• Econsultancy, Monday, July 20, 2009 2:33 PM

Not sure if you caught this last week, but Google experienced an "unhealthy downward trend" in paid search ads, according to Patricio Robles, who gives his own take on Google's earnings. He writes that data from SEM solutions provider Efficient Frontier's Customer Index confirms the 2% sequential decline Google experienced in its core paid search business is "very real."

Efficient Frontier saw between 20% and 31% decline in CPCs among advertisers in its Customer Index during the second quarter of 2009, Robles writes. Google CPCs dropped 31% while CPCs on Bing and Yahoo dropped 30% and 20%, respectively. He provides recommendations and tips for marketers trying to make search budgets work harder.

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