Data from an advertising company : Bing Users Are 55 % More Likely to Click on Ads
Microsoft’s new search engine Bing has been a relative success for the company, if not in user numbers, which may have risen slightly in the past month, though sources are often contradictory, then by the large amount of mostly positive press it has been getting almost two months since it was launched. And now there seems to be another reason why Microsoft execs should be patting themselves on the back as data from search-advertising network Chitika shows that Bing users are 55 percent more likely to click on an ad in a site they are visiting, compared to Google users.
“We at Chitika are quite fond of search engines: since all of our ads serve only to search traffic, they’re our bread and butter in the online world. So with Microsoft’s new Bing decision engine making so much noise, we thought we’d take a closer look at the clickthrough rates of visitors from the three major search players: Yahoo!, Google, and Bing,” Dan Ruby, director of marketing at Chitika, said about the reasoning behind the study.
The study looked at ads on 50,000 sites in Chitika’s network, which generated 32 million impressions in a week this month. The findings show that users who landed on the sites coming from a Bing search were more likely to click on an ad, with clickthrough rates of 1.5 percent. Meanwhile, only 1.24 percent of those coming from Yahoo’s search engine clicked on ads on the sites, with Google users coming dead last following on ads only in 0.97 percent of the cases.
While the data is interesting in itself, does it really say anything about the ad market or Bing for that matter? One could assume that the fact that Bing users are more likely to click on ads is a characteristic of the whole group and not just an unrelated coincidence. One could even speculate, like TechCrunch does, that they are using Bing in the first place because they are more susceptible to ads, as Microsoft has been pouring tens of millions in an ad campaign for the search engine. Still it may not have anything to do with the product itself but rather with the fact that it has such a small audience.
The Source : Softpedia.com
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July 26th, 2009 at 11:51 am
It’s just the other way of Microsoft to conquer the world
July 27th, 2009 at 12:58 am
It’ll be interesting to see if that trend continues long-term, especially as search volume on Bing increases. If it holds, that’s good news for content providers. Recently I was pleasantly surprised to see that Bing was sending more visitors to one of my sites than Yahoo, and I guess a bit more competition for Google isn’t a bad thing at all.
July 27th, 2009 at 6:58 pm
Very interesting. I think you are probably right that people who use Bing are more susceptible to being caught by advertising. MS is a very commercial company and atracts to it people who like or don’t mind heavy commercialism. Google on the other hand has a sort of educational air to it – staying close to its roots at Stamford.
August 10th, 2009 at 1:52 am
This is really interesting. Is the (relatively small) crowd that use Microsoft’s service a better focus group for affiliate marketing, i.e., should you put more effort into focusing on optimizing for Bing? Another factor that could have an effect on these result is how Bing and Yahoo will be integrated.
September 23rd, 2009 at 4:36 am
I think Bing’s success may be largely due to the hype of it being new. To be honest, I have yet to see how it is a “decision engine” although admittedly, I haven’t used it that much other than the curious searches of a new search engine. I think Microsoft would better serve itself and the browsing community if they started showing exactly why this decision engine makes searching better and how to do it. Again, I speaking from inexperience so perhaps others here can comment on their experiences. And maybe Microsoft intends to roll out instruction a little bit at a time so as to not overwhelm.
Best,
Jim
September 23rd, 2009 at 8:09 pm
I personally have seen the gap existing between google and other search engines relatively. Its a welcome sign that MS is deploying new strategy to make their advertising industry to work for their own right. But how are the end clients going to reap the benefits? According to the above data mentioned by the advertising company bing can be more susceptible but i am little worried over the longevity. Lets wait and see if the same trend continues in the future too.
Cheers!
Mack McMillan