Microsoft’s unrelenting desire to give Google a real run for their money in the search engine stakes has been backed up further this week as the computer giants have announced that they are revamping their Bing search engine.

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For a while now I’ve been talking about the dangers of assuming that one search marketing approach will work across a number of platforms, with mixed results. Unfortunately, some people just don’t want to believe that the approach required to make a success of a PPC campaign on Google is that much different to the approach required to do well on Yahoo, Bing, etc. Some people unfortunately will not be swayed from the notion that search is search and what’s good for the good is good for the gander.

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Bing Shopping, the product comparison tool that makes up part of Microsoft’s new search engine reportedly showed a 169% increase in June, though I think it would be wise to take these figures with a pinch of salt. Forgive me for being a little bit cynical about these claims but I think there’s definitely reason to be sceptical about the importance of any supposed increase in Bing usage… For a couple of reasons.

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A webmaster working on Microsoft Bing has admitted to SE Roundtable that an MSN bot has been clicking on Bing ads. The Microsoft webmaster was very keen to point out that the system was set up so that there was no chance of these clicks being charged to a client though this has done little to calm the annoyance amongst PPC account managers.

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