Google’s share of US search spend up despite Yahoo/Bing integration

Google’s share of US search spend increased in the third quarter of the year, despite the merger of Yahoo’s and Microsoft’s search platforms.

According to the latest quarterly search report from Efficient Frontier, Google’s share of spend increased from 75.8% in Q2 to 77.9% in Q3 when compared solely with Bing and Yahoo.

While Bing saw spend share increase from 6.8% to 7.3%, Yahoo’s share slipped from 17.5% to 14.8%.

The report, which uses anonymised data from Efficient Frontier clients that account for $900m of annual online spend, also showed total search spend was up 19% from Q3 last year.

Bing has been eating away at Yahoo’s search spend share over the last year, increasing from 5.5% in Q3 2009. Yahoo, on the other hand, has slipped from 20%.

Despite the best efforts of both companies, Google has increased its share from 74.4% over the last year.

The report also said paid clicks on Google increased 9% year on year, impressions up 6% and cost per click up 14%.

The UK transition of agencies and brands onto Yahoo and Bing’s combined platform will begin in the new year.

This story first appeared on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here