The numbers could help Microsoft boost its revenue from online services, as they show marketers that keywords purchased on Bing-powered sites have a better click-through rate than those purchased on Google. Microsoft has taken a number of steps to boost the efficacy of Bing searches, including adding tools that allow users to book travel and entertainment with one or two clicks following the input of related terms such as, for instance, "San Francisco hotels." Microsoft also recently added real-time feeds from Facebook to its search results.
Microsoft's revenue for online services, including search, was up 16.5% in the most recent quarter, to $662 million.
While Redmond may have bragging rights when it comes to search efficiency, it still lags far behind Google in terms of search volume. Google's share of total U.S. search volume in July was 66.05%, down 2% from the previous month. Bing's share came in at 12.98%, down 2% from June. Yahoo search took a 15.07% share, up 4%, meaning that total "Bing-powered" search came in at 28.05%.
The data shows that Google clearly remains the dominant search engine, but Bing is gaining ground.
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