Google The ‘Early Winner’ In Ads After Bing-Yahoo Integration

In the aftermath of Bing and Yahoo integrating their search ad platforms, the “early winner” seems to be Google, whose share of paid search spending rose more than two percent between the second and third quarters of this year. That’s one of the conclusions in the latest quarterly report from Efficient Frontier, a search marketing agency that manages more than $900 million in annual digital spending.

The company says that Google’s share of paid search spending rose from 75.8% in Q2 2010 to 77.9% in Q3 2010. Paid clicks at Google are also up 9% year-over-year, cost-per-click is up 14% year-over-year, and impressions are up 6% year-over-year, according to the report.


Bing is also seeing increases in spend share and clicks, but Efficient Frontier says there’s “a lot of noise” in the data due to the Bing-Yahoo integration.

Clearly, as a result of the transition, Bing is picking up clicks and spend at a strong rate. However, at this point it is hard to isolate natural Bing gains from forced shifts of Yahoo! traffic.

The report says ad spending overall was strong in the third quarter, with search spend up 19% year-over-year. Efficient Frontier expects overall search spending to continue growing into Q4, and expects Google will benefit the most because the focus on retail-based advertising is in its favor.

The company also says there was “noteworthy” demand for Facebook advertising in the third quarter, a trend that’s expected to continue going forward.

Related Topics: Channel: SEM | Google: AdWords | Microsoft: Bing Ads | Search Ads: General | Stats: Spend Projections | Top News | Yahoo: Search Ads


About The Author: is Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide