Microsoft recently rolled out a new search engine called Bing. This launch appears to be another attempt by Microsoft to win over search market share from its main search rivals, Google and Yahoo! Microsoft is reportedly planning to spend over $100 million on promoting the engine.
Bing's Affect on Pay-per-click Advertising
Bing will have little short term affect on pay-per-click advertising. Search marketing ads will be syndicated across Bing’s properties just like former Microsoft Live and MSN ads. No pay-per-click changes are anticipated in the near future. In regards to distribution, advertisers should expect to see elevated impression counts in the short run, because the $100 million ad campaign is bound to generate some additional exposure for the engine. If I were you, I’d review my Microsoft adCenter keyword inventories and ad creatives to ensure that my accounts are up to par.
In the long run, if Bing succeeds, adCenter is likely to become a much more important search engine for Internet advertisers.
Bing's Affect on Consumers
All Microsoft’s search engines are being consolidated into a single engine. MSN.com homepage will now be powered by Bing search. Live.com (Microsoft’s previous attempt to gain some grounds in search) is no longer, well, live. All traffic from Live.com is going directly to Bing now.
Microsoft also consolidated some of its stand-along services such as Farecast (airline ticket forecasting tool) and Live Cashback (Microsoft’s cashback program) into Bing as well.
Consumers should expect to see and hear more about "Bing the Decision Engine" (to use Microsoft's marketing term). Some early traffic reports suggested an increase in search queries in the first few days of Bing’s existence, but it remains to be seen whether Bing is going to be the next big thing for Microsoft.
For now only one thing is certain, Bing’s funny and provocative ads (part of the $100 million promotional budget) deserve certainly a round of applause.
Bing Video Commercial - Search Overload is Over
Bing Video Commercial - Search Overload Syndrome: Cell Phone
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This article is filed under Marketing & Revenue Growth and has the following keyword tags: search engines, ppc, pay-per-click, advertising.
3 Comments
WillC says:
For the time being, it looks like Bing has cpatured some fans following its massive rollout plan. The ads are certainly eye-catching and probably has a lot to do with its reported increase in the search market share. I wouldn't be surprised if Microsoft steals a lot of search share from Yahoo and Ask and firmly establishes itself as the de facto number two in the search game. But also, I think it has to be noted that lots of up-and-coming search and marketing companies are performing very well, also. I noticed a lot of places being mentioned for their unique services, lots of niche sites and question and answer based engines are making waves. A new decade is bringing more and more options in search. eZanga, a meta search engine performing very well right now, comes to mind as one place that should see continued growth in the coming years as the business transforms and expands. You can check it out at www.eZanga.com
Tan says:
i thank so, nice article. but there isn't some person use Bing in China.They like use Baidu more than anther search engine.
JustJessi says:
I think the best and only way for Bing to really gain market share is to get in front of the masses. They need to do a promotional tour around the country and have users sit down and use their search capabilities to really understand what the progress in what they've done.
