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Google's Dominance & the Impact of the Bing-Yahoo! Search Alliance

White Paper Published By: SearchIgnite
SearchIgnite
Published:  Oct 26, 2010
Type:  White Paper
Length:  7 pages

This report tracked more than 55 billion impressions and more than 1 billion clicks on
Google, Yahoo! and MSN/Bing from January 1, 2006 through September 30, 2010.

Overview
• Google Continues to Seize Significant Market Share: Google now stands at more than 80% of PPC ad spend, up nearly two percentage points from just last quarter, and taking the most dominant market share lead since SearchIgnite began tracking spend share among the engines (2007).
• Strong Quarter for Paid Search with Solid Momentum for Q4: Paid search spend in Q3 increased 5.8% year-over-year compared with flat growth a year ago and exhibited positive momentum month-over-month, with July growing 4.9%, August 5.8% and September 6.7%. The growth throughout the quarter bodes well for a strong Q4.
• Early Results from Bing-Yahoo! Alliance Positive for Advertisers: Despite widespread speculation that CPCs for the new search alliance will hyperinflate, PPC ads delivered by Bing show little CPC inflation thus far and SearchIgnite does not anticipate that they will be markedly inflated in the future. In addition, click-through rates (CTRs) have increased for advertising served on the combined Bing-Yahoo! search inventory, revealing that Bing’s ad serving
algorithm delivers more relevant advertising than Yahoo!, positive news for advertisers.



Tags : 
searchignite, google, bing-yahoo, search alliance, ppc, click-through rates, ctr

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