bing.com

Without much fanfare (outside technology circles), Microsoft launched bing.com, their new search engine designed to help people make better decisions. I know I can sure use the help at times.

It’s no secret that Microsoft wanted to increase its position in the online search world. Just think back to last year’s Yahoo! drama. So, it should come as no surprise that they moved forward with their own online property.

Launched on May 28, 2009 (deployed worldwide on June 3), bing.com is dubbed as a ‘Decision Engine’, as opposed to a search engine. Interesting positioning indeed, and in some ways quite ingenious as it helps to focus on what users do online. 

First, we surfed. Then, we searched. Now, we decide. Over the past few years, there have been numerous reports stating that users (consumers and business) use the Internet to research items so they can make more informed purchase decisions, whether online or in-store. I know I do this as well.

But, regardless of my thoughts on their positioning, it’s time to focus on the real questions at hand: 

Does it really work better than the rest? 

It’s still pretty early, but some prelim tests (very informal) performed by yours truly seems to suggest it’s results are comparable with Google and Yahoo!.

Will online users switch, or at least incorporate bing.com into their search mix? 

Good question. I know in the past, I used to use a number engines in my quest for information, but lately, I’ve been using one. But understanding that bing.com focuses on four key vertical areas (making a purchase decision, planning a trip, researching a health condition or finding a local business), I might be inclined to try. Though I’m iffy on this right now. 

The user experience seems to be similar to the others. But, they have included an additional navigation feature on the left side of each page that offers helpful search options for the user. Plus, each search result is categorized on the page so finding the right type of info is, I must say, easier.

Can marketers gain advantage using this tool over its established competitors? 

Another good question. I can’t help but think of the saying, “If you build it, they will come.”  Let’s face it, if people come, then marketers will incorporate bing.com into their search marketing and SEO (search engine optimization) mix. Without a doubt. Moreover, since it’s focused on purchase related decisions it certainly lends itself well to advertising efforts. In fact, there are already sponsored sites (akin to Google Adwords) at the top and sides of each results page.

But I must admit, although I checked out the back-end admin (adCenter) for marketers to use to manage their ads, I didn’t spend a lot of time playing around with it, let alone create a Pay-Per-Click (PPC) ad campaign. Like its competitors, it was easy-to-use and offers the right type of intelligence we need to continually improve our work. They do offer case studies to review as well.

I’m always amazed at the incredible pace of change technology has brought to our marketing lives. Since I started using Yahoo! In the mid/late 90s, I’ve had the chance to see search engines, and marketing tactics using them, evolve over time. It’ll be interesting to see the type of response Microsoft’s entry will garner from the big players. At the end of the day, if we all can make one better decision a day, then it must have some value.

At this time, I would like to ask for your thoughts on bing.com. Will you use it? Do you like it better? Have you already created a campaign?

- editor