Conduit, a web toolbar company that works with thousands of publishers and millions of users, is contributing a substantial deal of traffic to Bing, according to a research group.

Analyst Mark Ballard of Rimm Kaufman Group observed that ever since the Conduit Toolbar switched from using Google to Bing, traffic to Microsoft's search engine has grown substantially. Since the beginning of 2011, which the switch happened, Bing's paid search click traffic has risen by approximately 10 percent.

"When it was a Google partner, Conduit provided traffic that was worth about two-thirds as much to advertisers as traffic on the core Google domain," notes Ballard. "That's a level at which some may choose to exclude it in order to drive more traffic at the same ROI from the core domain and the better performing partners."

Microsoft has slowly but surely been enacting different measures to ensure Bing remains a relevant search engine. In addition to the Conduit Toolbar, Bing has also recently been modified to leverage social networks as search signals to improve individual results.

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