Microsoft Live Search: May change to ‘Bing’

We know that Microsoft is working on a new Live Search Engine, is seems as if they are to drop the Kumo codename in favor of Bling. Microsoft is all set to launch a massive ad campaign on Bling, the online, TV, print, and radio advertising campaign will cost $80 to $100 million.

PC World says that this is a huge campaign; Google only spent $25 million in 2008 for their entire advertising budget. Microsoft is hoping that this huge advertising campaign will help to take a chunk out of Google, which as we know is the number one search engine.

Microsoft believes that Bing will be able to take on Google and Yahoo, as most of their search results need to be refined after the first query. Microsoft reckons that more than 25 percent of all post-search clicks hit the back button, something that Bling will be able to capitalize on.