The company’s “U.S. Search Engine Performance Report: Q1 2009” said that, while search advertising spending was down 3.3% in the first three months of the year compared with 2008’s final quarter, search ROI improved by 10% in the same time period.
The ROI uptick is attributable to advertisers’ reducing spending in order to generate a higher return, according to the company.
Efficient Frontier’s report is based on an analysis of 84 billion impressions and 785 million clicks across a portion of its clients. It includes data from advertisers in the financial services, travel and entertainment, retail, automotive and b-to-b verticals.