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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  • I find this hard to believe. Either it just isn’t true, or they don’t have the same profitablility model as Google does. Look at the bottom line – revenue and growth. Yahoo isn’t in the same league as Google when it comes to advertising right now. Could they be? Time will tell. Thier market caps tell the tale.

    It’s interesting to note that this article is accompanied by “Ads by Google”! I’ve had great luck with them as well.

  • gmf

    I would agree with Allen – Look at Q1 REVENUE. Google dwarfed Yahoo and Google is 99% ad revenue.

    If Yahoo was larger in this area, why wouldn’t their revenue be higher? Less per eCPM?

  • I’m not a math person, but the disparity between clickthrough rate and revenue comes about because clickthrough rate is a percentage of total ads shown. If Yahoo shows 1 million ads and Google shows 2 million, for example, and each had a 10 percent clickthrough rate, Google would make more revenue because its total number of clicks would be higher.

    I agree with Jason and Scott that looking at search alone doesn’t give an accurate picture of Yahoo’s advertising.

    And thanks for blogging my story, Loren!

  • It is really hard to believe.I don’t know how it is in America but in Europe google serves more.