Microsoft search ad slowdown could bring tough news for Google

Alphabet CEO Sunder Pichai made a gesture during a session at the World Economic Forum (WEF) Annual Meeting in Davos on January 22, 2020.

(Photo: Fabrice COFFRINI / AFP) (Photo: FABRICE COFFRINI / AFP via Getty Images)

Microsoft’s advertising business struggled last quarter as advertisers cut budgets during the coronavirus epidemic and the corresponding surge in unemployment in the United States.

The results could bring bad news to Google’s parent company Alphabet, a search advertising rival Google that reports second-quarter earnings next week.

Microsoft said Wednesday that its search spend less traffic acquisition costs was down 18 percent from the same period last year as customers spent less on advertising.

A quarter ago, that part of Microsoft’s business was up 1% year-over-year, but Google search advertising revenue was down 9.4%. Google’s search engine is more widely used than Microsoft’s Bing. Google’s market share was 84% ​​in June and Bing’s was 6%, according to NetMarketShare.

While Microsoft’s overall growth slowed as the coronavirus affected many parts of its business in the last quarter, some parts of the business, such as gaming, cloud infrastructure and productivity software, were Coronavirus that helped stay at home, control spread and smooth the results. Alphabet is less diversified than Microsoft, with 84% of its revenue coming from Google Ads in the first quarter.

Analysts surveyed by Refinitiv are now forecasting revenues of $37.35 billion in the second quarter from Alphabet, suggesting a 4% year-over-year decline. A Google spokeswoman did not immediately respond to requests for comment.

Amy Hood, Microsoft’s chief financial officer, said Wednesday that he expects search revenue to be “down 20% low” this quarter, excluding traffic acquisition costs. (Microsoft’s fiscal year ended June 30th.)

Alphabet Class A shares fell 3.5pc and Microsoft shares fell 4.4pc in Thursday’s high-tech stake.

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