A recently released report by eMarketer has produced findings that will come as no surprise to the casual internet user: Google is the web’s dominant search engine, and holds a position of enormous authority in the search engine advertising industry.

The US Ad Spending Forecast found that nearly 78 per cent of paid search revenues in the United States will be taken by Google in 2017, and that portion will likely grow to over 80 per cent in 2019. The final 20 per cent or so of search engine advertising revenues were split between Microsoft, Yahoo, Yelp, Amazon, Ask and AOL.

“Google’s dominance in search, especially mobile search, is largely coming from the growing tendency of consumers to turn to their smartphones to look up everything from the details of a product to directions,” said eMarketer forecasting analyst Monica Peart. “Google and mobile search as a whole will continue to benefit from this behavioral shift.”

While Google’s supremacy in the paid search industry is undisputed, it’s worth emphasizing that around 20 per cent of a nearly $37-billion industry is not in their hands. Businesses who engage in search engine advertising should continue to consider secondary search platforms – such as Amazon, the only company other than Google to grow its market share over the past year – in their digital marketing strategy.

To sum up, it’s a good time to be a Premier Google Partner All-Star Agency. GrowthEngine Media’s access to valuable insights on Google’s preferred practices makes us uniquely qualified to improve our clients’ search visibility and drive qualified traffic to their online properties. If you or your company are interested in improving your search engine presence, contact GrowthEngine Media today to learn how search engine advertising, search engine optimization, and display advertising can help your business grow.

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