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 roses, according to the latest quarterly report from Efficient Frontier, “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.”
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.
The report says ad spending overall was strong in the Q3, with search spend up 19% year-over-year. The report also says there was “noteworthy” demand for Facebook advertising in Q3, a trend that’s expected to continue going forward.