From Searches to SearchersTor Crockatt EMEA Regional Director, Bing AdsMicrosoft

#BingYourBest | @bingads | #HeroPPC | @searchtor

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The key to intentBing: a crucial shift in searchPeople vs. profileWhats next?

#BingYourBest | @bingads | #HeroPPC | @searchtor

The future is now! Soon every American home will integrate their television, phone and computer.

You'll be able to visit the Louvre on one channel, or watch female wrestling on another. You can do your shopping at home, or play Mortal Kombat with a friend from Vietnam. There's no end to the possibilities!

The Cable Guy, 1996

@JmGagnon | @BingAds

Page 3Bing SMB Advertisers Search Ads11/3/2015 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.

#BingYourBest | @bingads | #HeroPPC | @searchtor?QuestionAnswer

#BingYourBest | @bingads | #HeroPPC | @searchtor

#BingYourBest | @bingads | #HeroPPC | @searchtor

Page 6Bing SMB Advertisers Search Ads11/3/2015 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.

6 years of BingThe semantic webA social explosionDevices & mobilityIntelligenceThe Digital WorldThe Bing PlatformInvisible computing carefully guiding us, helping us, and making us better in ways that matter to us.Ubiquitous connectivitySuddenly everything every person, place, and thing had digital counterpart on the Web.

Rich social & Multi-media data The dawn of appsSearching intent moves offline as well as online

iPad launch in 2010 drives users more mobile.Mobility adds dimensions of location & personal context to intent, and drives new form factors

Social: a new fabric for the web in human knowledge & activity.

The search paradigm shifts to use richer signals for intent

20092010201120122013Semantic technology begins to drive more relevant, helpful and useful results.

Landmark partnershipswith Facebook allowing Bing to make sense of these new social connections.

Immersive, touch-first experience catering to form factor and the context of this new usage.Synthesized intelligence Bing stitches together what the web knows and what Bing knows.Context becomes realBing understands billions of people, places, and things from all over the globe. 2014

Bing has evolved by reacting to tectonic shifts in how people experience the Web to deeply understand billions of people, places, and things.

Experiences that adapt to you & your contextProactive experiences that anticipate what you need, at home or at work.

WhatWhoWhenWhereWhyHow

Learning & Integration

#BingYourBest | @bingads | #HeroPPC | @searchtor

Page 7Bing SMB Advertisers Search Ads11/3/2015 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.

Cortana the next generation personal digital assistantConfigurable Does the legworkBuilds a relationship

Integrates

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Are all audiences created equal?

#BingYourBest | @bingads | #HeroPPC | @searchtor% of conversions & clicks are highest between 6pm and 9pm

Share of clicks & conversions by hour, Bing Ads All traffic. January 2015

#BingYourBest | @bingads | #HeroPPC | @searchtorUK BUT RELEVANT EVERYWHERE

Conversions are of course what it is all about. But when do users get clicking, but most importantly convert? We mapped % of clicks and conversions, averaged across the entire yahoo Bing Network and allocated them across the clock.

We have done some research across the UK network to understand when the conversions are at their highest. It is the evening hours. Our users start to become active once they are at work, from 9am, and activity is higher but evenly distributed 12 to 4pm., but then uptick across the evening.

The peak happens quite late, at 9pm, with nearly 8% of all Yahoo Bing network conversions happening at this point in the evening.

Page 10Bing SMB Advertisers Search Ads11/3/2015 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.

Desktop rules by day but tablet & mobile rise by night% of Clicks by device/hour

Share of clicks by hour, Bing Ads all traffic UK. January 2015

#BingYourBest | @bingads | #HeroPPC | @searchtorUK BUT RELEVANT EVERYWHERE

What does this mean with devices? Tablet dominates the evening.

We have mapped click data across devices to see where the click volume indexes for each device. You can see that the activity in the morning picks up with PCs, which would be expected given the working hours. Mobile and tablet pick up slightly earlier in the morning but plateau by 9am, when folks get into work.

Mobile click share increases steadily across the evening from 4pm, but tablet increases sharply from the same time but achieved 9% of clicks by 9pm, and is the highest device in terms of clicks share throughout the leisure evening hours, going slightly longer in its peak than PC, which by 10PM is