Search firm Efficient Frontier has released its latest Search Engine Performance Report, and found that in Q4 07, its clients' spending jumped up by nearly 30% year-over-year. Google was the clear winner in terms of snagging most of that additional spend, with 97%, while MSN gained 6%. In contrast, Efficient Frontier's advertisers chose not to spend their extra dollars with Yahoo--as the Web giant's share of additional spend dropped by 3%.
In terms of bang for their buck, ROI improved by 13% across all the engines. Individually, ROI from Yahoo improved by almost 40% from Q4 06, while MSN's lifted by 27%. Leann Prescott reports that ROI improvements from Google were not nearly as high, but that the giant made up for it with sheer volume and consistent performance.