Bing vs. Google -- The Microsoft War Lives on!!

Working in the internet space I am constantly exposed to the constant string of changes taking place in the internet world. As many know Microsoft launched Bing.com about a month ago to replace Live.com and compete with Google. Google accounts for roughly 70% of Market Share and has been continuing to gain users from Yahoo, MSN and other Search Engines.

An interesting study done by my colleague, Frank Lee, VP of Client Services at The Search Agency, about the impact of Bing, shows the following results post-launch, June 8-12.

• Click through Rates (CTR) were up 15%
• Conversions were up 6%
• Conversion Rates were up 18%
• Cost per Acquisition (CPA) were down 3%
  

I am not a big fan of Microsoft's latest attempt with Bing.com because it is a decision engine. It makes the decisions of what probably should be shown near the top. When typing in general terms for many Tier 3 Advertisers, you will see it is tougher for them to show up in Bing. In hindsight, Bing has been really beneficial for the larger Tier 1 Advertisers, such Target or Toyota. It generally displays results for those most often viewed, and the Tier 1 Advertisers will get more optimized traffic at lower Cost-per-Clicks.



Nevertheless, today I came across a link, bing-vs-google.com that was created to compare Google to Bing side-by-side in a Web Browser. As you can barely see by the picture, you are able to see the difference in results returned right next to each other when searching on the term "Verizon."

The main differences:

• Bing uses more Image Results
• Bing has suggested Verticals see in upper left-hand corner (i.e. Search on "Michael Jackson" and you will see Tickets, Pictures, etc.)
  
• You will notice not as many Tier 3 Advertisers are shown on Bing (i.e. Wirefly.com shows up for PPC Ads in Google)

Do you ever want to be told what to do? If you think about it, Bing.com is telling you through search results, what is, and what is not, relevant by tailoring the results. Whereas, Google is keeping the option open for searchers to choose from what they think is pertinent to the search at hand.

I see Google as the Market leader for many more years to come just as Microsoft was with Computer Operating Systems for many years. I will not get into Microsoft's edge with OS Software as that is another topic, but I will say this, Microsoft should focus on what they are good at in the future, or they will fail as a company as a whole.