Google appears to have taken a new step in its online marketing by apparently running an ad for its Chrome browser on Microsoft’s search engine Bing, an expert has said.

Search Engine Land editor-in-chief Danny Sullivan said the sponsored listing popped up at the top of the results page for a Bing search on ‘Google Chrome’.

He added that while it is not unusual for Bing, Yahoo! or Ask.com to run ads on Google, this would appear to be the first time that Google has directed its internet market services at Microsoft’s search engine.

Mr Sullivan noted that the ad may possibly be from a source other than Google, but as there are no known Chrome affiliate programs, there would be "little incentive for anyone else but Google to be doing this".

According to figures from comScore, Microsoft sites including Bing accounted for 11.3 per cent of the US search market in January, handling 1.7 billion queries during the month.

Google, meanwhile, was used for 9.9 billion searches and held 65.4 per cent of the market.

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