Search ad spending in the first 2 months of Q4 are weak, falling from Q3 levels, according to Covario, a research firm. But Facebook (FB) and Google (GOOG) are showing strong early results for merchants, with higher click-through rates and conversion rates, according to an analyst at Baird Equity Research. Google has started to transition to a paid service called Google Shopping, while Facebook is using direct response ads instead of branded advertising. Google shares rose 0.5%. Facebook shares fell 3.4%.