Microsoft launched their new search engine earlier this week, Bing. Workers in the search industry were quick off the mark to start comparing the organic results with Google’s. The general concensus was that the results were good; but could this be a Google killer?

In my opinion we must look beyond the organic listings, and analyse the advertising opportunity..
Thw majority of Google’s turnover comes from PPC revenue. The backbone of AdWords succes is the advertising interface and other tools developed to make advertisers lives easier, such as AdWords Editor. These tools allow advertisers to create large high-exposure campaigns with ease. Campaigns can quickly and easily be edited to respond to market conditions and quality score issues.

As of yet, the Microsoft advertising platform is dated, and there are no tools similar to AdWords Editor available. Without these, Bing searchers could miss out on a choice good quality, relevant ads appearing on search terms. Microsoft could lose potential competitive bidding in their ad platform, and most vitally – valuable advertising revenue. So come on Microsoft, build us some tools, and we will throw you some more money and quality ads!