Ask.com, the web search service that is owned and operated by IAC/InterActive Corp. (NASDAQ: IACI), has been fighting the good fight over the last year with a television, print and radio campaign that practically begs consumers to give its search service a try instead of just defaulting to Google Inc. (NASDAQ: GOOG)

While Yahoo! Inc. (NASDAQ: YHOO) and Microsoft Corp. (NASDAQ: MSFT) are also competitors, Ask.com has chosen to focus its competitive stirrings directly on Google.

I use Ask.com every day, as some of the features the service provides are actually more intuitive and easier for my line of work that what Google can provide, something I wrote about about this time last year. But I use Google the majority of the time, like most web searchers.

Ask.com's search market share really has not made significant strides against Google lately, although it has grown a bit. The company is again targeting Google with a revamped and enhanced search page that is designed to get more people using Ask.com's service.

In fact, the services that Ask.com is now highlighting look like they were taken from Google's recent "Universal Search" play book. While it's a joy to use Ask.com every day, the company's battle to win more market share will never be easy. Google's brand recognition alone will be nearly impossible for any competitor to topple.

That's not to say Ask.com can't make gains (nor Yahoo! or Microsoft). The only unfortunate part is that even building an equal or semi-equal product does not guarantee customers will dump a competitor to come to you.