the tomorrow lab presents - bing ads for your business
TRANSCRIPT
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Ads For Your Business
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OUR MISSION:
Empowerevery person andevery organizationon the planetto achieve more
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Bing Network. Be there.
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What we all know search to be…
Type here...ALL RESULTS 1–10 of 600,000,000 results
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AUDIENCE BUYINGUnderstand them
as a person and not just as a keyword
ACTIONSExperiences that make it easy to
take action
FEEDS AND
AUTOMATIONRely on automated
technology
DIGITAL ASSISTANTS
AND PREDICTIONSIntelligently predict what
they want next
GLOBAL
AND MOBILEAlways available
and with youSearch advertising is changing
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CONNECTS YOU TO
TECHNOLOGY PEOPLE INFORMATION KNOWLEDGE
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Bing is a part of the every day
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A partner for the industry
DEVICE INTEGRATION & DISTRIBUTION DEALS• Powering web results for Siri and Spotlight
Search• Default search on Amazon Kindle Devices
ENRICHING THE BING EXPERIENCE• Bing utilizes data from Yelp, Twitter,
Foursquare and TripAdvisor to enhance search results
ENRICHING EXPERIENCES IN APPS• Uber utilizes Bing’s mapping technology• Android developers can leverage Bing’s
knowledge graph within their apps• Cyanogen OS includes Microsoft services
such as Bing
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What we started many years ago…
The Evolution of Bing
2009 20152010-2014
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Introducing…
The Bing Network
Intelligent connections to achieve more
for customersfor partnersfor usersfor employees
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We are no longer a simple challenger.
We are a serious contender
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75% Market share globally
Free upgrade for oneyear to current users
1.5 billionPeople use Windows everyday
One billion Windows 10 devices by 2018
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Bing is a monetization engine for Windows 10
The engine behind Cortana
Easy to find on task bar
Deep integration with Microsoft Edge
Bing as default across multiple touchpoints
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Growing Volume with Cortana in Windows 10Your truly personal digital assistant, helping you get things done
Fastest way to search for stuff on your device, cloud and the web
Talk or type and begin searching with Cortana
Your personal assistant on any device and any platform
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Growing Volume with Microsoft EdgeGo from searching to doing New tab pageProminent search/address bar front and center on new tabsQuick answersDisplays relevant information in suggestions box to provide quick resultsCortana assistReceive relevant information like hours, directions and more about local restaurantsAsk Cortana Pull up relevant information from Bing and display it without taking user away from the page
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4-5x 19%
Increase in Bing syndicated clicks
of Bing clicks from syndication expected in 2016 (U.S.)
Source: Microsoft Internal Data, Dec 2015
200M+devices running Windows 10
30%of Bing clicks and searches are from Windows 10
30%more Bing queries with Windows 10 vs. prior versions
90%Microsoft Edge users retain
Bing as their default
“Windows 10 is a Bing honeypot —and it’s working”
“Milestone: Bing Now Profitable As Windows 10 Success Boosts Usage”
Growing volume with Windows 10
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23% 32%
77% 68%
Oct 2015
Jan 201640%
Windows 10 is driving change in the UKQuery volume is growing
32% of Bing UK searches on PC and Tablet from Windows 10, a
40% increase from Oct 2015.
Bing UK searches on PC and Tablet by Windows 10 and non-Windows 10 devices , Oct 2015 & Jan 2016
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27%Highest age group contribution is 50-64.
47%female53% male
Audience Demographics on Windows 10Strong representation of males in the UK between 35-64 years old.
Bing UK search volume share by age and gender on PC and Tablet for Windows 10 and non-Windows 10 devices, Jan 2015.Figures may not sum to 100 due to rounding.
Windows 10
Non-Windows 10
Windows 10
Non-Windows 10
4%
6%
15%
16%
19%
14%
30%
26%
27%
27%
6%
11%
13-17 18-24 25-34 35-49 50-64 65+
63%
47%
37%
53%
Female Male
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CpgHealth
AutoB2C Services
Careers & EducationReference
Finance & InsuranceSocial & Charity
Travel & TransportationEntertainment
RetailTechnology & Telecommunications
0.42%0.65%0.87%1.04%
2.04%2.09%
3.96%4.92%
7.19%14.74%
17.49%
44.00%
Windows 10 UK Searches by VerticalTop 3 categories by Windows 10 volume share: Technology & Telco, Retail and Entertainment
Windows 10 search volume share for Bing UK traffic on PC and Tablet, Jan 2015. Vertical segments based on analysis of top queries.
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Bing Network Markets
*Bing (+partnerships) Only
USACanadaMexicoArgentinaPeru
ColombiaVenezuelaChileBrazil
UKIrelandFranceGermanySpainItalyNetherlands
NorwayBelgiumFinlandSwedenDenmarkAustriaSwitzerland
Europe
The Americas
IndiaIndonesiaMalaysiaPhilippinesSingaporeTaiwan
Japan
Hong KongThailandVietnamAustralia*New Zealand*China*
Asia
Active in 36 Markets
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+7% +5% +19% +14% +5% +21%
The Bing NetworkAudience in Europe
11.3%
8.3%
7.6%
9.5% 8.5%
8.6%
18.1% 19
M10M21
M8M 23M8
M30M
510M
213M
321M
146M
417M180M
829M
France ItalyGermany NetherlandsWesternEurope*
SpainUnited Kingdom
comScore Explicit Core Search (custom), December 2015; Bing Ads includes Microsoft and Yahoo sites worldwide and Yahoo Core Search Sites*comScore Explicit Core Search (custom), December 2015; Western Europe includes Microsoft and Yahoo Core Search Sites in Italy, Spain, Netherlands, Denmark, Norway, Sweden, Finland
Market ShareUnique SearchersMonthly Searches
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YoY search volume growth
Search volume share by device
Searches on mobile devices are seeing robust growth on the Bing Network
Internal Source: UK Bing Network search volume year on year growth across mobile devices, Dec 2015 vs, Dec 2014 Internal Source: UK Bing Network search share across devices, Dec 2015
Searches from mobile devices make up almost two-thirds of searches on the Bing
Network
38%
25%
37%PC
Tablet
Smartphone
+14%
+23%
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Investments in growing our supply
Platform investments to drive performance
Ad performance on smartphones
Ad Extensions that drive user engagement
+14%mobile search
results
+24%click growth
+40%click through
rate
Internal Source: UK Bing Network year on year trends on smartphones, Dec 2014 & Dec 2015
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Mobile ad products that increase clicks in the UKAd Extensions that drive user engagement
Investments in relevancy,matching, and click prediction
Source: Microsoft Internal Data, Microsoft and Yahoo DE sites, Jan 2015 vs Jan 2016, mobile devices only.
MERCHANT RATINGSAnnotations that enhance your ads by adding icons and links to high-rated reviews within the ad
MOBILE PRODUCT ADSShowcase your products in an impactful ad format that includes custom images, price and company name.
5
6
APP EXTENSIONSPromote your app on Bing. Compatible with every major app store.
CALL EXTENSIONSMake it easy for people to call your business
by displaying your phone number.
3
4
MOBILE SITELINKSDrive more traffic to your website by promoting specific pages on your ads.
LOCATION EXTENSIONSDrive foot traffic to your business with your business address and directions.
1
2
1
24
3
6
5
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what which why where when how who
48%
32%
25% 23% 23%19%
13%
More questions are asked on smartphones Question related queries
on Bing smartphones have increased by more than 20% YoY, with the highest growth in the what’s & which’s.
Internal Source: UK question query growth on Bing by question type on smartphones Dec 2015 vs. Dec. 2014
Growth in
Question Query YoY
21%
UK question query growth on Bing smartphones searches
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Displays images from your product catalogue, promotional text, pricing and company name
Visually engaging & prominent, support for refurbished products, and available on mobile
in the US
On average, 45% greater CTR than text ads 1
1Ignition One Digital Marketing Report, Q4 2013
Easier Management intuitive hierarchical structureView your catalogue in the campaign UIPrioritize across campaigns with a single priority settingDeeper Insights & Competitive intelligence view performance data for all of your products, irrespective of campaign structure Custom labels - Bestseller, seasonal, special offer, high margin item Google import with a single click
UK, FR, DE (Open Pilot) Let’s go shopping…
Bing Shopping Campaigns
Open Beta now available in DE, FR, UK!
Bing Shopping Campaigns
Updates!
1Ignition One Digital Marketing Report, Q4 2013
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Image Extensions Add images to your ads to help them stand out to customers
*Launched globally.
Increase traffic, controlimage URL
Sets the stage for Native Ads
Drives brand awareness
Why Image Extensions?
*Last two visuals are coming soon!
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Bing Native AdsNative advertising with the Power of Search
*Launched globally.
*Last two visuals are coming soon!.
Target by User Intent
Ease of Use
Relevant & Impactful Native Experience
Why Bing Native Ads?
Content of Page & Placement
User Search History
Site remarketing
AutosMoney
TravelTechnology
RetailLifestyle
Entertainment
Scale to Native effortlessly using your existing assets in the Bing Ads
platform
Disney | Sponsored
Porsche | Sponsored
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Bing Ads Intelligence
Bing Ads Editor
Bing Ads Insights
Bing Ads Accredited Pro
Tools to Assist :
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Be there.
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© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.