Capturing modern search intents

Cedric Chambaz | Head of International Marketing

Bing Ads

@CEDRICtus

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The Digital Universe is Expanding…

2 Billion Facebook updates per day

300 Million Facebook photos per day

350 Million Snapchat photos per day

400 Million Tweets per day

5 Million Foursquare check-ins per day

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…and so are our Tools and Needs

Users Rising Expectations

Devices Constraints, Opportunities

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Web innovation needs a search revolution

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Hallo Vienna! How can I

help?

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SEARCH REMAINS A DATA BASE OF informational

navigational

transactional

INTENTS

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Driving more user engagement with ads

Year over year clicks on the Yahoo Bing Network

Internal data, Yahoo Bing Network Feb 2014 vs. Feb 2013

+29% +190% Mobile All devices

Ongoing focus on traffic and click

quality

Investments in Relevancy, Matching &

Click Prediction

New Ad Extensions & annotations:

sitelinks, local & call extensions &

annotations, merchant reviews

How?

Ad extensions: going beyond the blue links to address intents

Location Extensions Shows addresses & phone numbers for properties

within 50 miles of user; map integration

2

2

Call Extensions Click to call on mobile, metered numbers; Skype

integration, vanity local numbers

1

1

Sitelink Extensions Show up to 10 deep links with your ad

3

3

Rich Ads in Search Image, video & deep links for brand keywords

Mainline exclusivity

4

4

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• Ads with SiteLinks show an

average of 16% higher mainline

CTR vs. text ads with no

extensions.

• Travel and Finance show

particularly strong CTR uplifts.

+16%

+25%

+24%

+19%

Overall Travel Finance Tech &

Comms

Internal Microsoft study, Dec 2013, Bing Germany. Analysis focused on advertisers who adopted sitelink extensions, and compared

performance on a sample of traffic with sitelinks enabled vs. a sample of traffic with sitelinks capability disabled.

+19%

Entertainment

+12%

Retail

+23%

Auto

SiteLinks Extensions German study

SiteLinks vs. text ads click-through rate uplift

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Ads combining extensions have a stronger CTR

• Average CTR of a text ad with Ad Extensions is higher than that of a standard text ad without extensions.

• Average CTR is higher when advertisers are leverage a combination of Ad extensions

14% 20%

Text ads with

SiteLinks

Text Ads with

SiteLinks &

location

extensions

7%

Text Ads

Internal Microsoft Analysis. 1 Oct - 20-Nov, 2013 Bing and Yahoo! O&O, UK PC and tablet only. Data represents the average

mainline CTR performance for advertisers adopting the ad extension(s). @CEDRICtus

Bing Ads and Smart Search

Larger ad formats & web previews –

drive brand recognition and user engagement

No additional steps for advertisers – the best quality ads in

the Yahoo Bing Network are automatically eligible for inclusion

Fewer wasted clicks – web previews let consumers know what

they’re getting before they click

Integrated Bing Ad Extensions – extra room so consumers can

find, call, book, and more with a single tap or click

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News

Sports

Finance

Travel

Weather

New Windows to 8.1

Pre-installed

Food & Drink

Health & Fitness

Coming Soon to Windows Phone 8

News

Sports Finance

Weather

App available in the store

Health & Fitness

Food & Drink

Travel

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Impressions

Age

Gender

61%

29%

Demographic Data Source: ANID (Internal Data), December 2013

Impression Data Source: RROD (Internal Data), December 2013

Female

Male

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7% 13% 13%

26% 26%

12%

12-17 18-24 25-34 35-49 50-64 65+

914.855

692.026

421.664

7,724,188

2.701.504

244.216

2.457.418

Finance

Food & Drink

Health & Fitness

News

Sports

Travel

Weather

5 Anchor Ad Sizes

250x250 300x250

728x90 300x600 160x600

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Together, Yahoo Search and Bing deliver

a competitive search offering

that provides advertisers quality audiences

through a new, enhanced global platform

that enables stronger business results with less effort.

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