Google Ads SEM (Search Engine Marketing) has now matured to the point where only a few advertisers account for most of the market share for business-related keywords.
These keywords will almost always show a certain ad from a certain advertiser when searched on Google, allowing an advertiser to essentially “own” a particular keyword.
For example, the keyword for “property” is always being bid by certain large advertisers such as PropertyGuru and iProperty. Their ads will show up almost all the time when that keyword is searched on Google.
Just like a business market share, an advertiser that controls a larger keyword market share can command a higher amount of impressions (ad views). That will in turn provide a higher amount of traffic, and a higher amount of sales and leads.
However, this will require an advertiser to constantly pay to keep their market share. As soon as an advertiser stops advertising, their keyword market share drops to 0. It’ll cost more to get the ads going again if an advertiser decides to resume the ads.
To find out similar advertisers for the keyword you’re currently bidding on, use the audience insight tool on Google Ads to estimate this market share.
Here are some of the industry keywords so far:
- Printer Rental
- Online Payment Gateway Malaysia
- Online Shopping Sites Malaysia
- Buy Car
- Buy Stationery
- Office Rental
- Office Renovation
- Movers and Packers
- Job Websites
- Website for Business
Online Payment Gateway Malaysia
Online Shopping Sites Malaysia
Movers and Packers
Website for Business
There are only a few advertisers using Google Ads, and they have a large keyword market share due to their budget and advertising duration.
They have essentially “owned” these keywords by paying Google consistently, and as long as you continuously invest in this channel, you will almost always be on top.