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As Google Targets Advertisers, It Could Learn a Lot From Bing

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Search,Artificial Intelligence,Microsoft

Microsoft and Google are bringing ads to their AI search experiences. But users don’t always find it helpful.

For years Paula Thompson, vice president of client strategy at the US digital ad agency Optimal, has been helping Plunge sell baths to soak in chilling water by buying ads on Google search and Microsoft Bing. The ads appear atop results for searches such as “ice bath” and invite users to “Buy our cold plunge today” or “Experience the cold plunge difference.

In a webinar for select ad agencies last week seen by WIRED, Microsoft’s Murray said that users click on ads in Copilot at nearly twice the rate they do for equivalent ads when they’re shown as the first ad above traditional search results, which historically is the most clicked ad. They also prefer a Copilot experience with ads than without by a slim margin. Sainsbury-Carter says to her, the data mean users are finding Copilot ads more integral than tacky.

 

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