It Pays to Give (Cash) Back

By Aaron Goldman, VP Marketing & Strategic Partnerships

For the first time in over a year, Microsoft Live Search gained share in total US query volume, per comScore.

Below is a chart compiled by Danny Sullivan at Search Engine Land showing Live Search creeping up from 8.5% to 9.2% month over month (May to June ’08).

US Search Share

Now, it’s impossible to say for sure what caused this spike, er… blip, but it was just at the end of May that Microsoft launched its Cashback platform.

And, not only did Microsoft start bribing consumers to use its search engine but it launched an aggressive online media campaign promoting it.

Here are 2 screenshots I grabbed of recent Live Search Cashback ad placements.

Cashback display ad on Photobucket

Cashback paid search listing

So not only is Microsoft foregoing margin from advertisers but it’s shelling out coin to tell people that they’re doing it. So they really are paying to give (cash) back.

And, so far, it seems to be paying off.


Anonymous said...

I've gotta say, I got the new Samsung instinct and I use the Live Search all the time. I click the button, say "Lowes" and it uses the GPS in the phone to give me local options. That's pretty hot.

Anonymous said...

Good article gives me a better insight. I might look to use livesearch cashback now it's christmas.

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