Driving towards higher clicks - Automotive insights for Australian digital marketers

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Driving toward higher clicks Automotive insights for digital marketers

Driving toward higher clicksAutomotive insights for digital marketers

Bing Network. Be there.

Rising household disposable incomeReal household disposable income is expected to rise in 2016-17,which may increase demand for new cars.Low interest ratesLow interest rates mean more affordable loan and lease rates, which may increase demand for new cars.Decrease in motor vehicle priceFree trade agreements with Japan, Korea and China have effectivelyreduce tariffs for vehicles from these major import markets.Better infrastructure and less traffic The Government is investing in road and rail upgrades that should improve the motoring experience, which may encourage car Purchases.Rising household disposable income and low interest rates point to a happy 2017 for automakers

Source: IBISWorld iExpert Industry Summary X0014. Automotive Industry in AustraliaIBISWorld iExpert Industry Summary G3911 Motor Vehicle Dealers in AustraliaSeven automotive implications of the 2016 Federal Budget

http://www.drive.com.au/motor-news/seven-automotive-implications-of-the-2016-federal-budget-20160504-golovi Page 2Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Auto revenue is expected to reach $172 billion in 2017With a strong expansion in the past 3 years, dealership revenue is expected to grow further in 2017

Source: IBISWorld iExpert Industry Summary X0014. Automotive Industry in AustraliaIBISWorld iExpert Industry Summary G3911 Motor Vehicle Dealers in AustraliaAU auto and dealer industry historical revenue and forecast, 20112019 ($B)Revenue in Billions

Forecast

Page 3Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

How do those sales break down?SUVs and compact cars led sales in November 2016

Source: November 2016 VFACTS: New vehicle sales numbers, winners and losers detailed2016 vehicle segment sales share34.3% 25.1% 17.3% 9.2% 8.3% 2.3% 2.1% 1.2%0.3%SUVs (compact, small, midsize, large)Compact and small carsUtes (4x2,4x4)Luxury vehicles Midsize and large carsSports cars (compact, midsize)Minivans and vans (midsize, large)People MoversLight and medium buses

http://www.caradvice.com.au/504292/november-2016-vfacts-new-vehicle-sales-numbers-winners-and-losers-detailed/ Page 4Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Safety is the top priority for Australian car shoppers54% agreed that safety is an important consideration when buying a carSources: emma auto trends and insights August 2015Leading priorities for Australian car buyers when buying their next carSafetypriceWarrantycomfortperformance/handlingfeatures/techreputationdealership experienceresale valuecountry of manufactureenvironmental impact

https://emma.com.au/wp-content/uploads/2015/07/emma-auto-report_lowres.pdf Page 5Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Source: Digital Drives New Vehicle Choice: Ipsos Study - Car review and comparison websites top the list of new car shopper influences

Buyers are undecided when choosing a vehicle and increased affordability and fragmentation of the market have led to a decline in brand loyalty. TIPSecure top positions for your brand terms and leverage ad extensions to capture potential conversions

https://www.iabaustralia.com.au/research-and-resources/research-resources/item/12-research-and-resource/1612-digital-drives-new-vehicle-choice-ipsos-study-car-review-and-comparison-websites-top-the-list-of-new-car-shopper-influences Page 6Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Auto industry leads digital display ad spend in 2016Have you reserved enough paid searchbudget to support your digital campaigns? Source: eMarketer, Global digital ad spending 2016: A Country by country look by industryTop 5 industries in Australia, ranked by digital display ad spending share, Q1 2016

http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001828&dsNav=Ntk:relevance%7cauto%7c1%7c,Ro:5,N:423-712,Nr:NOT(Type%3aComparative+Estimate)http://www.acaresearch.com.au/australian-market-research-blog/the-automotive-vehicle-purchase-journey-in-2015 Page 7Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Bing Network audience behaviours

Page 8Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

59% users are aged2554

59%hold a diploma/ bachelor degree or higher

Bing users are more educated and affluent with more income to spend

SOURCE: Nielsen Online Ratings for November 2016*Total Population = All Australians 18 years and over

$100+household income p.a. 22% of users Source: Nielsen Consumer & Media View National Online Database, Oct '15 - Sep '16 | Base: 14+

Page 9Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Bing users are in the market for a vehicleGreat opportunity for digital marketers to target potential customers in Bing25%have intentions to purchase a car in the next 2 yearscompared to 23% for Google users39%would consider to buy used vehicle for their next purchase44%would consider to buy new vehicle for their next purchase

Source: Nielsen Consumer & Media View National Online Database, Oct '15 - Sep '16 | Base: 14+Nielsen Consumer & Media View National Online Database, Jan-Dec '16 | Base: 14+

Page 10Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

They are more likely to be in-market for a vehicleCompared to Google, the Bing Network audience is:10% more likely more likely to consider buying compact 4WD

17% more likely to consider buying medium passenger vehicle9% more likely to consider buying light passenger vehicle48% more likely to plan to buy in the next 3 -6monthsSource: Nielsen Consumer & Media View National Online Database, Oct '15 - Sep '16 | Base: 14+Nielsen Consumer & Media View National Online Database, Jan-Dec '16 | Base: 14+

Page 11Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

40% of Bing Network users own medium to large passenger vehicle

Size of the vehicles that you drive most often* Source: Nielsen Consumer & Media View National Database, Oct '15 - Sep '16 | Base: 14+Question: Thinking about the size of vehicles that you drive most often, which of the following best describe the size of the vehicle you drive most often?

Bing Users

Page 12Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Bing Network search and ads performance trends

Page 13Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Non-luxury and luxury makesNon-luxury modelsOnline marketplaces and dealerships

Page 14Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Click uplift+41%growth from 2015 - 2016

Vehicle search volume increases in the lead up to the end of financial year Vehicle searches are growing year on year on the Bing NetworkSource: Microsoft internal data 2015 - 2016 all devices, monthly search volume indexed to 2015 monthly average

Search uplift+27%growth from 2015 - 2016

Monthly search trends for overall vehicle queriesIndexed monthly searches volume

Page 15Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

In January 2017, vehicles related search volume increased by +67% compared to last year

Source: Microsoft internal data 2016 -2017 all devices, monthly search volume indexed to Jan 2016

Page 16Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Non-luxury and luxury makes

Non-luxury OEMs lead branded query volumeConsumer interest for luxury OEMs is fairly evenly distributed throughout the whole year TIP Make the most of these aspirational searches for luxury autos. Bid on luxury brand terms for the cars your customers wish to own.Make the biggest investment in your year-round, ongoing campaigns, while having some flexibility to adjust to minor spikes throughout the year.Monthly search volume indexbrand queries, all devicesmonthly searches volume Source: Microsoft internal data 2016 all devices*April 2015 spike was contributed by 1 non-luxury OEM**OME stands for original equipment manufacturer

Page 18Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Take advantage of low CPC for brand biddingUse this opportunity to test match type and ad extensions for non-luxury makes to see what combinations work bestSource: Microsoft internal data 2015- 2016 all devicesTIP Use Automated Rules to monitor the performance of your ads and be alerted when an ad groups CPC falls below a set threshold and invest more. Branded queries, non-luxury makes, Jan 2015Dec 2016Monthly CPCMonthly CTR

Page 19Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

The most searched amongst non-luxury makesStay ahead of your competition by owning your brand terms in paid searchSource: Microsoft internal data 2016 all devices, indexed to the top 1 brandTop 15 non-luxury makes by search volume, all devices, JanDec 2016

Page 20Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Searcher interest is growing for all non-luxury makesChevrolet 32.3%Chrysler 21.5%Citroen 16.1%Fiat 41.8%Ford 39.2%Honda 55.0%Hyundai 45.0%Jeep 27.9%Kia 46.2%Mazda 23.8%Suzuki 40.6%Mitsubishi 27.3%Nissan 49.8%Renault 18.5%Subaru 36.1%Toyota 27.6%Volkswagen 15.1%Volvo 42.2%TIP: Monitor interest in your make(s) and adjust your ads and bids accordingly to capture the most searchers. YoY search volume comparison, non-luxury makes, 2015 vs 2016Peugeot 12.6%Holden 4.7% +26% year on year growth in search volume Top 20 non luxury makes

Source: Microsoft internal data 2015- 2016 all devices

Page 21Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Luxury makes show strong CTR and low CPC in 2016Plan ahead for ad copy optimisation to capture opportunity in the fourth quarter when click through ratTIP Use Automated Rules to monitor the performance of your ads and be alerted when an ad groups CTR or spend climbs above a set threshold. You can also apply rules to respond by automatically adjusting your bids and budget Branded queries, luxury makes, Jan 2015Dec 2016Monthly CPCMonthly CTRSource: Microsoft internal data 2015- 2016 all devices

Page 22Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

The most searched amongst luxury makesKeep pace with the competition by using conquesting keywords to your advantage. Source: Microsoft internal data 2016 all devices, indexed to the top 1 brandTop 15 luxury makes by search volume, all devices, JanDec 2016

Page 23Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Mercedes Benz 45.7%Alfa Romeo 25.1%Maserati 27.1%Lexus 24.7%Ferrari 14.1%Aston Martin 26.9%Lamborghini 24.5%Infiniti 69.3%Jaguar 50.3%Audi 28.9%Land Rover 30.8%Bentley 23.3%Porsche 25.9%BMW 42.2%TIP: Monitor interest in your make(s) and adjust your ads and bids accordingly to capture the most searchers. YoY search volume comparison, luxury makes, 2015 vs 2016Porsche 25.9%Lotus 26.1% +35% year on year growth in search volume Top 20 luxury makesSource: Microsoft internal data 2015- 2016 all devicesLuxury makes see robust growth in search volume

Page 24Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Car segmentation

Page 25Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

SUV& 4WD lead in terms of vehicle related researchSmall car is also getting very popular in Australia 2016 Search volume by segments, all devicesTIP Manage and optimise your campaigns by segments and ensure you allocate sufficient budget to popular body types like SUV & 4WD, hatchback & microcar Source: Microsoft internal data 2016 all devices

http://www.news.com.au/technology/innovation/motoring/hot-hatch-why-australians-are-falling-in-love-with-small-cars/news-story/3136aea04c863c0061cd8c34143fb8cd Page 26Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Consumer demand soars for utes and hybrid vehicles Strong growth across all popular segmentations on the Bing NetworkYear on year growth by segments, all devicesTIP For body type, bid on a variety of keyword combinations to capture a wide range of queries. For example: make model, hybrid model, model hybrid, make hybrid, make hybrid model, and make model hybrid.Source: Microsoft internal data 2015- 2016 all devices

Page 27Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Source: Microsoft internal data 2015-16 all queries containing seater, all devices,

7 seater related queries are the most commonly searched by Bing users, with 39% year on year increase in search volume

Page 28Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Bing audience is actively researching online in the lead up to end of financial yearIncrease your position and impression share from MayJul to capture potential conversionsSource: Microsoft internal data 2015-16 all devicesMonthly search trends for price, review and comparison related queriesIndexed monthly searches volume +28% year on year growth in search volume2015 vs 2016

Page 29Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

SUV and 4WD searches start to increase from MarUsers showed higher interest in engaging with ads in Jan-FebMonthly searches index for SUV and 4WD, all devicesTIP: Make the most of your performance by aligning your campaign budget allocation to each segments seasonality. Monthly clicks index and CTR for SUV and 4WD, all devicesMonthly searches Monthly clicksCTRSource: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average

http://www.caradvice.com.au/423743/market-analysis-february-suv-sales-2/ Page 30Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Jun-Oct period attracts most searches for hatchback and microcar Searchers are more likely to engage with search ads in AutumnMonthly searches index for hatchback, all devicesMonthly clicks index and CTR for hatchback, all devicesMonthly searches Monthly clicksCTRTIP: Make the most of your performance by aligning your campaign budget allocation to each segments seasonality. Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average

Page 31Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Searches for ute peak in winterUsers show more interest in search ads towards the end of calendar yearMonthly searches index for ute, all devicesMonthly clicks index and CTR for ute, all devicesMonthly searches Monthly clicksCTRTIP: Make the most of your performance by aligning your campaign budget allocation to each segments seasonality. Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average

Page 32Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Sedan and wagon searches start to increase from AprMonthly click through rates are fairly consistent throughout the year Monthly searches index for sedan and wagon, all devicesMonthly clicks index and CTR for sedan and wagon, all devicesMonthly searches Monthly clicksCTRTIP: Make the most of your performance by aligning your campaign budget allocation to each segments seasonality. Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average

Page 33Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Mar-May attract most searches for convertibleConvertible searchers tend to engage more with ads in summerMonthly searches index for convertible, all devicesMonthly clicks index and CTR for convertible all devicesMonthly searches Monthly clicksCTRTIP: Make the most of your performance by aligning your campaign budget allocation to each segments seasonality. Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average

Page 34Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

67% of SUV searches come from Generation XHatchback vehicles are been searched more by millennials and baby boomersAll car segments18-2411%25-3417%35-4931%50-6432%65+9%

Hatchback 18-2412%25-3418%35-4928%50-6431%65+11%

Convertible18-2413%25-3417%35-4928%50-6432%65+10%

Sedan18-2413%25-3417%35-4925%50-6432%65+13%

Wagon18-2411%25-3417%35-4929%50-6434%65+10%

Utes18-248%25-3410%35-4927%50-6446%65+10%

SUV18-246%25-3414%35-4930%50-6437%65+12%

4WD18-2410%25-3418%35-4931%50-6433%65+8%

Hybrid18-2411%25-3417%35-4930%50-6430%65+12%

TIP Use what works! Get the most out of your campaigns by adding modifiers to the age groups likely to search on your segment. Search share by age by car segmentSource: Microsoft internal data 2016 all devices

Page 35Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Most hatchback related searches are from New South Wales

All car segments New South Wales34% Victoria24% Queensland21% Western Australia10%Others12%

Hatchback New South Wales38% Victoria24% Queensland19% Western Australia8%Others11%

Convertible New South Wales34% Victoria25% Queensland19% Western Australia9%Others13%

Sedan New South Wales35% Victoria25% Queensland20% Western Australia8%Others12%

Wagon New South Wales37% Victoria23% Queensland18% Western Australia9%Others13%

Utes New South Wales34% Victoria26% Queensland22% Western Australia8%Others10%

SUV New South Wales35% Victoria23% Queensland22% Western Australia9%Others12%

4WD New South Wales30% Victoria26% Queensland21% Western Australia12%Others11%

Hybrid New South Wales34% Victoria25% Queensland19% Western Australia11%Others11%

TIP Use what works! Get the most out of your campaigns by adding modifiers to the states more likely to search on your segment. Search share by state by car segmentSource: Microsoft internal data 2016 all devices

Page 36Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Males take the lead across all car segment researchFemales are more likely to consider compact carsSource: Microsoft internal data 2016 all devices

Page 37Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Online marketplaces

Page 38Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Consumer interest spikes in the beginning and middle of the yearUsed car related searches registered minor uplift in 2016Monthly search trends for overall used vehicles queriesIndexed monthly searches volume +11% year on year growth in search volume2015 vs 2016

Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average

Page 39Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Used car show low CPC in 2016Increase your click share in the beginning of the year to capture your potential customersTIP Use Automated Rules to monitor the performance of your ads and be alerted when an ad groups CTR or spend climbs above a set threshold. You can also apply rules to respond by automatically adjusting your bids and budget. Used car related queries, Jan 2015Dec 2016Monthly CPCMonthly CTRSource: Microsoft internal data 2015- 2016 all devices

Page 40Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Carsales tops the charts for most searched websiteMonitor your impression share to stay on top of the competition

Sources:Microsoft internal data 2016 all devices, indexed to the top 1 websiteNielsen Online Rating Jan 2017, indexed to the top 1 websiteTop 5 auto websites by search volume1Top 5 auto websites by unique visitors volume2

https://www.finder.com.au/australias-best-selling-cars-2016 Page 41Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

South Australian users show high interest in used carsThe majority of used car research is done by users aged 35-64Used car related queries by state1&2Used car related queries by age group2Sources:Sales of new motor vehicles Australia Jan 2017, ABSMicrosoft internal data 2016 all devices

http://www.abs.gov.au/ausstats/abs@.nsf/mf/9314.0 Page 42Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Demand for private car sales is higher in the 2nd half of the year iDont miss the opportunity to gain user engagement in Jan-MarMonthly searches index for private sales related queries, all devicesMonthly clicks index and CTR for private sales related queries, all devicesMonthly searches Monthly clicksCTRTIP: Make the most of your performance by aligning your campaign budget allocation to peak months Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average

Page 43Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Queensland audience shows strong interest in private car salesUsers aged 50+ dominate close to half of the total search queries Private car sales related queries by statePrivate car sales related queries by age groupSource: Microsoft internal data 2016 all devices

https://www.finder.com.au/australias-best-selling-cars-2016 Page 44Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Automotive consumer decision journey

Page 45Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Source:Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/2015 to 6/30/2015, US dataThe Bing Network looked at 3,000 users on Automotive Consumer Decision Journeys (CDJ) in the U.S.We found that the average journey lasted 96.3 days.

Page 46Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

20% of automotive page views (PVs) were on searchConsumers on Automotive CDJ visited automotive websites every 4.3 days.Average daily page viewLast date of researchSource:Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/20156/30/2015. CDJ length varied from 1 day to 150 days, US dataAutomotive page views over the journey

Page 47Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

4 in 10 searches are for images45% of consumers viewed more than 36 car images on a search engine.Source:Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/20156/30/2015. US dataSearch type distributionTIP Want to add more visual appeal to your ad? Add Image Extensions to grab searcher attention and showcase your latest models.

Page 48Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Consumers considered almost 10 makes and 11 models onaverageUse Remarketing to target car shoppers from the beginning to the end of their decision journeys.Number of makes and models considered

Source:Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/20156/30/2015. US data

Page 49Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Visits to OEMs are high at the journeys start and endShoppers visit search engines throughout the CDJ to help them gather information, compare options, and find local sellers.In the research phase, visits to OEM, research, and online marketplace websites are high as consumers gather information and start learning about available options. As consumers shop around and compare options, theyre likely to visit a mix of websites. As consumers narrow down their final choice, visits to OEM websites increase as shoppers check specs, prices, and availability. BeginningMiddleEndSource:Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/20156/30/2015. OEM: Chevrolet, Chrysler, Dodge, Fiatusa, Ford, GMC, HondaUSA, Hyundai, Jeep, Kia, Mazda, MiniUSA, Mitsubishicars, Nissanusa, Scion, Smart, Subaru, Toyota, VW, VolvoCars; Research: MSN Autos, Carfax; Search Engine: Bing, Google, Yahoo; Online Marketplace: Craiglist, eBay, Autotrader, KBB, Cars.com, Cargurus, Edmunds, Carmax, Carsforsale US dataTIP: Use Universal Event Tracking and Remarketing to target shoppers and tailor your advertising throughout their journey.

Page 50Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Words that work

Page 51Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Heres how to read a heatmap

Great

Good

Insufficient dataPoor

Our study results show that a non-luxury OEM with Brand in the title and a Deals & offers in the description presents high ad quality performance.

Page 52Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Words that work // Non-luxury OEM

Great

Good

Insufficient dataPoor

Source: Microsoft internal data. Total impressions generated = 3.9 Million, Total ads analyzed = 54k, Analysis period: 04/1/201631/8/2016 Note: Categories represent groups of similar keywords.

Find your opportunity!Call to action ( drive), price/ pricing and compare are the 3 key groups of keywords to take advantage of for non-luxury OEM

Page 53Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Words that work // Luxury OEMSource: Microsoft internal data. Total impressions generated = 1.18 Million, Total ads analyzed = 20k, Analysis period: 04/1/201631/8/2016 Note: Categories represent groups of similar keywords.

Great

Good

Insufficient dataPoor

Find your opportunity!Call to action ( drive), price/ pricing and compare are the 3 key groups of keywords to take advantage of for non-luxury OEM

Page 54Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Why advertise on Bing Ads?

Page 55Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Maximise your presence and performance with ad extensionsReach higher conversion rates with rich ad extensions for your product ads. Reach shoppers when they are at different stages of their decision journey with ad extensions, whether they are researching products, honing in on specific products, looking to see products in-person, or ready to make a purchase.

Where to buyLocation Extensions Call ExtensionsWhat to buyCallout ExtensionsMost convenient way to buyAction Link ExtensionsApp ExtensionsWhy to buyExtended Site Links Review Extensions

56

Increase trafficVisually promote your products and get more relevant traffic to your site.

Draw attention Take up more real estate in the search results and stay competitive with a larger ad footprint.

Control image URLUse the option to provide a unique URL for each image.

Image extensionsLooking for a new way to set your ads apart?Image extensions lets you include an image in your ads to help them stand out to customers

Page 57Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Source: Microsoft Internal data (O&O and Partner Network), Jan Oct 2016Vertical Categorization: based on internal Bing Ads account categorization

More ad extensions, means better CTR performance.CTR performance increases with incremental ad extensions adoption up to Text Ad +2 ad extensions.TIP For a quick win, add Extended Sitelinks and Review Extensions to get a boost in CTR. The winning combination?Text Ad+ Extended Sitelinks yielded the best CTR performanceAdopt the winning combination for ad extensions

58

Measurement

Measure and optimise campaigns more effectively by going beyond impressions and clicks.

Manageability

Tag your entire website once. No need to create new tags or instrument new tags each time a new account, conversion goal, or remarketing listis added.

Remarketing

Increase your ROI by optimising your campaigns to previous visitors of your site.

Get more insights about your customers with Universal Event Tracking

Page 59Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Improved workflow: More intuitive experience and in-line alerts.Unique conversions: Count only unique conversion that happen after an ad click.Account-level goals: Ability to associate conversion goals at the account level and not the customer level.Tag and goal tracking status: Validate if your goals and tags are tracking conversions in the Bing Ads UI.Contains function for custom event: Verifies if the input string is present anywhere in the URL reported by the UET tag.Conversion metrics in goals page: The goals page will now show conversions.

Whats new in Universal Event Tracking

Page 60Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

< HTML >

Place Universal Event Tracking (UET) tags across your website.Create remarketing lists to segment users based on their activity or pages they have visited.Associate remarketing lists to ad groups and engage with audiences by customising bids, ads and keywords to those who search on the Bing Network.

Getting Started with Remarketing:Re-engaging with high-value users through Remarketing

Microsoft Advertising 2012 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.3/15/201761

Bid on new keywords or expand your match types, targeting these highly qualified audiences.Broadening keywords

Tailor ads and landing pages based on which remarketing lists users belong to.Customising ads

Apply bid adjustments to rank higher/lower based on which remarketing lists users belong to.Adjusting bids

Cake, muffins

Increase by

%

Your Ad

Create your winning campaigns with Remarketing

Microsoft Advertising 2012 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.3/15/201762

The Bing difference.

Search networksFind out how your ads are performing on individual search networks.Image extensions*Use Image Extensions to help you increase clicks and grab attention.Tablet modifiersApply different modifiers on desktop, smartphones and tablets.Monthly budgetsSet a daily or monthly budget.Ad group settingsSet/change individual Ad Group settings (language and location, default bids, demographic targeting, device targeting, ad rotations, etc.).

In addition to making our platform as familiar and easy to use as possible, were also constantly working to improve on it. Here are just a few examples of the products and features that are exclusive to Bing Ads with more currently in test such as action and social extensions and more.

*Available in all markets except HK & TW.

Its quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few Searches.Learn how to import your campaigns

Already advertising on Google AdWords?

Page 64Bing SMB Advertisers Search Ads3/15/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

@bingadslinkedIn.com/company/bing-adsfacebook.com/bingadsblog.bingads.com.auinstagram.com/bingadsslideshare.net/bingadsyoutube.com/bingadsConnect with a Search Specialist who can help you get started today. Call 1800 030 716 or check out Getting started

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