Search With Purpose: How Our Search Engine Choice Can Give Back

Search With Purpose: How Our Search Engine Choice Can Give Back
SHARE
THIS



The evolution of the search experience has drastically changed in the last 20 years, and the way people find information continues to change, too.

Search has become more than just a destination people visit in a browser – it is embedded into daily life.

Since the launch of Windows 11, search has become even more prominent within the PC experience. This helps simplify the ability to search without the need to launch a browser or click to another website.

There are many reasons people choose their own choice of search experience – whether this is by habit, by default or just not knowing what other options consumers have.

There are even search engines created here in Australia that enable you to remove plastic from the ocean, or plant trees to be more sustainable.

What has been seen is that consumers want choice, they want products and services that create value with efficiency and ease.

Having search engine choice and how to give back to the world

Awareness of the variety of different search engines increased this past year since the beginning of 2021.

In recent Microsoft research, it was uncovered that 85 per cent of consumers say they’ll only consider a brand if they trust the brand, and 88 per cent want brands to step up on sustainable lifestyles.

This should apply not just to brands consumers buy from, but businesses they choose to support with products – even search engines.

Searching with purpose

Search engines provide more than just ‘results’, helping us get from point A to point B. The last 10 years have seen the emergence of unique, values-based search engines.

There are different reasons people choose their search engine of choice, be it to give back to communities, to charities, to receive gift cards or to be more sustainable.

The value you can receive from a search engine can align to your personal values, whilst respecting the enormous importance of privacy and trust with data. For example, here are three reasons why you could try a different search engine:

  1. Microsoft Bing – ‘Search that Gives Back’: You can search, earn points and donate to more than one million charities globally including more than 2,100 in Australia. This includes non-profits like Mission Australia, The Nelune Foundation and Indigitek, which helps Indigenous people pursue careers in science, technology, engineering, arts and maths. Since launch, Give with Bing has donated more than $13million[i] to incredible non-profits, at no cost to the consumer.
  2. DuckDuckGo – ‘Privacy Search’: Internet privacy is critical, and this search engine empowers you to seamlessly take control of your personal information online, without any trade-offs. In 2021 alone, DuckDuckGo made more than $1 million[ii] in donations to privacy and competition organizations around the world.
  3. Ecosia – ‘Sustainable Search’: The importance of sustainability both from a consumer and commercial perspective remains extremely high on almost every business priority list. This search engine helps plant trees in 30-plus countries with local organisations, including Australia where 67,000 trees[iii] have been planted since the bushfires that raged in early 2020. Globally at the time of writing, more than 137 million trees[iv] have been planted worldwide.

As marketers, it’s often hard keeping up to date with so many choices consumers use, and for agencies and brands, the challenge has been time to reach them.

Microsoft has simplified this reach by broadening their search network – meaning brands can deliver targeted campaigns within Microsoft Ads – yet reach consumers across more than seven search engines.

The business search experience evolution: increasing employee productivity

The modern workplace looks quite different than it did 10 years ago. More people are working outside of the office and using myriad devices and tools to get their work done.

No matter where people work or what kind of device they use, they need the ability to quickly and easily find the information that will help them be more productive.

When you need to find something to get work done, what do you do? If you’re like many people, you look through your personal files or company intranet to find what you need.

If you don’t know or remember enough about the document you need, your search experience can be difficult and time-consuming. The time you put into searching could instead be used to complete your current task.

Search shouldn’t hold you back, but rather propel us forward to do more in less time. The good news is that the need for a more intelligent search experience has been recognised by many solution providers.

Now, it’s up to you to find which solution will work best for you. The ideal solution will make your search experience ubiquitous across the applications you use, keep you in your workflow and leverage the knowledge that already exists within your organisation.

Microsoft Search increases your productivity and saves time finding information you need. Microsoft Search allows you to search across all your enterprise content across Microsoft 365 and more through a consistent experience across all Microsoft entry points so you can search wherever you are working, delivering more relevant, personalised results in a secure and trusted environment for businesses.

The brand advertising experience evolution: industry-based experiences

The advertising search experience has evolved over many years. In what began as ‘10 blue links’, now Microsoft Advertising provides more unique, rich, and visual experiences to help brands capture attention in new, innovative ways.

New experiences include the introduction within search engine results showcasing multimedia ads and video ads within results, as well as industry-specific experiences such as automotive ads, hotel ads and credit card ads.

Each experience helps marketers reach potential customers, whilst also providing new experiences than what customers are previously used to, throughout the marketing funnel.

Leveraging these new experiences can help broaden brand awareness, capture attention within the search experience and drive consumers to your site.

Search experiences have moved beyond a list of links, to a world of search results that seamlessly combine information in a way that’s intuitive and engaging.

With more people online now than ever, search continues to play a critical role in helping people find what they need, and it is important for trusted search partners to connect brands with people at the intersection of work and life.

Consumers have a choice, and aligning to your values means you can continue to find what you need whilst also giving back to those in need or the environment.

As marketers focus on developing exceptional customer experiences, search engine experiences are no different.

For brands looking to reach Australians across the search network of alternative search engines, you can find out more information at https://about.ads.microsoft.com/en-au.

To receive blog updates automatically, subscribe to the Microsoft Advertising Insider newsletter. You can also follow Microsoft Advertising’s LinkedIn and blog to keep up with the latest news, insights and more.

Authors

  • Adam Goodman, national agency lead (AUNZ), Microsoft Advertising
  • Renee Stopps, sales and partner director (APAC), Microsoft Advertising

Sources

[i] Search now. Shape tomorrow | Microsoft Rewards

[ii] Spread Privacy

[iii] Ecosia’s trees in Australia

[iv]Ecosia – the search engine that plants trees

Please login with linkedin to comment

Microsoft microsoft advertising Microsoft Search search search engine search engine experiences search engines

Latest News

Microsoft Says Cannes In Cairns Is Worth Its Salt
  • Media

Microsoft Says Cannes In Cairns Is Worth Its Salt

Cannes in Cairns, presented by Pinterest, is thrilled to announce that none other than Microsoft will be hosting an offsite networking lunch at Cairns’ stunning Salt House restaurant on Thursday the 3rd of February as part of the event’s packed agenda. As a silver partner to the event, Microsoft (who, we’re sure you’ll agree needs […]

by B&T Magazine

B&T Magazine
DesignCrowd Registers One Million Global Users
  • Media

DesignCrowd Registers One Million Global Users

Creative design marketplace, DesignCrowd, has announced reaching the milestone of one million registered designers on its global platform. The Aussie crowdsourcing start-up currently has a 1,004,000-strong freelance designer network, which has grossed over $A62 million since the company’s 2008 launch. The network have completed over 26 million graphic, logo and web designs for both small […]

The Chiefs & Optus Renew Gaming Partnership
  • Campaigns
  • Technology

The Chiefs & Optus Renew Gaming Partnership

The Chiefs and Optus today announce a partnership extension that will see the brands continue to collaborate around gaming content in Australia for a further 12 months. The news follows a successful 12-month partnership, including members of The Chiefs featuring in Optus’ Gamer Plan launch supporting the development of Optus’ Streaming Booth. Much of the […]

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel
  • Advertising

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel

During the month of October, $A8.5 million was spent in digital travel advertising and digital impressions were up almost 40 per cent from September, according to the Nielsen Ad Intel report. The report found that the top advertisers amongst cruise lines from October in order are Emerald Cruises, Oceania Cruises, and Royal Caribbean. Amongst the […]

IAS Enhances Context Control For Advertisers And Publishers
  • Advertising

IAS Enhances Context Control For Advertisers And Publishers

Integral Ad Science (IAS) announced the expansion of its context control solution for advertisers and publishers globally to give customers more control over the context of digital ad placements. IAS CEO, Lisa Utzschneider (featured image), gave insight into the enhancement, saying: “We first launched context control to help our customers transform their targeting strategies, and […]

Picture of a crowd of people holding and raising rainbow flags, symbol of the homosexual struggle, during a gay demonstration. The rainbow flag, commonly known as the gay pride flag or LGBT pride flag, is a symbol of lesbian, gay, bisexual and transgender (LGBT) pride and LGBT social movements. Other older uses of rainbow flags include a symbol of peace.
  • Opinion

Where Did All The Rainbow Flags Go?

This adlander muses over brands ditching the rainbow flag. Or, has it merely been usurped by the fossil fuel flag?

Opinion

by B&T Magazine

B&T Magazine
Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory
  • Campaigns
  • Technology

Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory

Programmatic video advertising platform Unruly has introduced content level targeting that standardises attributes across genre and rating segments enabling scaled buying on premium video content. Today Unruly announced the introduction of its content level inventory that segments inventory based on publisher bidstream attributes that mirror linear TV buys, such as genre and rating. The solution […]

Golden Circle Wants Aussies To ‘SmilePay’ This Summer
  • Campaigns

Golden Circle Wants Aussies To ‘SmilePay’ This Summer

Golden Circle is bringing a splash of sunshine to the Australian Summer with the launch of an innovative, SmilePay vending machine. The machine was created by 72andSunny, and software development company, Enabled 2 GO Technologies. It uses existing smile recognition software to recognise an Aussie smile and in return release a complimentary ice-gold Golden Circle fruit drink […]

New Report Says Managers Are Ignoring Employee Mental Health
  • Media

New Report Says Managers Are Ignoring Employee Mental Health

Almost half (49 per cent) of Australia’s marketing, media, and communications employees feel their managers are showing little, if any, concern for their mental wellbeing, a new report has found. The report – conducted on behalf of the Australian College of Applied Professions in October 2021 – surveyed 1000 nationally represented workers and found some […]

Meta Works With Now We Collide To Champion Aussie Small Businesses
  • Campaigns
  • Technology

Meta Works With Now We Collide To Champion Aussie Small Businesses

Meta has partnered with creative agency, Now We Collide to showcase the strength and resilience of small businesses around Australia. The campaign “Good Ideas Deserve To Be Found,” features the stories of four Australian businesses including Singing Magpie (SA), BoardSox (VIC), D-STILL Drinkware (QLD) and Survival Emergency Solutions (NSW). Each story shows how the business […]

Digital Lives of Australians: Cyber Security Fears Keeping People Offline
  • Campaigns
  • Technology

Digital Lives of Australians: Cyber Security Fears Keeping People Offline

The internet is invaluable but cyber security fears are keeping Australians offline. According to new research released today by the .au Domain Administration (auDA), almost 90 per cent of Australians say the Internet has a positive impact on their lives. Moreover, almost all small businesses (98 per cent) depend on the Internet as an invaluable […]