How Google’s Revenue Hit $37.9 Billion In 2011

Wordstream, a firm specializing in PPC services and SEM software, has concluded that the top industries contributing most significantly to Google’s $37.9 billion in revenue over 2011 were Finanace & Insurance, Travel & Tourism, and Retails & General Merchandise.

Google’s 2011 earnings were a disappointment to investors as projected revenue fell $300 million short of expectations. Even with profit growth improving from $2.52 to $2.71 billion in Q4 2011, stocks dropped 10% overnight.

As much as 96% of Google’s $37.9 billion in annual revenue was the result of advertising. Wordstream began an initiative to report on the industries that have contributed to Google’s $37.9 billion in 2011 revenue. Below is an infographic that shows the results of their research, but the full report may be of interest, as well.

Wordstream also offered estimated data across keywords and costs-per-click, using their keyword database that runs trillions deep, Google’s Keyword Tool searching for the 10 million most popular keywords in 2011, and the average cost-per-click (CPC) data by keyword.

2011’s Top 5 Industries With The Largest Google Ad Spend

  • Finance & Insurance: $4.0 billion
  • Retailers & General Merchandise: $2.8 billion
  • Travel & Tourism: $2.4 billion
  • Jobs & Education: $2.2 billion
  • Home & Garden: $2.1 billion

According to Wordstream, the top 10 ad spending industries accounted for 60% of Google’s annual advertising revenue.

The highest spending advertiser on Google in 2011 was Lowe’s, spending $59.1 million for the year. Amazon was a near second, spending an estimated $55.2 million with Google. Home Depot made it into the top 3, spending $50.3 million on Google advertising.

Google doesn’t share company and industry advertising revenue or performance data with the public, which leaves analysts to make projections and estimates through available information. We may not know the exact performance numbers and the level of accuracy, but it’s certainly fun to look at!

Google Revenue - $37.9 Billion in 2011 - Marketaire.com

Join the discussion 2 Comments

  • Andy Bains says:

    Google says it has three million customers that are used to
    generate a turnover of about $37bn and I cannot argue with how much revenue
    Google may get from Amazon or Ebay but I have to take  exception when it comes to the number of
    customers as being as high as three millions.

    Currently I am working on a project that monitors a few
    hundred thousand parked domain / Cyber squatters that all use Google for
    adverts on these parked domains and some of these domains are giving out viruses
    that click the PPC/CPC links that lead back to Google-Lead-Services and
    Google’s Double-Click and I record the Url of each target site from Google
    advert in a database and to be honest I was expecting to see a couple of
    million records but I am struggling to find even 100k individual Urls and
    domain names and I have been using IP-Address based everywhere from India to
    the USA since Google’s results are location specific.

    Bottom line is Google is not sharing all the adverts from
    these 3m customers across the board so I need to go more direct or something
    very strange is going on and I cannot put my finger on it so maybe someone here
    can advise me as to where I maybe going wrong with my calculations.

  • Andy Bains says:

    Google says it has three million customers that are used to
    generate a turnover of about $37bn and I cannot argue with how much revenue
    Google may get from Amazon or Ebay but I have to take  exception when it comes to the number of
    customers as being as high as three millions.

    Currently I am working on a project that monitors a few
    hundred thousand parked domain / Cyber squatters that all use Google for
    adverts on these parked domains and some of these domains are giving out viruses
    that click the PPC/CPC links that lead back to Google-Lead-Services and
    Google’s Double-Click and I record the Url of each target site from Google
    advert in a database and to be honest I was expecting to see a couple of
    million records but I am struggling to find even 100k individual Urls and
    domain names and I have been using IP-Address based everywhere from India to
    the USA since Google’s results are location specific.

    Bottom line is Google is not sharing all the adverts from
    these 3m customers across the board so I need to go more direct or something
    very strange is going on and I cannot put my finger on it so maybe someone here
    can advise me as to where I maybe going wrong with my calculations.

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