Bing Chat getting 1.8x more ad clicks, increased dwell time too; Microsoft reveals

Devesh Beri

Vivaldi 6.1 Bing Chat

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Ads within Bing Chat are performing exceptionally well compared to ads in traditional searches. The information reported by Barry Schwartz from SERoundTable about the Microsoft AI event is quite interesting.

  1. Higher Click Rates: According to Kya Sainsbury-Carter, the Corporate Vice President of Microsoft Advertising, clicks on ads within Bing Chat are 1.8 times higher than clicks on ads in traditional search. This indicates that users are more inclined to interact with ads in the Bing Chat interface or any other AI.
  2. Significantly Higher Click Rates for Shopping Ads: Specifically for shopping ads within Bing Chat, the click rate is reported to be 11% higher than traditional search. This suggests that Bing Chat may be an effective platform for promoting products and generating user interest.
  3. Increased Dwell Time: Dwell time, the amount of time users spend on a page, is reported to be higher in Bing Chat compared to traditional search. This may be attributed to users engaging in longer conversations with chatbots and reading more detailed responses, which keeps them on the platform for extended periods.

The author of the news post also highlights the logical reasons behind these findings. Bing Chat’s clean and user-friendly interface may make ads more noticeable and engaging to users compared to the potentially cluttered traditional search interfaces.

However, it’s important to note that these findings are based on a conversation with a Microsoft representative, and the author has requested validation from Microsoft’s PR team. It’s advisable to await official confirmation or additional data to fully assess the impact of Bing Chat on advertising performance.

Overall, these insights suggest that Bing Chat may offer advertisers a promising platform to reach and engage with users effectively.