Microsoft launched a holiday themed ad campaign attacking Google on Thursday. The smear campaign is aimed at online shoppers and promotes Microsoft’s Bing search engine over Google’s for holiday bargain hunting. The “Scroogle” campaign, as it’s known, focuses on Shopper, Google’s product search engine. With the tag line “Don’t get Scroogled,” Microsoft hopes to bring attention to Google Shopper’s inorganic search results. The search engine only displays results from products and merchants that pay the company a fee.
Google introduced plans to change it’s product search on May 31, 2012, in what Microsoft calls an “under-the-radar announcement.” In that announcement, Google stated it was transitioning Google Product Search to “a purely commercial model built on Product Listing Ads.” The new Google Shopper went live October 17, 2012. Microsoft claims that when a search engine limits choices and ranks them by payment “consumers get Scroogled.”
According to Bing Senior Director Stefan Weitz, Bing Shopping results are based only on relevancy. “Bing results incorporate top deals from merchants across the Web and the rankings you see aren’t dependent on which advertisers paid to have their products listed.” Weitz added that Bing provides a number of tools to assist online shoppers, such as “aggregated expert and consumer reviews, product specs, related products, and many other filters.” He says shoppers can use bing to “get a great deal without having to dig through a ton of advertisements.”
Critics of the “Scroogled” campaign call it hypocritical. Bing also partners with merchants, the most notable of them being Shopping.com. The two announced a partnership last year with the search engine stating that paid offers would be “highlighted throughout Bing Shopping, including search results and product pages.” Weitz claims this model differs significantly from Google’s as Bing Shopping “includes millions of free listings” and ads are “listed separately and labeled clearly.”
Google has not responded to the “Scroogle” campaign directly. When reached for comment, the company issued a statement saying “Google is a great resource for shoppers to find what they need, at great prices for their loved ones this holiday season.”
According to research firm eMarketer, Google is likely to exceed Facebook in selling online display ads in the United States. Google is expected to have a 15.4% share of the U.S. market. eMarketer said Google is projected to make $2.31 billion in revenue from online display ads. These are more profitable than the text-based ads that appear next to search results and account for the bulk of Google’s revenue.
This lead in online display ad marks a historic day for Google. This is the first time ever that it will be the leader in three different modes of online advertising: display ads, web-search ads, and mobile ads.
eMarketer calculates that Facebook will hold 14.4% of the market this year with $2.16 billion in U.S. revenue. Back in February, eMarketer predicted that Facebook would be on top with 16.8% of the market and Google with 16.5%.
(Graph from The Wall Street Journal)
eMarketer estimates that the display ad market to grow 21.5% to almost $15 billion in the U.S. this year, compared to last year’s $12.3 billion. Collectively, Google and Facebook will have nearly 30% of this year’s display ad revenue. In the year 2014, eMarketer predicts the two companies to have 37% of the market.
Google continues to make it easy for advertisers to use one source for all of their online marketing needs, via traditional desktop Adwords, Mobile adwords, display ads and re-marketing – both within their search network and on thousands of partner websites within Google’s content /display network.
Contact us at The Search Engine Guys if you would like to explore options for PPC advertising on Google’s network.
As reported by tech-news website The Droid Guy, Microsoft is adopting the methods of the Pepsi Challenge in their new “Bing it on” challenge against the Google search engine. The challenge pits Bing up against Google in a side-by-side comparison (with the brand names removed) to see which service provides better and more relevant search results.
According to an independent study that sampled nearly 1000 people across the United States for 10 rounds, users preferred Bing to Google almost 2:1. Out of the total amount polled, 57.4% chose Bing, 30.2% chose Google, and 12.4% were split. On Bing’s site, there are only 5 rounds.
Find out what you prefer at http://www.bingiton.com/
Cloud  Sixteen, Inc., was recently named the 9th largest marketing / advertising firm in Austin, TX, a distinction provided by the Austin Business Journal. The Austin Business Journal regularly produces lists that rank businesses in a variety of fields by size. Cloud  Sixteen, Inc., (then The Search Engine Guys) first made the Marketing and Advertising top 25 list in 2009, ranking #14.
This most recent list was based on 2011 gross income, and Cloud  Sixteen, Inc., moved up 2 spots from its previous spot at #11 to crack the top ten. The full list of rankings is published in the July 27 print issue of the journal.