Microsoft Bing Expands Share in Search Advertising

Microsoft's Bing search engine is growing its share of search advertising, according to the latest report from search marketing firm Efficient Frontier. The report shows Bing's click share rose to 5.5 per cent and its spend share rose to 6.5 per cent in the first three months of 2010, which represents a 45 per cent growth in both from the same period in 2009. The biggest growth was related to travel, which grew 160 per cent in the past year and accounted for 9.1 per cent of spend share. Microsoft partner Yahoo's click share fell 3.7 per cent to 20.5 per cent and spend share dropped 2.6 per cent to 18.7 per cent, representing overall declines of 15 per cent and 12 per cent. Microsoft rival Google continued to hold its share of clicks and spend of 74 per cent and 75 per cent. The report said the outlook is very good, with overall first quarter 2010 search advertising spend increasing 20 per cent on the previous year. Efficient Frontier said impressions are up in every sector and it expects search marketing growth in 2010 of 20 per cent, up from earlier predictions of 10 per cent to 15 per cent. Read more Microsoft news in our monthly bulletin

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