The Search Alliance between Yahoo! and Bing is failing to attract much attention among European internet marketing services providers, who would rather create campaigns for Facebook or LinkedIn.

According to Duncan Parry, writing for Search Engine Watch, Microsoft and Yahoo! services "are simply off the consideration list" for many companies who would rather exploit opportunities available on social media sites.

This is because, while the two sites have a combined market share of around 30 per cent in the US, in the UK the dominance of Google leaves them with less than ten per cent of searches.

"Campaigns on Yahoo! and Bing offer lower volumes, often uncompetitive ROI (Return on Investment) and are on two platforms that simply don't come close to AdWords in terms of ease of use or sophistication of features," he noted.

Recently, results from Yahoo! that showed a 19 per cent fall in its revenues for paid search were described as a "disaster" by Search Engine Land's Danny Sullivan.

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