According to the latest post on the Microsoft adCenter Blog searchers on Live Search are 3 times more likely to look at the sponsored listings first than those using Google.
Additionaly, they have published a chart (shown below), based on research done in partnership with Nielsen NetRatings, which shows that searchers on Live Search are significantly more likely than those on other search engines to regard a website more favourably if it appears in the sponsored listings.
Microsoft users might trust sponsored results more than Google users do, but this is probably more due to the type of users that visit each of the search engines rather than better quality or trustworthiness of one over the other.
Microsoft Live search users tend not to be as sophisticated. They tend to be older people and non-tech savvy users who use the default settings on their PC rather than using Google, which is widely recognised as being technically superior, by those in the know.
These same people also probably do not even realise the difference between Sponsored Links on Live Search and their organic results, and therefore just trust whatever they see right at the top of the search resuts pages.
We looked at click-through rates on desktop search only (excluding mobile and handheld devices) during the 12-month period before and after ...
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