Efficient Frontier reported some significant growth in paid click share for Microsoft's Bing. The data shows that as of the first week in August, Bing lifted their click share 44% since the beginning of June.

Bing did particularly well in both the Travel and Finance categories with an 11% and 22% click share lift in these categories respectively.

Efficient Frontier’s VP of Marketing and New Product Development Justin Merickel postulated that Microsoft's new category focused Bing features may have “helped them capture more of the seasonal summer travel searching and the additional query volume related to the stock market recovery.”

Merickel also argued that the announcement of the Yahoo!/Microsoft deal may have promoted additional searches on Bing as users check out for themselves the new service.