Search Advertising Statistics for 2024-2023

  • 2023 search ad revenue growth is slower than other formats, losing 1.2% full revenue share
  • Paid search led with 40.2% of all digital ad revenue in 2022-2023
  • Display revenues are up 12%; digital video is up 19.3%; digital audio is up 20.9% YoY
  • Search accounted for $84.4 billion of $209.7 billion total U.S. digital ad revenue
  • 2023 search ad revenue had a 7.8% YoY growth
  • 2022 social platform ad revenue: $59.7 billion, up from $57.7 billion in 2021
  • U.S. search advertising revenue reached $84.4 billion in 2022

The year 2022-2023 has been a challenging one for the digital advertising industry due to the uncertain economy, geopolitical unrest, and regulations. The search ad revenue growth has been slower than other formats, losing 1.2% of full revenue share. However, paid search remained the leading format with 40.2% of all digital ad revenue in 2022-2023. Despite these challenges, digital ad revenue still managed to increase year-over-year for 2023-2022. Display revenues have gone up by 12%, digital video by 19.3%, and digital audio by 20.9% YoY. In 2022, search ads accounted for $84.4 billion of the total U.S. digital ad revenue of $209.7 billion, with a YoY growth of 7.8%. Despite the challenges faced, the digital advertising industry continues to grow steadily.

Online Search Ad Facts and Statistics 2024

  • 30% of global web traffic is generated via online search
  • Amazon accounted for 19% of U.S. search advertising spending in 2021
  • Amazon holds nearly 90% of U.S. retail media ad spend
  • Amazon’s U.S. ad revenue (2021): over $24 billion; projected to reach $39 billion in 2023
  • Google accounts for approximately 30% of U.S. digital ad revenue
  • Google’s U.S. search market share: over 62%
  • Monthly double-digit growth in paid search advertising spending on Google since 2021
  • Rapid growth in mobile search advertising spending
  • Search advertising spending in the U.S. (2021): $84.7 billion
  • 2022-2023 faced challenges like an uncertain economy, geopolitical unrest, regulation, etc.

Key Search Ads Stats 2024-2023

  • Geico and Comcast Corporation are top advertisers on Amazon in the U.S.
  • High consumer satisfaction with online search engines and e-commerce platforms in the U.S.
  • Despite challenges, digital ad revenue and ROI  still increased YoY for 2023-2022
  • Majority of Amazon’s digital ad revenue from search advertising for sponsored brands and product listings
  • On-site search ads are the most popular ad format purchased via retail media networks.
  • Over 50% of U.S. consumers find it acceptable for e-commerce platforms to place branded products in search results and ads if properly disclosed.

Search Ad Facts and Statistics

  • Growth in mobile ad spending is projected from 2017 to 2026.
  • Mobile search ad spending in the U.S. reached 78.51 billion USD in 2022.
  • Search ad spending increased from 2019 to 2022.
  • Search ads represented 40% of U.S. ad revenue in 2022.
  • U.S. search ad spending in 2022 reached 58.02 billion USD.

General Search Ad Statistics

  • 38% of U.S. consumers trust search engine advertising as of January 2021.
  • Google blocked 5.2 billion ads annually as of 2021.
  • Google’s global search market share is 84.69% as of January 2023.
  • Google’s paid search advertising growth in the U.S. was 32% from January 2020 to September 2021.
  • Google’s U.S. ad revenue amounted to 70.15 billion USD in 2022.
  • Google’s worldwide ad revenue reached 224.47 billion USD in 2022.
  • The (ACSI) American Customer Satisfaction Index score for U.S. customer satisfaction with search engines is 75 in 2022.
  • Video ads are considered the most annoying digital ads by U.S. internet users.

Amazon Search Ads Stats

  • Amazon held a 13.3% share of U.S. search ad spend in 2023.
  • Amazon sites received 220.48 million unique monthly visitors as of February 2023.
  • Amazon’s U.S. ad revenue totaled 31.81 billion USD in 2022.
  • Amazon’s worldwide search marketing spending reached 42.2 billion USD in 2022.
  • Geico was the leading Amazon advertiser by ad spend in 2020.

Final Search Advertising Points

  • Q1 2022 ad revenues surpassed $100 billion for the first time
  • Q1 had the highest growth (21.1%), followed by Q2 (11.8%)
  • Social media growth in 2023 is the smallest in 10 years
  • Total U.S. digital ad revenue increased by $20.4 billion in 2022




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