increasing reach, performance and conversions on the yahoo bing network
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Microsoft Confidential
Increasing Reach, Performance, & Conversions on Yahoo + Bing Network
Paul Corkery, Sr. Program ManagerBing Ads | @C0rk
| @BingAds
| @BingAds | @C0rk
Bing Ads gets refresh as performance improves.— Laurie Sullivan
Bing Ads’ new look reflects new energy from Microsoft’s Search Ads platform.— Ginny Marvin
Microsoft Corporation’s Bing has started to rise with a good pace.— Fahad Saleem
Stop treating the Yahoo Bing Network like the red-headed stepchild.— Jonathan Long
What Bing Ads lacks in size, it makes up for in price and performance.— Henrik Lundin
Cortana blows away Siri and Google now...— Matthew Miller
| @BingAds | @C0rk
Why Bing Ads
Roadmap
Provide feedback and plan for the ongoing evolution
Features
Features + Formats drive audience to advertisers
Audience
Through Bing Ads access the entire Yahoo Bing Network
Audience
*Bing (+partnerships) only
USACanadaMexicoArgentinaPeruColombiaVenezuelaChileBrazil
UKIrelandFranceGermanySpainItalyNetherlands
NorwayBelgiumFinlandSwedenDenmarkAustriaSwitzerland
EuropeThe AmericasIndiaIndonesiaMalaysiaPhilippinesSingaporeTaiwanHong KongThailandVietnamAustralia*
New Zealand*China*
Asia
Yahoo Bing Network marketsActive in 35 markets
| @BingAds | @C0rk
Audience
Our partners
Windows Phone
Windows 8.1
Xbox
Apple – iOS and Spotlight on MacOS
Kindle Fire HD and Fire Phone
Device integration
Partner centric approach
| @BingAds | @C0rk
Audience
United States
Europe
Latin America
Asia Pacific
Southeast Asia
Worldwide
Unique searchers
Yahoo Bing Network searchers
153M
5.6B
114M
1.5B
56M
0.61B
139M
4.7B
174M
0.17B
553M
13B
Monthly searches
Source: comScore qSearch Explicit Core Search, March 2014.| @BingAds | @C0rk
Audience
92M unique searchers1
104M unique searchers1
153M unique searchers1
Yahoo Bing Network searchers
NETWORK
10% share1
2.0B monthly searches1
19% share1
3.6B monthly searches1
29% share2
5.6B monthly searches2
Source 1. comScore qSearch Explicit Core Search, March 2014. Source 2. comScore Explicit Core Search (custom), March 2014.
| @BingAds | @C0rk
Audience Access exclusive searchers not reached on Google
Automotive
Business & Finance
Education
Telecom
Travel
Retail
10M
21M
16M
9M
16M
31M
Source: Audience data represents Bing Web and Yahoo US Web Search from comScore qSearch (custom), US, March 2014. Industry categories based on comScore classifications.
| @BingAds | @C0rk
Audience
Female1HH income >$75K USD1
Attended college1
35+1
It’s not just how many searchers we reach, but it’s who they are.
100
160
288
Buying power indexOur audience spends more. The unique searchers on the Yahoo Bing Network:2 • Spend 188% more online
than the average Internet searcher and -
• Spend 80% more than Google searchers worldwide2
Average internet
Yahoo Bing Network
48% 71% 72%52%
Source: 1. comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. 2. comScore qSearch (custom), June 2014; The Yahoo Bing Network includes Microsoft and Yahoo sites in worldwide.| @BingAds | @C0rk
70% of YBN mobile queries are from iOS users
BING REACHES USERS ACROSS ALL MOBILE DEVICES
Strategic partnerships = billions of mobile searches each month
| @BingAds | @C0rk
Bing + Apple
BING POWERS SEARCH FOR IOS AND OSX SPOTLIGHT SEARCH
*Some screens simulated
| @BingAds | @C0rk
Bing + Amazon
BING POWERS SEARCH FOR AMAZON KINDLE AND FIRE PHONES
| @BingAds | @C0rk
Bing + Yahoo
BING POWERS SEARCH FOR YAHOO
| @BingAds | @C0rk
Mobile represents >30% of all queries across Yahoo Bing Network
Source: Bing Ads Internal Data
US MARKET
1 2 328%
29%
30%
31%
32%
33%
34%Mobile as % of All Queries Across Yahoo Bing Network
| @BingAds | @C0rk
Aggressive year-over-year growth
Source: Bing Ads Internal Data
BING ADS MOBILE CLICKS AND SEARCHES DELIVERED
1 2 3 4 5 6
2,000,000,000
4,000,000,000
6,000,000,000
8,000,000,000
10,000,000,000
100,000,000
200,000,000
300,000,000
+177%Mobile clicks
+94%Mobile SRPVs
| @BingAds | @C0rk
Mobile advertising solutions from Bing Ads
Bing Ads mobile product portfolio
MOBILE SITE LINKS
CALL EXTENSIONS
LOCAL EXTENSIONS
MOBILE PRODUCT
ADS
Coming Soon!
Mobile extensions drive higher engagement and ease of conversions
10 –15% higher CTR from extensions on mobile
SAVE
LOCATE
OFFERS
JOIN
DETAILS
Data, Tools, & Techniques to Maximize Reach
| @BingAds | @C0rk
| @BingAds | @C0rk
Share of Voice Reporting
Understand the percentage of times your ads were shown relative to number of chances your ads could have been shown.
Unlock more value and volume with the Bing Ads Share of Voice report.
Easily identify impressions lost at the keyword and match type level.
Get the reasons why you lost impressions (budget, bid, rank, landing page or keyword relevance) so you can begin to improve your share.
| @BingAds | @C0rk
Analyzing Share of VoiceUse ‘Impressions share lost to’ as your guide as to which optimization lever to pull
6,659,586IMPRESSIONS LOST /
27%0.07%
17.90%
44.38%
4.34%
BUDGET
RANK
LANDING PAGE RELEVANCE
KEYWORD RELEVANCE
BID
Impressions lost to
6.68%
IMPRESSION SHARE
IMPRESSIONS RECEIVED
IMPRESSIONS LOST
Budget Adjustments
Bid Adjustments
Bing Ads NEW Opportunities TabIdentifies the adjustments necessary to increase your reach and grow clicks & impressions
| @BingAds | @C0rk
Optimize your bidding for your preferred ad position
Best Position
Mainline
First Page
Dial-In Your Bids
Bing Ads NEW Opportunities Tab
Get more traffic by identifying keywords and matching estimated bids to target the position and traffic volume you want
Quick view of estimated impact for entire account or campaign
Enable sort/filter for easy focus
Allow to customize destination ad group
At-a-glance impact estimation for budget decision making
Segment, Filter, & Sort to identify the changes which make sense for your business
Improve Your Keyword Set
See the estimated clicks, impressions for campaign at a variety of budget points.
Maximize Budget Impact
| @BingAds | @C0rk
Leverage SOV Reporting and Opportunities Tab for Quick Optimization WINS
| @BingAds | @C0rk
Analyzing Share of VoiceUse ‘Impressions share lost to’ as your guide as to which optimization lever to pull
6,659,586IMPRESSIONS LOST /
27%0.07%
17.90%
44.38%
4.34%
BUDGET
RANK
LANDING PAGE RELEVANCE
KEYWORD RELEVANCE
BID
Impressions lost to
6.68%
IMPRESSION SHARE
IMPRESSIONS RECEIVED
IMPRESSIONS LOST
More Nuanced Optimization
| @BingAds | @C0rk
Bing Ads Quality ScoreUnderstand how relevant your keywords and landing pages are to a customer’s search queries
Get ‘Quality Impact Scores’ that help you identify the impact of improving your quality scores.
Prioritize Your Optimization Effort
Measure Improvements Over Time
‘Historical quality scores’ are available for you to monitor the trend of your campaign performance over time.
User Quality Sub-Scores to understand what type of optimization to persue
Make the Right Changes
Zero in on larger (non Bid/Budget) dependent optimizations using Quality Score as your guide
| @BingAds | @C0rk
Leverage Bing Ads Intelligence (BAI)Take your campaign building and paid search analysis skills to the next level
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.
Keywords.com
Bing Ads Auction Insights
Identify the top competitors in your ad space and how they’re performing relative to you
Robust competitive insights come to Bing Ads Intelligence (BAI)
Identify Competitors
Understand Competitive Share
See how your share of impressions compares to the competition, and how your ads are ranking relative to the pack
Make Your Move
Gain deeper insight into what competitive factors are influencing your share and what actions are necessary to capitalize on your position
Get Bing Ads Intelligence from KEYWORDS.COM; Take your analyses and optimization strategies to the next level
| @BingAds | @C0rk
FeaturesFormatsRoadmap
| @BingAds | @C0rk
Simplicity
Data
Scale
Bing Ads Visual RefreshOur NEW interface has a new and familiar look and feelBEFOR
EAFTER
| @BingAds | @C0rk
| @BingAds | @C0rk
Bing Ads Visual Refresh
Tools
Accounts & Billing
Opportunities
Accounts & Billing has been moved
We’ve kept the most frequently used Bing Ads pages close at hand and we’ve moved Accounts & Billing and Help under the new gear icon.
Opportunities have been moved
We have surfaced Opportunities on the primary navigation giving you a more structured and intuitive approach to finding bid, budget, and keyword suggestions.
Tools are better integrated into the user experience
Before there was a dedicated page that listedall the tools and their descriptions.
Now we have surfaced all the tools in the primary navigationand provided quick links for easy access within the site.
Our NEW interface has a new and familiar look and feel
Bing Ads Visual RefreshOur NEW interface includes new features for bulk editing at incredible scale
Change current keyword bids by or % amount
Making large scale changes across keywords is now easier and faster in Bing Ads user interface
Adjust bids for several thousand keywords at once.
Update destination URLs across your entire account.
1 Million Keywords
Check out the Bing Ads visual refresh with improved workflows to optimize YOUR time and scale account management
| @BingAds | @C0rk
Sitelink Extensions – Overview
Drive more traffic to your website by promoting specific pages on your search ads
Increase your ads visibility by doubling the size of your mainline ads.
Drive higher engagement with richer, more relevant ads that improve the value of your brand and other targeted keywords.
Highlight specific pages on your site such as discounts and deals, store locators and promotions.`
| @BingAds | @C0rk
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.
| @BingAds | @C0rk
Enhanced Sitelinks – Overview
Increase traffic to your website with attention grabbing sitelinks
Attract more customers with larger and more informative ads.
Increased size and prominence of sitelink headlines.
Achieve higher click through rate (CTR) with Enhanced Sitelinks.
Enhanced Sitelinks – Highlights
Achieve better results with ads that are more informative and useful
Enhanced Sitelinks can contain two lines of descriptive text, up to 70 characters total.
Up to four Enhanced Sitelinks can be displayed with each ad.
The number of Enhanced Sitelinks served depends on the ad quality and relevance of the sitelinks.
High quality ads in the mainline 1 position will trigger the Enhanced Sitelinks
Best results when used with high traffic keywords such as brand terms.
Up to 2 lines of additional content
Increased size and prominence of the sitelinks headlines
Call Extensions – Overview
Get more phone calls to your business by showing your business’ phone number on search ads
SmartphonesMake it easy for customers on the go to reach your business.
Skype on PC or tabletMake it easy for customers to connect with you on a PC or tablet directly with phone calls via Skype.
Increased ConversionsPhone calls are 10x more likely to drive a sale than a click.- BIA/Kelsey Study
| @BingAds | @C0rk
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
| @BingAds | @C0rk
Location Extensions – Overview
Attract customers who may be in your neighborhood and those searching for a business in an area they're planning to visit.
Make it easy for people to call your business or find and visit your store.
Increase the size of your ad so it’s more visible with location extensions.
Promote your store locally. Find customers in your area and get them into your store.
| @BingAds | @C0rk
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.
| @BingAds | @C0rk
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.
| @BingAds | @C0rk
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
| @BingAds | @C0rk
Sitelink Extensions
Location Extensions with Click to Directions
Call Extensions Call metering and Skype calling
Callers 10X more likely to purchase
Source: Microsoft Internal, October 2013
Bing Ads Ad Extensions Drive CTR…
US UK DE IT ES
+29% +23% +10% +17% +15%
+10 to 30% across 33 markets
| @BingAds | @C0rk
ENHANCED Sitelink Extensions
Source: Microsoft Internal, 2014
JUST ANNOUNCED!!! – Rolling Out in United States…
Average 22% higher
CTR compared to ads without Enhanced Sitelinks1
| @BingAds | @C0rk
Adoption (Enhanced in US) Sitelinks and stack your extensions for a Bigger & Bolder Bing Presence!
| @BingAds | @C0rk
Longer Term Sitelink Scheduling
Delivered
Scale DataSimplicity
Coming Soon(< 3m)
Bing Ads Product Roadmap
Application Extensions
Mobile SitelinksGlobal (US live)
Mobile Product Ads
Negative Keyword LibrariesProduct Ads
Bing Ads Editor v10.5
Bulk Keyword Edits up to 1MGlobal
Product Ads
Improved Targeting
Auction InsightsUS
Top MoversUS
Campaign PlannerEnhanced Sitelinks
Global
New Look (Visual Refresh)Global
Online IO [SMB]Global
Image Extensions
Unified Device Targeting
BAE 10.6
Opportunities Tab
Reporting Data within 30 Minutes
Accounts Summary
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
We’re focused on bringing you the features you need to do your best work…
| @BingAds | @C0rk
GO TO BingAds.UserVoice.com
Request & Vote
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