How do you find something on the Internet? You Google it.
The fact that Google’s brand name has become interchangeable with the
word “search” in the context of the Web is a big problem for Microsoft
Corp. It launched Bing in 2009, with hopes the name would elicit
association with finding the right answer (like buzzing in on a game
show). Today Google search still dominates the Canadian market, with 67
per cent market share according to comScore Inc. Bing has improved
Microsoft’s market share since replacing its Live Search brand, but
still doesn’t claim even half of what Google delivers.
So when deciding where to advertise online, it seems like Google is
the obvious choice for marketers. It has a larger audience, so it can
deliver more clicks to a given keyword campaign, right? Well not in
every situation, it turns out. Plus, there are certain circumstances
where Bing Ads can cost less than Google’s AdWords and still get you the
same results.
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