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Online Ad PPC Spending Stabilises : Bing Showing Improvement

By Andrew Redfern @ 14th July 2009 9:37 am

A new report released suggests that although online ad spends may have decreased over the past 18 months, the green shoots of recovery are becoming more and more promising.

Specifically the recorded ROI, return on investment, for a surveyed group of large American advertiser has shown an increase in ROI of 12% up to 129% in the past quarter. Based on 81 billion impressions the research shows real positives for the future of the online advertising industry.

Online advertising was hit hardest throughout 2008 with a 23% drop, this gap has now been reduced to 21%. The second quarter of 2009 is down only 3% against the previous year demonstrating a stabilisation of the industry spend, which many speculate is the precursor to a return to growth in the industry.

It appears that the group hit the hardest by the “credit crunch” are the SME advertisers. Advertisers spending less than $50k pm spending is down 41% from Q2 2008 to Q2 2009. It is thought that this decrease spend overall has lead to a natural increase in ROI as advertisers concentrate far more on the efficiency of their campaign in lieu of the larger budgets available in 2006-2007.

By far the largest gainers are Bing and yahoo, who unlike Google are actually taking a larger percentage of online spend than in Q2 2008 . Bing are up 0.1% and Yahoo 0.9% from the previous year, while Google have slipped back 1%.

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