Microsoft Targets UK Searchers With Bing It On

Redmond is challenging Google once again to Bing It On. Microsoft is targeting so-called Scroogle with another combative campaign that aims to turn the heads of the search engine masses -- this time in the United Kingdom.

The campaign suggests trying out trending searches on Google and Bing side by side. The four on the home page on Friday morning are EUCalifornia abortion law,EU EUMichael Douglas,EU EURichard Belzer SVU,EU and EUCraig Robinson.EU I chose EUCalifornia abortion lawEU in my test.

Bing wanted to know which results I thought were better: the list on the left or the list on the right. I chose the right. Next, I searched for EUNSA data center.EU I chose the results on the left this time. Finally, in the last of three searches, I clicked on EUPlanet with no sun.EU I chose the results on the right.

I had to go through two more searches before I got the results. And the results were in BingEUs favor. Bing won three out of the four searches. I tended to choose the search results that included videos, photos and other standard background articles on the news topic. Bing provided that whereas the Google results were almost all strictly news.

Are The Results Accurate?

We turned to Greg Sterling, principal analyst at Sterling Market Research, to get his thoughts on the Bing It On campaign. He told us there was recently a controversy as Yale professor Ian Ayers sought to replicate it and then claimed he had debunked the Bing It On challenge. Microsoft disputed the study just as he and his research had disputed the earlier Bing results.

EUThis is a U.K. campaign, which I don't believe Microsoft has done previously. The marketing does get attention and generate discussion. So on a pure awareness level, regardless of whether the methodology is...

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