In the all good things must come to end category Efficient Frontier is reporting a 13% drop in paid search spending from their clients which tend to be the big players in the search universe. This number occurred despite an uptick in March.
This is the second consecutive quarter of this trend. Since the previous quarter happened during the holiday season there may be cause for some gloom and doom. The WSJ reports that Google is still doing well and is positioned to whether this storm. Efficient Frontier Chief Executive David Karnstedt stated
Advertisers were in many cases narrowing their keyword selection to search terms that deliver the best bang for their buck, while no longer bidding on less efficient keywords, whose company manages more than $750 million in annual search spending.