Google Continues to Command a Significant Share of Search Ad Revenue via @MattGSouthern

Google Continues to Command a Significant Share of Search Ad Revenue via @MattGSouthern

google-continues-to-command-a-significant-share-of-search-ad-revenue-via-@mattgsouthern

Google maintains its position as leader in search advertising, with net revenue dropping less than one per cent since last year.

According to a report from eMarketer, Google will net more than 73% of US search ad spending this year. Google is forecasted to lose only 2 percentage points in search ad revenue share between now and 2021.

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As shown in the chart above, Amazon is the only company projected to gain search ad revenue share over the two years. Amazon surpassed Microsoft in 2018 to become second-largest search ad seller in the US.

“Amazon’s ad business, for example, has attracted massive increases in ad spending because advertisers can reach audiences via interest-based signals—product queries—and in a context where they’re ready to buy.”

Search ad spending is growing overall, with search outlays projected to rise by almost 18%. Similar increases will continue through 2021. As predicted by eMarketer, search advertising will hold on to just less than a 43% share of the total digital market through 2023.

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Looking ahead, eMarketer believes the future of search advertising may include voice search ads, while visual search ads could take off on platforms like Pinterest.

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