Insights | Search Engines

One Bing-er Worth a Googler and a Half

27 July 2010 By

Binger vs GooglerAlthough Microsoft’s Bing “decision engine” has hit many bumps in the road in growing its market share, there’s one thing it’s done extremely well: it’s pulled in some of the most valuable segments of the online traffic.  A new study by online ad network Chitika shows that an individual Bing user is worth one and a half individual Google users in value to website owners.

The value of an individual user, in this case, is determined by their likelihood to click on a website’s revenue-generating call-to-action – in Chitika’s case, a text ad embedded in the site.  Across the sample of nearly 15 million impressions used for this study, Google users clicked on ads at a rate of 1.09%, while Bing users clicked on ads 1.67% of the time.

Ad Click by Search Engine - July 2010

“Microsoft absolutely did the right thing by targeting people who buy online,” says Alden DoRosario, Chitika’s co-founder and CTO.  “Bing’s Cashback service did its job, and ensured that people who were using search with a clear intent to buy came to Bing.”

Across the Chitika network, the amount of Web traffic driven by Bing has been increasing steadily throughout 2010 – from 4.4% of traffic generated in April to 6.6% thus far in July – and that growth, combined with the higher per-user value, means that Bing should no longer be an afterthought for SEO gurus and webmasters.

Contact:

Daniel Ruby
Research Director, Online Insights
Chitika, Inc.
+866.441.7203 x966
press@chitika.com

Print
Email
Twitter
Facebook
Google
LinkedIn
Digg
StumbleUpon
Reddit
Delicious
Hacker News
More...
  • Report: Bing Generates More Clicks Than Google

    [...] a veritable fountain of data lately, has generated some new interesting findings from activity on its search-based advertising network. The company compared ad click behavior on [...]

  • hardtke

    You are completely misinterpreting the data. Bing users, for the most part, come from two sources. The first group are people that use the default search engine that ships with Windows. The second group are people that use the MSN portal that is the default home page for Windows. These users tend to be the least sophisticated computer users. What you are observing is a demographic effect. You observed the same thing with IE (default browser) vs. Firefox (requires computer savvy) — people that use Windows defaults are unsophisticated and therefore valuable. From an advertiser perspective, they prefer customers who don’t realize they are clicking on an ad. This latest result can in no way be attributed to Bing’s marketing campaign as the same (higher ad click rates) was true in the Live search era. Ask has the most coveted search demographic — dial up modem users.

  • android@eqtr

    Hehe, took the words right out my mouth hardtke.

  • hhh

    I USE BING I AM PRETTY LITERATE ABOUT THE COMPUTERS. PROBABLY THAT IS THE REASON BIHIND ME USING BING AS ITS A NEW AND REFRESHING TECHNOLOGY AND PERFORMS BETTER THAN GOOGLE FOR ABOUT 70% OF THE SEARCHES. GOOGLE IS OLD AND ROTTEN TECHNOLOGY WHICH PEOPLE MOSTLY USE BECAUSE THEY ARE HABITUAL TO IT AND ARE NOT THAT COMPUTER LITERATES TO ACTUALLY GET EXITED ABOUT NEW TECHNOLOGY ON THE OFFER. WITH NEW INVENTIONS BY MICROSOFT IN MAPS AND VERTICALS GOOGLE IS RED FACED AND JEALOUS AND IS SHAMELESSLY COPING BING LEFT RIGHT AND CENTRE, WHICH SUBSTANTIATE THE BETTER TECHNOLOGY AND USER INTERFACE OF BING.

  • Jason Hyman

    hardtke, you’re dead on in my opinion.

  • Search Engine Marketing: Ignore Bing/Yahoo at your own risk

    [...] are 1.5 times more likely to click on your revenue-generating call-to-action than Google users (Chitika) [...]

  • dong

    hardtke, who cares, the point is the same – deep pocketed unsophisticated internet users are great visitors for generating revenue. It’s worth optimizing your traffic for them.

  • Mike

    you got that right dong!

  • Optimizing For Bing to Gain 13% More Clicks and Revenue | Reviewer of Sites | SEO Marketing Affiliate

    [...] and Yahoo! together make up a quarter of search traffic, and these Bing search engine users tend to click on ads more than Googlers.  You could be missing out on a higher rate of [...]

  • Marcelo

    Hi there, I’m running rockandgolradio, is a site were you can be informed about the world of soccer (football) and music, cna you help with this stuff. (CHITIKA). How It can be usefull for my web site?

  • Anakenb

    I’ve joined a new car forum and the was ask by the forum admin to see how can we bring more traffic to our forum – it’s there anything you can help with. i just love being part of any startup company.

  • Chitika Insights | SEOs: Think Bing, Not Google

    [...] and growing. – The value of an organic referral from Bing is almost 50% more than that for Google [Chitika Research] – While Google is currently the king of Search, a lot of its traffic is actually controlled by 3rd [...]

  • iPhone Application

    Informative statistic

  • E-mail Marketers: Why Gmail Is Your Best Friend | Chitika Insights

    [...] accurate idea of what they’ll do on a page.  For example, we’ve found in the past that Bing users click on ads more than Google users, and Android users click more than iPhone people.  But what about email users?  Can you place a [...]

  • e-mail marketing Why gmail is your best friend « Swadesh's Technology Note

    [...] fairly accurate idea of what they’ll do on a page.  For example, we’ve found in the past that Bing users click on ads more than Google users, and Android users click more than iPhone people.  But what about email users?  Can you place a [...]