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Bing’s search ads gaining momentum

While it may not take over Google's top slot in the search engine market anytime soon, Microsoft's Bing continues to gain momentum after its launch this summer, according to EfficientFrontier's third-quarter report.

Bing's paid clicks and spend share both increased quarter over quarter - 0.68% and 1.02%, respectively - and its numbers showed gains in many categories, with the most impressive in travel and finance, both of which declined in general. However, Efficient Frontier noted that the gains seem to be from Google rather than Yahoo!. We should expect a change if Yahoo!'s and Microsoft's search deal is approved.

Though its spend share dipped by 1.78% on a quarterly basis and 0.83% on a yearly basis, Google is still head hog with more than 70% of market share. While Yahoo!'s quarterly paid click share improved, yearly click share dipped 2.43% and spend share slipped 0.07%.

Across the industry, the third quarter was more stable for the SEM industry; spending was up 5% quarter over quarter but down 5% year over year due to cost-per-click weakness; in particular, Google's search CPC slipped for the fourth straight quarter. All eyes are now on retail as that sector is the bellwether for the fourth quarter and the holiday season.