Behind the Scenes With Bing Ads - SEWConnect Miami 2016

February 5, 2016

Behind the scenes with Bing Ads

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February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson

Christi Olson, Evangelist, Bing Ads

Digital Marketing Sales Marketing Personal


o Behind the Scenes with Bing

o Looking back at 2015

o What’s coming in 2016

Our agenda


"We're all in on search..

Some doubted our commitment, [but] we've built a business that's on the path to success.

We're all in.“




Search advertising is changing



Bing powers search across Microsoft products, and is at the core of Microsoft strategy


4-5x

19%

Increase in

Bing syndicated clicks

of Bing clicks from syndication

expected in 2016 (U.S.)

Source: Microsoft Internal Data, Dec 2015

“Windows 10 is a Bing honeypot

—and it’s working”

“Milestone: Bing Now Profitable

As Windows 10 Success Boosts Usage”


Free upgrade

One billion Windows 10 devices by 2018


The engine behind Cortana

Easy to find on task bar

Deep integration with Microsoft Edge

Bing as default across multiple touchpoints


Fastest way to search for stuff on your device, cloud and the web

Talk or type and begin searching with Cortana

Your personal assistant on any device and any platform


New tab page

Prominent search/address bar front and center on new tabs

Quick answers

Displays relevant information in suggestions box to provide quick results

Cortana assist

Receive relevant information like hours, directions and more about local restaurants

Ask Cortana

Pull up relevant information from Bing and display it without taking user away from the page

11.97%14.7%

16.25%

18.2%

19.7%

20.8%





As always, we will continue to offer you control in selecting where you’d like to show your ads.





Our agenda


Bing Ads 2015

January December

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Bing Ads 2015

January December

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pd

ate

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hang

e

His

tory

tab

Bid

sug

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Our agenda

Hello AOL.


Bing will power AOL web search across all devices, helping you tap into more high-quality volume, reach a valuable audience and continue to give you control.

Meet AOL, the newest member of the Bing family,

delivering the high-quality volume you want.


Ad products that will display in AOL search Which of my ad products will

display in AOL search?

ANNOTATIONS

Long Ad Titles

Bolding

Merchant Ratings

Customer Ratings (in testing)

2

Sitelink Extensions

Dynamic Sitelinks

Location Extensions

Call Extensions

AD EXTENSIONS1

AD PRODUCTS

Product Ads (in testing)

3

2

1

2


HH income >$75K USD2

51%

Attended college+2

77%

35+2

90%

Female2

55%

Demographics Buying Power Index

116Buying Power Index of AOL searchers1

Bing and AOL searchers both spend more than the average Internet searcher.


Implement Universal Event Tracking (UET)

< HTML >

Step 1 Step 2 Create Step 3 Associate

on


Unlimited Potential for Audience Targeting

• Site Visitors

• Engaged Visitors

• Bouncers

• Broken down Customer Journey

• High Intent Purchasers

• Existing Customers


Power of Remarketing

Increased

Clicks

Decreased

CPA

Increased

ROAS

Introducing three feature release themes. The common threads that connect our releases.

We understand that efficient use of your time, highly relevant audiences at scale, and ultimately the success of your campaign are what matter to you the most. We hear you, and we’d like to share how we’re addressing these priorities to help you build your business.

Examples:

• Automated Rules

• V10 API

• Bing Ads for iOS and Android

• Bing Shopping Campaigns

• And more…

Time &Efficiency

RelevantAudience Volume

Examples:

• Enhanced Sitelink Extensions, App Extensions, and more

• Product Ads

• AOL Partnership

• And more…

Examples:

• Remarketing in Paid Search

• Universal Event Tracking v2

• Keyword Planner

• And more…

Campaign Performance

We’re listening as your priorities are our priorities

Bing Powering AOL Search

Inline Opportunities

Recently Released Features

Keyword Planner v2

Bing Ads for iOS & Android Updates

Cross-Partner Linking and Unlinking

Coming Soon

Within <2m

Inline Download - Phase 1Download what you see in the Campaigns page grids.

Inline Keyword DiagnosisGet a keyword diagnosis summary in the Campaign Keywords tab.

Agency IO ManagementEnable agencies to manage IOs on behalf of bill-to customers.

Segmentation - Phase 1Get flexible, deeper insights from within the Campaigns workspace.

Callout ExtensionsHighlight product offers and deals by including up to four callouts in an

ad.

Review ExtensionsHighlight positive third-party reviews in your ads.

EuropaBing Ads will collect taxes based on country of sold-to address

Upgraded URLsSet up and manage shared tracking URL parameters.

Bing Ads Editor 11Visual redesign. Support for multiple accounts.

App Install AdsPromote your app in the ad without the need for a website.

Add a “Get” button to your ads.

Credit Limit RecognitionKnow when a managed monthly invoiced account is getting close to or exhausting its

credit limits.

Native AdsNative ads to target user intent

Longer Term

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other

product names are or may be registered trademarks and/or trademarks in the U.S.

and/or other countries.

The information herein is for informational purposes only and represents the current

view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not

be interpreted as a commitment on the part of Microsoft, and Microsoft cannot

guarantee the accuracy of any information provided after the date

of this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–

REGARDING THEI NFORMATION IN THIS PRESENTATION.