Bing v Google: The Battle For Mobile Search

RobotResearch shows that Bing impressions on mobile handsets is clawing back some of the market share from Google. Whilst the Big G still dominates search, there is a clear indication rival search engines are starting to attract users.

The number of purchases made on mobile handsets is now twice that made on desktop PC’s. And search engines are tapping into the increasing number of mobile users.

Over the past year, Google has been catering to every conceivable whim of mobile users. And Bing is following in its virtual footsteps.

Last week, Google launched the latest weapon in its arsenal – a buy button that streamlines the purchasing process for goods on sale through paid advertising.

But Bing is hitting back with its own line-up of services that appeal more to retailers than consumers. And that is why Bing impressions have warranted a 98% increase on tablet sales and 30% through mobile phones.

Bing Bing

From a retailer’s point of view, Paid ads on Bing have less competition than Google. The benefit for retailers is you receive better ad positions for less cost per click.

Although Google drives more customers to retailers due to their dominance in market share, statistics show search engines users are looking for alternatives to Google.

The latest figures show that Bing is improving its search capacity and its share of the search market ticked over to 20% earlier this year. In the last two years they have pulled back four per cent on the Big G.

If Bing continues to lure mobile users away from the grasp of Google, the impact could be a boon for PPC campaigners on Bing.

Mobile times

Bing however, is always one step behind Google. In May, the Big G rolled out its so-called “Mobilegeddon” which penalises websites that are not responsive. Bing owners, Microsoft has also announced “Mobile-friendly” changes.

The difference between the two companies is that Bing does not penalise web owners for not having a responsive web design. Whilst Google down-ranks non-responsive sites, they retain rank in search listings on Bing.

Bing also makes it easier for users to browse through image searches by using Bubbles which give searchers alternative options.

The feature helps searchers when keywords have been mistyped, either a misspelling, or because they are not entirely sure of the exact word. Tapping the bubble buttons broadens the search of any one keyword.

For end-users conducting research, this is a neat feature to help them refine their search and dig deeper into results to find what they are looking for.

Instant purchase

Bing may make it easier for researchers to dig deeper, but Google is making it easier for mobile shoppers to make purchases.

The recently launched “Purchasing on Google” stores bank details so that when consumers make a purchase on their mobile handsets, they do not have to key in bank details every time they use a different online store.

Google has noted the increase in searches on mobile phones is significantly higher than the number of purchases made using handsets. Shoppers still prefer to visit physical stores, or alternatively use a desktop PC.

The “buy button” however, makes the purchasing process on mobile phones simpler. Consumers only need to input their card details once and every purchase after that requires a few taps.

Bing is yet to announce a similar feature, but we can guarantee a similar feature will not be long in coming.

And whilst Google may be leading the charge to improve user-experience for mobile, Bing creates a slightly better package that suits both retailers and consumers.

Google on the other hand panders to consumers at the expense of small to medium-sized businesses.

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