ROI Summit Bing

transcript

@purnavirji

Thinking outside of the search box

@purnavirji

6m 6m 6m

@purnavirji

Purna VirjiSenior Client Dev. and Training ManagerBing Ads, Microsoft

@purnavirji@purnavirji

@purnavirji

Ready to Bing it on?

The Bing evolution

I’ll walk you through:

Google and Bing: Key differences

Super cool Bing research

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Thinking outside of the box.

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Bing is everywhere @ Microsoft

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What does this mean?

More volume

More intelligence

Improved targeting

Improved relevancy

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In the past, Bing was a traditional search engine.

Type here...ALL RESULTS 1–10 of 600,000,000

results

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Then search evolved to encompass social and entities

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Today search is advancing

To integrate more data sources and the ability to deliver actionable results

To allow users to express themselves in natural, intuitive ways — not just punch keywords

To become an ecosystem of connected devices that serve relevant information

To be the bridge between a user’s intent and the experiences the world has to offer

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Bing helps you reach your audience at the right time and in the right place

“Windows search box”

XboxOffice Form factors

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?@purnavirji

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Bing/Cortana in Windows 10

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“Hey Cortana, what’s the

status of QF flight 12?”

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With the industry Across Microsoft

Hi, I’m Cortana.

Across devices

Bing is the industry’s intelligence platform

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Bing continues to gain search share

28.6 29.6 29.0 28.7 28.732.8

13.915.3

16.9 18.6 20.1

MAR ‘11 MAR ‘12 MAR ‘13 MAR ‘14 MAR ‘15MAR ’10MAR ‘09

1 Source: comScore, Mar-15. Bing Launch May-09

20.1% U.S. search share1

32.8% Bing and Yahoo(powered by Bing)

Users choose Bing Share growth Industry chooses Bing

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Yahoo Search Alliance

Bing as Kindle Fire

search default

Bing as Siri search default

Introducing Cortana on

Windows Phone

Through the years

comScore qSearch Explicit Core Search, October 2015.

1 in 3searches

Partnerships

market share

comScore qSearch (custom), June 2015.

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Bing takes an open partnership approach to search

Bing powers web search in Siri and Spotlight on Apple devices, and search on Amazon Fire devices and Echo.

Bing partners with leaders across the industry.

Users choose Bing Share growth Industry chooses Bing

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Bing powers

search on Windows Phone

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Bing is the default search

engine on Amazon devices

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Bing on Xbox One and Xbox

360 through 100s of

millions of consoles

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Windows 10

15 million installs in the first

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Bing powers web search results for Siri and

Spotlight

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Cortana in Windows

10is powered

by Bing

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We’re always making new friendsBeginning January 1, 2016

Exclusive provider of search for AOL’s owned and operated properties in the U.S., UK, Canada and Australia.

Available across all devicesBing will power search traffic across all devices for AOL – mobile, tablet and PC.

Growing volume

comScore estimates AOL’s U.S. desktop search share to

be 1.3%.

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> In general, you can anticipate an increase in click volume of 5-8% with additional AOL search traffic available through Bing Ads. Make sure your budget allows you to take advantage of growing volume availability.

AOL Search powered by BingHelping you tap into more high-quality volume. Reach a valuable audience while maintaining control.

Bing will power web search traffic across all devices for AOL (PC, tablet and mobile) and on properties such as AOL.com, AOL Mail, AOL Desktop, Autoblog, MapQuest and more. 43M

unique searchers1

240M monthly searches1

1.. comScore qSearch Explicit Core Search (custom), June 2015. 2. comScore Plan Metrix, U.S., June 2015.

The AOL audience is similar to the quality Bing Ads audience you trust, and both spend more than the average Internet searcher.

116 Buying Power Index of AOL searchers1

35countri

We’re active524M

Worldwide2

Unique searche

Monthly searche

United States1

Unique searche

Monthly searche

1. comScore Explicit Core Search (custom), September 2015.2. comScore qSearch, September 2015.

2016 and beyond

Richer campaign insights

Enhanced targeting capabiliti

Ad formats

that drive volume

Enriching consumer engageme

Platform speed and

efficiencies

@purnavirjiAcademy @purnavirji

Diversify advertising dollars

Distinctive demographic

Attended

college

HH income>$75K USD

Female Age 35+

71% 48% 52% 72%

comScore qSearch (custom), March 2015.

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Buying Power IndexThe Bing Network audiences spends:

• 145% more online than average Internet searcher

• 44% more online than Google searchers worldwide

comScore qSearch (custom), June 2015; includes Microsoft and Yahoo sites worldwide.@purnavirji

170Munique searchers

30% search market share5.5B monthly

searches

The reach of the Bing Network

comScore Explicit Core Search (custom), September 2015. The Bing Network includes Microsoft Core Search sites and Yahoo (Bing Powered) sites in the U.S.

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Retail

Reach exclusive searchers across categories

Education

34M Automotive

comScore qSearch (custom), U.S., June 2015. Industry categories based on comScore classifications.

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Friendly competition

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@purnavirji@purnavirji@purnavirji

Demographic-bidding

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More control

• Hour of day• Ad group override• Tablet mid mods

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• Easily break out Syndicated Networks separately

• Pull website publisher performance reports

• Exclude poor performers on an individual basis

Search partner transparency

Bing is social

http://bit.ly/GoogBingDiff

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We’ve got the data

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Insights only available through Microsoft

Case studiesAudience Account

Marketplace Vertical Seasonal

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Mobile + local

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70% of digital users access the Internet across multiple devices*

*Study done by Millennial Media in May, 2014.**Similarity metrics in appendix.

Top peaking queries by hour

• Progression from task completion to entertainment on both mobile and PC.

• As long as we are awake, we are always shopping on both devices.

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Intent Action• Different intent = people will take different actions.

• For same keyword, rotate ad copy to adapt to intent.

Morning: call to action Evening: exploratory

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Multiple extensions drive greatest engagement with mobile ads

Multiple extension

No extensio

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Mobile searchers expect local results

xAd/Telmetrics Mobile Path to Purchase, 2014.

Consumers expect locations to be within 5 miles of their location when searching from smartphone or tablet

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But very few advertisers target 5 miles or fewer in their radius targeting

Bing internal data

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The true power of brand-term bidding

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RetailWithout brand ad, the brand received 60% of clicks on SERPs – from organic listings.

“travel brand” flight“retail brand”.com

No brand ad

60%People clicked the top organic positions

Source: Bing Ads Internal Data, December 2014.

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RetailWow! That’s 31% clicks gained as a result of brand term bidding.

Brand ad in main line position 1 and top organic listings.Source: Bing Ads Internal Data, December 2014.

Brand ad + organic

No brand ad

60% 60%

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RetailHere’s where the clicks go:

Brand ad + organic

42%To brand ad

To organic

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“retail brand”.com

What about cannibalization?

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RetailYes, some paid clicks you may have received anyway. But you also received:

Incremental (paid) clicks from the brand ad

Brand ad + organic

49%No brand ad

60%Overlap: Paid clicks you may have received free anyway from organic listing

11%31%

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RetailCompetitors are getting 40% of clicks when no brand ad is present.

No brand ad

Brand ad + organic

40%9%Your

competitor

Your competitor

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RetailGreat question. Clicks on competitors’ ads decreased from 34% to 4% when a brand ad was present.

No brand ad

Brand ad + organic

Competitor ad

Competitor organic

Competitor adCompetitor organic

You You

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Brand term bidding has huge benefits

Keep competition under control

More traffic

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Embracing voice search

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How is voice search being used?

43%38%

Ask for direc-tions

Dictate texts Call someone

40% 39%31%

Adults

Northstar Mobile Voice Study for Google October 2014.

Cortana natural language conversational queries, voice:

Are we all confused?

What does the fox say?

Weather

What time is it?

Where am I?

Microsoft internal data April 2015@purnavirji

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How is voice search different from text search?

More conversation

alMore localMore mobile

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Question phrases are more likely to be voice search

Who What When Where Why How Total0%20%40%60%80%

100%120%140%160%

Growth in question phrases year over year

Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014.

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Question phrases = voice search degree of intent

What/whoInterested

Ready to act

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More clicks via personal assistant go to brand names

30of the top clicks went to brand names30

Microsoft internal data April 2015.

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Speech searches longer through the tail

Search queries from speech have more words than text

Text searches more concentrated around 1-3 words

Microsoft internal data April 2015.

1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words

Speech Text

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Bid on your own brand terms

Modify bids based on intent

Use question words in your keywords

Adapt for voice search

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Key takeaways

Market share Audience Cost Data + +

Thank you

@purnavirjiFor an event recap, visit:Slideshare.net/bingads

© 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 to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

ROI Summit Bing

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