Mon Jun, 2011 by Derek Mehraban
The Federal Trade Commission has announced that it will look into complaints about some anti-competitive practices by Google. Google currently controls two thirds of the search market. What is interesting about this announcement is that Google is right now at its weakest since securing its dominance as the search leader.
Microsoft’s Bing is an up and comer in the search field and it has something going for it that Google does not. Bing has access to FaceBook’s social graph. Bing uses that information to optimize its search results to incorporate and favor the social graph of the user doing the searching. This data is much more relevant and the key to the next stage for online search. It is unlikely FaceBook and Google will ever, definitely not anytime soon, reach an agreement allowing Google access to FaceBook’s social graph.
Digital agencies would be wise to increase their digital advertising with Microsoft’s alternative to Google. While Google ads still deliver the most traffic, Bing is a serious contender and needs to begin taking a portion of a campaign’s search dollars.