Google has a virtual monopoly of the Australian search market with up to 98% share of revenue, according to Bing, its main search ‘rival’ in western countries. David Pann, GM for search at Microsoft, told The Australian that Bing has 6% of search queries and 2% revenue in Australia, meaning it converts much worse than Google.
The story is much different in other markets such as the United States, where Bing claims a 23% share of search advertising thanks in part to an alliance with Yahoo!
Yahoo! Australia switched to the Google platform last year, leaving Bing without any major alliances and less traffic.
The upside for travel marketers looking to diversify is that Bing is a much less expensive search marketing option but has exteremly limited reach. Google, on the other hand, is everywhere…