Google appears to be the "early winner" from the amalgamation of Yahoo! and Microsoft's paid search platforms, according to new statistics.

Efficient Frontier figures reported by Search Engine Land show the Mountain View, California-based company saw spending on its pay per click marketing services rise by two per cent in the second quarter of this year.

Its overall share of the sector climbed from 75.8 per cent between April and June to 77.9 per cent in July to September.

Bing's share of the pay per click market rose from 6.8 per cent to 7.3 per cent between Q2 and Q3, while Yahoo!'s slice of the pie fell from 17.5 per cent to 14.8 per cent.

However, the report said the two companies' move to integrate their search ad platforms had created "a lot of noise", which made it difficult to accurately asses how much of Bing's gains were down to natural expansion.

Based on comScore figures for August, Microsoft and Yahoo! will have a 33.8 per cent share of the US search market when their services are fully combined.

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