The return on investment (ROI) potential of Bing is almost 23 per cent higher than its predecessor Live Search, it has been claimed.
A study conducted by digital communications agency Organic found that Microsoft's new search engine offers improved performance in terms of marketing value for users, news that may interest internet consultants.
Organic's analytics research found that the more intuitive design of Bing has aided the number of sales that are made through marketing on the search engine, as advertisements are placed closer to the "actionable areas of the screen", meaning users are exposed to more adverts when they opt for actions such as refining their searches.
The firm's Steve Kerno explained that the 23 per cent increase in performance on Bing "translates to millions of dollars a month in returned marketing value".
"Given the ROI results we're seeing, Bing is likely to play a bigger role in the search budget," he added.
Earlier this month, figures from StatCounter revealed that Bing's market share in the US climbed to 9.41 per cent in July, up from 8.23 per cent in June.
However, Microsoft's service is still being dominated by Google, which holds 77.54 per cent of the US search market and 89.23 per cent on a global scale.
.jpg)
.gif){kind=small}
