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Search Engine Marketing:
User and Spending Trends
The competition is fierce, but Google still dominates the market, drawing far more search users, requests and ad revenues than all its rivals put together.
The Search Engine Marketing report tracks the trends that are driving the massive but still-growing search advertising market.
eMarketer estimates that Google raked in 75% of US paid search advertising in 2007, up from 60% in 2006. Number two, Yahoo!, collected a mere 9% share, while everyone else split 16% of the pie.
That’s still a lot.
With over $8.6 billion going to search engine advertising in 2007, that 16% stake equals nearly $1.4 billion. And with search spending nearly doubling to almost $16.6 billion in 2011, even a small slice represents significant revenue.
Key questions the “Search Engine Marketing” report answers:
- What factors contribute most to search marketing spending?
- Why will search engine optimization increase over the next few years?
- How can marketers better understand the search audience?
- How do people feel about search engine results?
- In what ways do search and privacy intersect?
- How does that affect marketers?
- And many others…
eMarketer Reports—On Target and Up to Date
The Search Engine Marketing report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
To download the report to your desktop—click Add to Cart:
The competition is fierce, but Google still dominates the market, drawing far more search users, requests and ad revenues than all its rivals put together.
Executive Summary
 US Online Advertising Spending, by Format, 2006-2011 (millions)
Key Questions
The eMarketer View
Key eMarketer Numbers-Search Engine Marketing
Data Privacy Practices at the Five Largest Search Engine Companies, December 2007 (% of respondents)
Search Ad Spending
US Search Advertising Spending, 2001-2011 (millions)
US Search Advertising Spending Growth, 2001-2011 (% change)
US Search Advertising Spending, 2001-2011 (% of total online ad spending)
US Online Advertising Spending, by Format, 2006-2011 (% of total online ad spending and billions)
US Online Advertising Spending Growth, by Format, 2006-2011 (% increase/decrease vs. prior year)
Comparative Estimates: Search Marketing
Comparative Estimates: US Search Advertising Spending, 2006-2011 (billions)
Comparative Estimates: US Search Advertising Spending Growth, 2006-2011 (% change)
Comparative Estimates: US Search Advertising Spending As a Percent of Total Online Advertising Spending, 2006-2011
Search Spending by Type
US Search Engine Marketing Spending, by Type, 2006-2011 (% of total and millions)
US Search Marketing Spending Share, by Type, 2007-2012 (% of total and millions)
US Search Engine Marketing Spending, by Type, 2006-2011 (millions)
US Search Marketing Spending, by Type, 2007-2012 (millions)
US Search Engine Marketing Spending Growth, by Type, 2007-2011 (% change)
US Search Marketing Spending Growth, by Type, 2008-2012 (% change)
Type of Search Engine Marketing Used by US Retailers, March 2007 (% of respondents)
Best Performing Type of Search Engine Marketing for Conversion Rates according to US Retailers, March 2007 (% of respondents)
People Who Search
Average Share of Time US Internet Users Spend Online, by Site Category, Q1 2006-Q2 2007 (% of total)
Advertising Dollars Spent per Hour of US Consumer Internet Usage*, by Type, 2006 & 2007
Who Searches?
Demographic Profile of US Search Engine Users, by Search Engine, October 2006
Attitudes of Search Engine Users in North America toward Search Results, by Frequency of Search Engine Usage, Q2 2006 (% of respondents)
Customer Service Quality according to US Adult Consumers, by Industry, July 2007 (% of respondents)
US Customer Satisfaction with Web Portals and Search Engines, Q2 2002-Q2 2007 (based on a 100-point scale*)
US Adult Internet Users Who Are Concerned about Their Personal Information Being Available Online, December 2006 (% of respondents in each group)
Demographic Profile of US Adult Internet Users Who Are Concerned about Their Personal Information Being Available Online, December 2006 (% of respondents in each group)
Types of Personal Information that US Consumers Are Most Concered About Losing via Theft or Data Loss, 2007 (% of respondents)
Types of Personal Information that US Consumers Are Most Concered about Losing via Theft or Data Loss, by Age, 2007 (% of respondents in each group)
US Adults' Opinions Regarding Whether or Not Search Engine Companies Should Permanently Store Users' Search Behaviors, February 2006 (% of respondents)
US Adults' Level of Confidence that Information Collected by Search Engine Companies Will Remain Private, February 2006 (% of respondents)
How Many People Search?
US Search Engine Users, 2006-2011 (millions)
US Search Engine User Growth vs. Total Internet User Growth, 2006-2011 (% change)
US Search Engine Users As a Percent of Total Internet Users and Total Population, 2006-2011
Average Website Reach among US Internet Users, by Site Category, Q1 2006-Q2 2007 (% of total users)
Number of US Unique Searchers, by Search Engine Provider, April-September 2007 (millions)
Number of US Unique Searchers, by Search Engine Provider*, April-September 2007 (millions)
Growth of US Unique Searchers, by Search Engine Provider, May-September 2007 (% change)
Growth of US Unique Searchers, by Search Engine Provider*, May-September 2007 (% change)
How Often Do People Search?
Online Activities Performed Weekly* according to US Consumers, by Age, February 23, 2007-March 6, 2007 (% of respondents in each group)
Internet Users in North America Who Use Search Engines, by Frequency, Q2 2006 (% of respondents)
Online Activities of US Older Adults and Seniors, 2006 & 2007 (% of respondents)
Where Do People Search?
Share of US Unique Searchers, by Search Engine Provider, April-September 2007 (% of total and millions)
Share of US Unique Searchers, by Search Engine Provider*, April-September 2007 (% of total and millions)
Most Popular Websites* in the US, Ranked by Market Share of Visits**, April-September 2007
Where Do Searchers Come From? Where Do They Go?
Total US Internet User Visitor Shares at the Top 10 Upstream and Downstream Sites*, by Search Engine, May-October 2007
Top Six Upstream* Sites that US Internet Users Visit Immediately before Visiting Google, Ranked by Visitor Share, August-October 2007
Top Six Upstream* Sites that US Internet Users Visit Immediately before Visiting Ask.com, Ranked by Visitor Share, August-October 2007
Top Six Upstream* Sites that US Internet Users Visit Immediately before Visiting Yahoo! Search, Ranked by Visitor Share, August-October 2007
Top Six Upstream* Sites that US Internet Users Visit Immediately before Visiting MSN Search, Ranked by Visitor Share, August-October 2007
Top Six Downstream* Sites that US Internet Users Visit Immediately after Visiting Google, by Visitor Shares, August-October 2007 (% of total)
Top Six Downstream* Sites that US Internet Users Visit Immediately after Visiting Yahoo! Search,Ranked by Visitor Share, August-October 2007
Top Six Downstream* Sites that US Internet Users Visit Immediately after Visiting MSN Search, Ranked by Visitor Share, August-October 2007
Top Six Downstream* Sites that US Internet Users Visit Immediately after Visiting Ask.com, Ranked by Visitor Share, August-October 2007
How Many Searches Do People Conduct?
Share of Online Searches in the US, by Search Engine, April-September 2007 (% of total)
Share of Online Searches in the US, by Search Engine Provider, January-October 2006
Share of Online Searches in the US, by Search Engine Provider, January-October 2007
Share of Search Queries Performed by US Internet Users, by Search Engine Provider*, April-September 2007 (% of total and billions)
Share of Search Queries Performed by US Internet Users, by Search Engine Provider*, June-September 2007 (% of total and billions)
Share of Search Queries Performed by US Internet Users, by Search Engine Provider, April-September 2007 (% of total and billions)
Number of Search Queries Performed by US Internet Users, by Search Engine Provider*, April-September 2007 (millions)
Number of Searches in the US, by Search Engine Provider, July-October 2007 (millions)
Number of Search Queries Performed by US Internet Users, by Search Engine Provider*, June-September 2007 (millions)
Number of Search Queries Performed by US Internet Users, by Search Engine Provider, April-September 2007 (millions)
Average Number of Online Searches per US Unique Searcher, by Search Engine Provider*, April-September 2007
Average Number of Online Searches per US Unique Searcher, by Search Engine Provider, April-September 2007
Growth of Average Number of Online Searches per US Unique Searcher, by Search Engine Provider*, May-September 2007 (% change)
How Do People Use Keywords?
Top 25 Keywords' Share of Each Category's Total Keywords on Infospace, August-October 2007
Top Five Keywords per Category on Infospace, August-October 2007 (% of each category's keywords)
Average Number of Keywords per Search Query Used by Internet Users Worldwide, July 2004 & July 2006
Size of Pay-per-Click Keyword Inventory according to US Retailers, March 2007 (% of respondents)
Total Number of Keywords Used by US Search Marketers in Their Paid Search Campaigns, April 2007 (% of respondents)
Why Do People Search?
Top Vertical Categories Ranked by Percent of US Internet Users Whose Visits Came from Search Engines, September 2007*
Most Likely Online Shopping Resource of US Internet Users for Beginning Product Research, by Product Cost, July 2007 (% of respondents)
Select Methods by which US Online Buyers Accessed Retail Websites, 2005 & 2007 (% of respondents)
Primary Means by which US Internet Users Find Out about New Products, January 2007 (% of respondents)
Select Uses of Search Engines according to US Female Internet Users with Children, July 2007 (% of respondents)
Types of Advertising that Cause US Consumers to Visit Websites, by Age, February 23, 2007-March 6, 2007 (% of respondents in each group)
Percent of Search Engine Shoppers Who Visit Retail Websites through a Natural Search according to US Retailers, March 2007 (% of respondents)
US Internet Users Who Use Search to Reach CPG Websites, by Category, February-April 2007 (millions and % of unique category visitors)
Reasons that US Search and Non-Search Users Visit CPG Websites, February-April 2007 (% of respondents)
Effectiveness of Online Search and Display Advertising Campaigns in Converting US Online Researchers to In-Store Buyers, 2007 (% change in conversions)
Amount that US Search Users* and Nonusers Spend Offline on CPG Products, by Category, February-April 2007
Reasons that US College Students Do Not Click on Search Engine Sponsored Links, September-November 2006 (% of respondents)
Related Information and Links
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The competition is fierce, but Google still dominates the market, drawing far more search users, requests and ad revenues than all its rivals put together.
Accenture
American Customer Satisfaction Index (ACSI)
Borrell Associates Inc.
CNET
Compete
comScore Inc.
comScore qSearch
Deloitte & Touche
DoubleClick
eMarketer
Experian Hitwise
ForeSee Results
Forrester Research
Harris Interactive
Internet Retailer
Microsoft
Millard Group
Morgan Stanley
Nielsen Online
Nielsen//NetRatings
OneStat.com
Online Publishers Association (OPA)
Oppenheimer & Co. Inc.
Pew Internet & American Life Project
Piper Jaffray & Co.
Ponemon Institute
PricewaterhouseCoopers (PwC)
Razorfish
ROI Research
Search Engine Marketing Professional Organization (SEMPO)
University of Connecticut
Veronis Suhler Stevenson (VSS)
VONTU
Webtrends
William Blair & Company
Wordtracker Keywords
Yahoo!
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