Whilst Google continues to dominate the market in 2020, rival
search engines like Bing have slowly pushed to eat some of
Google’s search market share in recent years. In June, Google
had about 84% market share and Bing had 6%, according to a
report from the NetMarketShare.
Bing has seen great results in paid search in particular and
Microsoft Advertising revenue improved significantly last year.
In an unexpected move, Microsoft is now planning to rebrand its
Bing search engine to Microsoft Bing. Various users are now
spotting Bing branding changing to Microsoft Bing in search
This change appears to be a simple renaming of Bing to bring it
in line with Microsoft’s new branding strategy. It’s worth
pointing out that Microsoft Edge’s InPrivate window feature
also uses the term “Microsoft Bing” instead of just ‘Bing’.
Why is Microsoft making the change? A likely explanation is
that Microsoft wants to use the name ‘Microsoft’ for services
and apps that are available on multiple platforms. If the
product or service is only available on Windows, it would use
the name ‘Windows’ in its branding.
For example, last year Microsoft rebranded Windows Defender to
Microsoft Defender after announcing the product for macOS and
mobile device. Likewise, Microsoft’s Office 365 subscription is
now being called Microsoft 365 because the subscription is more
than just Office apps.
Bing revenue growth
Microsoft’s search engine revenue growth has been slowing as
advertisers have cut their budgets during the health crisis
around the world.
In Q4 2020 revenue report, Microsoft noted that search
advertising revenue decreased by 18% or $353 million from the
year-ago quarter as advertisers spent less on ads or paid
Unsurprisingly, Google’s search revenue was also negatively
impacted by budget cuts in advertising spend.