Bing is chipping away at Google’s dominance of the search engine industry. Bing now has around 20% of USA search traffic and 7% of UK search traffic and is widely expected to continue to grow at the expense of Google. This trend has been bolstered by an announcement that Microsoft and AOL have signed a 10-year deal with Bing to power their organic search listings and pay per click advertising. Behind the scenes Bing has worked on its pay per click advertising web interface to bring it more in line with Google's pay per click offering - Google AdWords It is now relatively easy to migrate a Google pay per click customer over to Bing's pay per click platform. This is a major advantage for UK pay per click advertisers as generally the cost per click on Bing is significantly lower than it is for Google. Bing also Powers Apple's Siri search function. "Pay per click advertisers who have previously only thought about Google should now be considering Bing. It's certainly not the time to drop Google but canny businesses should think about allocating some of their pay per click budget to the more cost-effective Bing platform" said Julie Priestley of DBS Internet Marketing. Not sure how pay per click works? Click here to watch our 90 second video.