Desperate to chip away at Google's search lead, MSN will try to lure searchers with shiny prizes and charitable donations, with the idea that if users try MSN Search, they'll like it - and stick around, writes ClickZ. Its promotion, called MSN Search and Win, will for the next few months give away prizes to random users who search on certain keywords, including gift certificates from American Express, Target, REI and Nike; and digital cameras and MP3 players.

Also, each month three winners will select the charities that will receive $10,000, $25,000 or $50,000 donations. A microsite, MSNSearchAndWin.com, provides details of the promotion. Radio promotions for the campaign will take place in late February or early March in three major markets.

Yahoo is also considering rewarding searchers, writes DM News, with potential rewards being no Yahoo Mail ads, unlimited Yahoo Mail storage, 250 frequent flier miles a month, five free music downloads a month, discounted Yahoo Music Unlimited subscriptions, a Netflix discount and PC-to-phone calling credit via Yahoo Messenger with Voice.

Apparently, though, search marketing firms are saying Yahoo's and MSN's plans are not the best way to drive loyalty, according to DM News. "Marketers don't want incentivized search activity or incentivized clicks, as those tend to be poor quality," said Kevin Lee, chairman of search marketing firm Did-it.com, New York.