He ’s been two weeks since Microsoft has finally unveiled the new research and improved Bing, but there ‘ s already a consensus that the changes were mostly cosmetic. Our Joe Tartakoff noted that the quality of Bing of ’s search results still didn ‘ t measure up Google in ’s, and TechCrunch noted that Bing ‘ s jump to leapfrog on top of Yahoo search to the number two spot was short-lived. But new data from eye-tracking user experience searching the central findings of the user closes Bing ‘changes cosmetic s could eventually turn into a major advantage for search advertisers.

The company has studied a small group of researchers, giving them four specific questions so that they ‘d get the same results on Google and Bing? and found that users were much slagBing to watch the search ads on the right side of the page. On average, 42 percent of researchers have looked Bing those sponsored links, while just 25 percent were on Google (NSDQ: GOOG). The difference didn le ‘t extend to ads that have appeared on top of organic results, it also didn ‘ t appear in terms of clicks, because the ad click-through rates were virtually identical on both engines.

But there are caveats. First is the small sample size. Central user studied about two dozen researchers for this trial; CEO Gavin Lew said the smaller size allowed for a more qualitative analysis (by face to face interviews) which supported numbers. Here ’s also the question of whether the Bing ‘ novelty s helped researchers ‘willingness to watch ads on the right side of the page; Lew said he could be indicative of an ad – friendly. Terril ’s three column layout, with related links on the left side, and sponsored results on the right side of nearly book-ends around the central content he said. Serre-books require users to watch both sides of the page, not just the center. It ‘SA direct contrast to the left-centric interface of Google.com. He added that Google has had much more white space between its core results and announcements of the right.

But theories of eye-tracking data and design can bring into ‘t compensate for the fact that the Bing ‘ s the results of currently aren ‘t as comprehensive as Google ‘ S. If Microsoft (NSDQ: MSFT) may fix this? indexing service located more quickly and increasing relevance? while maintaining the high level of user attention on paid search ads, then the Bing ’s interface of the new could actually wind up being a game-switch in terms of advertising research . The central user plans to repeat the study in a few months to see if the trend has legs, so we can certainly find out.

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