Baidu-Bing Alliance: Implications for Search Advertisers

A partnership between Microsoft Bing and China’s largest search engine Baidu could further erode Google’s search market share in China.

Under the partnership announced this week, Bing will power the English-language search results on Baidu. Baidu CEO Assistant Zhang Dongchen, in a statement, said Baidu currently responds to millions of English search queries on a daily basis, with retrieval demands mostly coming from professionals in first-tier cities and college student groups.

“In the mean time, such explorations in English search will actively help Baidu develop its international market power,” Zhang added. For Microsoft, the relationship will likely increase its penetration in the China.

In a separate email interview, Kaiser Kuo, international communications director at Baidu, said Bing will provide a number of search results displayed on Baidu’s search engine results page (SERP) but clearly marked as having come from Bing, when users enter queries in English.

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