Microsoft scheme pays users to search
Published: 01 Oct 2008 15:06 BST
Microsoft's latest effort to encourage people to use its search service is called SearchPerks, which gives people points for using the search engine that can later be redeemed for prizes.
Users who agree to download a small program to track their usage get one 'ticket' per day for every Live Search query, up to 25 per day. The program runs through April, at which point users can 'cash in' the tickets they get and trade them in for prizes or donate them to a charity.
It's the latest in a series of financial incentive-related projects from Microsoft, joining efforts such as Live Search Club, Search and Give, and Live Search Cashback, a programme Microsoft introduced in May.
The latest project doesn't just require a person to use Microsoft's search engine, however. At least for now, it also requires Microsoft's browser (Internet Explorer 6.0 or higher) as well as a Windows PC. Microsoft said those latter restrictions are not necessarily permanent.
"At this time, SearchPerks is a limited promotion, though we remain open to expending availability of the promotion to different browsers and operating systems based on consumer interest," Microsoft said.
In an interview, Live Search senior director Frederick Savoye said the new business models are just one part of a three-prong strategy that includes continued improvements in core search as well as in vertical search, or "simplifying key tasks".
Microsoft has seen mixed results with its incentive programmes. Live Search Club, for example, gave Microsoft an initial boost, but its gains appear to be directly tied to its level of incentives. With Live Search Cashback, Microsoft said it has seen some advertisers boost their Live Search spend. eBay, in particular, is spending 50 percent more on Live Search thanks to Cashback, which Microsoft says offers significantly higher conversion rates than traditional search.
On the broader goal of boosting Microsoft's share of the commercial search business, Savoye said Cashback has yet to make a meaningful shift in share. "We haven't seen it move significantly yet," he said.
PR director Whitney Burk said programmes such as SearchPerks are still needed to introduce people to Microsoft's search product.
"We know we have some challenges with the brand and perception," Burk said. "Simple awareness is still a challenge for us."
People can sign up for SearchPerks until the end of the year, or until Microsoft reaches its target of 250,000 participants. Rewards can be earned until April, although Microsoft may decide to extend or expand the programme.
In pilot testing, Microsoft said it saw those in the program perform three times the number of searches they had been doing. Savoye noted that in the airline industry, for example, loyalty programmes have become a standard part of doing business.
"Over the long-term these programmes have changed people's behaviour," he said.
Credit: Microsoft still paying people to search from CNET News
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