Today we released our Search Engine Performance Report: Q1 2008. It shows that Google improved on all metrics - the search giant gained 3.2 percentage points of share of spend from Q1 2007 to account for 77.2% of search spending in Q1 2008. CTR improved by 19.2%, and CPCs were up 11.2% YOY. These data, combined with a 24% increase in ROI, suggest that Google’s quality efforts have not only improved the user experience by delivering more relevant ads, but have increased the value of the engine for larger, more sophisticated search advertisers such as those among Efficient Frontier's client base.
ROI improved by 33% and 29% respectively on Yahoo! Search and MSN adCenter. Improvements on all three engines show not only that search engine quality measures improve performance for advertisers, but that Efficient Frontier’s algorithmic bid optimization methodology helps improve and maintain ROI for these advertisers. In addition, campaign activities such as sales funnel optimization, keyword expansion and pruning, campaign restructuring and ad copy testing and optimization can contribute significantly to improving search engine advertising ROI.
