Yahoo Serves More Search Advertisements than Google

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Yahoo Serves More Search Advertisements than Google

According to a comScore qSearch search advertising study, Yahoo now serves more search oriented advertisements than Google.

From the 360TechBlog:

In March 2006, Yahoo increased the proportion of its searches that contained a sponsored ad by 30 percent year-over-year; 59.7 percent of searches now display ads. Google showed ads on 52.9 percent of searches, up 50 percent from a year ago, but comScore says this is a meaningful discrepancy.

Google’s volume of sponsored clicks in March 2006 was up 64 percent, while sponsored clicks on Yahoo Search rose 30 percent.

Approximately 11.4 percent of Yahoo! and 11.8 percent of Google’s searches resulted in a click on a sponsored ad.

Not really a big surprise due to the integration of Yahoo Search Marketing advertisements throughout the Yahoo Network, which is relying on search more as a navigation tool than they ever have in the past.

Add the fact that Yahoo dwarves Google in terms of page views to the equation and the end result is a larger and more diversified search advertising model in Yahoo Search Marketing.

Ben Charny comments on Yahoo traffic and its position over Google in the user & ad serving spectrum in eWeek’s Google Watch :

Yahoo’s audience is 500 million a month. One of every two Internet users visits a Yahoo-branded site at least once a month, and Yahoo boasts 3.8 billion page views a day. Google may have sewn up the Internet search market, but it doesn’t post these kinds of numbers.

The Yahoo execs also suggested, in a roundabout way, that Yahoo has apparently grabbed a lot more Internet search customers in the United States, an area Google’s particularly strong in. Yahoo Chief Financial Officer Susan Decker told listeners how U.S.-based Yahoo Internet search queries grew by 15 to 20 percent year over year. All that growth has to come from somewhere.

Meanwhile, Yahoo is showing strong growth overseas, another area of contention with Google. In fact, Yahoo is running away with the Internet search market in Japan and Taiwan, CEO Terry Semel said during the call.

Hence Google getting into its own channels like Google Finance, Google Local (Maps), Google Real Estate, Google (Base) classifieds, Google Autos then perhaps other big money niche destinations like Google Travel and Google Health. Wonder if they’ll come out with a channel called Google Yahoo?

Now, just wait until Yahoo Publisher Network ever takes off.

Loren Baker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing strategy & development agency.
Loren Baker
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