Total Number of U.S. Search Advertisers Fell from Q4 2008 to Q1 2009

Based on consistently measuring search advertising activity on Google, Microsoft and Yahoo across the top 500,000 keywords, the search advertising industry experienced a decline in the number of advertisers from Q4 2008 to Q1 2009. The fall was greatest from the period of November 2008 to January 2009 during which the industry lost over 6% of advertisers.

This decline in search advertisers from Q4 2008 to Q1 2009 may be at odds with company announcements, but these differences may be the result of AdQuants US focus and focus on the top 500,000 keywords. The paid search industry still may be experiencing growth internationally and from keyword breadth. The fall was greatest from the period of November 2008 to January 2009 during which the industry lost over 6% of advertisers from 406,000 National online advertisers to 375,000 advertisers.

Since January the absolute number of online advertisers has remained flat although a signficant amount of movement has happened at the search engine level. Please see the Google, Microsoft and Yahoo Q1 2009 Insights for a more detailed analysis of advertiser movement by search engine.

Online Advertiser Segments by Search Engine

The above chart details the degree of cross-over in terms of which search engine(s) they choose to advertise with. Perhaps the most surprising finding is how few advertisers choose to advertiser with Microsoft or Yahoo: over 60% of search advertisers choose to advertise only with Google.

AdQuants Measurement Methodology

AdQuants tracks a half million keywords on Google, Microsoft and Yahoo on a monthly basis, capturing keyword, advertiser, ad position and advertisement among other parameters. Unique domains are assumed to be unique online advertisers.

For custom analysis of our online advertiser data please contact us at 866-427-0202.