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Mothers Day

Insights for digital marketers

In 2014, consumers spent nearly $20 billion on Mothers Day making Mothers Day the 3rd largest retail holiday.Source: National Retail Federation, Consumer Trends Blog, April 29, 2014

https://nrf.com/media/press-releases/families-look-shower-mom-gift-cards-brunch-apparel-items-this-mothers-daySource: NRF and Prosper Insights & analytics as cited on company blog Page 2Bing SMB Advertisers Search Ads2/10/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.New slide about average spend

Thats $163 planned per shopper.

Lucky mom.

Source: Mothers Day Spending Summary, National Retail Federation, April, 2014 http://research.nrffoundation.com/Default.aspx?pg=69#.VJGxQCch Page 3Bing SMB Advertisers Search Ads2/10/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.

People plan to spend the same, if not more, on mom this year compared to 201460%Plan to spend the same16% Plan to spend more8%Plan tospend less15%Dont celebrate

Source: Mothers Day Spending Overview, National Retail Federation, April, 2014 http://research.nrffoundation.com/Default.aspx?pg=68#.VLAqGpUtG01 Page 4Bing SMB Advertisers Search Ads2/10/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.Its not just gifts for MomConsumers are shopping for more people than youd think23%Wife10%Other relative9%Daughter8%Sister64% Mother or Stepmother7%GrandmotherSource: Mothers Day Overview, Retail Insights Center, April 20146%Friendhttp://research.nrffoundation.com/Default.aspx?pg=68#.VJG3MCch Page 5Bing SMB Advertisers Search Ads2/10/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.

Shoppers are wrapping up a variety of gifts this Mothers Day, from the classics to experiences

57%special outing (brunch or dinner)32% special piece of jewelry67% flowers81%greeting card

43%gift card or gift certificate

21% personal service (spa day, facial, massage)Source: Mothers Day Spending Summary, National Retail Federation, April, 2014 http://research.nrffoundation.com/Default.aspx?pg=9035#.VJGy4Ccg Page 6Bing SMB Advertisers Search Ads2/10/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.

Source: The Society for American Florists, News Blog, safnow.org, June 5, 2014Cut flowers are a perennial favorite for Mothers Day

Cut Flowers 78%Source: The Society of American Florists, http://www.safnow.org/news/2014/06/05/saf-member-survey-says-many-florists-see-uptick-in-mothers-day-sales7

Giving the gift of choice is more popular than ever

Source: National Retail Federation, Consumer Trends Survey, April 29, 201443.3% of those shopping for a gift will buy a gift cardGift card purchases were up 41.5% year over yearTotal spending on gift cards is expected to reach $2.1 billion

nrf.com/news/survey-three-10-shoppers-buy-mothers-day-gifts-online

Page 8Bing SMB Advertisers Search Ads2/10/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.

Womens interest in technology increased in recent years, with 80%expressing an interest in consumer electronic products77%of women said consumer electronics make life easierSource: Consumer Electronics Association, 2012Though the classics are tradition, the gift of convenience is also on moms wish list

http://www.ce.org/News/News-Releases/Press-Releases/2012-Press-Releases/Tip-for-Valentine-rsquo;s-Day-Women-Want-Electroni.aspx

Page 9Bing SMB Advertisers Search Ads2/10/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.Source: 1eMarketer - Mothers' Little Helpers: The Mixed Blessings of Smartphones and Social Media, November 20142National Retail Federation, Families Look to Shower Mom with Gift Cards, Brunch, Apparel Items This Mothers Day, According to NRF Survey, April 2014

And shoppers hear their mothers wishes and the gifts are getting smarter

Around13% of thosebuying gifts planned to buy consumer electronics,with an average of $109per person2A driver of the trendtowards gifting electronicsis the fact thatmoms aremuch more tech-savvy now1

Page 10Bing SMB Advertisers Search Ads2/10/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.30% of shoppers will purchase gifts online, and theyll spend more than the average shoppermore is spent by the online shopper for Mothers DayAn average of$225.87spent online for Mothers DaySource: National Retail Federation, Consumer Trends Blog, April 29, 201438%Mothers Day is only a few weeks away, which means its time for the release the annual Mothers Day spending surveyconducted byProsper Insights and Analyticsfor NRF and Shop.org. Online shoppers this year plan to spend an average of $225.87, or 38 percent more than the average Mothers Day shopper. Thats down $30 from last year, underscoring that online shoppers are committed to spending on Mom without breaking the bank. Page 11Bing SMB Advertisers Search Ads2/10/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.

Research before purchasePurchaseCheck price, validate purchase while at storeFind store locationsWhere are you located when you use a smartphone to access shopping related information?But dont miss the 70% of in-store shoppersThe shopping journey is becoming smarter. Gift shopping begins on smartphones, tablets and PCs including research, price checking, locating stores and more.Most popular user engagements on smartphone

Source: Yahoo & Kenshoo, The Mobile Opportunity Gap, April 2014 Page 12Bing SMB Advertisers Search Ads2/10/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.13

Sorry, dads.Search spend for Mothers Day in 2014 was 110% higher than Fathers Day.Tip: Increase your spend for Mothers Day instead of splitting your budget evenly between holidays.

Source: marinsoftware.com, Mom of Dad, Who Do We Love More? Paid Search Confirms, June 20, 2014

The Yahoo Bing Network puts the bow on Mothers Day gifts

Start campaigns early for the shopper searching for a technology giftPC/TabletSource: Microsoft internal data March 2014 May 2014Start campaigns a month in advance to catch the shoppers starting to research a tech-savvy gift for Mom. Searches peak almost a month in advance to Mothers Day.Source: Microsoft internal data March 2014 May 2014Focus on mobile the week of Mothers Day for last minute shoppersLast minute shoppers have their smartphone in hand to help find the perfect gift.

Categories include: Candy, Chocolates, Engagement Rings, Flower Shops, Flowers, Jewelry, Romantic Getaway, Roses, Valentines Day Cards, Valentines Day Reservations Page 16Bing SMB Advertisers Search Ads2/10/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.

Know where to focus your spend

Top Mothers Day gift searches on the Yahoo Bing NetworkPC + TabletMobileJewelry21%35%Cards & Gifts 19%23%Flowers 31%18%Source: Microsoft internal data March 2014 August 2014*Does not include Tech.Source: Yahoo BinPC/TabletSource: Microsoft internal data March 2014 May 2014, top 10 queries in selected categories*does not include branded terms or terms within Tech categoryFloral shops dont miss out on the bloom of searches for this holidayMothers Day searches on the Yahoo Bing NetworkFlower shops start advertising a month in advance and more heavily a week before.Fashion jewelry is an on trend search a month in advanceMothers Day searches on the Yahoo Bing Network.Source: Yahoo BinSmartphoneSource: Microsoft internal data March 2014 May 2014, top 10 queries in selected categories*does not include branded terms or terms within Tech categoryFashion jewelry retailers start advertising a month in advance.Know when to increase spend on keywords.PC/TabletSource: Microsoft internal data March 2014 May 2014 Deals/sales increase hereMothers DayOne week priorTwo weeks priorThree weeks priorFour weeks prior Cell phones increase here Shipping increase here Flowers increase here Tablets increase hereTiming is everything, have your ads live two weeks before the holiday

Search volume peaks the middle of April, but Click-through-rates peak two weeks before Mothers DayMothers Day related searches on the Yahoo Bing NetworkSource: Microsoft internal data March 2014 August 2014

Yahoo Bing Network audience behaviors

More likely to be an online shopping influencer10% more likely to have been the first among friends to own / buy / use the latest in online shopping / e-commerceSource: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mothers Day.Compared to Google, the Yahoo Bing Network audience is:

More likely to spend on gift certificates5% more likely to have used paid service for gift certificates in last 6 months Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mothers Day.Compared to Google, the Yahoo Bing Network audience is:More likely to buy greeting cards and flowers online

9% more likely to have bought greeting cards online in the last 6 months6% more likely to have bought flowers online in the last 6 monthsSource: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mothers Day.

Compared to Google, the Yahoo Bing Network audience is:More likely to search for jewelry and flowers online

6% more likely to have searched for jewelry/watches/accessories online in the last 6 months6% more likely to have searched for flowers online in the last 6 monthsSource: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mothers Day.

Compared to Google, the Yahoo Bing Network audience is:

More likely to spend on clothes and jewelry7% more likely to have spent $500 or more on jewelry/accessories online or offline in the last 6 months9% more likely to spent $200 to $499 on jewelry/accessories online or offline in the last 6 months25% more likely to have spent $500 or more on womens clothing online or offline in the last 6 monthsSource: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mothers Day.Compared to Google, the Yahoo Bing Network audience is:

More likely to spend on consumer electronics online

6% more likely to have spent $1,000 to $2,499 on consumer electronics online in the last 6 months9% more likely to have bought a stereo receiver online in the last 6 months11% more likely to have spent $100 to $199 on consumer electronics online in the last 6 months26% more likely to have bought a handheld video game online in the last 6 months28% more likely to have spent $500 to $999 on consumer electronics online in the last 6 monthsSource: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mothers Day.Compared to Google, the Yahoo Bing Network audience is:

Yahoo Bing Network ad copy research

% OffAvailabilityBirthdayCall To ActionCardsCheap/AffordableDelivery/ShippingDiscount/DealsEngravingsFlowersGiftGold/SilverGraduationGuaranteeMother's DayOccasionOnlinePackagingPartyPersonalizationPrice/PricingProductsQuality/SelectionServiceStoreStyle/TypeSuperlativeVariety/SelectionWedding% OffBirthdayCall To ActionCardsCheap/AffordableDelivery/ShippingDiscount/DealsDKIEngravingsFlowersGiftGraduationJewelryMaterntiyMother's DayOnlinePackagingParam InsertionPartyPersonalizationPrice/PricingProductsQuality/SelectionStoreStyle/TypeSuperlativeVariety/SelectionWeddingHeres how to read a heatmapAd descriptionAd title

GreatGoodInsufficient dataPoorOur study results show that a flowers/cards/candy ad with Parameter Insertion in the title and a call to action in the description has high Ad Quality.

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14Flowers/Cards/Gifts:Ad performance heatmap for PC/TabletAd descriptionAd title

GreatGoodInsufficient dataPoorSource: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

% OffAvailabilityBirthdayCall To Action CardsDelivery/ShippingDiscount/DealsEngravingsFlowersGiftGold/SilverGraduationGuaranteeMother's DayOccasionOnlinePackagingPersonalizationPrice/PricingQuality/SelectionStoreStyle/TypeSuperlativeVariety/SelectionWedding% OffBirthdayCall To Action CardsDelivery/ShippingDiscount/DealsDKIEngravingsFlowersGiftGraduationMother's DayOnlinePackagingParam InsertionPartyPersonalizationPrice/PricingStyle/TypeSuperlativeVariety/SelectionWeddingFlowers/Cards/Gifts:Top word combosPC/TabletMobileTitleDescriptionMothers DayPersonalizationMothers Day% OffMothers DayCall to ActionDynamic Keyword Insertion% OffGiftGold/SilverTitleDescriptionDynamic Keyword InsertionPrice/PricingMothers Day% OffDynamic Keyword Insertion% OffMothers DayStyle/TypeMothers DayCall to ActionKey insightsUsing the phrase Mothers Day in the Title for both PC/Tablet and Mobile proves to be effective.The Dynamic Keyword Insertion variable is most effective across platforms for Flowers/Cards/Gifts when it is used with Descriptions that call out Price or Monetary Value. Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

% OffCall To Action Cheap/AffordableDeals/PromotionsDelivery/ShippingDiamondsFreeGemstonesGiftGold/SilverJewelryOnlinePersonalizationPrice/PricingQuality/SelectionSaleStyle/TypeSuperlativeVariety/SelectionVenueWatchesWedding% OffCall To Action Cheap/AffordableDeals/PromotionsDiamondsDynamic Keyword InsertionGemstonesGiftGold/SilverHandmadeJewelryMother's DayOnlinePersonalizationPrice/PricingQuality/SelectionStyle/TypeSuperlativeVenueWatchesWeddingJewelry:Ad performance heatmap for PC/TabletAd descriptionAd title

GreatGoodInsufficient dataPoorSource: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Jewelry:Top word combosPC/TabletMobileTitleDescriptionDiamonds% OffGemstonesCheap/AffordableDynamic Keyword InsertionCheap/AffordableDynamic Keyword InsertionGemstonesDeals/ PromotionsCheap/AffordableTitleDescriptionGemstonesOnlineMothers DayCall To ActionGemstonesCheap/AffordableWeddingVariety/ SelectionDynamic Keyword InsertionGemstonesKey insightsUsing Cheap/Affordable in the Description line for PC/Tablet ads tends to yield higher ad quality. Dynamic Keyword Insertion features in ads with high quality across both all devices, however the pairing of title and description in jewelry show little other themes or trends, suggesting testing is key. Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

% OffAvailabilityBrandsCall To Action ComparisonDelivery/ShippingDiscount/DealsElectric AppliancesFreeFurnitureHome DcorInstallationLowestOnlineOutdoorPersonalizationPrice/PricingQuality/SelectionQuantitySaleSavingsStoreSuperlativeUtility% OffBrandsCall To Action Dynamic Keyword InsertionElectric AppliancesFreeFurnitureHome DcorOfficial SiteOnlineOutdoorParam InsertionPersonalizationPrice/PricingQuantitySaleStoreUtilityHome & GardenAd performance heatmap for PC/TabletAd descriptionAd title

GreatGoodInsufficient dataPoorSource: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Home & GardenTop word combosPC/TabletMobileTitleDescription% OffQuantityOutdoor% OffHome DcorSavingsParam InsertionComparison% OffSuperlativeTitleDescriptionSaleFurnitureDynamic Keyword InsertionFurnitureOnlineCall to ActionOnlineOnline% OffDelivery/ ShippingKey insightsSearchers are looking for Home & Garden deals over Mothers Day Using % Off or Sale terms in ad titles yields higher ad quality.Furniture terms feature in mobile ad descriptions as peaking searchers interest, using these with Sale terms or Dynamic Keyword Insertion can make for more appealing ads. Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Consumer Electronics:Ad performance heatmap for PC/TabletAd descriptionAd title

GreatGoodInsufficient dataPoor% OffAccessoriesBrand NameBranded ProductsCall To ActionCases/CoversCheap/AffordableDeals/OffersDeviceDKIFeaturesFreeInformationOnlinePrice/PricingProductsServicesShipping/DeliverySuperlativesVenue% OffAccessoriesBrand NameBranded ProductsCall To ActionCases/CoversCheap/AffordableDeals/OffersDeviceDKIFeaturesFreeInformationOnlineParam InsertionPrice/PricingProductsServicesShipping/DeliverySuperlativesVenueSource: Microsoft Internal Data. Total Impressions Generated = 16 Million, Total Ads Analyzed = 13k, Analysis Period = 20th April 14' - 20th May 14'

Consumer ElectronicsTop word combosPC/TabletMobileTitleDescriptionBranded ProductsDynamic Keyword InsertionPrice/ PricingBrand NameParam InsertionDeals/ OffersCheap/ AffordableAccessoriesBrand NamePrice/ PricingTitleDescriptionBrand NameDynamic Keyword InsertionCall to ActionBranded ProductsCall to ActionCases/ CoversDynamic Keyword InsertionBranded ProductsDynamic Keyword InsertionBrand NameKey insightsFor Consumer Electronics products, the best performing ad copies had the name of the tech product in the ad title and used Dynamic Keyword Insertion for the ad description, for maximum impact.Capture the attention of searchers ready to buy, by adding information about the price, promotional offers or affordability in either the ad title or ad description.

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Why advertise on Bing Ads?

Page 39Bing SMB Advertisers Search Ads2/10/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.AutomotiveBusiness & FinanceEducationTelecomTravelRetail13M27M19M11M19M40MSource: Audience data represents Bing Web and Yahoo US Web Search from comScore qSearch (custom), US, September 2014. Industry categories based on comScore classifications.Access searchers not reached on Google Consumer Goods4MHealth18MWhile this represents US data only, it is important to underscore the value of our network as you can reach people who are not on Google and specific to your clients businesses, like Financial Services, Telecom and Travel, Auto

Business to Business = 7MCareer Services & Development = 13MDirectories/Resources = 36MEntertainment = 33MGambling = 4MGames = 15MGovernment = 19MISP = 6MLifestyles = 23MNews/Information = 28MPortals = 8MReal Estate = 14MRegional/Local = 18MServices = 44MSocial Media = 25MSports = 17MTechnology = 23MXXX Adult = 17MFamily & Youth = 11M Page 40Bing SMB Advertisers Search Ads2/10/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.Drive even better performance with Ad ExtensionsSitelink Extensions Improve click-through rate (CTR) and conversions by providing direct access to site content and purchase pages. 13%lift in click-through-ratesLocation Extensions Drive more in-store conversions with store locator, click-to-call, merchant ratings, and click-to-direction.20%lift in click-through-ratesCall ExtensionsConnect customers quickly to your business with click-to-call.10%lift in click-through-ratesSource: Microsoft internal data

You told us:We delivered:Save me time, make it easierSupport me to be more effectiveProvide me with more insights to make better decisionsKeyword Management: Now manage one million keywords in one view. Auto tagging

Better Interface: Bing Ads is now easier to navigate with a newly redesigned experience. Targeting Precision: Geo plus radius targeting in 1-mile increments now makes local ads more accurate.

Scheduling Precision: 15 min scheduling delivers the right ad at the right time.

Bing Ads Editor: Now faster, improved management, plus new targeting settings.

Bid Predictions: Bid Landscape predicts impressions and clicks based on estimates.

Campaign Optimization: Delivery statuses now provide clear insights around ad performance.

Campaign Performance: Top Mover report automatically locates key drivers contributing to account performance variations.You spoke,we listened.

We heard feedback from our customers, advertisers and partners and are delivering new features to makeadvertising on the Yahoo Bing Network easier and more effective.

To put things in perspectiveour engineering team this summer delivered a litany of features based on the feedback we heard. Both us have a mutual goal of satisfying advertisers. The most common areas in which we heard customer pain points were around:

Saving advertisers time and making it easy for them to use or platformProviding a platform that allows them to be more effectiveGiving advertisers more insights to make better decisions.

Saving me time, make it easierBulk Edit made it easier to manage more keywords 5K to 1 millionOnline insertion orders made available the ability to open insertion orders through the bing ads UIAuto-tagging making tagging of URLs a lot easier

Support me to be more effectiveTargeting precision a number of location targeting precisions made availableAd Scheduling 15 min ad schedulingAccounts Summary made available one view to see all your accountsShared Negative Keywords a better/more effective way to assign negative keywords across your campaigns

Provide me with more insights to make better decisionsBid Landscape, Top Mover, New Opportunities Tab, Auction Insights are all reports that make it easier for advertisers to understand whats going on in their account and what changes they should make.Universal Event Tracking a huge feature for us that will enable remarketing but today is the foundation for conversion tracking and site analytics

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