Even though Google Revenues continue to soar, hidden problem that may stifle growth and may even allow Yahoo or MSN to overtake paid search market in future lies in two critical phrases: Customer Support, and Customer Training
The problem with this is that it is working quite well for professional internet marketers and search engine marketing companies employed by big corporations, but many small business people who are not web-savvy are by and large left out of mix. This is unfortunate because this is a huge segment of potential income that is left "up for grabs" and may be scooped up by MSN and Yahoo who are developing simpler, easier systems with better customer support.
All major search engines recognize this problem, and getting those "offline" advertisers online is a high priority for all of them, but so far there has not been great success. It is a knowledge and training gap, and neither Yahoo, MSN, or Google has so far been able to address it adequately.
Google's recent acquisition of urchin, a web analytics program illustrates problem Google is trying to solve. Big Companies getting involved in paid search will still continue to drive big revenues, but new internet is about verticals and niches, and Google simply isn't making grade in terms of training their customers well enough.
Where do small business customers go after they "churn"? Many of them go back to what they were doing successfully before; email marketing, direct marketing, and call centers according to our study.