Microsoft to Launch Search Engine Bing with Massive Ads Campaign

By Partho, Gaea News Network
Tuesday, May 26, 2009

microsoft_logoUnable to stay at par Google’s supremacy on search market, Microsoft is planning a massive advertising campaign for its new search tool Bing.¬† Microsoft has replaced the codename Kumo for a new brand name Bing. The $80 to $100 million campaign would feature Bing in TV, radio, print as well as online, as reported by AdvertisingAge. When compared, the amount stands close to Google’s entire advertising budget for 2008 that was $25 million, according to AdAge. Microsoft’s campaign seems targeted at gobbling a chunk of Goolge the numero uno brand in search. This reminds of Microsoft’s laptop ads against Apple. Microsoft CEO, Steve Ballmer is expected to demonstrate Bing this week during the D: All Things D conference, to be held from May 26 through 28. Still there are no clear indications that Ballmer would announce the launch date.

The campaign won’t be a direct attack on Google, Yahoo or, but ads for Bing would be based on the concept that using today’s search engines you are missing out on what your search experience could be. Microsoft backs up its assertion with some internal data that suggests 42 percent of all the searches have to refined after the first query, according to the AdAge reports. In addition to that Microsoft has provides another finding that exposes 25 percent of all the post search clicks hit back the back button instead of the website link after looking at the search results.
It is clear from the Microsoft’s strategy the Bing would be an engine that could bring the best search results at the first try. In March, the first screenshots of Kumo were released that showed related categories feature on the results page. Let’s say you are looking for a set of new stereo speakers Kumo would offer links to reviews, manuals, prices, and so on related to the specific product you were looking for.

It was also anticipated that Kumo/Bing yielding different related categories in a search for entertainers with related categories like biographies, song lyrics, and albums. Refining the search with directly relevant categories would surely generate a more accurate search tool. This would be better that starting with the query all over again.

Now, if Bingo offers a more effective first-time search with related categories feature every time you go for a search, it would definitely takeover a chunk of Google’s visitors. Having said that, Bing’s rivals may have the features already incorporated the features to their search engines. Google has already rolled out the tools for refining its search in the recent Searchology event. Further, Yahoos search refinements are to announced in the month ahead.

There’s are much expectations from Bing. However, no one outside Microsoft has experienced Bing. Although, the release date for Bing is still not clear, once Microsoft’s challenging search product is finally available to the public, there is no doubt many people will be looking to test drive the new search engine.

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June 26, 2009: 3:27 pm

I don’t think that Bing will be successful until Microsoft sort out their indexing issues.

For example, sites that have almost all their pages indexed in Google have barely 20% indexed in Bing.

Therefore Bing is not seeing most of the web.

I wish Microsoft would sort this out - they have millions at their disposal and the brightest people working for them.

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