Paid search spending is picking up again

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Atlanta—Paid search expenditures in the U.S. grew by double digits in the first quarter of this year compared with the same period in 2009, according to two reports released this week.

According to search optimization company SearchIgnite's “Q1 2010 U.S. Search Market Report,” paid search expenditures increased 11% in the first three months of the year, the strongest period since the fourth quarter of 2008, according to the company.

Retail and travel marketers drove much of the growth tracked in the SearchIgnite report, with spending from these verticals up 26% and 9%, respectively, year over year. SearchIgnite also noted that Google garnered 78% of search spending, followed by Yahoo at 15% and Microsoft Corp.'s Bing at 7%.

Meanwhile, performance marketing company Efficient Frontier reported year-over-year search spending in the first quarter was up 20% compared with the year-earlier period. The company's “U.S. Search Engine Performance Report: Q1 2010” indicated that both the finance and automotive sectors saw a search spending increase of 9% year-over-year.

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