Karen Lozada
Native Advertising

Search engine marketing refers to efforts to gain traffic via search engines, both via unpaid efforts (i.e., earning traffic through unpaid or free listings) and paid efforts (i.e., buying traffic through paid search listings). Overall, search marketing is an integral component of any B2B or B2C internet marketing strategy. As search engine marketing agencies and services are quick to point out, it’s key to enhancing online visibility and getting traffic to your website.

When it comes to the world search ad market, Google is still the reigning king for both B2B and B2C search marketing. The search giant is projected to rake in a staggering $57.8 billion in worldwide digital ad revenue. That’s up 9 percent from last year. Overall, Google’s ad revenue is just under a third of the digital ad market, with a market share of 30.9 percent.

The reason Google controls so much of the share for search marketing is partly its sheer size and popularity. It’s by far the most widely used search engine, which gives it an edge in the world search ad market. However, it should be pointed out that when it comes to internet marketing for B2B and B2C, Google isn’t the only player in the game.

For B2B and B2C search marketing, Facebook comes in second to Google. Even so, it still manages to reap about one-fifth of the amount of revenue that Google does. It’s anticipated to generate roughly $10.23 billion in worldwide display ad revenues in 2016, which equates to 12.3 percent of total display spending. However, those figures pale in comparison to those of Google. Other players, like Pinterest, are trying to gain more traction in the search marketing space, although they don’t have anywhere near the market share that Google and Facebook do in terms of the search.

As any search engine marketing agency or  B2B business marketing agency will tell you, search marketing activities are key for both B2B and B2C. For example, B2B search marketing is a critical part of any B2B advertising plan or internet marketing strategy. While the landscape of the search ad market is without a doubt evolving, as Google currently remains the dominant player in this area, it’s important to plan your B2B business marketing strategy accordingly.

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