Google changed Search forever with the introduction of AdWords. Allowing advertisers to choose when and where their adverts appear worked out great for the advertisers and even better for Google. The search engine caught rivals on the hop and the competition is still losing ground eight years later.

Microsoft has been looking for a new angle for years now and may finally have stumbled upon a great solution for both advertisers and shoppers.

As any B2B salesperson will tell you, everyone loves guaranteed results. This is effectively what Microsoft are offering e-commerce clients; instead of charging Per Visitor, as Google do, they are charging Per Conversion. This is a no-lose situation for retailers and is a real incentive to consider running non-Google alternatives alongside AdWords and SEO.

In addition to this, Microsoft are offering cashback for searchers who purchase through the Live engine. Purchasers need to set up a Paypal style account with Microsoft, into which the cash is refunded. From there, it can be dispatched into a traditional bank account.

Not many people in the UK actually use Live Search. We are a nation of Google lovers. Will this be enough to draw advertisers away from Google? Unlikely, but it does offer another way of looking at Paid Search.