Unlike previous Google killers, Microsoft’s Bing has impressed enough people out of the gate that it has not been ripped to shreds as the world’s worst fail, the fate bequeathed to any new search engine that doesn't immediately dethrone Google. Bing’s success is far from universal; people have found plenty of problems with it. But some are truly impressed. ComScore reports that Microsoft’s search penetration has jumped three percent since Bing launched June 3. The rebranded search engine rose 2.1 percent the week of its launch to 15.8 percent penetration. The following week, it grew to 16.7 percent.

Bing’s share of search result pages, which was 9.1 percent the week before the launch, rose three percent to 12.1 percent in the two weeks following its release.

“It appears that Microsoft Bing has continued to generate interest from the market for the second consecutive week,” said Mike Hurt, comScore senior vice president.

“These early data reflect a continued positive market reaction to Bing in the initial stages of its launch,” Hurt said.

Part of the success is the way Microsoft has branded its search engine. Bing is definitely an “edgier” name than Microsoft Live Search, or at least more in line with tech nomenclature than with the corporate world.

My big complaint is strictly aesthetic. I’ve been trained after years of Google use that a little chaos indicates a lot of search: Bing’s clean results pages remind me of other, less effective engines.

That’s a stupid reason to react badly to a site, but I guess the reason web developers get big bucks is stuff like that. And why marketers love Pavlovians like me.

By Mark Alvarez