It has been Amazon, with its ecommerce channel search ads—not the second-place general search engine Bing—that has carved away share from Google. This suggests that for advertisers, Google’s most significant competitors for keyword-targeted ad dollars are ecommerce properties. Where Do Consumers Start Their Searches?
Google still nets the majority of US search ad revenues, but it’s Amazon—not another general search engine, such as Bing—that has taken significant share of the market at Google’s expense. (And other retailers like Walmart have since had success with similar products.).
He has run a global digital agency, the Bing Webmaster Tools program (and been part of the team that launched Schema.org) and ran the SEO program for MSN in the US & Americas. During his 20+ year career, he's authored two books through McGraw Hill, offered guidance to Fortune 500 companies, spoken at hundreds of digital marketing conferences worldwide and helped the White House with their websites.
Comscore reported that in June 2019, Google sites received 62.4% of desktop searches in the US, with Microsoft sites (including Bing) getting 25.2%. These shares have hardly budged over the years. Google’s share of mobile search queries is even higher, ranging in the high-80% to low-90% range on mobile, according to StatCounter. But consumers aren’t searching only via search engines.