Have you seen the commercials?
They’ve been everywhere lately – making fun of keyword groupings and how one search for one thing can end up with search results for something completely different.
Bing.com has been marketing themselves as a different kind of search engine, according to them, a “decision” engine instead of a “search” engine.
What I found really interesting about the Bing.com commercials is that nowhere do they mention that they are a Microsoft product, which is one of the most recognizable brands in the world. If you had a new product launch, wouldn’t you want to capitalize on that notoriety?
Apparently, not, although they don’t seem to mind using the deep Microsoft products to pay for the big advertising campaign.
And anyone who’s ever been on the internet knows what Microsoft is trying to do with Bing – they’re trying to take a piece out of the big boys, which, as everyone knows, is Google. Google is the king of search engines. When we talk about keywords, PPC ads, SEO and search rankings, it’s all in relation to Google.
Bing’s latest step to search engine, sorry, that’s ‘decision’ engine, domination is to strike a deal with Yahoo for all of its users to use Bing for all their decision needs. The terms of the deal are still being hammered out, but when the deal goes through, it will give Bing not only a larger share in the search market, allowing it to creep up on the monolith of Google, but it will also eliminate a competitor.
And what does Yahoo get out of it?
Well, first off, it wouldn’t have to maintain its own search infrastructure anymore. And according to the deal as it stands now, they would get a share of the revenue of ads both on the Yahoo search site as well as Bing.com, which is not bad considering that they are already losing market share to Bing.
If these guys can make this deal work out, then they both stand to benefit. As the bigwigs over at Yahoo point out, their search engine is not their major business focus. And Microsoft has the motivation and the money to put behind become a force to be reckoned with in search – and they’ve already got distribution channels all lined up through their own products.
Part of the details that still need to be worked out is whether they will use the existing Yahoo Panama system for buying ads or switch over to Microsoft’s AdCenter.
I personally vote for AdCenter – it’s better than Panama, and is almost on par with Google’s AdWords.
Once the deal goes through, you’d better believe that I’ll be watching Bing and Google to see how this will affect PPC campaigns and search engine rankings. While Google is still the king, Bing is starting to look like…well, I can’t think of a historical reference that isn’t too obscure that actually fits, but Bing is like the guy that’s trying to slowly and carefully take over the throne while the King has become complacent is his authority and position.
Anyone got a good reference for that?
PS – I would love to see Google get some true competition here… I think it will make both services that much better!
Now this is all just my own opinion… whats yours?