If you’re a search engine marketer and if someone asks you to name two search engines, it’s more likely that you mention Google and Bing (or maybe Yahoo), right? Of course there are other search engines like Baidu, Yandex, Blekko, DuckDuckGo, etc. but Google and Bing are the two real search engines that matter the most to advertisers. Why? Because Google and Bing (Microsoft & Yahoo) have a combined market share of over 90% in the U.S. search market according to comScore.
Google vs. Yahoo Bing Network: Search Market Share
Google has a search market share of 67.5% in the U.S. and the combined market share of the Yahoo Bing network is around 30% as of March, 2014. So it means that when you advertise on Google AdWords and Bing Ads you’re already reaching 90% of searchers. If you’re not promoting your business on Bing then it’s like you’re ignoring a large population as 1/3rd of all searches takes places on non-Google websites.