Now, Microsoft is delivering another jab with its “Don’t Get Scroogled” campaign, which takes aim at Google’s “pay to rank” model for its Shopping search results. With that model, companies pay Google to appear in search results under the Shopping tab. (The model applies only to the Shopping tab, not to the results on Google’s main general-purpose search page.)
Naturally, Microsoft’s Scroogle campaign suggests you use Bing for an “honest search result.”
In addition to the Scroogled.com website, the campaign features TV commercials, newspaper ads and billboards, according to The Associated Press.
Google issued a statement in response to the campaign, saying: “Google Shopping makes it easier for shoppers to quickly find what they’re looking for, compare different products and connect with merchants to make a purchase. With new 360-degree, interactive product images, social shopping lists and a fast growing inventory of more than a billion products worldwide, Google is a great resource for shoppers to find what they need, at great prices for their loved ones this holiday season.”
Information in this post, originally published Nov. 28, 2012, was corrected later that day. A previous version of this story incorrectly stated that Google’s “pay to rank” model charged more for more prominent placement; in fact, Google charges companies to appear in the Shopping tab search results. The post also clarifies that this model is in use only in Google’s Shopping tab.