A whopping 96 percent of Google‘s $37.9 billion 2011 revenue came from advertising, but who is putting all that cash in Google’s wallet?
Google is best known for its web search product, which has completely
overturned how we research and find answers. But the search itself is
only the basis upon which its golden empire has been built. Advertising
based on search, as well as banner advertising on websites touches
nearly every industry. It even created the jobs of the search engine and
display marketers, whose responsibilities include understanding Google AdWords and Adsense, as well as navigating the strategy behind bidding and maintaining ad campaigns.
In 2011 the industry which used Google’s advertising the most was the
finance and insurance industry with $4 billion handed over to Google. State Farm topped
the charts at a whopping $43.7 million spent. The most common search
term in this industry with the highest cost per click was “self-employed
health insurance,” which charged advertisers around $43 for every time
someone clicked their advertisement.
The retail and general merchandise industry holds second place for most spent on Google ads, with Amazon
leading at $55.2 million spent. You would think that number would be so
high to accommodate Amazon’s recent debut of the Kindle Fire, but the
most commonly search for keyword in the retail industry was actually
“Zumba dance DVD.” If we learn anything from common keywords it’s that
the economy is down, so people are self-employed and want to dance at
home for exercise.
Travel and tourism came in third with $2.4 billion spent on Google
advertising. Jobs and education came in fourth, and home and garden in
Check out the infographic below for more on who contributes to Google’s huge wealth.