A new report released today by Efficient Frontier shows that overall search advertising spend is beginning to stabilize as the economy slows its freefall.
Overall U.S. advertising spend dropped slightly in Q2 2009, however the rate of decline is slowing. In contrast to the reduction in spend is advertiser’s ROI, which recently grew by 12 percentage points to 129%.
Overall search spend has been quite reflective of the wider economic conditions. With strict budget constraints, advertisers have cut back on testing new campaigns, instead sticking with what they know works best. This has seen overall spend reduce slightly, while ROI continues to rise.
Another interesting trend from the report is the positive news for Bing which increased Microsoft’s click share by 5% month on month:
From the report:
Bing’s click gains were most significant in finance and travel increasing share by 17% and 10% respectively. Travel was the more expected gain given the revamped consumer experience in Bing. Finance may have gained momentum on the sub-category drill-down features Microsoft built into their new engine. While gains were made in finance and retail, the retail category was flat.
I’d be interested to hear if these trends are reflective of your advertising spend. Have you shifted your search advertising spend in recent months? Let us know via our blog comments below!