Report: Google Leads U.S. Search Advertising Market With 76% Market Share


Efficient Frontier today released the findings of its quarterly analysis of U.S. paid search activity. The report was based on an analysis of 92 billion impressions and 600 million clicks across a portion of Efficient Frontier customers during the fourth quarter of 2008, which includes some of the world’s largest brands. According to the report, Google has maintained its hold on the search advertising market with 76 percent market share, and Yahoo continued to increase its presence, gaining 3 percent market share year-over-year.

Despite the economic downturn and reports of the erosion of other marketing channels in 2008, the index of Efficient Frontier customers included in the Q4 report saw a minimal 8 percent decrease year-over-year, while the retail sector saw a 9 percent uptick in spending year-over-year, an indication of the strength of the search marketing channel.

Additional search engine marketing trends

  • Small advertisers in the U.S. accounted for a greater decrease in search advertising spend than larger, more established brands
  • Overall impressions for search engines are down 6 percent year-over-year
  • Overall click-through-rates (CTRs) in search were relatively flat year-over-year, gaining only 2 percent
  • Overall search cost-per-click (CPC) is down 5 percent year-over-year
  • Automotive industry spend declined 15 percent, due primarily to lower impression volume, reflecting weakness in consumer demand.
  • Financial service spend declined 20 percent despite impressions being up by 5 percent reflecting high customer demand for financial services, with but fewer qualified conversions
  • Retail spend increased 9 percent, reflecting the strength of the channel in price comparison and shopping efficiency, particularly for more established online brands
  • Travel and Entertainment spend decreased 24 percent, primarily due to reduced traffic volume, which is down in by 18 percent in the sector year-over-year

The full report is available by request from Efficient Frontier’s web site.



Chris Sherman is Executive Editor of SearchEngineLand.com and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. He also programs and co-chairs the Search Marketing Expo - SMX conference series.

See more articles by Chris Sherman >


Share, Bookmark & Discuss This Article
More:


Keep Updated: News Via Email | News Via RSS Feed | News Via Twitter


See more stories like this in the Members Library! Check out the SEM Industry: Stats, Stats: Spend Projections sections of the Members Library where this story is filed. Members also get access to exclusive video content, a members-only weekly & monthly newsletter, plus more. Check out all the benefits!

Comments are closed.


RECENT COMMENTS

  • Susannah said " I can't wait to try some of these tips this week. What a resource! It's like having a coffee with 21"
  • dian said " I haven't tried that yet but if it is the way Mazter is saying I think it won't going to do any good"
  • dian said " It really helps me a lot. The methods step by step explained the important factors easily and all th"

See All »


FREE DAILY SEARCH NEWS RECAP!

Stay on top of all the search news with our daily summary, the SearchCap newsletter. View a sample ›

STAY CURRENT THROUGHOUT THE DAY

RSS Feeds

The Search Engine Land feed keeps you informed as news happens. SEE ALL FEEDS »

Upcoming Search Engine Land Conferences

Advertise With Us »

Search Engine Land produces SMX, the Search Marketing Expo conference series. SMX events deliver the most comprehensive educational and networking experiences - whether you're just starting in search marketing or you're a seasoned expert.


SMX Web Site » | SMX Difference » | SMX News »


Join us at an upcoming SMX event:

Search Marketing Now Learn more about search marketing with our free online webcasts and webinars from our sister site, Search Marketing Now. Upcoming online events include:


See more webcast topics »

TRACK US SOCIALLY
Upcoming Search Engine Land Conferences

Get Your Search Engine Land
Premium Membership!

Become a premium member today and receive:

  • Express commenting privileges & photo.
  • Exclusive videos & newsletters.
  • Discounts to our SMX conferences.
  • Access to "How To" & Other Archives.

Learn More

Upcoming Search Engine Land Conferences
Add to GoogleAdd to My Yahoo!Add to BloglinesAdd to NetvibesAdd to Windows Live