Microsoft to spend $80-100 million to promote its search engine Bing

Microsoft to spend $80-100 million to promote its search engine Bing

 

Microsoft plans to spend $80 million to $100 million on a campaign to promote its new search engine, Bing. The software giant has roped in JWT to execute the campaign which will include online, TV, print and radio.

The Bing ads are expected to focus not on Google or Yahoo but on planting the idea that today's search engines don't work as well as consumers previously thought by asking them whether search (read Google) really solves their problems.

Interestingly, Google has conducted internal tests in which the company put its logo and treatment on another engine's search results. Users still prefer the results with the Google logo, even if they are not Google results!

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