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2011 has started off well for Bing, well apart from the accusations of stealing Google’s search results [see: A Sting for Bing: Are They Copying Google’s Results?]. Yesterday it was revealed by comScore their year on year search volume is up 29 percent, whilst Hitwise have revealed their month on month market share has increased by 21% – not too shabby.
Lets’ take a look at the figures from comScore first. Their ‘2010 U.S Digital Year in Review’ report reveals the actual volume of searches made on Bing in the US has increased from December 2009 to December 2010 by 29%. They were the biggest winner in terms of search volume as Google managed a 13% increase.
This helps signify Bing’s rise in the search engine game over the past twelve months. But we do have to put this in a little context though. Looking at the Search figures from Search Engine Land, we can see that a 29% gain in search volume delivers an extra 80 million searches a day for Bing, however this is dwarfed by Google’s 13% gain, which accounts for approximately 3 billion per day. So, whilst this makes good reading for Bing, they still have a long way to go. Nevertheless, Bing is heading in the right direction, for the time being at least.
Now comScore also revealed the changes in Market Share, the figures were also revealed in Hitwise. Bing’s month on month market share increased significantly from 10.60% in December to 12.81% in January. This is an impressive 21% growth on December, but as mentioned overall search volume is still relatively low (at 12.81%). Therefore, Bing still have a lot of work to do on Google, who saw a month on month market share loss of 2%, yet still have an overall search volume of 67.95%.
What makes these figures interesting is the effect of Bing-powered Search on the market. This is the combination of Yahoo which is now powered by Bing, and has seen a 6% increase in market share to 27.44% overall search volume for January. It will be interesting to see what will happen in the coming months, and whether Bing will be able to sustain this growth and maybe even cut away at Google’s search market dominance a little further.
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.