Google Gets $1.10 For Every New Dollar Spent

For every new dollar spent on search marketing, Google grabs $1.10. Probably the last time you heard a number like that, it was from a basketball coach at half-time encouraging you to give the mythical one hundred and ten percent. How does that happen in real numbers? Looks like Google takes a little from Yahoo and Microsoft.

The confusing figure comes from Efficient Frontier's US Search Engine Performance Report: Q2 2008, which compares 2007 and 2008 second quarter data gleaned from a fixed set of large-scale search engine advertisers. While Google grabbed all of the new money and then some last quarter, Yahoo lost nine cents and Microsoft Live Search lost one cent.

This is likely good news for Google in advance of today's earnings report, which will be released this afternoon. Analysts expect