Apr 16, 2009 at 1:43pm ET by Greg Sterling
Microsoft announced yesterday that it had folded its Cashback program into Live Search Products. Cashback began as a incentive program for consumers to use Live Search as well as CPA-based advertising vehicle for retailers and e-commerce sellers. Cashback icons appeared beside ads responsive to commercial queries for participating marketers:

Cashback icons (like Google Checkout icons) drove more clicks, but Microsoft didn’t get paid unless or until users actually transacted. (In other words: free impressions and brand advertising.) The program was based on technology and the CPA model employed by shopping site Jellyfish, which Microsoft acquired in 2007.
Opinion of Cashback at the time of launch was very mixed. I thought it was a clever concept and, unlike others, not a simple bribe to help drive additional search traffic. But some bloggers and analysts found it a “desperate” attempt to lure searchers from Google and Yahoo. While the program didn’t directly impact Microsoft’s search market share, it was reportedly successful on a number of fronts:
Now when users do a product query, they still see participating Cashback advertisers, but that information is also integrated into the product vertical:


Kumo (or whatever the ultimate brand will be) is coming and so we’re likely to see more changes when that launches in the next several months. Cashback makes sense even more during a recession. Indeed, Microsoft should expand financial incentives for consumers to use its product search with deals and coupons from retailers and manufacturers.
Share, Bookmark & Discuss This Article
More:
Keep Updated: News Via Email | News Via RSS Feed | News Via Twitter
See more stories like this in the Members Library! Check out the Microsoft: Bing, Microsoft: Marketing sections of the Members Library where this story is filed. Members also get access to exclusive video content, a members-only weekly & monthly newsletter, plus more. Check out all the benefits!
TOP STORIES
SEARCH NEWS BRIEFS
FEATURES & ANALYSIS
RECENT COMMENTS
Stay on top of all the search news with our daily summary, the SearchCap newsletter. View a sample ›
Search Engine Land produces SMX, the Search Marketing Expo conference series. SMX events deliver the most comprehensive educational and networking experiences - whether you're just starting in search marketing or you're a seasoned expert.
SMX Web Site » | SMX Difference » | SMX News »
Join us at an upcoming SMX event:
Learn more about search marketing with our free online webcasts and webinars from our sister site, Search Marketing Now. Upcoming online events include:
Featured sites from our Blogroll
Become a premium member today and receive:
It seems everyone is in the business of Vertical Searches. I did find a tech product site for laptops that was very efficient. Cazoodle.com offers semantic and vertical search for Apartments and Events as well. I found one of those compact new ACER Laptops for $239..saved me 34 bucks!!