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BtoB

Search marketing spend accelerates in second quarter

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Sunnyvale, Calif.—The search engine marketing industry saw expenditures in the second quarter grow 24% over the same period last year, exceeding earlier projections of search marketing technology company Efficient Frontier.

According to the company’s “Q2 2010 U.S. Search Engine Performance Report,” the surge in spending was partly due to a recovery in cost-per-click prices, which rose across all the major search engines, in particular in the retail sector. Return on investment in search was up 4% in the second quarter year over year, the company said.

The report was based on Efficient Frontier’s customer index consisting of a sample of large U.S. search engine advertisers across multiple sectors.

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