Digitisation of Society

Aaron McGrath – European SMB Advertising Lead

“Create experiences that combine the magic of software with the power of Internet services across a world of devices.” – Steve Ballmer (2009)

The Evolving Microsoft Mission

“A computer on every desk and in every home.” – Bill Gates & Paul Allen (1975)

THE DIGITISATION OF SOCIETY

SEARCH AS THE GATEWAY

WEB OF DOCUMENTSWEB OF THE

WORLD

things people places

big data

1011011011011010101010111011010111001101010101010010100100100

appification

mobile natural interaction

Vertically integrated eco-systems

DEV

ICES

SERV

ICES

The era of devices with integrated services

Bing Across Services & Devices

1 Billion Use Office

700 Million registered

users

30 Million subscribers60 Million console sales

5.6 Billion searches a

month

100 Million copies

sold

Microsoft’s vertical integration of assets that reach significant audience at scale

TV

Devices

Services

PC/Tablet Phone

Platforms that reach consumers across the journey

Internet Explorer Better search results

Search Button Easy access

HomepageEnjoy iconic imagery and content

Bing VisionScan and search

1

click

Bing MusicQuickly find a song

Local Scout Get local recommendations

2

6 5

2

4

3

1

2

3

4

5

6

Be on the go with Windows Phone 8

1

Bing Search App: Designed for TouchUse the reimagined Bing Search App to swipe, tap, pinch and snap your way through search results and images

1

2

Search Charm: Easy AccessTap the Search Charm from anywhere on Windows 8 to easily search with Bing so you can quickly get things done

2

3

Bing-powered Apps: Immersive Content ExperiencesBing powers six deep App experiences including Sports, Weather, Finance, News, Travel and Maps

3

Optimized for Windows 8

Bing Finance for Excel

1

Bing Maps for Excel

2

Bing Image Search for Word

3

Bing News Search

for Word

4

Bing Dictionary for Word and Excel

5

Enhanced productivity within Office

Entertainment Search on XBOX

Microsoft Confidential

The role of Bing Ads in this new society

Our goals are to Provide you with - A larger audience- A high quality audience- A choice of ad formats- Better targeting options- Best in class service

Microsoft Confidential

Expanding our footprint on 5 continents

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.

Launched:22 markets

To be launched:16 markets

5 Continents

499 million unique searchers worldwide

1. comScore qSearch (custom), March 2013

19.4% of the unique searchers on the Yahoo! Bing Network1

do not use Google in the U.K.2

That’s 4 million unique searchers in the U.K. that you can only reach with search ads through Bing Ads.2

Connect with searchers you can’t reach elsewhereUnited Kingdom

Unique Searchers

20.5MILLION

4MILLION

Unique searchers on the Yahoo! Bing Network.

Yahoo! Bing Network unique searchers that don’t use Google.

1. The Yahoo! Bing Network includes Microsoft and Yahoo! sites in the UK.. 2. comScore qSearch (custom), March 2013.

Our searchers convert more…

% of click-throughs leading to secure pages

1 Source: Nielsen NetRatings March 2013

Together Yahoo! Search and Bing audiences are...

• 22.2% more likely to convert than the average UK searcher1 

• 25.5% more likely to convert than Google UK searchers1 

Average UK Yahoo! Bing Network

Google Ask

5.40%

6.60%

5.30%

0.60%

And our searchers spend more

YAHOO! BING NETWORK

GOOGLE AVERAGE INTERNET

0

50

100

150

200

250

216129 100

Buying Power Index

1. The Yahoo! Bing Network includes Microsoft and Yahoo! sites worldwide. 2. comScore qSearch (custom), March 2013.

comScore qSearch (custom), March 2013.

Our audience is also significant in online purchase activity. The unique searchers on the Yahoo! Bing Network:1

• spend 116% more than the average Internet searcher,

• and spend 68% more than Google searchers worldwide.2

Features that increase conversionsBing Ads has powerful features that help your ads earn clicks.

SiteLink extensions lets you include more links in your ad so customers can easily access the pages on your website that interest them most. Location extensions lets you include your nearest business location in your text ad.

Alpine Ski Housewww.alpineskihouse.co.uk

30% Off Selected Ski Gear! Free Delivery Over £50.

4567 Main Street – London (020) 7946 0123

Include your address and phone number.

Alpine Ski Housewww.alpineskihouse.co.uk

30% Off Selected Ski Gear! Free Delivery Over £50.

Our top-rated gear Join us on a trek

Money-back guarantee Sustainability commitment

Display links to multiple pages on your website.

Advertisers experienced an average increased click-through rate of 15-25%* compared to a standard search ad without Sitelink Extensions, and we’re pleased to report that this trend held fast in our recent UK pilot.

Bing Ads makes it easy to refine your audience — whether they search for your products on Mondays or in the morning, on the go or at home, on their PC or on a mobile… Bing Ads enables you to target whoever, whenever and wherever you want.

Features to refine your audienceBing Ads has powerful features to reach your core audience.

Demographic LocationDevices Time

Bing Ads makes it easy to target your ideal customers — whether they’re near a specific address or on a device. Target a radius around an address, such as your business location; designated market areas (DMAs); people in or searching for a location; and more.

Features to refine your marketsBing Ads has powerful features that help you target searchers.

Enabling you and your clients to benefit from our audience…Gain

efficiencies

• Tools• Managed onboarding

experience

Stay ahead of the pack

• Insights• Training and

Accreditation

Grow your

agency

• Sales enablement• A seasonal incentive

Gain efficiency with toolsEasily import your Google AdWords campaigns to Bing Ads.

You don’t have to start from scratch: you can import existing search advertising campaigns that are already working for you.

Gain efficiency with toolsSuccessfully expand campaign on Bing Ads

Bing Ads Intelligence Tool: all the insights you need, right in Excel

Easily Build New Keyword Lists

• Build out lists of suggested keywords

• Develop strategies based on query data

Quickly Analyze Seasonal and Demographic

Insights

•Generate traffic data•Create list of locations, by gender and age percentages•Use keyword-specific metrics such as clicks, impressions & CTR

Personalise Research Keyword

Template

• Optimise account with Report Template

• ‘Refresh’ your report for selected date range, keywords and device type

Let us help youDedicated support to set you up and optimise for success

Dedicated agency support specialist available for you to:

Onboard your team provide tool training and set your clients for success Optimise campaign on Bing Ads for a better CPA Show you all the resources available to get in front of your client

Enabling you and your clients to benefit from our audience…Gain

efficiencies

• Tools• Managed onboarding

experience

Stay ahead of the pack

• Insights• Training and

Accreditation

Grow your

agency

• Sales enablement• A seasonal incentive

Differentiate your agencyMake your Search Team the industry expert

Bing Ads Academy. You are all invited…

• Half-day, hands-on training delivered by our Search Experts to master Bing Ads, its tools… in our London office

• Get your certification as Bing Ads Accredited Professionals

Differentiate your agencyShow off valuable insights to YOUR client and keep up to date with the latest tips and tools

Enabling you and your clients to benefit from our audience…Gain

efficiencies

• Tools• Managed onboarding

experience

Stay ahead of the pack

• Insights• Training and

Accreditation

Grow your

agency

• Sales enablement• A seasonal incentive

Grow your business Easily pitch Bing Ads with a killer presentation

www.bingads.co.uk/agency

Grow your businessReward your client with a discounted trial offer

Our welcome offer: Each client account spending more than £200 will receive a one-off credit of £100

Microsoft Confidential

What’s the bottom line?

Our digital society is in constant evolution

We believe we have a strategy that is right for consumer and advertisers

We plan to deliver killer devices to your office, home and mobile environment

Through Bing Ads you can access your targeted audience on these multiple devices