microsoft and search
DESCRIPTION
This presentation gives an introduction to Microsoft's search engine Bing. Presented by Jean-Benoit Van Bunnen from Microsoft Belux during the Reprise Media Thinks Search workshop in Brussels on February 17, 2011.TRANSCRIPT
Microsoft and SearchJean-Benoit Van BunnenOnline Business Lead – Microsoft Consumer & Online Belux
Think Search Workshop17th Feb 2011Reprise Media
Microsoft’s position in Search
Software problem
Operations scale
Long term investment
Existing Online community
• Microsoft has a very strong online network in EMEA– MSN is #1 portal in EMEA with
150m users – WL is #1 IM and email with 130m
users
• Search is an important part of an online ecosystem • Gateway to the web• Integral to driving other products• A massive advertising opportunity
• MS is relatively new in the search game. Live Search had: – 43m UUs
A classic Microsoft opportunity
Why we are investing in a new brand Why do we need a new brand?
•Query share is 2% across EMEA of which the vast majority is passive share from MSN and IE
• Our opportunity is drive active preference from a destination Home Page.
• This requires significant brand awareness to attract users to visit and return to our destination site.
Challenge: “The world is not waiting for another search engine”
• 99% of people are satisfied with their search engine; (Sept. US, MSFT Internal research)
• Use of search is a subconscious decision for people—falling between deciding whether to brush my teeth before bed and bouncing my leg when bored or nervous. (JWT SONAR Research Jan. 09)
• “Google it” = “Search it”
Online Information Explosion
2,000%Growthin Sites
40,000%Growth in URLs
100,000%Growthin Content
More and more sites…
With more and more links…
With richer and richer content...
1997 | 1998 | 1999 | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 | 2009
100K to 160M sites >26M to 1 Trillion URLs>17 TB to 5PD of Content
Users Depending More on Search But satisfaction has not improved
People rely heavily on search for daily tasks… …in ever increasing numbers
…yet satisfaction with search could improve
…using search more and more
Visit social net-
working site
Surf web for fun
Research hobby
Check weather
Check news
Online Search
13%
28% 29% 30%39%
49%60%
% who do this on a typical day
March 2008
March 20091.4%Growthin Visits
27.5 visits per
searcher
27.8 visits per searcher
March 2008
March 2009
43.6%Growthin Users
257 Million
369 Million
Sources: Pew Research Center; ComScore; Harris Poll
2005 2008
68%65%
Key needs aren’t being addressed
50% of time
spent on 5% of sessions
1 in 4
Delivers successful
results
42% Of sessions
require refinements
Imprecise Results Refinements Lengthy Tasks
Opportunity for a decision engine
Length of Sessions by Type
Navigational (30%)
Transactional (11%)
Informational (38%)
1.90
4.766.03
2.50
8.879.60
Queries/Sessions Average Length (mins)
Complex task and decision sessions could be easier
Users Relying More on Search
Healthcare Research
Flight or Hotel
Local Activity
Product Purchase
43%
45%
62%
75%
Q. In the past six months have you used a search engine to help inform your decisions for the following
tasks?
Users need help with tasks and making
decisions
Decision Sessions are Lengthy
66%of people are using search
more frequently to
make decisions
Sources: Live Search Session Analysis; Microsoft Internal Research conducted by iPos 2008
A Faster Way to More Informed Decisions
Deliver Great Results
A Richer, More Organized Experience
Help Accomplishing Key Tasks
A Better Way to Search
Helps you accomplish key
tasks more easily
A richer, more organized experience
Delivers Great Results
• Tools that provide faster access to essential information
• Better access to authoritative sources from across the web
• More comprehensive index and results
• Better organized page results• Refinement and anticipation of follow-on queries• Easy access to search history
• Brings you the best of shopping, local, travel and health• Powerful decision making tools • End-to-end experiences for key decision tasks and decisions
Bing: A faster way to make more informed choices
http://searchengineland.com/google-vs-bing-the-fallacy-of-the-superior-search-engine-60928
Search Alliance
• Bing technology will be used to power search on Yahoo! and Microsoft properties
• Microsoft adCenter will be the platform used for all campaigns.
• The adCenter will be displayed on Bing and Yahoo!.
18
Sponsored links on Bing
19
Bing fr-be
20
Bing nl-be
• Audience in France : 9,2 millions Unique Visitors.
• 68% are looking for information for an online purchase at least 3 times per month*
• 77% bought on the Internet during the last six months*.
• Bing users spend 26% more than the average Web user *.
Source: Médiamétrie NetRatings Cible +, Décembre 2009 / *Source : Nielsen Online Q4 2008 Referral Effectiveness Summary
Audience
Reach your potential customers when they search for your products
Average time spent on the destination sites, from ...
Source: NNR France, June-August 2009 - for Microsoft
Total Google Yahoo! Bing
03:10 03:07 03:04
03:56
Bing users spend 17% more time on the destination sites that the average French Internet users.
Bing users are 54% more likely to convert than the average French users and 61% more than the Google users.
Total Google Yahoo! Bing
3.1% 3.0%
3.8%
4.7%
Conversion Rate after clicking on a result from…
Qualified Audience
Source : User Centric, Inc., juin 2009 – for Microsoft
42% 25%
Part of the users who watched the sponsored links
A strong visibility of the sponsored links
Resources• Bing community blog: http://
www.bing.com/community/blogs/search/default.aspx
• Webmaster pagewww.bing.com/webmaster• Bing demoshttp://www.discoverbing.com/http://www.discoverbing.co.uk/• Bing – Yahoo alliancehttp://www.searchalliance.com/home• Adcenterhttps://adcenter.microsoft.com/• Learning Center, Downloads, adExcellence :http://advertising.microsoft.com
