Is Google past its search advertising prime?

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Key stat: Google’s share of US nonretail search ad spend has declined since 2021, when the company saw $49.41 billion in US search ad revenues, according to our forecast. Among Google’s rivals outside of retail, both Microsoft and Apple are growing their search revenues faster.

Beyond the chart:

  • Microsoft’s strong future growth can be attributed to early moves it made in conversational search with its ChatGPT partnership.
  • Apple’s search growth will come from the success of App Store ads. The company recently announced $1.1 trillion in App Store developer billings and sales in 2022.

Use this chart:

  • Plan how much money to allocate to search.
  • Consider your search advertising mix.

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Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.

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