- iab.it · microsoft confidential the evolution of bing @ iab italy, december 2013 tor crockatt...
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Microsoft Confidential
The Evolution of Bing @ IAB Italy, December 2013
Tor Crockatt
Product Marketing Director Bing Ads
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Microsoft Confidential
Today’s discussion
The Evolution of Bing
Bing Ads Update
Bing Demo
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Microsoft Confidential 4
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Microsoft Confidential Microsoft Confidential
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Microsoft Confidential
Where and why Context Preferences, peers How and where do you ask? Understanding Habit & history
6
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Microsoft Confidential Search has to take a new road…
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Microsoft Confidential
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Delivering differentiated user experiences
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Microsoft Confidential
Building an “intelligent fabric”
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Web
Device
Apps
Cloud
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Microsoft Confidential
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Today’s discussion
The Evolution of Bing
Bing Ads Update
Bing Demo
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Audience
76M monthly
searches &
6.7M unique
searchers in
Italy1
Global
33 targetable
countries
13 in Europe
Mobile
Windows phone
16.1% share3
Full device
targeting
More ad formats
3 new ad
products in Italy
in 2013 +20%
clicks2
1comScore qSearch, June 2013. Bing and Yahoo include Microsoft and Yahoo search sites 2 Internal data Yahoo Bing Network Italy (including partner network) November 2013 vs. 2012 3Kantar Smartphone OS Sales Share (%) December 2013
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Yahoo Bing Network grows clicks whilst maintaining low prices
+88%
Clicks
The Eurozone
Sample of the Marin Global Search Index, customers buying in EUR, Q2 2103 indexed vs. Q2 2012. All devices, partner Network excluded.
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Enter up to
ten sitelink
extensions
per ad group
Measure
using
detailed
Sitelink-level
reporting
Doubles the
size of your
mainline ad
Bing Ads UI,
Bing Ads
Editor & API
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Users can click on
Directions to go to
Yahoo! Maps or Bing
Maps
Populates destination
Automatically populates origin for smartphone users* and calculates the route
All clicks on Directions are billable and cost the same as clicks on the title
Mock-Up
*Assuming users have opted into ‘use my location’
Multiple Locations in the
same Ad
1Based on internal data, Bing & Yahoo US, October 2012
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Browser Calling with Skype • Freephone provisioned numbers through Skype
• Skype based browser calling for users
• Full call tracking analytics
• Charged as a normal text click in browser and on smartphones.
Click to Call for Smartphones • Location extensions on smartphones are now
clickable to trigger a call
• Charged as a normal text click
• Encourages call volumes
Available now in All Markets UK & US live (Italy TBD)
1 Source: BIA/Kelsey (2012) Call-Based Ads: Eliminating the Unknown From Advertising
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Bing Ads in Windows 8.1 Smart Search
Web previews provide useful information for consumers & branding benefits for advertisers
Same Ad Creative as Bing Ads
Bing Ads extensions supported & highly recommended
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Microsoft Confidential
“Land Rover”
Hero Ads combine user intent, branding and task completion
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Microsoft Confidential
Bing Demo @ IAB Italy, December 2013
Maria Carelli
Product Manager, Bing
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