Google exceeded Yahoo and Microsoft in revenue per search in the second quarter of 2007, according to new research from SearchIgnite and RBC Capital Markets.
Even though Google displays 60 percent of the total ad impressions, its market share grew to 76 percent for all spending on the top three engines.
The research also found that the percentage of media spend on search-engine marketing has stabilized, as Google, Yahoo and Microsoft have been unable to make significant gains.
Google’s revenue per search continues to increase because of its continuous fine-tuning of quality-score algorithms and minimum-bid requirements. The search leader made a notable change in June in its landing page relevancy to reduce spam in its listings.
The study also found that large brand marketers continue to benefit from Yahoo’s Panama platform, although their gains have also leveled off.
This study tracked more than 14 billion impressions and 185 million clicks on Yahoo, Google and MSN from Jan. 1 through June 30, 2007, across more than 500 marketers, all of whom are clients of SearchIgnite directly or via its sister company 360i.
SearchIgnite is a bid-management and portfolio-optimization search technology.