | 2%
one for the high volume search
term ‘cameras’.
Which websites were most visible for cameras & camcorders product searches?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
amazon.co.uk
193,748
121,258
62%
2
jessops.com
164,495
150,511
52%
3
argos.co.uk
127,157
187,849
40%
4
currys.co.uk
125,453
189,553
40%
5
whatdigitalcamera.com
97,817
217,189
31%
6
wikipedia.org
91,935
223,071
29%
7
cnet.co.uk
78,225
236,781
25%
8
canon.co.uk
69,501
245,505
22%
9
trustedreviews.com
68,902
246,104
22%
10
comet.co.uk
63,808
251,198
20%
11
pixmania.co.uk
62,662
252,344
20%
12
techradar.com
54,576
260,430
17%
13
parkcameras.com
45,365
269,641
14%
14
which.co.uk
44,514
270,492
14%
15
sony.co.uk
43,855
271,151
14%
16
google.co.uk
38,346
276,660
12%
17
nikon.co.uk
35,364
279,642
11%
18
dixons.co.uk
33,512
281,494
11%
19
ephotozine.com
29,733
285,273
9%
20
panasonic.co.uk
27,835
287,171
9%
7
three for the high volume search
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The most visible websites, advertisers and brands on Google UK.
Natural search: PCs, laptops & tablets
Searches PCs & Laptops products (including brand terms) accounted
for more than 3.5 million searches in May 2012. How did these searches
break down?
In May, the keyword ‘iPad 3’ was
searched for 301,000 times,
accounting for 9% of all searches
iPad 3
301,000 | 9%
made for the subsector.
iPad
201,000 | 6%
Amazon Kindle
201,000 | 6%
Kindle
165,000 | 5%
Mac
135,000 | 4%
Other keywords
2,144,621 | 61%
iPod touch
110,000 | 3%
iPad 2
74,000 | 2%
Laptops
74,000 | 2%
Kobo
49,500 | 1%
Amazon Kindle books
49,500 | 1%
Apple was the most visible brown
goods-related website, achieving
a 50% share of voice.
Amazon UK attained a 47% share
of visibility through ranking at
position one for 175 keywords,
including the high volume search
term ‘Amazon Kindle books’.
Which websites were most visible for PCs, laptops & tablets searches?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
apple.com
1,742,399
1,762,802
50%
2
wikipedia.org
1,658,837
1,846,364
47%
3
amazon.co.uk
1,627,945
1,877,256
46%
4
pcworld.co.uk
1,189,886
2,315,316
34%
5
tesco.com
912,173
2,593,028
26%
6
amazon.com
531,177
2,974,024
15%
7
currys.co.uk
520,170
2,985,031
15%
8
comet.co.uk
452,538
3,052,663
13%
9
argos.co.uk
404,576
3,100,625
12%
10
mobilefun.co.uk
318,451
3,186,750
9%
11
laptopsdirect.co.uk
266,492
3,238,709
8%
12
google.com
256,648
3,248,553
7%
13
techradar.com
247,480
3,257,721
7%
14
ebuyer.com
243,858
3,261,343
7%
15
cnet.com
198,360
3,306,841
6%
16
cnet.co.uk
180,990
3,324,211
5%
17
engadget.com
166,522
3,338,679
5%
18
guardian.co.uk
166,437
3,338,764
5%
19
three.co.uk
159,574
3,345,627
5%
20
pcadvisor.co.uk
157,380
3,347,821
4%
Get in touch to discuss your site’s specific performance.
8
Brown Goods Sector Report, Issue 12, May 2012
Natural search: Phones & accessories
Searches for Phones & Accessories (including brands) accounted for more
than 2.1 million searches in May 2012. How did these searches break down?
In May, the keyword ‘iPhone 5’
was queried 450,000 times,
accounting for 21% of all searches
iPhone 5
450,000 | 21%
Other keywords
633,729 | 30%
made for the subsector.
O2 was the most visible brown
goods-related website, achieving
a 33% share of voice through
Blackberry
301,000 | 14%
ranking at position one for four
search terms, including ‘i phone 4’.
Samsung Galaxy
49,500 | 2%
Mobile phones
60,500 | 3%
TechRadar attained a 32% share
Sony Ericsson
60,500 | 3%
of voice; through ranking at
iPhone 4s
165,000 | 8%
iPhone 4
60,500 | 3%
Nokia
90,500 | 4%
iPhone
110,000 | 5%
position one for 15 keywords,
including ‘latest iPhone’.
HTC
135,000 | 6%
Which websites were most visible for phones & accessories searches?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
wikipedia.org
1,061,564
1,054,666
50%
2
o2.co.uk
700,746
1,415,483
33%
3
techradar.com
683,792
1,432,437
32%
4
youtube.com
615,290
1,500,939
29%
5
apple.com
558,672
1,557,557
26%
6
phones4u.co.uk
543,760
1,572,469
26%
7
gsmarena.com
531,040
1,585,188
25%
8
vodafone.co.uk
524,545
1,591,684
25%
9
carphonewarehouse.com
513,587
1,602,642
24%
10
t3.com
481,925
1,634,304
23%
11
cnet.com
474,309
1,641,920
22%
12
cnet.co.uk
452,472
1,663,757
21%
13
blackberry.com
378,656
1,737,573
18%
14
mobilefun.co.uk
332,595
1,783,634
16%
15
technobuffalo.com
315,000
1,801,229
15%
16
tesco.com
256,914
1,859,316
12%
17
dialaphone.co.uk
255,318
1,860,911
12%
18
trustedreviews.com
238,816
1,877,413
11%
19
pocket-lint.com
226,300
1,889,929
11%
20
computerworld.com
225,000
1,891,229
11%
9
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The most visible websites, advertisers and brands on Google UK.
Natural search: TVs &DVD players
Searches for TVs & DVD players accounted for more than 400,000 searches
in May 2012. How did these searches break down?
In May, the search term ‘TV’ was
queried 90,500 times, accounting
TV
90,500 | 22%
for 22% of all searches made for
the subsector.
Comet was the most visible
website, achieving a 57% share of
Samsung TV
22,200 | 5%
Other keywords
194,882 | 48%
3D TV
14,800 | 4%
voice through ranking at position
one for 25 keywords, including
‘cheap LED TVs’.
LED TV
14,800 | 4%
Argos attained a 43% share
Television
14,800 | 4%
TVs
9,900 | 2%
32 inchTV
9,900 | 2%
of voice through ranking at
Portable DVD player
14,800 | 4%
DVD player
9,900 | 2%
position one for 38 keywords,
including the search term ‘flat
LG TV
9,900 | 2%
screen televisions’.
Which websites were most visible for TVs & DVDs searches?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
comet.co.uk
231,276
175,106
57%
2
argos.co.uk
174,613
231,769
43%
3
amazon.co.uk
156,958
249,424
39%
4
wikipedia.org
155,576
250,806
38%
5
currys.co.uk
137,733
268,649
34%
6
dixons.co.uk
103,209
303,173
25%
7
richersounds.com
102,898
303,484
25%
8
bbc.co.uk
96,720
309,662
24%
9
tvguide.co.uk
90,536
315,846
22%
10
tesco.com
87,931
318,451
22%
11
tv.com
73,280
333,102
18%
12
onthebox.com
63,350
343,032
16%
13
pcworld.co.uk
58,097
348,285
14%
14
techradar.com
55,047
351,335
14%
15
samsung.com
54,880
351,502
14%
16
channel4.com
54,558
351,824
13%
17
toshiba.co.uk
51,739
354,643
13%
18
which.co.uk
48,672
357,710
12%
19
pixmania.co.uk
42,771
363,611
11%
20
radiotimes.com
36,200
370,182
9%
Get in touch to discuss your site’s specific performance.
10
Can you see success at one glance?
Areas can easily be
capitalised on with
quick wins
Drilling down
into the detail
allows users
to view the
areas that
offer the
quick wins.
Success is
determined
by colour.
poor
good
How am I doing?
Where are the
quick wins?
Where is the
opportunity?
Brown Goods Sector Report, Issue 12, May 2012
Keywords are
generally doing well
as is easily seen with
the - good
colouring on the
right half of the tag
map visualisation.
- areas denote room
for improvement.
The One Platform
from
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11
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The most
visible websites, advertisers and brands on Google UK.
Paid
Media
Which advertisers were most visible in May?
We have conducted a detailed level of monitoring and analysis to determine
which advertisers appeared most prominently in the paid media space. An
advertiser’s share of voice is based on: how often they were present in Google,
which ad position they bid for, and the associated search volume for the
keywords they bid on. These advertisers have been scored in the league table
below, which represents visibility across the top 150 keywords in May 2012.
In May, Amazon UK was the most
visible advertiser, achieving a 30%
share of voice through bidding
on 115 keywords, at an average
position ad of five.
Tesco attained a 25% share of
visibility, through bidding on
64 keywords, at an average ad
position of three.
Of the top 10 advertisers featured,
T Mobile bid on the least number
of keywords (20).
The top 20 most visible brown goods advertisers in paid media
No.
Advertiser
Share of voice
Keywords
appearing for
Avg.
Position
1
amazon.co.uk
30%
115
5
2
tesco.com
25%
64
3
3
johnlewis.com
18%
89
5
4
argos.co.uk
16%
71
5
5
vodafone.co.uk
13%
20
3
6
orange.co.uk
12%
26
4
7
carphonewarehouse.com
12%
37
6
8
phones4u.co.uk
11%
26
4
9
t-mobile.co.uk
9%
20
5
10
currys.co.uk
8%
56
2
11
uswitch.com
8%
21
7
12
simplyelectronics.net
8%
16
5
13
pcworld.co.uk
7%
15
4
14
storescompared.com
6%
43
8
15
comet.co.uk
6%
62
7
16
pricerunner.co.uk
6%
32
7
17
apple.com
5%
26
1
18
o2.co.uk
5%
12
2
19
bestprices247.com
5%
22
7
20
blackberry.com
5%
3
2
Get in touch to discuss your site’s specific performance.
12
Brown Goods Sector Report, Issue 12, May 2012
Paid media: Audio & accessories
Searches for Audio & Accessory terms accounted for more than 725,000
searches in May 2012. Here we assess which advertisers were most visible for
these keywords.
In May, Amazon UK was the
most visible advertiser, achieving
a 36% share of voice through
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
amazon.co.uk
36%
21
3
2
johnlewis.com
18%
10
5
3
bearshare.com
16%
7
2
4
imesh.com
16%
9
3
5
intunemp3.com
14%
8
5
ten keywords, at an average ad
6
spotify.com
13%
8
3
position of five.
7
music-oasis.com
13%
8
5
8
sale-2011.co.uk
12%
8
6
Achieving a 15% share of
9
tesco.com
10%
6
3
visibility, Amazon UK displayed
10
ipodprices.co.uk
10%
4
6
the most visible unique ad
11
apple.com
9%
6
1
creative, advertising low prices on
12
bestprices247.com
8%
3
7
13
argos.co.uk
8%
8
6
14
mp3-players.ecompare.co.uk
7%
3
4
15
moneysupermarket.com
7%
7
6
16
groove-stream.com
7%
3
7
17
ask.com
6%
11
6
18
which.co.uk
6%
4
4
19
ebay.co.uk
4%
15
8
20
sainsburys.co.uk
4%
6
3
bidding on 21 keywords, at an
average ad position of three.
John Lewis attained an 18% share
of visibility through bidding on
the iPod Nano.
Which ad creatives were most visible for audio & accessories searches?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
amazon.co.uk
Ipod-nano at Amazon.co.uk Low Prices on Ipod-nano.
Free UK Delivery on Amazon Orders
www.amazon.co.uk/ipod-nano
48
15%
2
music-oasis.com
Download Music for Free
All Music is 100% Free and Legal.
Download Your Favorite Songs Now!
www.music-oasis.com/FreeMusic
2
12%
3
intunemp3.com
Download Music 100% Free
Tons of Songs.
Start Downloading Now!
www.intunemp3.com/
6
10%
4
sale-2011.co.uk
- 63% Off iPods nano
Up to 63% off iPods nano!
Get the best price, buy now.
www.sale-2011.co.uk/iPods+nano
12
9%
5
apple.com
MP3 Player and more | apple.com
Play more than just MP3s with an iPod touch,
iPhone or iPad.
www.apple.com/uk/
5
8%
13
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
The most visible websites, advertisers and brands on Google UK.
Paid media: Cameras & camcorders
Searches for Cameras & Camcorders (including brand terms), accounted for
more than 315,000 searches in May 2012. Here we assess which advertisers
were most visible for these keywords.
In May, Currys was the most
visible advertiser, achieving a
34% share of voice through
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
currys.co.uk
34%
21
2
2
panasonic.co.uk
26%
17
1
3
argos.co.uk
24%
17
5
Panasonic attained a 26% share
4
amazon.co.uk
21%
30
5
of visibility through bidding on
5
samsung.com
18%
24
5
17 keywords, at an average ad
6
johnlewis.com
17%
29
5
position of one.
7
pixmania.co.uk
16%
13
6
8
tesco.com
14%
14
3
Achieving a 24% share of voice,
9
moneysupermarket.com
12%
23
7
Currys displayed the most visible
10
which.co.uk
11%
20
5
11
ukdigitalcameras.co.uk
8%
4
7
12
littlewoods.com
7%
14
7
13
asda.com
4%
15
7
14
warehouseexpress.com
4%
10
4
15
canon-cameras.ecompare.co.uk
4%
2
4
16
simplyelectronics.net
3%
12
5
17
jessops.com
3%
7
6
18
camcorders.ecompare.co.uk
3%
2
4
19
apple.com
3%
4
1
20
ebay.co.uk
3%
20
7
bidding on 21 keywords, at an
average ad position of two.
individual ad creative, advertising
digital cameras from £35.
Which ad creatives were most visible for cameras & camcorders searches?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
currys.co.uk
Digital Cameras from £35 | Currys.co.uk
Buy any Camera & Save 20% on any
Camera Case + Free Delivery.
www.currys.co.uk/Digital_Cameras
20
10%
2
panasonic.co.uk
Panasonic © Lumix Range | Panasonic.co.uk
Award Winning Cameras, Stunning Results!
2011 Camera Of the Year.
www.panasonic.co.uk/Lumix
20
10%
3
currys.co.uk
Currys Camera Deals Great Savings on Cameras at Currys.
Free Delivery Or Reserve & Collect.
www.currys.co.uk/Cameras
20
10%
4
panasonic.co.uk
Lumix G Digital Camera | panasonic.co.uk
£50 Cashback Offer Now Available On
Selected Range Of Lumix G Cameras.
www.panasonic.co.uk/offers
20
8%
5
currys.co.uk
Currys Cameras From £35 | Currys.co.uk
Buy any Camera & Save 20% on any
Camera Case + Free Delivery.
www.currys.co.uk/Cameras
20
6%
Get in touch to discuss your site’s specific performance.
14
Brown Goods Sector Report, Issue 12, May 2012
Paid media: PCs & Laptops
Searches for PCs & Laptops, accounted for more than 3.5 million searches in May
2012. Here we assess which advertisers were most visible for these keywords.
In May, Amazon UK was the
most visible advertiser, achieving
a 50% share of voice though
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
amazon.co.uk
50%
26
3
2
tesco.com
42%
16
3
3
johnlewis.com
28%
19
3
4
argos.co.uk
22%
16
5
5
simplyelectronics.net
15%
4
5
16 keywords, at an average ad
6
pcworld.co.uk
14%
15
4
position of three.
7
storescompared.com
12%
10
8
8
uswitch.com
12%
8
8
Achieving a 10% share of voice,
9
pricerunner.co.uk
11%
5
7
Tesco displayed the most visible
10
comet.co.uk
11%
13
6
individual ad creative, advertising
11
carphonewarehouse.com
11%
9
8
the new iPad from £399.
12
bestprices247.com
8%
11
7
13
apple.com
7%
6
1
14
sale-2011.co.uk
7%
6
6
15
currys.co.uk
7%
5
4
16
sainsburys.co.uk
6%
12
5
17
staples.co.uk
5%
4
5
18
dell.com
5%
4
4
19
pric.co.uk
5%
3
9
20
which.co.uk
4%
7
7
bidding on 26 keywords, at an
average ad position of three.
Tesco attained a 42% share of
visibility through bidding on
Which ad creatives were most visible for PCs & Laptops product searches?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
tesco.com
The New iPad From £399.00 In Stock Now | tesco.com Buy Your iPad Today!
Get Free Delivery On The New iPad.
www.tesco.com/The_New_iPad
82
10%
2
uswitch.com
Top10 iPad 3 Deals
Cheapest iPad 3 Deals on Three.
From Just £29. Compare Offers!
www.uswitch.com/iPad-Deals
5
9%
3
storescompared.com
iPad 2 Clearance
iPad 2 Top 10 Deals
2012 Clearance Sale Now On !
www.storescompared.com/
9
9%
4
carphonewarehouse.com
The Stunning New iPad
It's Here -Latest iPad from Apple
Available at CPW while stocks last!
carphonewarehouse.com/The-New-iPad
8
8%
5
amazon.co.uk
Buy New iPad 3 at Amazon
New iPad 3 at Low Prices.
Free UK Delivery on Amazon Orders
www.amazon.co.uk/new+iPad+3
57
7%
15
www.greenlightdigital.com
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The most visible websites, advertisers and brands on Google UK.
Paid media: Phones & accessories
Searches for PCs and laptops (including brand terms), accounted for more
than 2.1 million searches in May 2012. Here we assess which advertisers were
most visible for these keywords.
In May, Orange was the most
visible advertiser, achieving a
38% share of voice through
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
orange.co.uk
38%
26
4
2
vodafone.co.uk
34%
15
3
3
phones4u.co.uk
33%
24
4
Vodafone attained a 34% share
4
t-mobile.co.uk
27%
20
5
of visibility through bidding on
5
carphonewarehouse.com
20%
28
6
15 keywords, at an average ad
6
o2.co.uk
15%
12
2
position of three.
7
blackberry.com
14%
3
2
8
dialaphone.co.uk
13%
17
6
Orange displayed the most visible
9
virginmobile.com
8%
16
6
individual ad creative, advertising
10
buymobilephones.net
8%
5
4
11
uswitch.com
8%
13
7
12
mobiles.co.uk
8%
18
6
13
nokia.com
7%
8
3
14
blackberry-deals.uswitch.com
6%
2
7
15
mobile-phones.three.co.uk
6%
1
2
16
iphone-4s.three.co.uk
5%
6
2
17
htc.com
5%
6
4
18
e2save.com
5%
17
7
19
three.co.uk
4%
5
4
20
tesco.com
4%
5
3
bidding on 26 keywords, at an
average ad position of four.
exclusive offers on the latest
Blackberry phone.
Which ad creatives were most visible for phones & accessories searches?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
orange.co.uk
Orange BlackBerry Range | orange.co.uk
View the latest BlackBerry phones
on Orange with exclusive offers
www.orange.co.uk/BlackBerry
96
10%
2
phones4u.co.uk
BlackBerry at Phones 4u
The latest BlackBerry handsets on
great contract deals at Phones 4u.
www.phones4u.co.uk/BlackBerry
97
8%
3
virginmobile.com
Virgin Mobile
Exclusive deals for Virgin Media
customers. Handsets from £12.99 p/m
www.virginmobile.com/
4
6%
4
blackberry.com
Official BlackBerry® Site | BlackBerry.com
Upgrade Now To New BlackBerry®
OS 7 Smartphones. Discover More Online!
www.blackberry.com/UK
9
6%
5
uswitch.com
Cheapest BlackBerry Deals
Top10 BlackBerry Offers Online.
Best Deals From £10. Compare Now!
blackberry-deals.uswitch.com/
2
5%
Get in touch to discuss your site’s specific performance.
16
Brown Goods Sector Report, Issue 12, May 2012
Paid media: TVs & DVD players
Searches for TVs & DVD players (including brand terms), accounted for more
than 400,000 searches in May 2012. Here we assess which advertisers were
most visible for those keywords.
In May, Argos was the most
visible advertiser, achieving a
49% share of voice through
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
argos.co.uk
49%
29
5
2
currys.co.uk
48%
28
2
3
tesco.com
28%
25
3
Currys attained a 48% share
4
johnlewis.com
28%
29
5
of visibility through bidding on
5
samsung.com
27%
11
3
28 keywords, at an average ad
6
panasonic.co.uk
21%
21
3
position of two.
7
sainsburys.co.uk
20%
25
6
8
amazon.co.uk
20%
29
6
Samsung displayed the most
9
comet.co.uk
11%
26
7
visible individual ad creative,
10
moneysupermarket.com
11%
12
7
11
asda.com
10%
8
8
12
finluxdirect.com
9%
20
8
13
kogan.co.uk
7%
19
8
14
ebay.co.uk
6%
28
7
15
very.co.uk
6%
14
6
16
pixmania.co.uk
6%
12
8
17
littlewoods.com
5%
14
7
18
mediaplayerlite.net
5%
1
2
19
sevenoakssoundandvision.co.uk
5%
18
8
20
pricerunner.co.uk
5%
14
8
average ad position of five.
advertising bargains their new
range of Smart TVs.
Which ad creatives were most visible for TVs & DVD players searches?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
samsung.com
New Samsung Smart TVs | Samsung.com
Immerse yourself with Samsung's new range
of Smart TVs. Find out more.
www.samsung.com/uk/Smart_TV
15
11%
2
johnlewis.com
Buy Samsung TVs | johnlewis.com
Free Delivery & 5 Year Guarantee
on all Samsung TVs at John Lewis
www.johnlewis.com/samsung-tvs
58
8%
3
sainsburys.co.uk
Samsung TVs
Buy Now at Sainsbury's From £229.99
Free Delivery & Nectar Points
www.sainsburys.co.uk/Samsung
28
6%
4
sainsburys.co.uk
TVs
Buy Now at Sainsbury's From £99.99.
Free Delivery & Nectar Points
www.sainsburys.co.uk/TVs
28
6%
5
currys.co.uk
New LG TV Range | Currys.co.uk
Buy LG TVs Over £549 & Get £10 Cash
for Every England Goal in Euro 2012
www.currys.co.uk/LG-TVs
53
5%
17
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
bidding on 29 keywords, at an
The most visible websites, advertisers and brands on Google UK.
Paid media bidding strategies
We have monitored Google closely to identify who was advertising in the
paid media space, and when they chose to advertise. Our analysis tracks
visibility of advertisers, in terms of bidding frequency, average ad position
and keywords bid on, rather than assessing other performance indicators,
such as sales and cost per acquisition. The data has then been broken down
further to reveal advertising behaviour by individual days of the week and
times of the day.
Day parting strategy
Our research, through working with various brown goods retailers, has found
that most brown goods-related search queries are performed over the weekend,
particularly Sunday, with fewer searches on weekdays. But did advertisers
reflect this day parting in their bidding strategies?
Consumer search behaviour
Ad count by day, over a 1-week period (chosen at random; week commencing 20th February)
Sainsburys
20%
Samsung
Which?
Panasonic
MoneySupermarket
15%
Tesco
Currys
John Lewis
Argos
10%
Mon 7th
Tue 8th
Wed 9th
Thur 10th
Fri 11th
Sat 12th
Sun 13th
Amazon UK
The majority of advertisers
Tesco appeared to overestimate
Which? appeared to underestimate
appeared to have unique
search behaviour on Tuesday.
search behaviour on Saturday and
bidding strategies.
Sunday, when search activity was
at its highest.
Get in touch to discuss your site’s specific performance.
18
Brown
Goods Sector
Report, Issue 12, May 2012
Integrated
Search
Which websites/advertisers performed well?
voice overall? Here we have taken the top websites/advertisers
across both mediums to give an indication of their integrated
search performance.
If we look at the visibility achieved by websites in natural search
and the impression share gained by those websites as advertisers
in the paid search space, who obtained the greatest share of
50%
wikipedia.org
40%
apple.com
Natural search visibility
Strong natural
search visibility
amazon.co.uk
Strong integrated
search visibility
30%
20%
pcworld.co.uk
tesco.com
Strong paid
media visibility
Poor integrated
search visibility
techradar.com
argos.co.uk
youtube.com
cnet.co.uk
o2.co.uk
mobilefun.co.uk
10%
comet.co.uk
currys.co.uk
cnet.com
which.co.uk
samsung.com
moneysupermarket.com
dell.com
johnlewis.com
sainsburys.co.uk
0%
0%
5%
10%
15%
20%
25%
30%
Paid media visibility
Amazon UK was the only website
Wikipedia and Apple both achieved
Tesco, Currys and Argos
to achieve strong integrated
strong natural search visibility.
all attained strong paid
search visibility.
19
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media visibility.
|
T: +44 (0)20 7253 7000
The most visible websites, advertisers and brands in Google search
The most visible brown goods websites in natural search and paid media
No.
Website / advertiser
Natural search
Paid media
In May, Amazon UK featured at
1
amazon.co.uk
35
29
the top of our integrated search
2
apple.com
37
11
league table as it achieved
3
wikipedia.org
46
0
sizable visibility in both the
4
tesco.com
20
20
5
pcworld.co.uk
20
14
6
argos.co.uk
13
21
7
currys.co.uk
12
19
8
johnlewis.com
0
20
9
comet.co.uk
12
4
league table as it achieved a
10
techradar.com
15
0
sizable share of voice in the
11
cnet.co.uk
11
0
natural search listings.
12
sainsburys.co.uk
0
11
13
dell.com
2
9
14
youtube.com
11
0
15
which.co.uk
4
6
16
o2.co.uk
10
0
17
mobilefun.co.uk
10
0
18
samsung.com
3
6
search listings to gain the
19
cnet.com
9
0
searchers consideration.
20
moneysupermarket.com
2
7
21
gsmarena.com
9
0
22
phones4u.co.uk
9
0
23
carphonewarehouse.com
8
0
24
trustedreviews.com
8
0
25
ebay.co.uk
3
5
26
vodafone.co.uk
8
0
27
staples.co.uk
0
8
28
amazon.com
8
0
29
t3.com
7
0
30
panasonic.co.uk
0
7
31
pixmania.co.uk
3
3
32
play.com
3
3
33
ebuyer.com
4
2
34
microsoft.com
0
6
35
pocket-lint.com
6
0
36
blackberry.com
5
0
37
laptopsdirect.co.uk
4
2
38
sony.co.uk
2
2
39
littlewoods.com
0
5
40
sevenoakssoundandvision.co.uk
0
4
natural search listings and paid
media space.
Apple ranked second in our
Interestingly, Wikipedia attained
no visibility in the paid media
listings, relying solely on its
visibility gained in the natural
Get in touch to discuss your site’s specific performance.
20
Brown Goods
Sector Marketing
Report, Issue 12, May 2012
Social
Media
Which brands have the most influence?
Social media provides consumers with a dynamic platform upon which to talk about and engage with brands. Smart brands recognise the
importance of effectively employing this medium in order to inspire positive conversation around their products. The most influential brands
engage on a daily basis with consumers, driving traffic to their online and offline properties.
To gauge their influence, we’ve had a look at the top 15 brands and measured their engagement by monitoring their fans and followers across
various social media platforms, shown in the table below. Facebook, Twitter, LinkedIn and YouTube presences were all measured, whilst Klout
scores have been obtained, quantifying the influence of that brand across the social networks analysed.
No.
Brand
Twitter
Followers
Facebook
Fans
Google +
Followers
You Tube
Views
You Tube
Suscribers
1
YouTube
14,052,766
59,749,459
912,550
67,800,732
528,394
100
2
CNET
221,120
867,993
49,714
68,359,545
144,167
78
3
Amazon UK
56,013
537,872
143
1,030,616
1,288
69
4
Tesco
21,923
826,480
1,118
20,662
20
65
5
Sainsburys
51,497
432,741
448
4,139,311
723
64
6
Dell
39,039
1,723,367
302,815
13,000,645
9,657
64
7
Wikipedia
63,900
1,053,799
14,018
109,561
669
58
8
John Lewis
25,118
465,407
42,552
7,494,352
1,716
57
9
Argos
24,539
419,948
0
5,983,479
904
55
10
TechRadar
33,138
25,369
2,858
6,267,072
9,227
54
11
PC World
3,805
32,871
26
716,263
534
53
12
Currys
3,805
32,871
26
716,263
534
53
13
Comet
5,150
33,593
44
530,223
117
52
14
Which?
4,609
0
0
12,683,129
7,741
48
15
Apple
0
0
0
0
0
0
21
KloutScore
YouTube ranked at the top of our
Of the brands analysed, CNET had
Interestingly, in May, YouTube
social media league table, as it
the largest number of views on
had more than 59 million people
achieved an extremely high Klout
its YouTube channel (more than
following its Facebook page.
score of 100.
13 million).
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
The most visible websites, advertisers and brands on Google UK.
Learn more about our research
Get in touch
Download free reports
If you would like to know exactly what share of search traffic your company
is currently attracting, why not get in touch? We can show you the exact size
of your market based on the keywords that matter to you most and we can
measure how well you are capturing this market through your current search
activity.
Our research division produces market sector reports on
an ongoing basis, covering a broad range of industries
including: banking, brown & white goods, car hire, flights,
fashion retail, gaming, holidays, hotels, insurance and many
more. To download our FREE reports go to:
Our sector reports are a great way to benchmark your company’s search
performance. They provide a solid foundation from which to plan future
search activity and help realign your search strategy.
www.gossip.greenlightdigital.com
Contact
Ian Hucklesby | Head of Business Development
+44 (0) 20 3326 6237 | E: ian.hucklesby@greenlightdigital.com
How the report was created
Disclaimer:
We used industry data to classify a selection of the most popular search
The information provided in this report is for information
terms that customers used within this sector. We took a set of generic,
only and should not be relied upon to enter into any
general sector specific keywords that were used when searching. This gave
business transaction or to make any commercial
us an indication as to the size of the audience that used Google UK.
decision. Whilst Greenlight has made every effort to
For natural search, we analysed the natural search rankings on Google UK
to see which websites and brands were positioned on page one for each
term. This way we were able to build up an aggregate view of the most
commonly appearing and prominent websites, as well as the respective
size of the audience they were reaching, as a result of having that keywordspecific visibility.
ensure the accuracy of this report, Greenlight cannot
accept any liability for any error or inaccuracy found
within this document and no warranty is provided
regarding its completeness or its suitability for any
purpose. The content of the report is the copyright of
Greenlight Marketing Limited. The reader may use and
circulate the report within its own business organisation.
For paid media, we monitored the advertisers appearing in the sponsored
However, it is not permitted to exploit, distribute, sell or
links for 120 of the top terms analysed. Data was retrieved from Google
otherwise make use of the report for commercial gain. It
UK regularly on a daily basis during the period to ensure a fair assessment
is permitted to reproduce extracts of the report for public
of the paid media space and to take into account the ad rotation system
interest, provided that the publisher credits Greenlight
employed by Google.
as the source of the work.
For social media, we assessed the top 15 most visible brands in natural
search and paid media and assessed them based on the number of followers
and the level of interaction they had across several social media platforms.
This data was then collated and league tables of the most visible websites
in natural search, paid media and social media were created for this sector.
In our reports you will find market view data for the industry as a whole, as
well as by segment: generic keywords, and specific product/service types.
Get in touch to discuss your site’s specific performance.
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