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TRANSCRIPT
Microsoft Confidential
The Evolution of Bing @ IAB Italy, December 2013
Tor Crockatt
Product Marketing Director Bing Ads
Microsoft Confidential
Today’s discussion
The Evolution of Bing
Bing Ads Update
Bing Demo
Microsoft Confidential 4
Microsoft Confidential Microsoft Confidential
Microsoft Confidential
Where and why Context Preferences, peers How and where do you ask? Understanding Habit & history
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Microsoft Confidential Search has to take a new road…
Microsoft Confidential
Delivering differentiated user experiences
Microsoft Confidential
Building an “intelligent fabric”
Web
Device
Apps
Cloud
Microsoft Confidential
Today’s discussion
The Evolution of Bing
Bing Ads Update
Bing Demo
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
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.
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
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
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
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
Microsoft Confidential
“Land Rover”
Hero Ads combine user intent, branding and task completion
Microsoft Confidential
Bing Demo @ IAB Italy, December 2013
Maria Carelli
Product Manager, Bing
