“I don’t think it’s going to be sustainable for brands to keep spending [on Bing] when they don’t get the results they get from Google,” said Max Gomez Montejo, chief marketing officer of search marketing firm The Hoth.
Montejo and Aaron Levy, vp of paid search at Tinuiti, both said their clients hadn’t spent more on Bing in the past year, nor had they noticed performance was significantly different. But Bing is coming up in conversations more with marketers, and agencies are not opposed to using the search engine so long as they have transparency and control, Levy said.
“What kind of reporting are we going to get back?” he said. “How much will we understand vs. ‘give us a credit card and trust us’?”
In addition to the advertising news, Microsoft revealed that Snap and Axel Springer’s Hey_ (hey.bilde.de) are the first public partners of its Ads for Chat API, announced in May, which allows publishers to embed Bing’s chatbot technology into their sites and receive monetization from the ads placed within.