Microsoft's efforts to divert Internet traffic to its Bing search engine took a new turn on Wednesday, when the company launched a marketing campaign which chiefly highlights the recent changes which Internet search giant Google has introduced to its search engine component dedicated to shopping results.

With the revisions made by Google requiring the merchants to pay Google for having their products listed in the shopping section, Microsoft has put forth the argument in its new ads - on billboards, TV, newspapers, and even online - that Google's new approach goes against the company's longstanding assurance that it will provide the most reliable Web results, even if it has to forego revenue.

With Microsoft's Bing-promotion campaign - especially timed for the forthcoming holiday shopping season - being anchored on the Web via the new Scroogled. com website, the software giant has emphasized its point by cautioning the consumers that they face face a potential risk of getting "scroogled" if they depend on Google's shopping search service.

To further highlight Microsoft's point, a brief video notes that the word "relevance" which Google has attached to its search results implicitly hints at "how much they're getting paid."

Terming the search on Bing as more "honest" than that on Google, the Scroogled. com website states: "Google Shopping is nothing more than a list of targeted ads that unsuspecting customers assume are search results."