Google continues to dominate the European market, with over 85% of the search marketing budgets going to Google in the UK, and over 95% in the rest of Europe, according to the ‘UK Search Engine Performance Report: Q2 2008’ from Efficient Frontier.
As well as holding its position in the UK in pure search, Google has further strengthened its position through a number of improvements to its content network, which has led to a modest increase in market share from 3.9% to 4.3%.
Also making modest gains in market share, Microsoft now captures 4% of search budgets in the UK. Both Google’s and Microsoft Live Search gains come at the expense of Yahoo.
The ROI available to advertisers on Microsoft Live Search is still higher than the other two engines.
This is due to the high quality of users of Microsoft Live Search and a less competitive marketplace. Correspondingly, Google and Yahoo both offer similar ROI, but Google outperforms Yahoo! due to the high traffic volume - 8.5 times the volume on Yahoo.
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