Search Engine Revenue from Navigational and Brand Advertising

Abstract

Keyword advertising on general web search engines is a multi-billion dollar business. Keyword advertising turns contentious, however, when businesses target ads against their competitors' brand names---a practice known as "competitive poaching." To stave off poaching, companies defensively bid on ads for their own brand names. Google, in particular, has faced lawsuits and regulatory scrutiny since it altered its policies in 2004 to allow poaching. In this study, we investigate the sources of advertising revenue earned by Google, Bing, and DuckDuckGo by examining ad impressions, clicks, and revenue on navigational and brand searches. Using logs of searches performed by a representative panel of US residents, we estimate that ads on these searches account for 28--36% of Google's search revenue, while Bing earns even more. We also find that the effectiveness of these ads for advertisers varies. We conclude by discussing the implications of our findings for advertisers and regulators.