If you missed it on Search Engine Journal, and all over the mainstream marketing media for that matter, Bing is at it again, attacking, this time, Google Shopping.
It’s a dirty fight, yet a campaign carefully thought out, and brilliantly executed. The aim is to make searchers use Bing to shop, instead of Google Shopping. And what better way to influence people, than by insinuating that Google results are not trustworthy, that they are “screwing” consumers?
Bing’s Scroogled campaign is pretty much “in your face” – accusing Google Shopping of all evil, and suggesting that only Bing can deliver honest search results this season:
In the beginning, Google preached, “Don’t be evil”—but that changed on May 31, 2012. That’s when Google Shopping announced a new initiative. Simply put, all of their shopping results are now paid ads.
In their under-the-radar announcement, Google admits they’ve now built “a purely commercial model” that delivers listings ranked by “bid price.” Google Shopping is nothing more than a list of targeted ads that unsuspecting customers assume are search results. They call these “Product Listing Ads” a “truly great search.”
We say that when you limit choices and rank them by payment, consumers get Scroogled. For an honest search result, try Bing.
The campaign is viral, carried out on Twitter and Facebook. It has a dedicated web page at scroogle.com and some videos. The funny part is that Bing is using YouTube to trash Google: