How Google Pads Its Bottom Line Through Paid Search

Mark Covert

PPC Strategist

Have you ever wondered how Google continually gains momentum and is able to expand their products and services into other markets? Not just a search engine, but a browser, a mobile service, a social media platform, a place to blog, a place to hangout. The list goes on. And, to much surprise, the majority of these services are free, and users get a highly customized experience.

It’s no secret that Google is backed by many creative geniuses, but their ability to penetrate just about every digital experience is supported by the millions of dollars that Google rakes in each day. You read that right. By the time you make your morning and evening commutes, Google has already:

  • generated $100 million in search advertising

  • received 5.6 billion ad impressions through Google search

  • gathered 24.2 billion impressions from the Display Network  

  • accrued 237.9 million Google ad clicks

These statistics are impressive, and it makes for a lucrative day in Google’s world. With a steady flow of revenue coming in from paid search, it makes sense why Google is able to deliver innovative products and services without skipping a beat. By hiding keyword information in the Keyword Planner tool and in Google Analytics, Google is forcing business owners to utilize paid search, where the money goes straight into their pocket.

Also, with such a strong bottom line, there’s some leeway for Google when the numbers aren’t where they should be, say, like in Q3 when investors were slightly disappointed. Good to know that Google still comes out like a knight in shining armor even when the investors are dissatisfied.

So which industries are doing all the spending on Google? According to research done by Larry Kim and WordStream, finance is the biggest spender on Google with 1.39 million transactions. Below is a list of the top 10 industries that spent the most on Google ads in Q3 in 2012, as well as the top five advertisers for each niche.

1. Finance: State Farm, Geico, Quicken Loans, Capital One, Bank of America

2. Travel: Expedia, Hotels.com, Booking.com, Priceline, Kayak

3. Shopping: Amazon, eBay, JCPenney, WalMart, Sears.com

4. Jobs and Education: University of Phoenix, Monster.com, ITT Tech, Devry, Kaplan

5. Internet and Telecom: AT&T, Sprint, T-Mobile, Verizon, Comcast

6. Computers and Electronics: Best Buy, Apple, HP, Microsoft, Newegg

7. Business and Industrial: Yellow Pages, Staples, ULINE, Vistaprint, Office Depot

8. Home and Garden: Lowes, Home Depot, ServiceMagic, Kohl’s, Pottery Barn

9. Autos and Vehicles: Edmunds, Auto Trader, KBB.com, Ford, Cars.com

10. Beauty and Fitness: QVC, Walgreens, Sephora, Under Armour, Maybelline

About the Author: Mark Covert

Mark has joined the SEM Geeks team as a PPC Strategist in early 2015. Mark graduated from East Stroudsburg University with a Bachelor’s of Science in Sports Management and a minor in Business. Mark started out early on in his career from freelancing web design, which ultimately evolved into marketing clients websites to create a great user experience and the best possible results for both parties. Prior to joining the Geeks, he has worked for DNA marketing, managing several large Fortune 500 paid search clients, while continuing to refine his skills and knowledge within the industry.

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