Microsoft adCenter was competing against Google and Yahoo for paid search dollars. Their sole advantage was an admittedly tenuous one: searchers looking for products on Bing.com ended up buying something at a higher percentage than searchers on Google or Yahoo. We played this up with a campaign that focused on the difference between good clicks and bad clicks, arguing that the quality of clicks on Bing.com makes it a better investment that the higher quantity of useless clicks you'll get on other search engines.
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Print ad (NY Times, Wall Street Journal)
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