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BizReport : Search Marketing : August 26, 2009

Performics: Search ad spend rose in July

After a rocky start to the year, retail advertisers increased their spending on search ads during July, the first time this year, according to Performics.

by Helen Leggatt

Retail advertiser spending on search ads rose 13% in July versus the same month last year, according to search specialists Performics.

However, while spending on search advertising was down during the first half of 2009, efficiency wasn't. Return on investment amongst Performics' brands rose nearly 9%. At the same time there was an 8%, or 5 cents, drop in the average CPC paid by search advertisers.

It is also interesting to note that retailer spending on Microsoft's new search engine, Bing, rose by over 40%. That increase was as a result of a 19 cents increase in average CPC due to increased competition for keywords.

"With Bing, we saw some increased advertiser demand taking advantage of the engine's favorable performance metrics, including higher click-through and conversion rates, as well as their Cashback program," said Nick Beil, CEO of Performics. "With the Microsoft-Yahoo agreement recently announced, we are eager to see the benefits and effects of this combined scale on our advertisers' programs."

Tags: Bing, cost per click, CPC, ROI, search ad spend, search advertising

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