Google Gaining Ground Over Bing/Yahoo After Merger
By vine | April 29th, 2011The month of September saw nearly 75% of all searches in the U.S. conducted by Google, according to a recent report from Experian Hitwise.
In his article “Google Rules Online Search Market In September, Surojit Chatterjee, a contributing blogger for International Business Times, says the report showed a 1% sequential gain in September, over the total number of searches conducted on Google in August.
Bing searches gained 2% when the search was conducted on Bing.com. However, the report says that Yahoo, which recently merged with Bing to use its search engine, reported a 5% loss in total searches. That negates any gains that Bing.com may have made on searches made to its home site during September.
64 other surveyed search engines split the remaining 4% of the search pie not already taken by Google or “Bing-Hoo.” According to an article at KomarketingAssociates.com, the bulk of that growth came from the Ask network.
Chatterjee says one bright spot for Bing is that the service has been growing intellectually. It witnessed its first double-digit sequential growth last month in the four major categories of Automotive, Health, Shopping and Travel.
A follow-up report in the Times from reporter Manikanan Raman added that Bing-Yahoo also experienced a considerable increase in click through rates during September. He said that Bing’s ad serving algorithm delivers more relevant advertising than Yahoo does. He sees this as an advantage for advertisers, since click through rates can often be used to measure the success of an online advertising campaign.
Raman added that the entire U.S. paid search market continues to grow, which can only bode well for Bing. He said that a recent report from Paid Search Optimizer SearchIgnite revealed a 6% increase in spending on paid search over the past year. The firm also said that PPC ads delivered by Bing displayed little cost per click inflation. This flies in the face of speculators, who believed that CPC for the newly allied Bing-Yahoo would skyrocket. As for now, the CPC market appears to be holding steady.
According to Raman, “Yahoo and Bing have been testing the paid search integration portion of their alliance since mid-July. Yahoo and Microsoft are now working on Yahoo’s transition to using AdCenter, Microsoft’s self-serve search ad platform.” He says Microsoft anticipates completion of this task later this month.
The Experian Hitwise report was not able to assess whether Google’s release of its Google Instant service was any benefit to its growth in September. However, Chatterjee reports that stock prices for Google rose steadily throughout September after the release of the Google Instant service.
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