E-commerce sites are the most frequent users of search engine marketing – each of the top ten search engine marketers, together generating 16% of all sponsored links, is a retail or comparison-shopping site, according to a comScore study on the relationship between paid search marketing and retail e-commerce.
In March, nearly 19.8 billion sponsored links were served to US Internet users from the top search engines, and eBay.com was the top search engine marketer, accounting for 802 million of those sponsored-link exposures.
eBay.com’s share of link exposures was 4.1%, followed by Smarter.com with 366 million (1.9%), and Shopping.com with 357 million (1.8%).
The comScore also considered top search engines’ referrals to retail sites. Google Web Search, which accounted for 57.3% of all click-throughs, directed 53.8% of the click-throughs to retail sites.
Yahoo Web Search directed 27.2% of click-throughs to retail sites, followed by MSN Web Search (10.4%), AOL Search (5.8%), and Ask.com (1.6%).