Bing Delivers 23 Percent Higher ROI Than Microsoft Live
By Anna Johnson on August 19th, 2009Organic, Inc’s study of Microsoft’s search engine, Bing, indicates it is delivering a nearly 23 percent higher return on investment (ROI) for clients than Microsoft’s previous search engine, Live Search.
Organic used a proprietary analytics models, Return on Marketing Investment model (ROMI) and Spend Plan Optimization Tool (SPOT), to compare the performance of Bing to Live Search, over a two week period for some of its top clients.
“A 23 percent lift in ROI translates to millions of dollars a month in returned marketing value,” said Steve Kerho, SVP of Media, Analytics, and Marketing Optimization, Organic.
Organic mainly attributes the jump in ROI to the more intuitive user interface of Bing, which places ads near the actionable areas of the screen.
When it comes to product searches, for instance, this encourages users to refine their results, offering complementary ads alongside product sub-topics and multimedia content options.
