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Not So Fast: Efficient Frontier's Search Ad Data Paints a Different Picture than SearchIgnite's

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Yesterday, we reported on Search Ignite's Q3 2009 search ad spend data. The report offered much optimism for the future since they saw a 10% increase over the second quarter of 2009, with the year-over-year data staying pretty flat.

However, Efficient Frontier has released their data, and while there is still optimism, it's not quite as pronounced. Their Q3 2009 data was down 5% year-over-year with just a 5% bump over Q2.

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The biggest difference in their data came in search engine market share. Specifically, Microsoft saw a gain thanks to Bing, with their spend share increasing from 4.3% in Q2 to 5.3% in Q3. Their click share also rose from 4.1% to 4.8% quarter-to-quarter.

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Who lost share? Google. However, Google has been actively trying to make their search ad service more efficient, which may account for decreased dollars and clicks. In essence, they've been bloated. Their new diet looks to be working, since conversions are up a whopping 47% year-over-year.

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Efficient Frontier's data for Yahoo! mimicked Search Ignite's with a slight increase quarterly, after a big drop annually.


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