Since Bing’s release, the debate over the quality of its search results vis-à-vis Google goes on. There are reports that the new and improved search product from Microsoft has taken over the number two spot from Yahoo Search, albeit temporarily.
Another set of data from user experience research company User Centric concludes that Bing's cosmetic changes could well bring major gains for search advertisers. The company invited a group of searchers, providing them with four specific queries so that same results on both Google and Bing could be obtained.
It was found that Bing searchers were much more likely to view the search ads placed on the right side of the page. On average, 42% of them viewed those sponsored links, whereas only 25% did on Google. The difference did not extend to ads, which showed up above the organic results. It also did not reflect in clicks, as ad click-through rates on both engines were about the same.
The sample size was rather small. User Centric study covered just about two dozen searchers. Managing director Gavin Lew stated the smaller size ensured a better qualitative analysis that backed up the findings. It needs to be noted that a novelty factor might have contributed to the users' willingness to view at the Bing ads.
Lew commented it could also be suggestive of a more ad-friendly design.
However, the inconclusive eye-tracking data and design theories cannot make up for the fact that Bing results aren't as comprehensive as Google's currently.
If Microsoft can ensure faster indexing of sites as well as greater relevance, Bing could prove to be a game-changer in terms of online search advertising. User Centric will carry the study again a few months later to establish the trend.
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