Maximizing Value from Bing Ads

Getting more value with Bing Ads Thursday, May 01, 2014

Paul Corkery (Cork) Sr. Program Manager Microsoft - Bing Ads

@C0rk

@BingAds

#BingHero

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Today’s Agenda

Microsoft’s multi-device ecosystem and opportunities of scale

Tenacity of the Yahoo Bing Network

Mobile Search Advertising with Bing Ads

Latest Bing Ads Features

Bing Ads 2014 Strategy and Roadmap

Pilots

Questions & Answers

@c0rk | @BingAds | #BingHero

Microsoft enables you to reach consumers across devices

With Microsoft’s vast ecosystem and insights, advertisers are enabled to deliver ads that enhance consumers’ lives.

Unique ads that are delivered at scale and across

channels - integrated into experiences reaching over

one billion users looking for information.

Microsoft’s Multi-Device Ecosystem

Millions of users looking for information

| 100 million copies sold

| 30 million subscribers, 60 million console sales

| One billion use office

| 700 million registered users

| 5.6 billion searches per month

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*Bing (+partnerships) Only

Yahoo Bing Network Markets

USA

Canada

Mexico

Argentina

Peru

Colombia

Venezuela

Chile

Brazil

UK

Ireland

France

Germany

Spain

Italy

Netherlands

Norway

Belgium

Finland

Sweden

Denmark

Austria

Switzerland

Europe

The Americas

India

Indonesia

Malaysia

Philippines

Singapore

Taiwan

Hong Kong

Thailand

Vietnam

Australia*

New Zealand*

China*

Asia

Active in 35 Markets

1. The Yahoo! Bing Network includes Microsoft and Yahoo! Core Search sites in the U.S.

2. comScore Explicit Core Search (custom), December 2013

Yahoo Bing Searchers Spend More

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Substantial share of paid clicks across categories that support your business

Source: comScore US Categories Search Report (custom), March 2013.

32% Telecommunications

31% Financial Services

28% Retail – Toys

34% Auto – Manufacturer

27% Home Furnishings

29% Education – Info

26% Travel – Hotels/resorts

29% Lifestyles - Food

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Source: comScore US Plan Metrix, April 2013. Comparison applies to listed financial products or stated behaviors only.

And are more valuable to your business

When compared to Google… Our audience is +41% more likely to have applied for an education loan online in the past 6 months

Our audience is +16% more likely to have spent $7500 to $9,999 in online travel spending in the past 6 months Our audience is +19% more likely to have searched online for information on an initial home mortgage Our audience is 17% more likely to have applied online for a brokerage account

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Garnering industry evangelism and support

“ Q4 2013

Report ”

Spending on Bing Ads, which

includes Yahoo, grew 43% Y/Y in

Q4. The platform continues to

better monetize its traffic through

more expansive ad matching logic.

The Yahoo Bing Network continues to

grow at a solid pace with year-over-

year spending up 23%, with a modest

6% gain quarter over quarter.

“ ”

Q4 2013

Report

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Mobile Search & The Consumer Decision Journey

“Microsoft is a mobile-first,

cloud-first company.” ~Satya Nadella, Microsoft CEO

Bing is powering next gen Mobile search experiences

Cortana Siri


Billions of monthly mobile search queries on Bing Ads



Bing Ads on Mobile continues to reach across the Yahoo Bing Network Bing Ads serve in top position across Yahoo! Mobile & on Bing Mobile: driving vast majority of clicks

Majority of clicks from across the YBN mobile network come from top position

Bing Ads serve in

top position

across YBN

Mobile network


6%

33% [VALUE]

[VALUE]

1 2 3 4 5 6 7 8 9Source: Marin Software “Mobile Search Advertising Around the Globe: 2014 Annual Report”

Search is quickly shifting to mobile

Smartphone search share as % of total search queries in US

70%

The same % of conversions from PC search happen within weeks

Source: Microsoft Research, Telemetric Mobile Path to Purchase

Mobile Search is closer to transactions

Mobile conversions (phone call, store visit, purchase) happen within 5 hours of mobile search



Smartphone conversion rates >70% of PC* Smartphone CPC’s ~70% of PC CPCs*

Smartphone conversion rates are increasing

With lower smartphone CPCs, mobile search provides compelling value to advertisers

Marin Software: “Mobile Search Advertising Around The Globe” 2014 Annual Report

5.3%

4.4%

5.5%

2013 Average Conversion Rate by Device

Computers Smartphones Tablets

$.83

$.58

$.76

2013 Average CPC by Device

Computers Smartphones Tablets

Phone Calls Purchase Store Visits App Installs

Mobile Search drives multiple types of conversions

Include cross-channel conversions when calculating mobile ROI


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Bing Ads Mobile Ad Products

Microsoft Confidential

Mobile first

Our focus is to launch new capabilities on devices – a core tenant for search.

Accelerate delivery of richer ad creative and products globally – with the ability to measure, report and optimize ROI.


Bing Ads Mobile Product Portfolio

Mobile Site Links Call Extensions Location extensions


Mobile Site Links drive higher engagement & ease of conversions

20% higher ad CTR from Mobile Site Links

Locate Details Save Join Offers


Sitelink Extensions – Highlights Drive more traffic to your website by promoting specific pages on your search ads

Display up to six sitelink extensions on your ad or four sitelinks on mobile search ads.

Tailor the text for each sitelink extension.

Manage sitelink extensions through Bing Ads UI, Bing Ads Editor or API.

Get performance details with sitelink level reporting.

Manage sitelink extensions at the ad group or campaign level.


Sitelink Extensions – Why Invest Drive more traffic to your website by promoting specific pages on your search ads

Up to 23% higher click-through-rate on average for searches with sitelinks extensions implemented. - Internal Bing & Yahoo data, US, June 2013

A few days after launching Sitelink Extensions for the Xbox account, Performics saw a 60% increase in traffic and a 51% increase in the click-through-rate. - Performics / Xbox joint case study, Jan 2014


Call Extensions Drive Higher User Engagement & Leads

With Click-2 Call Without Click-2 Call

Ads with Call extensions gets user attention

15%-30% higher CTR with mobile call extensions


Click to Call is critical for driving conversions

70% of those surveyed have

used the “Call” button in

mobile search results1

Consumers who call are 10x

more likely to purchase than

those who don’t2

1Search Engine Land, Study: 61 Percent Of Mobile Callers Ready To Convert, Sep 24, 2013 2BIA/Kelsey: Call-Based Ads: Eliminating the Unknown From Advertising


Call Extensions - Overview Get more phone calls to your business by showing your business’ phone number on search ads

Smartphones

Make it easy for customers on

the go to reach your business.

Skype on PC or tablet

Make it easy for customers to

connect with you on a PC or tablet

directly with phone calls via Skype.

Increased Conversions

Phone calls are 10x more likely to

drive a sale than a click. - BIA/Kelsey Study


Call Extensions – Highlights Get more phone calls to your business by showing your business’ phone number on search ads

World’s first search engine with in-browser calling through Skype.

Full call tracking in Bing Ads with Call Metering (free phone and local prefix numbers).

Integrated from Location Extensions.

Cost the same as a click on your ad or only pay for completed calls when a customer manually dials. *no charge for calls under 10 seconds


Call Extensions – Why Invest

- Internal Bing & Yahoo data

Get more phone calls to your business by showing your business’ phone number on search ads

Up to 47% higher click-through-rate on average for searches with call extensions implemented for mobile search ads.


Location Extensions drives in store traffic to your business

Location Extensions drive

10%-30% increase in CTR and

are a key way to drive in-store

conversions


Location Extensions – Highlights

Attract customers who may be in your neighborhood and those searching for a business in an area they're planning to visit.

Show up to 2 locations per ad.

Click for directions populates destination and for smartphones automatically populates origin and calculates the route.

Clicks on the directions cost the same as clicks on everywhere on the ad.

Extension level reporting.

Location extension assignable at the campaign level.


Location Extensions – Why Invest Attract customers who may be in your neighborhood and those searching for a business in an area they're planning to visit.

10%-30% higher click-through rate on average for searches with local intent vs. ads without Location Extensions. - Internal Bing & Yahoo Data, US, October 2013

It is predicted that the share of local searches, compared to general searches, will nearly double from 17.5% in 2010 to 30% in 2015 - BIA/Kelsey May 2011


Opt in for Mobile across your Bing Ads Campaigns

Next Steps

Expand your keyword

coverage for Mobile

enabled campaigns /

ad groups

Adopt Ad Extensions

• Call Extensions

• Location Extensions

• Mobile Sitelinks

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Bing Ads Latest Ad Types

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Bing Ads in Smart Search - Overview Gain visibility for your brand with Bing Ads in Smart Search

Increase brand engagement and provide useful information with larger search results and web previews

Drive engagement across devices. Search results are touch-friendly, visual, and curated.

Get one click closer to the customer with search experiences integrated into devices.

Exclusive product. No comparable product in market today.

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Bing Ads in Smart Search – Highlights Gain visibility for your brand with Bing Ads in Smart Search

No additional setup required - all advertisers in the Yahoo Bing Network are eligible for inclusion in Smart Search web results.

Site Link extensions are supported & recommended to improve probability for ad selection.

Web previews (snapshots of your campaign landing page) are automatically appended to your Bing Ad in Smart Search web results.

Exclusive product. No comparable product in market today.

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Bing Ads in Smart Search – Why Invest Gain visibility for your brand with Bing Ads in Smart Search

Ads in Smart Search drive CTR 2 – 3x higher than mainline text ads in SERP - Internal Bing data, Jan 2014

Eye-tracking studies have shown that users tend to engage with ads in Smart Search 3 – 4x longer than standard text ads in the SERP - Internal Bing data, Jan 2014

Richer ad formats and experiences

Social, offer, reservation,

review extensions

Image extensions

App extensions and richer

canvas experiments

Product Ads - Overview

Attract more qualified clicks with product images and rich product details in your search ads

Drive more qualified clicks at scale with a visually appealing way to showcase your products.

Save time by utilizing your existing product feed to easily manage and scale your product ad campaigns. No need to write ad copy or create keywords lists.

Deliver more qualified traffic by featuring product information, such as promotional text and pricing, directly in your ads to help shoppers make informed purchase decisions.

Capture more real estate on the SERP page on Bing by showing both text ads with product ads simultaneously.

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Product Ads – Highlights Attract more qualified clicks with product images and rich product details in your search ads

Unlike text ads, Product Ads can display multiple offers from a single advertiser and simultaneously with a text and organic listing.

Easily import your Google Product Listing Ads campaigns into your Bing Ads account**.

Must setup and create a Bing Merchant Center account.

**extensions are not imported from Google, must be manually added

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Introducing Mobile Product Ads (Q2 2014) Launching on Bing Ads for all Mobile platforms

Mobile Product Ads reach the searcher closer to the point of purchase

Products Ads include images from an advertiser’s own product catalog, plus promotional text, pricing and your company name.

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Bing Ads Tools

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Google AdWords Import Tool Save time by directly importing campaigns from your Google AdWords account into Bing Ads

Quickly and efficiently copy accounts and campaign structures over from Google AdWords.

Import AdWords campaigns directly using the Bing Ads Editor which allows you to import directly from a AdWords export spreadsheet.

Import directly from AdWords to Bing Ads using only your AdWords login and password credentials – no spreadsheets needed.


Bing Ads Editor Work faster by managing your campaigns directly on the desktop

Work faster by syncing your campaigns and accounts, make changes or additions offline, and then upload your revisions with one click.

Updates to Bing Ads Editor v9.11 are now designed to be 2x-3x faster, saving advertisers time and effort.

Navigation structure built like AdWords to ensure familiarity and consistency across the industry.


Bing Ads Excel Web App Increase your productivity by managing campaign data directly in excel

Save time and effort by downloading campaign data and post any changes from Excel.

Make your workflow more streamlined by managing your campaigns directly in Excel.

Leverage your Excel knowledge and experience to manage Bing Ads campaigns.


Bing Ads Intelligence Tool Create more effective campaigns with a powerful keyword research tool right in Excel

Get keyword suggestions or download your existing Bing Ads account and perform keyword expansion for existing ad groups.

Get insights on traffic opportunities and bid optimization strategies to perform better keyword expansion analysis.

Easily build list of relevant keywords with real query data from the Yahoo Bing Network.

Create bulksheets with generated keywords and bids that can be seamlessly imported into Bing Ads or Bing Ads editor.

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Bing Ads High Value Differentiators

Performance Reports – Quality Score Understand how relevant your keywords and landing pages are to a customer’s search queries

Get feedback on how relevant your landing pages and keywords are.

Get ‘Quality Impact Scores,’ that help you identify the impact of improving your quality scores. Quality Impact Scores are exclusive to Bing Ads.

Historical quality scores are available for you to monitor the trend of your campaign performance over time.


Keyword Distribution Graph Take data filtering and slicing to a new and visual level

Visualize and compare key performance indicators such as impressions, clicks, avg. CPC and CTR across thousands of keywords.

Get a set of charts that display “big picture” performance measures for your keywords at a glance.

Exclusive to Bing Ads.


Device Targeting Target customers based on the devices and operating system they use

Target by desktop and laptops, smartphones and tablet devices.

Target by operating systems for smartphones and tablets.

Show your ads exclusively to specific devices and operating systems and/or boost your bidding on specific devices with an incremental bidding strategy.

Enhanced campaign compatibility.


Customize Ad Distribution Target customers based on the parts of the Yahoo + Bing Network they’re using

Target the Search or Content Network

Target ALL Search Networks

Targets ONLY Bing & Yahoo Search

(Owned & Operated)

Target ONLY Bing & Yahoo Syndicated

Search Partners


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Bing Ads 2014 Strategy & Roadmap

You told

us to make Bing

Ads work faster

Editor

speeds

optimized to

be up to 3x

faster

Faster

reporting

You told us to

show you

more data

New update

types available in

Change History

Report: targeting,

match type &

extension

changes

ROAS &

conversion

rate included

in

performance

metrics

Quality

score included

in Keyword

Distribution

Graph

View

all campaign

settings in

one view

You told

us to make

Bing Ads

easier to use

Copy

negative

keywords

across ad

groups

Industry aligned

menus in Editor

& left hand

navigation pane

in Bing Ads

Improved

download

filtering in

Editor

Standardized

reporting

dimensions, new

report date ranges

& time zone

settings

Easy

find & fix

And bringing to advertisers what they are asking for…

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With a goal to create experiences advertisers love across search, display, mobile, and video to deliver high value consumer engagement

Simplicity

Data

Scale

Auto Tagging v1 Allowing Bing Ads users apply Google

Analytics to their Bing Ads account

Return on Advertiser Spend

Agency (Multi-Account) Dashboard Quick view with filtering, search & sorting across

all client accounts. Import of Google MCC structure.

Negative Keyword Libraries Groups of negative keywords tied to

multiple campaigns, and managed in one place.

Delivered

Editorial Notifications in UI Reducing the number of clicks required

to identify disapproved keywords and ads

Bing Ads Editor v10.1 • More download options

• Improved sync result window

• Enhanced conflicts resolution

• Smarter Find & Replace

• Enhanced Edit & Browser pane

• Advanced extension data management

Near Term

Longer Term

Unified Event Tracking Unified tracking across paid search and

display to accurately measure visitor

actions and provide actionable insights

Richer Ad Formats Enhancements to the search experiences

including ad copy, icons and ratings

Bing Ads US Product Roadmap

Mobile Sitelinks Existing sitelink extensions enabled to capitalize

on sitelink CTR increases

Product Ads New ad format to include rich product information

Search Terms Report

Reporting Clarity Update

Expand Search Query Report

V9 API Transition to new version, v8 sunset

Bid Landscape Insights into different bids per keyword

Electronic IO Saves effort in managing account payment & budget

Live = Dark gray Pilot = Orange In Development = Light gray Dates subject to change


… but the feature I really want isn’t on your list

BingAds.UserVoice.com

Vote for features you want

Submit new feature requests

Track status of requested features


Summary



Questions & Answers

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Technology

Maximizing Value from Bing Ads