Traditionally, travel advertisers including online travel agencies are among the biggest search ad spenders on Google. That business tanked last year, but ecommerce-related search advertising outperformed thanks to the supercharged digital retail environment.

Despite Amazon’s incredible 2021 and the fact that Facebook weathered the pandemic better than Google last year, Google will still expand its lead on its two most prominent competitors. By the end of the year, the ad revenue gap between Google and Facebook will be wider than at any time since 2016. A Huge Cohort of Digital Ad Minnows Are Growing Like Gangbusters.

Examples include text ads in Google search results, Product Listing Ads in Google search results, and Amazon Sponsored Products and Sponsored Brands. In 2021, US B2Bs will spend $5.36 billion on search ads. This is more than what they will allocate to display, but search’s growth rate isn’t as strong, increasing by just 19.5% from 2020.

The future of Google Search is going to be visual: The updates will make it increasingly difficult for competitors to make inroads.

There is no global triopoly, but ecommerce is collectively challenging Google and Facebook. Google will claim 28.6% of the worldwide digital ad market this year, and Facebook will take 23.7%. The ecommerce heavyweights combined (Alibaba, Amazon, and JD.com) will take 15.9%. Read Next.

This has led to Facebook gaining some ground on Google in terms of the duopoly’s ad revenue share. This year, Google will account for 39.6% of total digital ad spend, and Facebook will account for 28.9%. In 2019, those proportions stood at 40.1% and 24.9%, respectively. WHAT’S IN THIS REPORT?

Google reported an increase of 68% in revenues for Google search and “other” on-property ads, to $35.85 billion. This was significantly faster growth than we anticipated for the quarter. Search is still by far the largest segment of Google’s ad business.

Display ads like banners and graphics, which have historically been less of a priority than search ads for B2B marketers, took up a greater share of US ad spending than ever before in 2020.

Google exceeds expectations: Based on Tuesday's earnings, we anticipate another upward revision of Google’s ad revenues in our US digital ad spending report, out this fall.

According to Tinuiti, RLSAs were responsible for a declining share of Google search ad clicks between Q3 2019 and Q3 2020. The search agency’s Q3 2020 “Google Ads Benchmark Report” noted that the decrease in cookie data could lead to further decreases in the future.