We've cruised into July, so of course that means it's time for the search marketing firms to release their paid search market share reports. While it's no surprise that Google gets the lion's share of
the Rimm-Kaufman Group's (RKG) client's dollars, the firm's stats do show increases for Yahoo (at Google's expense) for the past four months. Microsoft, meanwhile, snags a higher effective CPM (eCPM)
than Google or Yahoo, but because the software giant's share of market is so small, the gains don't register as well.
So Google snagged 79% of all client spend. Yahoo came in with
17%, and Microsoft garnered 5%. Alan Rimm-Kaufman says that the data also offers a barometer of overall click quality across the engines. "Click quality is a function of both the population using each
engine, as well as the engines' skill at matching searches with relevant ads," he says.
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