Gumtree, Coles, eBay top Google's most searched brands

Online classifieds site Gumtree, supermarket giant Coles along with web auctions leader eBay stood at  the top of the lists of Australia's most popular Google searches for brands and ads in 2012.

The revelation comes as part of Google's Zeitgeist report series, which lists the most popular searches across a variety of categories, providing a snapshot of Australia's favoured trends, products and social developments through 2012.

However, according to marketing and advertising experts, SMEs should not necessarily be at the top position on the list as a badge of honour.

According to brand expert and consultant Michel Hogan the fact that Coles topped the list of ''top searches for ads'' with its ''prices are down'' ads – a marketing gimmick mostly slammed by the industry.

Hogan said the industry needed to be careful given that the reason people searched for something online might not be because they thought it was good.

She added the Coles ads had been some of the most annoying ads all year.