Advertising on Google search is great, but can it stand alone?
There’s no doubt that Google, with its dominant presence, plays a central role in the digital advertising world. But is it the only search engine you should be throwing all your money at? Before we get to that answer, let’s dive into the fascinating world of the different search engines used in Denmark and elsewhere – some of which you’ve probably never heard of. Let’s also bring in some new statistics to add depth and concreteness to our postulates and observations. Table of contents
- Google – The Inevitable Giant
- Bing – Microsoft’s Alternative Search Engine
- Yahoo! – A Classic Search Engine
- DuckDuckGo – Protecting User Privacy
- YANDEX – The Eastern European perspective
- Conclusion – where should you look?
1. Google – The Inevitable Giant
Google is undisputedly Denmark’s most popular search engine. In June of this year, 94.01% of all searches on search engines in Denmark were made on Google. Google’s advanced algorithms and vast amount of data make it a preferred advertising platform for businesses. Its widespread use and ability to deliver relevant results makes it an obvious choice for both Danish businesses and individuals. But even though it’s a giant, as the saying goes, there’s always a risk in having all your eggs in one basket.
2. Bing – Microsoft’s Alternative Search Engine
Bing, developed by Microsoft, came in a close second in June, with 3.49% of all searches made on this search engine. Although not as big as Google, Bing is still worth considering – either as an alternative or as a complement to Google. With unique visualization options and a loyal user base, Bing offers a unique and underrated opportunity to stand out and reach a specific customer segment.
3. Yahoo! – A Classic Search Engine
In June, Yahoo snuck into 3rd place in terms of market share. More specifically, Yahoo boasts 1.37% of all searches. Despite its smaller size, Yahoo is a search engine that can provide extra visibility, especially considering that Yahoo technically utilizes Bing’s search results. While 1.37% may sound small, it can actually add up to thousands of daily searches.
4. DuckDuckGo – Protection of User Privacy
DuckDuckGo comes in at 4th place, with a market share of 0.71%. You may not have heard of this search engine, but it has gained more and more popularity as a search engine, especially for those who prioritize anonymity and privacy. From a marketing perspective, there is a unique opportunity for advertising here, especially for the innovative group of users who value data security. So if you have a company that wants to market a specific product to this type of target group, DuckDuckGo would be a sensible option to consider.
5. YANDEX – The ‘Eastern European’ perspective
YANDEX is originally a Russian developed search engine. The search engine is mainly used in Russia and several Eastern European countries, such as Ukraine and Belarus. However, the search engine has grown in popularity in more and more countries, such as Turkey and China, where Google is still the dominant player. YANDEX may be worth considering for Danish companies looking to explore international markets, specifically in the aforementioned countries. With a market share of 0.23% in Denmark, it is not our recommendation to throw too much advertising money into YANDEX if the main focus is local advertising.
6. Conclusion – where should you look for?
In conclusion, advertising on Google is crucial, but it should not stand alone. Otherwise, you risk not getting maximum value for your advertising dollars. Our experience shows that with the right strategy, there is actually an underestimated potential in advertising on other search engines, such as Bing.
Although Google continues to dominate statistically, it’s important to remember that advertising is a dynamic process. A complementary focus on alternative search engines can actually help you diversify your advertising strategy. If you recognize that Google is the only search engine you advertise on, then it’s highly likely that you’re not getting the most out of your advertising dollars. Don’t hesitate to contact us if you want to get the most out of your advertising budget. We can advise on which alternative search engines you should also look into for your business. Contact us today to learn more about how you should navigate the search engine landscape and what it takes to create the most optimal advertising strategy. Our goal is to ensure that every penny of your marketing budget is spent effectively for you and your business. NB:
- “Did you know that for some of our customers in the retail industry, we have improved their ROAS (Return on Advertising Spend) by up to approximately 23% by changing their advertising strategy so that all the money was not only spent on the search engine Google, but also some of the alternative search engines mentioned in this article?”
Source: https://gs.statcounter.com/search-engine-market-share/all/denmark/#monthly-202301-202306
