MOUNTAIN VIEW, California: Google has increased its share of the search advertising market in the US, UK and continental Europe, spurred by the eagerness of embattled advertisers' to invest their budgets in"safe bets", reports online marketing specialist Efficient Frontier

The US search behemoth increased its proportion of total search spending in its homeland by 2.1% in the first three quarters of this year, and now takes around 76% of the market. 

In Europe, it posted an increase of 0.4% in the third quarter compared with its second quarter figures, and is responsible for 96.5% of search expenditure.

Google also now receives 86.7% of search revenues in the UK, improving by 1% on the second quarter of 2008 at the expense of Yahoo, which has a market share of 9.6% (while Microsoft has just 3.6%).

In Japan, Yahoo received 44.4% of all search outlay in Q3, but Google took a 1.5% share from its rival, taking its overall position in the market to 55.6%.

Efficient Frontier's European general manager David White says: "In tough times, advertisers put their money into safer bets, which usually means spending with market leaders. This is what we have seen with Google.”

Data sourced from; additional content by WARC staff