Using Google Maps, advertisers can buy ads for local business listings and "pins." Maps, which only began allowing ads in 2019, has 1 billion monthly active users and it's updated tens of thousands of times in a day. Meanwhile, products like Maps are becoming more strategic on the ad side. "Google has benefited from that, but Amazon has benefited more."Īnalysts who are optimistic about Google's search business note that it has evolved throughout the years and will continue to do so, whether it's using voice and image searches or other innovations to get products in front of potentially interested eyeballs.
It's been happening through the pandemic, there's been more digital demand for goods and services," she said. With people increasingly looking to buy online, it's not just to Google's benefit. "It's happening right now. "The place where they're losing share is basically all about the search piece, and the reason that they're losing share of search ads is because more search ad spending is going to sites like Amazon, instead of general search sites like Google or Bing," said eMarketer principal analyst Nicole Perrin. That's eroding Google's share of the ad market overall, according to eMarketer forecasts. search ad revenue in 2021, Amazon's 19% share has been steadily growing. Although eMarketer expects Google will account for a 56.8% share of all U.S. As buying increasingly moves online, analysts expect ad budgets to continue shifting from areas like linear television and direct marketing into search.īut Amazon is increasingly competing with Google on search. The company primarily shows ads on commercial searches, which means about 80% of searches still aren't monetized through ads, according to estimates from Wedbush. Here are the major pieces of Google's advertising business and how they make money. While Search and other properties make up the bulk of Google's ad revenues, its YouTube advertising business, which saw a near 50% year-over-year jump in the first quarter, is increasingly grabbing ad dollars away from traditional linear television. Over the years, Google has built and acquired a slew of ad tech tools that enable content publishers to make money through advertising and let ad buyers seek out the kinds of people they would like to get in front of on Google Search, YouTube, Maps and on other websites across the internet.
Number-two Facebook is expected to capture less than 24%, while Alibaba is projected to be a distant third, with less than 9%. Google has been the market leader in online advertising for well over a decade and is expected to command nearly a 29% share of digital ad spending globally in 2021, according to eMarketer. Of that, $147 billion - over 80% - came from Google's ads business, according to the company's 2020 annual report. In 2020, Alphabet generated almost $183 billion in revenue. But Google's main business is online advertising.
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