As marketing budgets start to trickle back toward normalcy, spending on Web search advertising is getting the bulk of the comeback. Efficient Frontier has reported that spending on search ads increased by 24% during the second quarter, compared to 2009.
This is great news for the search industry, and even better news for Microsoft Bing. Bing’s share of U.S. ad spend grew 54% over the past year, moving from 4.1% to 6.4%. This is a big step forward, however, Bing is still not yet taking any ad spend away from Google, but rather cutting into Yahoo, which dropped from 20.4% to 18% market share.
On the plus side, Bing advertisers are reportedly experiencing a 21% greater ROI with Bing Ads over Google. Meanwhile, Yahoo offers only 75% of the ROI Google provides.