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Bing benefits from increased retailer spending

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For Microsoft's Bing, it's shaping up to be an especially good Black Friday. According to media research firm SearchIgnite, retailers spent 47 percent more on Microsoft search ads in the fourth quarter of 2009 than they did in the fourth quarter of 2008.

Moreover, Microsoft now accounts for 8 percent of all search ad spending by retailers – up from 6 percent at the same time last year.

Best yet: Average order values are up 21 per cent on Bing, outstripping the rest of the search market. Of course, Bing did not exist at this point last year. The so-called "decision engine" was first unveiled in late May, and pushed live at the beginning of June. A concerted marketing effort has helped the upstart Bing leap into the midst of a market traditionally owned by Google.

Last month, comScore reported that Bing’s US market share rose from from 9.4 percent in September to to 9.9 percent in October. Compare that with Yahoo, which sunk from 18.8 percent in September to 18 percent in October. The math stacks up like this: Americans conducted 14.3 billion searches in October.

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