I heard that Bing recently rolled out a way to just import your Adwords campaign into Bing. That should help a ton, as many of us just don't have the energy to spend on Bing.

I thought Google's buying traffic are payments to Mozilla / Apple / Samsung / etc. for being the default search engine. Mozilla's payment is like $300M/year, so I can't figure out how to get to the $3.6B number. Apple may have a much better deal on iOS.