Google remains the world’s most widely used search engine, to the point of becoming synonymous with web browsing itself. But Microsoft isn’t giving up its years-long effort to steer users away from Google and toward Bing.
According to a report from Windows Latest, Microsoft has launched a new initiative that leans into empathy and emotional appeal rather than just technical advantages. The idea: convince users that searching with Bing contributes to charitable donations.
Over the years, Microsoft has experimented with multiple campaigns to promote Bing, some more controversial than others. Past tactics have included:
- Mimicking Google’s interface and search bar so users felt more familiar.
- Displaying banners highlighting Bing and Edge’s features whenever someone typed “Google” into Bing’s search field.
- Pushing down search results related to Google in order to keep users within Bing.
These strategies often drew criticism for being overly aggressive or confusing casual users who couldn’t tell the difference between search engines.
Bing’s New Angle: Donations Through Searches
The latest campaign takes a softer approach. When users search for “Google” on Bing, they may now see a banner stating:
“Each search for Microsoft Bing brings you closer to a free donation for more than 2 million non-profit organizations.”
This message ties directly into Microsoft Rewards, the company’s incentive program that lets users earn points through Bing searches. Those points can then be redeemed for charitable donations, gift cards, and other rewards.
By framing Bing usage as a way to support nonprofits, Microsoft hopes to attract users who might otherwise default to Google without much thought.
While Google remains the global leader in search, casual users often don’t distinguish between search engine options. Microsoft’s strategy could therefore resonate with less tech-savvy audiences who appreciate the idea of their daily searches contributing to a good cause.
Still, the approach raises questions: is this an inspiring way to boost Bing’s visibility, or just another subtle manipulation to keep people away from Google?
Either way, Microsoft is clearly committed to ensuring Bing isn’t forgotten — whether by technical features, rewards, or now, an emotional appeal.
