Lately, we’ve been covering pay per click and paid search topics as reports illustrate the surge in demand for these advertising services.  Amongst the data that have recently been published, new data released today by ZenithOptimedia (advertising and communications firm), states Google owns 44 percent of the global advertising market.  That number represents a 10 percent increase over the past 5 years.  Not only does Google own the majority of this market, the industry titan also accounts for 85 percent of all searches.

With Google’s dominating presence in these key areas, it is important for marketers, advertisers, and search marketers to accept their guidelines and play by their rules.  Google has made excellent strides forward this year with cracking down on unscrupulous search firms utilizing black-hat optimization methods.  Although there is no such thing (yet) as black-hat paid search, as a marketer looking for a PPC company, it is vital to contract with a Certified Google AdWords Partner.  These companies demonstrate the understanding and expertise of how to properly leverage and design paid search for their clients.

Online ad expenditures are expected to continue to climb over the next 4 years, as models end at 2016.  A recent analysis by WebiMax founder and CEO Ken Wisnefski states that there is a lot of cash sitting on the sidelines right now illustrated by the dramatic upsurge in Thanksgiving holiday expenditures.  Although advertisers are being cautious right not, including those in Europe who are presently dealing with debt-ceiling uncertainty, one thing is clear; Paid search is booming and Google is leading the industry with second-place (Microsoft, 4 percent) far behind.