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Paid search spending rebounds in third quarter

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Atlanta—Two reports released this week indicate that paid search expenditures in the U.S. grew between 5% and 10% in the third quarter, with predictions for an even stronger fourth quarter.

Search optimization company SearchIgnite's study, “Q3 2009 U.S. Search Market Report,” tracking 44 billion impressions on Google, Yahoo and Bing, reported 10% paid-search growth in the third quarter versus the previous three months, and the second consecutive quarter of paid search growth.

Performance marketing company Efficient Frontier reported a less robust advance of 5% in paid search expenditures for the third quarter compared with the second. According to Efficient Frontier's “Q3 2009 U.S. Search Engine Performance Report,” based on data from the company's own customers, the previous 12 months experienced a 5% drop in paid search spending.

Based on the gradual uptick in PPC spending by marketers, Efficient Frontier projects “a potential for double-digit” growth in the fourth quarter, on both a quarter-over-quarter and year-over-year basis.

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