Microsoft Readies Big Ad Assault for New Search Engine

Bing to Be Announced Today

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Microsoft is launching an ad attack against Google to the tune of $80-100 million, according to AdAge. This will include ads on television, radio, print, and of course online.

"People with knowledge of the planned push said the ads won’t go after Google, or Yahoo for that matter, by name," says AdAge’s Abbey Klaassen. "Instead, they’ll focus on planting the idea that today’s search engines don’t work as well as consumers previously thought by asking them whether search (aka Google) really solves their problems. That, Microsoft is hoping, will give consumers a reason to consider switching search engines, which, of course, is one of Bing’s biggest challenges."

Bing is the most recent title we’ve seen for Microsoft’s forthcoming search engine in case you have not been following. It has otherwise been known under the codename Kumo.


Microsoft has acknowledged in the past that it is Google’s brand as a search engine that it has to overcome. The company claimed to have performed tests with consumers where they found Microsoft’s search results just as good, if not better, than Google’s. It’s just been the Google brand that has been so dominant.

People are happy with Google for the most part. They need a reason to switch. Many of them have already invested much of their time and energy into setting up Google accounts and using multiple Google products on the web. Google is just a habit.

By throwing tons of money into advertising, Microsoft is hoping to break consumers of that habit. Luckily, Microsoft has a pretty large brand of its own. Too bad Bing isn’t that brand. We’ll see if it can become one.

Bing is supposed to be officially announced today at the All Things Digital Conference. The product and the advertising campaign will come in June.

Microsoft Readies Big Ad Assault for New Search Engine
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  • http://www.semwisdom.com Maria

    See how much traffic kumo.com and bing.com have been getting regardless of the fact that both have no content:

  • http://asmarketing.wordpress.com Tweaking For SEO

    Well Microsoft has to do something to compete against Google. So I guess its better to do something than nothing. Obviously, Microsoft has some catching up to do against Google.

  • Dan

    Ask yourself this… why do you goto Google when you need to search something? Why do you just type your search query into a box on your toolbar without thinking twice about other options? Because, nobody cares how efficiently it’s going to find your results, the fact is, google has billions/trillions of webpages, images, videos etc. in their database, ‘though some may welcome a new competitor, I think most will only glance briefly at this idea by Microsoft, because Google is just so easy.

  • http://wsisoutheast.com Internet Marketing VA

    I’ve built a career on Google and don’t see the MicroSoft juggernaut usurping Google’s hold on search any time soon. Sure, it’s fun to speculate how well Bing will do. The sheer volume of commercials out there right now assures Bing considerable discussion for a little while. But after their 15 seconds of fame roll by, what will be left standing? Bing or Google? I’m not a gambling man but my money is on Google.

  • http://www.e-blueprint.co.uk nick

    People are creatures of habit. It takes time get people to move engines, it can be done but over 10 years is that fast enough for ROI experts. It seems too late, a better way of presenting results is needed rather than copying what’s out there now. 80 million on R&D would have been smarter. Its just not cool enough, MS are geeks, Google are too – but at least they have ‘cool’ things…

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