The number of ad impressions and clicks on Bing’s PPC search engine marketing platform, AdCentre, rose steadily throughout the last year, according to a report from Efficient Frontier. Meanwhile, the same figures for both Google and Yahoo remained flat or saw a slight decline.
From the second quarter of 2009 to the same time a year later, the number of ad impressions in Bing’s US market grew by 56%. The number of impressions saw steady growth through the year before peaking in January 2010 at 78% and dropping slightly.
A similar pattern was seen on Yahoo, where ad impressions grew by 28% from Q2 2009 to Q1 2010, before dropping to 99% of the original number. Google meanwhile fluctuated throughout the year before dropping to 96% of the original figure by Q2 2010.
Under the PPC model however, the number of clicks from search users is perhaps a more important gauge of the health of a search engine marketing platform. Luckily for Bing, the pattern is largely the same for ad clicks as for ad impressions.
From Q2 2009 to Q2 2010, the number of clicks on Bing from US search users grew by 34% after a peak growth of 49% in Q1 2010. Again, Google’s growth fluctuated throughout the year before dropping to 92% by Q2 2010. However Yahoo’s trends were slightly different, with no growth seen in the number of ad clicks throughout the year and a final figure of 84% by Q2 2010.
Efficient Frontier’s report also showed that advertising spend in search engine marketing was up across the industry. Year over year spending was up 24% in the second quarter of this year, up around 10% from previous quarter. This was led by an increase in spend from the retail industry, equating to a 38% rise in year-over-year spend.
Despite Bing’s success over the past year though, Google remains the main target of search engine marketing. It may have seen a slight decline in the number of clicks on its ad network, yet its share of both the overall number of clicks and advertising spend stayed steady at 75% of the market, though Bing made slight gains in its spend share at the expense of Yahoo.
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