Microsoft has announced it is shifting its search engine branding from Bing to Microsoft Bing.

Bing is currently in second place in the search market, far behind Google. According to Jordi Ribas, CVP, Microsoft Bing Engineering, the search engine does power a number of significant technologies, including searches in Microsoft 365, InPrivate search in Microsoft Edge, Windows taskbar searches and Microsoft Flight Simulator.

The move follows Microsoft’s most recent branding strategy, a strategy that saw Office 365 become Microsoft 365.

In addition, the company is also expanding its Give with Bing charity. Bing users can earn points as they search, points that can be redeemed for gift cards and more. One of the options is to have those points automatically be donated to various causes. As part of the expansion, Microsoft has increased the number of eligible nonprofits to over 1.4 million organizations.

While Microsoft may be a distant second in the search engine market, moves like these are sure to win loyal supporters.