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