The consensus is in: Changes in Microsoft's new search engine, Bing, are mostly cosmetic, but those changes alone could become a major advantage for search advertisers, paidContent reports.
Fresh research from User Centric concludes that Bing users are much more likely to look at the search ads on the right column of the page. The user experience research firm tracked users' eye movements to determine what sections of the page they're most likely to follow.
Studying a small group of searchers, the firm found that 42 percent of Bing searchers looked at sponsored links in the right-hand column, while just 25 percent glanced at similarly placed ads on Google. That said, the disparity didn't replicate itself on ads that appear above the search results, and click-through rates were the same on both engines.
