Microsoft Bing grows share in search advertising

Microsoft's Bing search engine is growing its share of 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% 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%.

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