The Roy Morgan Internet Monitor, Australia revealed that Google is the most dominant player among search engines in Australia. Going by the last September’s statistics, more than 8.5 million Australians preferred Google over all the other search engines as against just a little over 2.2 million who voted for Yahoo!’s search engine. Similar trends are shown all over the globe. No doubt marketers, both online and offline want to tab this unlimited potential of Google as an advertising medium. Infact, Google shares the largest piece of the paid search ads pie. It churns more paid search ads revenue than any of the other search engines like Yahoo, MSN, Lycos, HotBot etc.

There is a general perception amongst the marketers that an ad placed on the Google’s extensive network has the potential to out perform ones that are placed on other online advertising networks. In an approval rating survey studies, presented at a recent conference in New York, Google got 71 percent approval rating as compared to 62 percent for Yahoo and 49 percent for Microsoft.

Another interesting statistics that came into limelight is that the average marketing budgets of the avid Google users were smallest online marketing budgets. The average marketing budget of respondents who rated Google "extremely" effective totaled $3.7 million. But average budgets for those who considered Yahoo and MSN extremely effective came to $4.6 million. The budgetary figure may look impressive for Yahoo and MSN when seen in perspective of big multi-national companies looking to advertise with them but the success comes from volume because the number of small budget investors is higher than the big budget giants. Moreover, Google has to its credit, the advantage of most relevant search results.