Mark Ballard of the Rimm-Kaufman Group reported recently that Bing is testing product listings on its SERPs after he discovered an ad for diamond earrings following a query. The move could help B2C marketers drive quick search conversions from their web marketing efforts, placing ads directly in front of their target audiences.
Bing confirmed the testing of the service to Search Engine Land this week, but no timetable for a full rollout was provided. Bing also said it is currently working on other potential additions to its ad placement on SERPs.
According to Ballard, product listings have helped marketers drive referring traffic from Google SERPs. Moreover, the ads are really just organic visual results, so companies looking to drive traffic to their product pages can use SEO and content marketing to deliver organic ad placements directly to SERPs.
With both Google and Bing adding these features to their SERPs, the growth of ecommerce will likely continue. Additionally, the role of search in consumers’ online shopping habits will likely become even stronger. Brafton recently highlighted a report from comScore that found ecommerce spending in the United States has grown 17 percent in 2012 compared to 2011.