Sempo key note-05.14.2013

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Bing the Platform

Yahoo! Bing Network

Ad Copy Research Study

Bing Ads Platform Evolution

DEMO – Excel Tools

REACH A

SIGNIFICANT & LUCRATIVE

AUDIENCE30% OF THEU.S. ONLINE

SEARCH MARKET

159 million users in the US

An audience likely to spend20% MORE ONLINE

1. comScore qSearch, March 2013.

2. comScore qSearch (custom), March 2013.

DISTINCT

CUSTOMERS YOU WON’T FIND

ON ANY OTHER

SEARCH ENGINE

51 million users NOT on Google

1. comScore qSearch, March 2013.

2. comScore qSearch (custom), March 2013.

Slide 5

Connect With Searchers You Can’t Reach Elsewhere

• 20% of the unique searchers

using Yahoo! Bing Network

(including Microsoft and Yahoo!

sites) do not use Google in

Canada.1

• That’s 2.8 million unique

searchers in Canada that you can

only reach with search ads

through BingAds.1

• 6.2% query share in Canada1

14

Million

Yahoo! Bing Network

unique Searchers1

Yahoo! Bing

Network searchers

that don’t use

Google1

1. comScore qSearch (custom), March 2013

3

Million

Slide 6

• Our audience is significant in online purchase activity. The unique searchers on Bing and Yahoo! Search (including Microsoft and Yahoo! sites) are:

• likely to spend 34% more than the average searcher,

• and likely to spend 26% more than Google searchers in Canada.

134

106 100

0

40

80

120

160

Yahoo! and

Bing

Google Average

Internet

1. comScore qSearch (custom), Dec 2013.

Likely to Spend More

Slide 7

Bing & Yahoo! Search Audience Demographics

7%

16%

24%26%

17%

9%

0%

10%

20%

30%

18-24 25-34 35-44 45-54 55-64 65+

Bing & Yahoo! Search Canadian Audience: Age Composition

• Bing & Yahoo! Searcher is 7% more likely to be female than Google

• Age composition is more older with the average Bing & Yahoo! Searcher

leading the following demographics:

• 35 to 44: +2%

• 45 to 54: +4%

• 55 to 64: +5%

1. comScore qSearch (custom), July 2012.

Slide 8

Bing & Yahoo! Search Household Demographics

5%

12%

22%19% 19%

23%

0%

10%

20%

Bing & Yahoo! Search Canadian Household Income

9%

31%

24% 23%

13%

0%

10%

20%

30%

HH Size:

1

HH Size:

2

HH Size:

3

HH Size:

4

HH Size:

5+

Average HH Size

7%

19%

42%

18%15%

0%

10%

20%

30%

40%

50%

Atlantic QC ON Prairie BC

HH Location

1. comScore qSearch (custom), July 2012.

Bing Powers the Future

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While bringing reality to new levels

|

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Internet Explorer

Better search results

Search Button

Easy access

Homepage

Enjoy iconic imagery and content

Bing Vision

Scan and search

click

Bing Music

Quickly find a song

Local Scout

Get local recommendations

Be on the go with Windows Phone 8

|

Optimized for Windows 8

Microsoft vertical integration of assets

1 Billion

Use Office

700 Million

registered

users

30 Million

subscribers

60 Million

console sales

5.6 Billion

searches a

month

60 Million

copies sold

|

|

What words in ad copy drive better performance? Better quality.

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Ad Copy Variables: Travel Edition

5.6 Billion searches /month

250k Ads 300M Impressions

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Identified 23 Common Variables

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KW Rates Fares

Book

now Compare

Price

Points Offers Discount % Off

Coupo

n Cheap

Low

cost Affordable

Low

Price

Guar.

Satis

Guar.

Official

Site Dest. Reserv.

Save

Now Saving param TM s

No

Variable

Keyword

Rates

Fares

Book now

Compare

Price Points

Offers

Discounts

% Off

Coupon

Cheap

Low cost

Affordable

Official Site

Destination

Reservation

Save Now

Saving

param

TM symbols

No Variable

Ad Titles

Ad

Desc

rip

tio

n

Great Bad No DataGood

Performance Heatmap by Ad Combination

|

{KW} Rates Fares

Book

now

Comp

are

Price

Points Offers

Discou

nt % Off

Coupo

n Cheap

Low

cost

Afford

able

Low

Price

Satis

Guar.

Officia

l Site Dest. Reserv.

Save

Now Saving {Param} TMs None

{Keyword}

Rates

Fares

Book now

Compare

Price Points

Offers

Discounts

% Off

Coupon

Cheap

Low cost

Affordable

Official Site

Destination

Reservation

Save Now

Saving

{Param}

TM symbols

No Variable

Ad Titles

Ad

Desc

rip

tio

n

Which Combinations Work?

Great Good

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Ad Quality: Ads with Variables in Ad Title or Ad Description have higher quality on average

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Increased rate of platform releasesFrom annual to semi-annual to quarterly to monthly releases

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Import Campaign

Opportunities tab

Bid estimation technology

New reporting and billing UX

Improved location targeting

adCenter is now Bing Ads

Long Ad Titles

Sitelink extensions

Device OS targeting

Editorial exceptions / appeals

Quality Score impact metrics

Share of voice reporting

Bing Ads Intelligence (Excel)

IP exclusions

Bing Ads Editor

Ad rotation controls

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Enable

Demand

Innovative

Ad Products

Global

Readiness

Marketplace

Horsepower

Improve

Infrastructure

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Rich visualization and toolsStreamlined campaign management saves time

More inline management− Search query report in campaign management

− Appeal editorial rejections in bulk and inline

Bing Ads UX

Analytics and

transparency

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Quality Impact ReportingPrioritize Optimization Efforts by Impact

3 Your ads could gain more than 500 additional

impressions/day

2 Your ads could gain 100 - 500 additional

impressions/day

1 Your ads could gain up to 100 additional

impressions/day

Bing Ads UX

Analytics and

transparency

“Quality impact is a big step toward helping

advertisers quantify the importance of improving

quality score. And it’s a measure that Google

currently lacks.” - Melissa Mackey, Search Engine Watch

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Share of Voice ReportingEasily identify impressions and clicks lost

BUDGET RANK BIDLANDING

PAGE

KEYWORD

RELEVANCE

Bing Ads UX

Analytics and

transparency

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Top versus other reportingUnderstand your sidebar vs. mainline performance

Bing Ads UX

Analytics and

transparency

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Segmentation + Device Strategy

@C0rk

Segment/Target to the extent that the improvements in performance are worth the complexities of management

DEMO: Excel Tools

@C0rk

Keywords.com