Microsoft Hopes Bing's Richer Results Will Drive Ad Dollars

  |  June 3, 2009   |  Comments

Microsoft says its new ad offerings on Bing will go beyond the blue links.

Today, Microsoft officially launches its new Bing search product in the U.S., as it aims to claw back market share from Google and Yahoo, and capitalize on the resulting ad revenue opportunities.

Microsoft says its new ad offerings will "go beyond the blue links." The engine will integrate results from other Microsoft properties, such as shopping information from Ciao, and mapping content from Multimap, and offer display and cost-per-lead ad products in addition to keyword-driven sponsored search listings.

"From a user perspective, search is currently an explorative process. It involves constant refinement and trial and error, and this has pitfalls for advertisers. By helping users refine their intent, advertisers will benefit from better conversion, less wastage, and more engaged users," said Microsoft's U.K. AdCenter Marketing Manager Cedric Chambaz. "With Bing we're aiming to grow our share in search, and grow our share of advertiser wallet," he added.

For example, a search for shoes will return Web results, sponsored listings, and cost-per-lead driven shopping results on the same page. Likewise, searches for geographic destinations will return sponsored location listings within mapping information. In addition, Microsoft plans to offer demographic and geographic search targeting capabilities, alongside location specific content and results.

The new product aims to provide a richer, more engaging experience for users, bringing together results from a range of categories including shopping, travel, news, maps, video and images. The goal is to improve answers to customer queries, rather than simply returning a list of related sites.

Lack of search volume on MSN Search has frequently been cited by advertisers and agencies as a prohibitive factor when planning search campaigns, but Chambaz believes Bing will help turn that around. "The feedback we've had from agencies is fantastic. They're saying our traffic is some of the best, but they just want more of it. The Bing launch should tick that missing box," he said.

During Bing's two day "trial period" this week, the U.S.-facing homepage has featured imagery and links to information on European destinations including Turkey and the Netherlands. However, this content is not advertising, according to Microsoft, which has no plans to monetize the homepage. "We may re-evaluate, but we want to ensure it has the right user experience," Chambaz said.

Though Bing officially launches in the U.S. today, it remains in beta internationally. Microsoft hopes to launch outside of the U.S. within months, but definitely by the end of the year. To support the U.S. launch, an integrated campaign featuring a range of digital and traditional ad formats goes live this week, executed by WPP-owned agency JWT.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...