So after one of the worst wrong turns in corporate history, Yahoo has finally acceded to Microsoft by crawling into bed with the Bingmaker. In a nut, Microsoft will power Yahoo’s search engine and Yahoo will sell the ads globally.
Microsoft’s search market share will rise to around 21.5%, according to figures released by Hitwise last month, or roughly one quarter of Google’s share.
The deal lasts for 10 years, proving a little about my previous assertion that Microsoft is only five or so years into a 25-year search strategy. It is playing the long game, and this deal has solidified its position.
From where I’m sitting this signals three things:
- Yahoo has totally given up on proprietary search. It might become a media company after all.
- Microsoft has strengthened its hand and the deal should help prise further market share from Google.
- Advertisers may benefit in the long run.
But what do the search marketing professionals make of the deal? I’ve been asking a few questions, so let’s hear what they have to say…
Are web surfers that use Bing more susceptible to advertising? If they are — and continue using the search engine — that could be very good news for Microsoft.
A new study by search-advertising network Chitika found that Bing users clicked on an ad 1.5% of the time on average, versus a 0.97% clickthrough rate for Google visitors and a 1.24%
clickthrough rate for Yahoo.
If that means Microsoft and Yahoo users pay more attention to advertising, it could be very good news for the smaller search engines. But it could also spell trouble for both if users are simply switching between the two services depending on which has the best advertising at any given moment.
When Google reported its Q2 earnings yesterday, it beat analyst expectations. But all the news wasn't good news, at least for Google.
In the area of paid clicks, Google experienced an unhealthy downward trend: total paid clicks declined 2% from Q1 and more importantly, the average cost-per-click (CPC) in the second quarter fell 13% year-over-year.
When will Google get into real-time search? Soon enough.
Last week, both Bing and Facebook incorporated Twitter and Twiiter-like features into their services.
This week, Google's Marissa Mayer says Google finds real-time search "interesting," but she's still not spilling the beans on when Google will integrated the service into its search portfolio.
Microsoft's new search engine Bing has been aggressively trying to scrape away at Google's search dominance with a $100 million advertising campaign, but Ask.com has found traction betting a smaller ad budget on the racetrack.
Since last December, Ask has put nearly all of its marketing resources into NASCAR sponsorships and events. And early returns show that the strategy appears to be working.
Google commands a dominant share of the search market and there's no sign that this will change anytime soon.
But should it be worried about Microsoft's recently-launched 'decision engine', Bing?
Did anyone notice Google crashed for a few minutes yesterday? More to the point, if you experienced it, did you just throw up your hands in despair and wander off to make a cup of tea, or did you use another search engine to find what you were looking for?
This highlights the issue that’s being hotly debated within search teams across the UK, if not the world: Can anyone challenge Google? Although that in itself is a different blog-post, I’ve quickly thrown together a list of some nifty alternatives to the search engine giant.
In the first week following the launch of its new 'decision engine', Bing, Microsoft's search property saw its average daily penetration amongst searchers grow by 1.7% and its share of search results pages grow by 2%.
That's according to comScore, which, like so many others, has been monitoring Bing's debut.
When one thinks of tech companies that know how to market themselves, Microsoft probably isn't on the list. Instead, it's considered a stodgy old stalwart that is better known as a company many love to hate.
But an interesting thing has been happening lately: Microsoft is getting its groove back. At least when it comes to how it presents itself and its products to consumers.
Now that the world has had a bit of time to get used to Bing in all its glory, we've been giving some thought to what new opportunities it could present to brands.
As somebody who spends a lot of time talking with organisations about how they can make the best of Social Media opportunities (but who also has a long history in the world of search) it's very exciting to see a brand new search engine. And not just a search engine; this appears to be a major shake-up in the world of search results.