Report: Google earns 78% of $36.7B US search ad revenues, soon to be 80%

Google’s domination of the US search ad market isn’t letting up. Thanks to mobile in particular, Google will take 77.8 percent of US search ad revenues this year. By next year, for every dollar spent on search advertising in the US, an even eight dimes will go to Google. The remaining 20 cents will be split up among Microsoft, Yahoo, Yelp, Amazon, Ask and AOL, according to eMarketer’s latest report on the US digital ad market.
“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.”
Overall, search spending in the US is expected to increase 24 percent over the next three years, from $36.69 billion in 2017 to $45.63 billion in 2019.
Microsoft’s US search ad

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Google drove 95 percent of US smartphone paid search clicks in Q1 [Merkle]

 

If there’s one theme to be taken from Merkle’s Q1 Digital Marketing Report, it’s that Google is miles ahead of Bing and Yahoo in driving and monetizing mobile search traffic.
Driven almost entirely by Google, mobile paid search continues to grow, with smartphone click share rising from 33 percent in Q4 2015 to 39 percent in Q1 2016 overall. On Google, 57 percent of paid search clicks came from mobile in Q1. Overall, desktop paid search clicks were flat and tablet clicks were off five percent year over year, compared to 101-percent growth for smartphone clicks.
Google paid search saw solid growth in Q1 among Merkle’s client base, with spend rising 25 percent year over year as click volume increased 33 percent. Overall, CPCs fell six percent as mobile click share continued to rise. Non-brand search ad clicks grew 42 percent, and spend on non-brand keywords rose 24 percent, the highest growth rate seen in six quarters.
Combined spend across Bing Ads and Yahoo Gemini fell

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US Paid Search Ad Spend Growth Slows To 12%, In Part Due To A Still-Nascent Yahoo Gemini

Search spend growth in the US slowed for the second consecutive quarter in the 3Q15, according to IgnitionOne’s latest digital marketing report. The firm points to expected seasonality, as well as to the fact that advertisers are holding back from Yahoo’s still-limited ad platform, Gemini.
As a result of Yahoo’s and Bing’s transition after renegotiating their search deal, “a significant portion of traffic is out of reach of most advertisers due to Gemini limitations. This may cause “budgets to decrease because of traffic loss or to increased inefficiency,” the report finds. The firm believes advertisers will continue to underfund Gemini for some time but expects to see slow adoption, particularly for brand and core terms.
Because of the traffic shifts, IgnitionOne did not report on the individual performance of Bing and Yahoo but said Google ad spend was up 14 percent year over year among the client set measured.
Though growth slowed over two quarters, the report notes that the overall year-over-year growth of 12 percent is

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Bing Ads Launches Yahoo Click Volume Numbers, To Be Updated Weekly

Bing Ads has released new data showing the weekly trending of Yahoo search ad click volume that’s served through Bing Ads. The numbers go back to the beginning of May when the newly renegotiated search deal between Microsoft and Yahoo took effect.
It seems clear from the blog post that Bing Ads is releasing the stats — which will be updated weekly here on the Bing Ads site — in an effort to quash rumors about the state of search ad delivery rates on Yahoo. From the announcement:
“Despite what you may have heard, Bing Ads continues today to deliver ad clicks against 99% of Yahoo PC traffic and nearly 90% of Mobile/Tablet traffic. As a result, Yahoo click volume served through Bing Ads remains stable, averaging 99% of Yahoo’s April baseline across all devices in the U.S. The 1% movement is normal and expected.”
Under the old deal, Bing Ads delivered all desktop search ads on Yahoo properties. Mobile was left up for

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