Almost two weeks ago, we reported that Bing's first week lift in Microsoft's share of paid clicks was up slightly more than 8% compared to the week before the launch of Bing. While Microsoft's click share remains at less than 5% and continues to lag Yahoo! and Google, the gains for Bing were a positive step forward.
Having seen Comscore's release that Bing's searcher penetration rose again in the 2nd week after launch, we were curious if our data would show Bing's click share gains expanding, holding, or falling back to previous levels.
Efficient Frontier's latest analysis is good news for Microsoft. According to our data analysis, Bing expanded its share of paid clicks for the two weeks post launch. Bing's share of paid clicks is up 13% for the second week post launch as compared to pre-launch. And, it represents an incremental 5% lift over the first week.
As we mentioned in our last post, if Bing's click share gains hold we expect advertisers to allocate additional budget to Microsoft. However, as Danny Sullivan rightly cautions in a recent blog post on Bing, two weeks does not make a trend.
The coming weeks and months will tell a more complete story on the success of Bing. We will continue to monitor our data closely and keep you updated on our findings.
Well, your data is over a week old and OneStat, among others, shows Bing has fallen back to Live's numbers or even less, far behind Yahoo. iow, where it belongs.
Posted by: Rob | June 23, 2009 at 01:41 PM
It still seems too early to draw any real conclusions. And given the reportedly huge advertising budget for Bing, these early gains are to be expected. One to watch...
Posted by: Jason Navon | June 24, 2009 at 04:32 AM
Danny is correct, we shouldn't consider this as a trend. I'm not convinced that this will last either (http://bset.royans.net). Many different folks are currently doing studies (including google itself) which indicate that there is a higher probability users will like a Google's or Yahoo's search result than Bings. As one gentleman told me, if Bing wants to pay for stuff u buy through Bing, users might just research the product on google and buy it through bing. The last thing Bing should be positioning itself is as a glorified ebay/amazon.
Posted by: rkt | June 24, 2009 at 07:24 AM
Whatever the trends, a practical example: yesterday I needed two particularly tough searches. On both, I tried, in order: GoOgle, Yahoo, Ask, iSeek, and Bing. Only in the last case did I find the result I needed, and quickly! If this continues, bing may steal the lead. Note that I am most assuredly not a Microsoft fan.
Posted by: fjpoblam | June 24, 2009 at 07:43 AM
There is nothing better than Google just another Google display styles(copycat). To me, the front page is so distracting with the fancy picture. Give it a couple months run and everything will fall back to Google as usual.
Posted by: Sungchen | June 24, 2009 at 09:05 AM
It was disapointing to see that Bing has entered the travel business. It won't encourage travel companies to to use their PPC for travel related terms.
Bob Mc Millen CEO
Travelwizard.com
Posted by: Bob Mc Millen | June 24, 2009 at 09:38 AM
During the week of June 1-7 and June 8-14 our share of paid clicks were up by 4% and 15% respectively - approx in line with your analysis.
In regards to natural search traffic, we are also seeing an increase from the % of bing visits from less than 1% when Bing was released to approx 7.5%.
I think it's too early to tell whether searchers are finding Bing results better than Google. But this is something to wait and see what happens next. In the coming months we'll know what's happening in our marketplace.
Posted by: Jay Gohil | June 24, 2009 at 10:03 AM