In the recent US antitrust case against Google, previously confidential data regarding the most lucrative search queries has come to light. This list, spanning a single week in September 2018, offers a glimpse into Google’s revenue sources and advertising practices. Here’s an overview of the key findings:
1. Profitable Queries Unveiled
The disclosed list features search queries that brought in substantial revenue for Google. While the data is limited to one week in 2018, it marks the first instance of such information becoming public. The court’s request for disclosure triggered this release.
2. Selective Monetization
It’s important to note that not all search queries contribute to Google’s revenue. The company asserts that only 20% of “commercial” queries are monetized, typically those involving transactions like buying or selling.
3. Top Queries by Profitability
The list of the most profitable queries from September 2018 reveals insights into Google’s revenue sources. Notably, queries related to the iPhone and insurance dominate the list, reflecting the competitive and lucrative nature of these industries.
NIX Solutions concludes that the revelation of Google’s most profitable search queries provides valuable insights into its advertising practices. The specificity and frequency of a query play a significant role in determining the cost per click in Google’s contextual advertising. While the disclosed list is limited in scope, it sheds light on where Google’s billions in revenue may originate.