I was watching television over the course of the weekend and noticed the seemingly ongoing Bing adverts.
These were part of a multi-million pound advertising campaign by Bing – and further to those months of testing I revisited the market share data to see whether this has been effective.
Rewind back five months and Bing were very much the third in line, sitting behind both Google and Yahoo, with just under 3% of the UK search marketing spend, estimated according to the IAB (as of March this year) to be worth around £2.15 Billion pounds (£2,000,000,000).
Now lets fas forward this to the end of July and take the latest data published by Experien which highlighted a significantly different picture, and one which would which sees, Bing now as the second largest search engine in the UK, however whether this is due to the continuing decline of Yahoo as a search player or the effect of the promotion Bing has undertaken, is open to debate.
I say significant but its not immediately apparent from the images above – however the following were interesting
- Bing is now the second largest search engine in the UK – ahead of Yahoo (thats not really surprising) but still way behind Google
- Bing has seen an increase of 0.16% market share – you may say thats not much but consider the size of the market
- Yahoo has seen a drop of 2.91% with Google seeing a further 1.46% increase in market share
- That would thus suggest any increase in market share has been at the expense of Yahoo rather than Google – which ultimately is going to hit revenues again given the Yahoo/Bing alliance.
This may not sound like much until we factor in the potential return of these increases. The figures released by the IAB were for the UK paid search spend of around £2.15 billion, which means every percent means around £20 million revenue to the search engines, so every percent does count have a significant impact in these instances as the table below highlights.
It would seem therefore that the amazing budget allocated for the Bing advertising campaign has not had a hugely significant impact – and would only really break even if they took the entire Yahoo budget into account. That said, it has continued to make gains into the search engine market share over the last year. My personal feelings is that I can’t help thinking Bing may be a little disappointed not to have more of an indent into the search marketing sector at this stage, particularly given the level of awareness.
One has to take into account the 100 odd million advertising budget deployed at the start of the campaign (albeit globally) and when you look at just an incremental return of just over £3 million pounds, one would suggest questions are going to be asked sooner or later.
Whether or not they can compete with the likes of Google is open to debate. When asked whether Bing were a viable alternative to Google, our readers suggested no.