Google vs. Bing – The Battle Gets Heated

By: iCopywriter Blogger Alex Dalenberg

It looks like Microsoft is taking the fight for search traffic directly to Google – just in time for the holidays – with ads explicitly calling out the Web giant as a terrible place to shop.

This is according to a recent article by The Associated Press. Microsoft, of course, wants to drive eyeballs to its own search engine, Bing, which is a far-off second to Google when it comes to traffic.

Microsoft’s main issue – and it’s fair game – is that Google is charging merchants to appear in its special shopping listings. This of course goes against Google’s overall ethos as the fairest and best source of information on the Web. Microsoft has set up its own site as part of the ad campaign: Scroogled. The site doesn’t shy away from saying that the Google guys are basically hypocrites, using their own words against them to pretty devastating effect.

Although, as Danny Sullivan, an editor at SearchEngineLand.com, tells the AP, even though Microsoft’s attacks on Google are more or less fair, Bing isn’t exactly innocent. It takes its own cut from listings provided by Shopping.com, though the majority of Bing’s shopping listings aren’t paid for.

My initial reaction is that tech companies like Google are going to keep looking for ways to drive new revenue – like any company would – except that the Web is so ridiculously competitive. And the margins are so low that we really shouldn’t be surprised if Google starts balking on some of its idealistic promises. Witness Facebook’s recent changes to its business pages, which more or less force users to pay to promote their posts in order to reach their full audience.

After all, giving away the world’s information is expensive, especially if you’re doing it for free. The question is how much companies like Google and Facebook can get away with before they compromise their brand – and drive away users.

On the Web, you’re only as good as your audience. My sense is that Google messing around with its shopping listings isn’t much of a game changer. There are a ton of other price comparison apps out there; people will gravitate toward the one that actually finds the best prices. If Google can’t do that through paid ads, then people won’t use the site.

But if Google starts fooling with its actual search page – which is about as close to sacrosanct as you can get on the Web – well, then it’s time to have a whole new conversation.

How do you feel about the Microsoft/Google dust-up?

Photo Credit: michperu