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BtoB

Search spending slumps, but is expected to improve

By Published on .

San Diego—Paid search in the high-tech and consumer electronics markets contracted globally in the second quarter compared with the first, according to a new report from Covario. The marketing analytics company expects the sector to rebound in the second half of the year.

According to Covario’s “Global Search Spending Analysis”" paid search in the high-tech and consumer electronics sectors fell 8.8% from the first to the second quarter, due largely to a 17.8% cutback in the Americas. Search ad spending in overseas markets continued to increase “significantly,” according to the company.

The platform hit hardest was Yahoo, where PPC tech spending dropped nearly 30% quarter to quarter. Google was off by 8.2%, with Microsoft’s search engines (Live Search and Bing) gaining PPC spending for the fifth consecutive quarter.

Covario said it expected tech search expenditures to rebound 5% to 10% worldwide in the second half, based on conversations with its advertiser clients and a “slight pickup” in spending seen in the later portion of the second quarter.

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