Study: Technology search marketing spending continues to grow

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San Diego—For the second straight quarter, paid search advertising in the high-tech and consumer-electronics sector grew by double digits, as the final three months of 2009 saw pay-per-click search ad spending rise 16.2% over the third quarter and 13% over the same period a year earlier.

Marketing analytics company Covario Inc.’s “Global Paid Search Spend Analysis” reported that Microsoft Corp.’s Bing search engine has been a major beneficiary of this growth. Since its mid-2009 debut, Bing more than doubled its U.S. market share, ending the year at 13.3% of tech search spending for the quarter and almost equaling Yahoo’s 14% share.

Google continues to lead in technology search marketing revenue, with 72.2% of expenditures for the fourth quarter, although that was almost 8 percentage points lower than its third-quarter share.

Covario’s quarterly study is based on paid search spending of its U.S. high-tech and consumer-electronics clients, representing budgets of more than $250 million, according to the company.

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