Paid Search Share July & Aug ’07: Google Up, Yahoo Down, Microsoft Steady
Across our client base during July and August, Google picked up four points of paid search market share, mostly at Yahoo’s expense.
Since we last reported these trends in June, Google rose to 77%, Yahoo slid to 18%, and Microsoft dipped to 5%. While the monthly changes are small, this is the fourth consecutive month where Yahoo’s proportional share decreased.
Note these are changes in relative proportions. Our firm has been growing steadily year-to-date, so total client ad spend under management and total clients served are up in absolute terms. These share numbers reflect the proportions of those dollars going to G, Y, and M. Our data set consists of the aggregated experience of over 100 client sites, most from the IR500, primarily online retailers, with a mix of about 85% B2C and 15% B2B.
As mentioned before, nearly all of our clients instruct us to run their paid search campaigns to achieve their economic goals. That is, none of our clients establish a priori budget levels by engine.
Our portfolio bid management technology optimizes ad spend by buying the most effective clicks first. Thus, an increase in advertising spend on one search engine, relative to the others, reflects an increase in click quality, relative to the others.
(The table presents the same data as the graph — relative paid search ad spend share data from Google, Yahoo, and Microsoft — in tabular form.)
Last month we conducted a fuller year-to-date analysis of search performance. This is available over at Search Engine Land: Google, Yahoo, Microsoft: Year-To-Date PPC Report Card.
That analysis provides our aggregated clients’ experience on the engines for ten different metrics YTD, including total spend, CPC, CTR, sales per click, average order, conversion, etc. Thanks to the nice folks over at The Economist for their interest in that.
As we point out each month, these data represent our clients’ experience in aggregate, and as such may or may not be typical of the overall search industry.