Bing Asking Users To Break Their Google Habit In Latest Bing It On Challenge

BingItOnBing announced today a new version of their Bing It On Challenge, an online campaign launched last September that offers users a side-by-side comparison of Bing and Google search results.

In the latest Bing It On Challenge, Bing asks users to perform five separate search queries on and choose the unbranded search result list they prefer after each query. Users are told whether they prefer Bing or Google based on the search results they selected.

An study commissioned by Bing last year revealed that Bing search results were chosen nearly 2:1 over Google search results in blind comparison tests. According to Bing, nearly 25 million people have taken the Bing It On Challenge since its launch, and most prefer Bing search results over Google’s. Bing is hoping this new challenge will help users break the Google “habit” by demonstrating the quality of Bing search results and highlighting the site’s unique features like the rollover video preview and instant translation option on the homepage.

To drive a deeper stake in the search market, Bing announced they are launching a national television and online ad campaign to highlight the results of a Bing It On challenge hosted in Topeka, Kansas, the city that temporarily renamed itself “Google, Kansas” in 2010 to win a bid for Google Fiber. Bing’s newest ad campaign is expected to roll-out in the comping weeks.

Related Topics: Channel: Consumer | Microsoft: Bing | Microsoft: Bing Ads | Microsoft: Bing Videos | Top News


About The Author: is Third Door Media's General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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  • Jinnat Ul Hasan

    Sick of Bing’s Google bash campaign.

  • Michael Starr


  • Steve Malibu

    Competition is good for the market place. I’ve been using bing for sometime now and found it’s integration (facebook/yelp/Wikipedia) by far better than anything google has to offer.

  • Randy

    I wonder where the statistics are to back up Bing’s 2:1 claim. I can’t find them on Google… Seriously though, I have tried the challenge several times over the last few months. Without fail I have picked Google on almost every search out of the five I’m asked to do. I don’t know what kind of people they’re getting that are picking Bing but I am willing to bet they’re taking the sample searches rather than trying something complex that Bing chokes on.

  • Pedro Martheyn

    Let’s face it, Bing does provide a better user experience for consumers. They have been focusing on that portion within the past few years Vs. Google which has been focusing on technology/innovation side of things which they can afford to do since they are the predominant giant in the search space.

    Bing has acknowledge that they cannot compete with Google numbers and that’s why they are trying a more personal approach, which is not a bad strategy in the long run.

  • Catherine Kolkoski

    I trust an independent study more than I trust one comssioned by the company itself. SurveyMonkey did their own Google VS Bing and surprise (not)… Google won.

  • Steve Blackburn

    5 out of 5 Google… guess I’m a google’r.

  • Josh

    I happen to think some of the more recent Microsoft marketing campaigns are kind of clever. I think it’s a great and confident step for Bing. Sure, they will never capture the market, but they’re making themselves known and they aren’t afraid to call out Google.. Apple.. Samsung (with Android devices) etc.

    It’s healthy and fair.

    And to be very honest. There are times I prefer Bing over Google. However, I must stick where the market is.

  • Josh

    Yeah. That’s “independent” all right.

    Rolls eyes.

  • Andrey M.

    I’ve been always called a linux and Google fanboy. I thought this was a great opportunity to test myself. Bing won 0 times.

  • Alan Johnston

    Just ‘Bing’ (search) ‘social media marketing Thailand’ then Google it, the results speak for themselves, Google seems to feel everyone is a scammer who buys a keyword rich domain rather than a well meaning good blogger who gives tons of good content I am getting tired of Google you do everthing they ask and you see an old site with , well just a dire site get higher than you , it’s easier to head but a Rhino then contact Google and get somewhere with them!

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