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


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