Improved performance for search advertising
Search advertising performance has improved over the past year.
That is according to a recent report by Efficient Frontier, which revealed that its advertisers´ return on investment (ROI) from search increased by 13.1 per cent in the last quarter of 2007 compared with the same period in 2006.
The data also indicated that spend on search engine advertising increased by 29 per cent.
Google was the company to achieve the most gains, improving its ROI by 7.5 per cent and boosting its share of total market spend to 76.6 per cent from 8.6 per cent.
Another discovery was that Yahoo! improved its ROI by 39.4 per cent following the launch of its Panama platform.
Ellen Siminoff, chief executive officer of Efficient Frontier, said: "In 2007, significant shifts occurred in the search marketplaces, specifically the launch of Yahoo!´s new Panama platform and Google´s release of major algorithm updates."
The Search Engine Performance Report was based on data from a fixed sample of Efficient Frontier´s US clients.
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