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

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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

Google

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