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Advertisers spend more on internet search

Google was the main beneficiary in 2007 of more money being spent on search engine advertising, according to Web marketing analysis of 270million clickthroughs.

Of the top three search engines, the Web’s most visited made the most gains, and now accounts for over three quarters of the search advertising market, says the US-based study.

But Microsoft’s search engine, MSN, has kept its lead in driving the highest return on investment for advertisers, says the study by Efficient Frontier, an e-marketer.

Based on its clients’ activities, the firm’s analysis shows MSN delivered a return on investment than was 27 per cent higher than the average for all three sites.

Yet in a year that saw advertisers spend 29% more on search than they did in 2006, Google won 97 per cent of the increase, while raising its RoI by 7 per cent, in part thanks to updating is technology.

Even bigger gains went to Yahoo – which boosted advertisers’ RoI by 39 per cent – a boon for the search engine as it recovers from a commercial stalking by Microsoft.

Yahoo!’s Panama platform has been instrumental in improving the search engine in the eyes of advertisers, said Ellen Siminoff, the chief executive of Efficient Frontier.

Feb 15, 2008
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