• ClickZ, Wednesday, July 1, 2009 4:31 PM

Jason Burby points to several reasons why marketers might get better click-through rates on Bing after reading an article about sponsored links attracting about 80% more attention on Bing, compared with Google. That same article also notes that Microsoft search ads got 170% better click-through rates in June 2009, compared with the prior year.

Burby analyzes the possible reasons for these facts from the perspective of Microsoft, advertisers, and searchers. He cautions that marketers shouldn't get caught focusing solely on the click-through rate, but look for ways to adjust, improve and target messaging to lift the conversion of the traffic.

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