Google is the world?s most popular search engine and its popularity has created one of the most influential businesses on the planet, but how much money does it make from paid search results and ads each day? Read on to find out.
Google?s Impact
It is important for anyone hoping to get into the world of search engine optimisation to appreciate the nuances of Google, because this is the service that is going to channel the largest number of potential customers in the direction of your site.
You can use an SEO company in order to optimise your site so that it naturally appears towards the top of Google?s organic rankings. However, many choose to take the paid approach, with sponsored search links and ad listings harnessed in order to drive traffic and improve conversions.
Google?s ad tools, specifically AdWords and AdSense, are used by thousands in order to make money and run promotions, but exactly how much does the search giant earn from its activities? A new study published by WordStream has revealed the extent of Google?s marketing empire, which earns the technology firm roughly $100 million ((623,000) every 24 hours.
Each day Google?s ad networks are responsible for almost 238 million clicks, with conversion rates for search ads averaging 5.63 per cent. Each click costs advertisers about $0.35, which is over 18 per cent less than in the second quarter of 2012.
Industry Variables
It is even possible to break down the revenue Google generates based on the type of industry in which each marketed site operates; for example, financial services are the most profitable for the search giant, bringing in more than three dollars a click, with travel sites in second place and e-commerce companies selling everything from TVs to groceries in third place.
The highest overall conversion rate is found amongst ads for sites based on the internet and telecoms industries, which actually buck the trend and convert more customers with clicks from the Google Display Network than from its standard search site.
Conversely, travel sites actually have the lowest conversion rates from Google ads, which could mean that people are more willing to click on sponsored listings and then shop around before they commit to a holiday.
This type of information is not only useful for examining exactly how large Google?s ad business has become, it is also vital for anyone who wants to build a particular type of site and market it via Google?s paid services, because there are lots of variables that get thrown into the mix.
The clearest fact established here is that ignoring Google when approaching search marketing is something that you should do at your peril. While social networks and other services have begun to play an important role, Google is still the dominant force in this particular area of the online marketplace and will continue to hold this position indefinitely.
Jassica Wilson has worked for an SEO company, run her own business and been a PR guru during her varied career, but now spends more time writing for blogs and sites on a freelance basis than any of her other activities. She has used the SEO Consult site to get advice on the latest optimisation strategies and the evolution of the search market.
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