If you’re trying to decide whether to spread your search engine ad budgets beyond Google, the answer may be “not necessarily,” according to some new projections from eMarketer Digital Intelligence.
The firm reports that in total search ad spending, Google has actually increased its market share from 70.5% in 2009 to 75.2% in 2011. And eMarket projects that Google will own 76.6% in 2012. Bing has passed Yahoo for second place, with 10.8% of the market for 2011 and a projected 11.1% for 2012. Yahoo had dropped from 13.7% in 2009 to 8.1% in 2011, and eMarketer predicts it will drop to 6.5% in 2012.
Rounding out the top four is AOL, with 1.9% in 2011 and a projected 1.5% in 2012. Between them, Google, Bing, Yahoo and AOL make up 96% of the total market for search engine advertising, and 46.2% of total Internet advertising.