Microsoft overhauls Live Search to prove value
The technology giant has admitted it has failed to drive the traffic figures that agencies wanted.
The company said it has improved the Live Search user experience in areas such as the user interface, image results and integrating multi-map results for location-based queries.
The new version of its ad platform AdCenter comes almost two years after its launch in the UK market.
The refresh aims to improve tools and functionality, making it easier to use. It has also improved the functionality of its mobile search service.
Chris Ward, commercial director of Microsoft Digital Advertising Solutions (MDAS), said the company is committed to search long-term, despite being well behind Google in terms of market share.
"The two things agencies in particular have asked for is more query volume, so we have to improve that, and also make AdCenter simpler and quicker to use - the enhancements we are making will do that."
MDAS has also partnered with Paramount Pictures to offer users a chance to win Indiana Jones & the Crystal Skull prizes when they search, which Ward says will boost user experience."When you put everything together, the user will see a difference, and it's a significant step forward," he said.
But agencies have queried how effective the changes will be. Lee Bowden, head of search at MediaCom, said Microsoft has a big task on its hands to claw back market share from Google."It's about branding," he said. "When most people go online to buy something, they start at Google, you're not associating Live Search or Microsoft with the online purchasing process, and so that's the biggest hurdle it has to overcome."
Duncan Parry, co-founder and director of strategy at media agency Steak Media, warned offering prizes while users search could also be dangerous ground.
"If the quality of search results is low, this could turn into a negative brand experience - discouraging repeat visitors," he said.
"Prizes may bring an increase in the short term, but won't increase traffic in the long term," he added.
The company said it has improved the Live Search user experience in areas such as the user interface, image results and integrating multi-map results for location-based queries.
The new version of its ad platform AdCenter comes almost two years after its launch in the UK market.
The refresh aims to improve tools and functionality, making it easier to use. It has also improved the functionality of its mobile search service.
Chris Ward, commercial director of Microsoft Digital Advertising Solutions (MDAS), said the company is committed to search long-term, despite being well behind Google in terms of market share.
"The two things agencies in particular have asked for is more query volume, so we have to improve that, and also make AdCenter simpler and quicker to use - the enhancements we are making will do that."
MDAS has also partnered with Paramount Pictures to offer users a chance to win Indiana Jones & the Crystal Skull prizes when they search, which Ward says will boost user experience."When you put everything together, the user will see a difference, and it's a significant step forward," he said.
But agencies have queried how effective the changes will be. Lee Bowden, head of search at MediaCom, said Microsoft has a big task on its hands to claw back market share from Google."It's about branding," he said. "When most people go online to buy something, they start at Google, you're not associating Live Search or Microsoft with the online purchasing process, and so that's the biggest hurdle it has to overcome."
Duncan Parry, co-founder and director of strategy at media agency Steak Media, warned offering prizes while users search could also be dangerous ground.
"If the quality of search results is low, this could turn into a negative brand experience - discouraging repeat visitors," he said.
"Prizes may bring an increase in the short term, but won't increase traffic in the long term," he added.
