Image via WikipediaThis week we got our first glimpse at how well the Microsoft-Yahoo search advertising alliance is performing and while the gains are small, the numbers are at least heading in the right direction. Marin Software, a search marketing services firm, reported Wednesday that the combined Microsoft Bing-Yahoo Search partnership saw its share of paid search impressions increase to 23 percent from 19 percent and its share of paid clicks rise to 21 percent from 19 percent in the four months ended Dec. 15, 2010. To be sure, Microsoft and Yahoo have much more catching up to do as Google’s share of the paid search market also grew to 82 percent from 81 percent.
Still, according to a Dow Jones Newswire report, Marin considers the impressions and clicks metrics important indicators that Microsoft-Yahoo together are getting some advertisers to shift some of their ad dollars to the alliance.
"This is a pretty clear indication they have been successful in what was a very complex exercise," Matt Lawson, Marin's marketing vice president, told Down Jones. "It was a huge gamble they made, but one that appears to be paying off."
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