Microsoft’s search engine Bing is looking to gain ground on market leader Google by expanding a partnership with telecom and advertising giant Verizon. It could increase Bing’s US ad clicks by as much as 15% claims the company.
The firms have expanded their partnership so search marketers can reach audiences across Bing, Yahoo, AOL networks. Verizon’s media titles will exclusively accept ads from Bing too, a move which greatly expands Bing's audience reach while simplifying their accessibility. It adds that marketers will receive access to campaign performance data through the Microsoft Graph.
With a 2.41% market share of global search, Bing is looking for new ways to position its network in front of web users. The partnership with Verizon achieves that.
Microsoft also used the opportunity to take a swipe at public privacy concerns facing ad duopoly Facebook and Google. It claimed that it would “continue to keep user privacy and security as core principles in how we approach our advertising business”.
Kya Sainsbury-Carter, ad sales exec at Microsoft said: “Continuing to grow the volume of high-quality clicks and conversions clients receive through Bing Ads has been a top request. We estimate that our enhanced partnership could result in an increase in clicks across the Bing Ads marketplace for customers targeting the United States of up to 10-15%.”
She urged clients to position their budgets to capture these potential increases in click volume.
Work is underway to transition traffic to Bing globally by March 2019.
Last year, The Drum explored Bing’s chances of up-ending Google’s ad supremacy. Experts noted that Google is not innovating the space as fast as it perhaps should. John Brasington, head of the search at Pi Datametrics claimed Google is apathetic towards improving the user experience.