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Last month Google UK had gained a whopping 1.07% month on month of the overall market share; can they hold onto this gain or even build on it this month? Well the answer is no, in July they lost the most ground in the market, with Bing profiting the most from Google’s loss.
In the US markets, again it was Google who lost the most market share, with the major benefactors being Yahoo and AOL. However when placed in context, it is still Google who are totally dominating both markets either side of the Atlantic.
Starting in the UK markets, data from HitWise has revealed that in the last month the biggest change came from Google. After such a strong increase last month (1.07%) [See: Search Engine Market Share Statistics – July 11], they’ve lost most of that ground. For example in June they had 91.52% compare to July’s 90.66%, that’s a 0.86% they’ve relinquished.
It was Bing who captured most of Google’s loss last month, picking up 0.84% from June with 3.03% of the market to 3.87% in July. Does this accurately represent Bing’s growing popularity? Possibly, although there have been some question marks over Bing’s apparent growth [See: Bing Reliant On IE Users].
Other search engines that picked up gains in the UK markets include both Yahoo and Ask gaining 0.04% and 0.02% of the market respectively. The ‘Other’ category of search engines actually dropped this month, just as it did last month, after such an impressive gain in search volume during March, April, May and June.
Figures from ComScore indicate that in the US Markets, it is as you were with Google still dominating the market. However just like in the UK markets, they too saw a small decrease in search volume during July.
As the table highlights, Google gave up 0.40% of their markets share from 65.50% in June to 65.10% in July, with both Yahoo and AOL picking up gains at Google’s expense. The ailing internet brands picked up gains of just 0.20% and 0.10% respectively. Whilst these are very slight positives, they’re still way off denting Google’s market stranglehold which now stands at 65.10%.
Considering Bing now power all of Yahoo’s search engine results [See: Yahoo to Finally Integrate Bing Search in Europe], these gains, albeit small gains, in both the UK and US markets must be welcomed news for Microsoft and their growing search engine. However they’re someway off toppling the search giant that is Google.
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.