Microsoft is making a bold move by using pop-up ads within Google Chrome to promote its search engine, Bing. Users have reported seeing advertisements for Bing AI and the Bing search engine while browsing in Chrome, and if they choose to accept these prompts, Bing automatically becomes their default search engine instead of Google.
At first, users expressed concerns that these pop-up ads resembled malware. However, Microsoft clarified that the prompts are legitimate and should only appear once. Caitlin Roulston, director of communications at Microsoft, explained that the company’s motive behind serving these ads is to offer users the option to set Bing as their default search engine, providing them with choice.
Roulston emphasized Microsoft’s commitment to providing customers with choice and mentioned that there is an option to dismiss the notification if users don’t want to switch to Bing. She also highlighted an added benefit for Windows users who accept the prompt – they could receive extra chat turns in Copilot.
The introduction of these pop-up ads coincides with the ongoing Google antitrust trial, where Google is accused of employing unfair tactics to maintain its dominance as the leading search engine. Microsoft’s CEO, Satya Nadella, testified in the trial and explained that individuals lack genuine options when it comes to selecting search engines. He stated that Microsoft remains persistent in the search field because it wants to make search more competitive and run it like a public utility.
While offering users the choice to switch their default search engine could contribute to a fairer search market and provide advertisers with more options for their ad spend, using ads that don’t resemble malware may be more effective in encouraging users to choose Bing.
Microsoft has not yet responded to Search Engine Land’s request for comment on this matter.
Overall, Microsoft’s use of pop-up ads within Google Chrome is a strategic move aimed at increasing Bing’s market share and challenging Google’s dominance. By providing users with a choice, Microsoft hopes to level the playing field in the search engine market and make search more competitive. Whether this tactic will be successful in persuading users to switch to Bing remains to be seen.
