Bing’s Latest Ad Highlights Microsoft Edge “Scoreboard” Outperforming Google Chrome Downloads on Windows 11

New Edge Advertising Strategy: A Direct Challenge to Chrome

On Mondays, I dive into the latest tricks and trends surrounding Bing’s functionality. Recently, I shifted my focus to how Microsoft is promoting its Edge browser. During my investigation, I discovered an intriguing new advertisement from Microsoft that features a comprehensive comparison between Edge and Chrome, appearing prominently when users attempt to download Chrome.

The Testing Experience

For my testing, I used Microsoft Edge while logged into my personal Microsoft account associated with a Microsoft 365 subscription on Windows 11, version 24H2.

Microsoft Bing ad comparing Chrome and Edge

Edge vs. Chrome: The Bing Ad

When I entered “Chrome”into Bing’s search bar, the platform indicated that “everything you need to browse the internet is right here, ”clearly referring to Microsoft Edge. Just below this statement was a brief description that reinforced the message: “Microsoft Edge runs on the same technology as Chrome, with the added trust of Microsoft.” While this claim isn’t shocking given the long-standing advantages of Edge, the accompanying scoreboard or table comparing the two browsers drew my attention.

Smart Marketing Techniques

The advertisement smartly highlights popular apps such as YouTube, Facebook, Gmail, WhatsApp, Instagram, and Netflix, directly appealing to casual users who often choose a browser based on these platforms. Microsoft suggests that users can access all their favorite sites without needing Chrome, making a persuasive case for Edge.

The floating comparison card visually positions Edge as the superior option. With its logo in a positive blue hue, contrasting against the muted grey of Chrome’s logo, Edge takes home a win in this promotion. Microsoft’s claims include features like rewards, a built-in VPN, and AI personalization, emphasizing Edge as the safer and more compatible browser for Windows 11 users.

Effective Visibility and Call to Action

Notably, the comparison card sits above the traditional search results, ensuring that even as Chrome’s download links emerge, Microsoft’s pitch remains the first thing users encounter. Additionally, a “Discover more features” button invites users to delve deeper into Edge’s advantages. Below is a screenshot I captured:

Persistent Promotions

If users continue to scroll down and reach Google’s site, they may notice a pop-up urging them to stick with Microsoft Edge. This isn’t the end of the promotion, however. If users ignore Microsoft’s suggestions and proceed to download Chrome, another banner for Edge appears at the top of Google’s download page, attempting to distract from Chrome with another push for Edge.

A Competitive Landscape

This latest tactic is just one of many in Microsoft’s ongoing effort to boost its browser’s market share. Previously, Windows Latest reported a notable advertisement regarding Copilot when searching for ChatGPT or Gemini. Now, with the introduction of a comparison scoreboard proclaiming Edge as the winner when searching for Chrome, it’s clear that Microsoft’s strategy is intensifying.