Google Could Lose $2.1 Billion

If Google Adwords advertisers were to use the skills SEM experts, it is estimated they would spend much less, hence the attention-grabbing headline.

If 70% of Google's advertisers could do just as well spending 30% less, that would reduce Google's $10 billion-plus annual revenue by $2.1 billion.

Of course the really is that few will change their habits, because they are happy with how things are now.