According to Efficient Frontier's Q3 2009 UK Search Engine Performance Report, Bing recored a 3.7 per cent share of all UK ad clicks compared to a 5.2 per cent share for the same period last year.
In the US, where Bing has fully launched, the search engine has fared better by recording a full percentage point gain in spend share following a $100m ad campaign promoting it.
Bing is expected to be 'UK-ready' in Q4 2009 and a dedicated team at Microsoft is working hard to tailor results to UK localities.
Microsoft's decision to launch in the US several months before the UK has also left UK brand spend flat, recording 4.3 per cent of brands' ad budget spent on search engines - equal to is share in the same period last year.
This compares to 9.1 per cent to Yahoo! and 86.5 per cent to Google, leaving Bing a distant third.
Overall, Efficient Frontier found the search market improved after two quarters of decline, as advertisers increased spend by 10 per cent year on year. ROI remained stable quarter on quarter as marketers continue to focus on efficiency, the report said.
Efficient Frontier is predicting a more aggressive approach to search marketing in the fourth quarter, as competition hots up in time for Christmas.
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