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Microsoft’s (relatively) new search engine Bing has continued to eek away the lead of its more established counterparts, most notably Google. The latest figures from the US show that Bing now commands 8.9% of the search market there, up half a percent from 8.4%. Conversely, Google has since slumped by 0.3 of a percent down to 64.7% for the month of July.
This trend has continued in the search figures, with Bing attracting 29million additional searches; representing a 2.4% increase from June’s figure of 1.21billion. Once again, Google was impacted with a 4% loss of 352million; although with over seven times the total search volume of Bing, they won’t be overly worried.
So what does this all mean for the proposed Yahoo and Bing merger? Well, not a lot really. Yahoo unfortunately dipped 0.3% down to 19.3% of the market share, negating much of Bing’s progress. That said, Google’s previously impervious crown has slipped slightly (well, a minute fraction anyway) once again. So perhaps the idea of YaBing closing the gap – eventually – isn’t quite as mad as some might expect.
Clearly Bing as a search engine is garnering some strong support, far beyond its initial surge. It’s too early to suggest that this could lead to any meaningful assault on Google, but it will certainly be interesting to monitor over the coming months.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.