A report from Zenith Optimedia found that Google’s position as the dominant force in internet marketing is growing consistently as the search giant continues to provide marketers with greater options and exposure than its competitors.
In 2006, Google accounted for nearly 35 percent of ad dollars spent on web marketing, with Yahoo claiming more than 18 percent. Since, Google has expanded its lead, garnering more than 44 percent of spending, with Yahoo falling to 8.3 percent, Zenith Optimedia said in its release.
Popular paid web marketing methods, namely PPC, have become largely focused on Google, as the company’s contextual advertising capability becomes increasingly effective. Moreover, SEO campaigns, driven by content marketing, are often developed around strong rankings on Google SERPs.
Zenith Optimedia expects web marketing investment by businesses of all sizes and in all industries to continue its rapid growth. Google’s dominance of the market is expected to become even more apparent as more businesses turn to the web.
On raw search market share alone, Google can prove its overall value to businesses. Brafton recently reported that the company’s share has consistently been around 66 percent for most of 2011.