Prepare for September registration plates launchJuly 2016

Globally, 68% of consumers claim the internet is

an important influence when buying a new car

Source: Nielsen Global Survey of New Product Purchase Sentiment: 29,000 consumers, 58 countries

Microsoft has a strong cross over with consumers in the Automotive category in the UK

More than 8/10 people in the UK visiting an Automotive website also visit a Microsoft property during the same month

Source : comScore Segment Metrix January 2016. Automotive 18+ NB: Bing numbers form a part of overall Microsoft numbers which also include other major properties such as MSN, Microsoft.com

All

Automotive

43%

80% 82%

41%

81%

42%

Percentage reach of total unique

visitors in the Automotive category

ManufacturersAutomotive

Resources

Percentage reach of total unique

visitors in the Automotive category

Source: GWI Q3 2015. Base: UK internet average. * TGI GB 2015 Q3. Base: Use internet within the last month

UK Internet average base (indexed)

Purchased a

vehicle within

the last 6 months

Bing searchers have a 45% higher intent to purchase a vehicle in the

next 6 months than Google searchers

Intending to buy a

vehicle within the

next 6 months

Avg. willing to

spend on next car

purchase*

£10

,809

£9,6

56

Methodology

• UK Market

• Top 20,200 Auto search queries based on volume

• Analysis period: Aug 2015 – Oct 2015 (inclusive)

Objectives

• Identify search behaviours last year

• What does the Bing searcher look like?

• What are their behaviours?

• Advertiser opportunities

Query SegmentationHow we defined our query categories

Segmentation Definition

Luxury OEM Auto search query contains either a manufacturer or model belonging to a

Luxury OEM. Includes dealership, repair services, used cars etc

Non-Luxury OEM Auto search query contains either a manufacturer or model belonging to a

Non-Luxury OEM. Includes dealership, repair services, used cars etc

Other Auto More general auto terms. Independent dealerships, servicing, repair & third-

party seller sites

New / Used Auto search query containing either the term ‘New,’ ‘2015,’ ‘2016’ or ‘Used’

Finance / Lease Auto search query containing either the term ‘Finance’ or ‘Lease’ inc. ‘Business

Lease’

FORECAST

Jan Feb Mar Apr May June July Aug Sept Oct

New

All Up

Auto

Luxury OEM

Non-Luxury

OEM

Used

2016

9% 8% 9% 7% 13%

4% 18% 14%

10% 12% 10% 6%

12% 12% 14% 4% 4%

10% 4% 6%

10% 4% 9% 14%

Finance or Lease

query

Annual search query peaks for Autos sub-verticals on Bing Ads in the UK

Source: Internal - Volume of searches indexed to average monthly volume in 2016 on Bing & Yahoo sites in the UK, all devices

62% 64% 64% 60% 68% 71% 64% 60% 67% 71%

14% 14% 14% 14%16% 14%

15%13% 8%

13%

24% 22% 22% 25%16% 14% 21% 26% 25%

16%

All Luxury OEM Non-Luxury OEM Independent/OtherAuto

New Used Branded Generic Lease Finance

Category Purchase type Query type Financing type

% Volume by Device

PC Tablet Mobile

Don’t Forget

The role of devices

PC is still the main device, accounting for over 6/10 searches

Mobile over-indexes against the vertical for Independent/Other Auto, Generic & Lease, accounting for over a ¼ of volume

in these categories

Source: Top Auto search queries on Bing & Yahoo sites in the UK, Aug-Oct 2015

£0.36

£0.31

£0.30

100%

141%

139%

Average Autos CPCs

Average Auto CPC by device, UK Bing & Yahoo Sites, Jun 2016

Autos CTRs vs. desktop

Average CTR for top queries in Auto, indexed to desktop, UK Bing & Yahoo Sites, Jun 2016

How do Autos KPIs on Bing Ads compare between devices?

Source: Top Auto search queries on Bing & Yahoo sites in the UK, June 2016

Luxury vs Non-Luxury

OEM

..Luxury OEM searchers tend to be slightly younger, and are also

more likely to be Male than non-Luxury OEM searchers

Who’s in the market?

Gender

When are they searching?

64%

36%

58%

42%

Non-Luxury

OEM

Luxury

OEM

Although both categories skew towards men, Luxury

vehicles tend to be searched for by a slightly younger

audience than Non-Luxury

Traffic for both categories is slightly higher on Monday

and tails off slightly as the week continues

Source: Top Auto search queries on Bing & Yahoo sites in the UK, Aug-Oct 2015

28%33%

31% 32%

0%

10%

20%

30%

40%

18-24 25-34 35-49 50-64 65+

% T

raff

ic b

y

dem

og

rap

hic

Non-Luxury Luxury

0%

2%

4%

6%

8%

10%

12%

14%

16%

% o

f w

eekd

ay t

raff

ic

Non-Luxury Luxury

How well will my ads perform?

In 2015, the CTR was highest for OEM’s in October meanwhile CPC rose slowly over the

period for both categories – although the variance is minimal across the three months

Source: Based on top search queries on Bing & Yahoo sites in the UK, Aug-Oct 2015. Data based on performance of brand term ads in Mainline positions 1 to 4

£-

£0.02

£0.04

£0.06

£0.08

£0.10

£0.12

£0.14

£0.16

£0.18

£0.20

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

August September October

Luxury OEM

CTR CPC

£-

£0.05

£0.10

£0.15

£0.20

£0.25

0%

2%

4%

6%

8%

10%

12%

14%

August September October

Non-Luxury OEM

CTR CPC

New vs Used Vehicles

..Who’s searching for new vs used cars and when are they

searching?

0%

5%

10%

15%

20%

% o

f w

eekd

ay t

raff

ic

New Used

Who’s in the market?

Gender

When are they searching?

61%

39%

61%

39%

New Used

Both new and used cars are searched by similar split of men &

women, however used cars searchers tend to be slightly older.

This could be an indication that the status of a new car is

important for younger people

Thursday is the most popular day for new car searches,

meanwhile used car searches are more flat throughout the

week, favouring no day in particular

29%

38%

27%

39%

0%

10%

20%

30%

40%

50%

18-24 25-34 35-49 50-64 65+

% T

raff

ic b

y d

emo

grap

hic

New Used

Source: Top Auto search queries on Bing & Yahoo sites in the UK, Aug-Oct 2015

How well will my ads perform?

In 2015, CPC rose over the period, peaking at £0.68 in October. Meanwhile clicks for Used cars

are most expensive in September. CTR is highest for New & Used cars in October

£-

£0.10

£0.20

£0.30

£0.40

£0.50

£0.60

£0.70

£0.80

0%

2%

4%

6%

8%

10%

12%

August September October

New vehicles

CTR CPC

£-

£0.10

£0.20

£0.30

£0.40

£0.50

£0.60

0%

2%

4%

6%

8%

10%

12%

14%

August September October

Used vehicles

CTR CPC

Source: Based on top search queries on Bing & Yahoo sites in the UK, Aug-Oct 2015. Data based on performance of brand term ads in Mainline positions 1 to 4

Top 10 New & Used car searches

The majority of top New & Used car searches are on generic terms

New

1. Best car deals

2. New Ford Focus

3. New car deals

4. New cars

5. New Vauxhall Astra

6. New car prices

7. New Fiat 500

8. New Ford Fiesta

9. New convertible cars

10. Cheap new cars

1. Used cars

2. Value my car

3. Used cars sale

4. Second hand cars

5. Ebay motors

6. Car auctions

7. Used 4x4

8. Used car prices

9. Second hand cars sale

10. Used Mercedes Benz

Used

Make your

ads shine

Brand & Endorsements CTA Delivery Incentives

Token Ad Quality Token Ad Quality Token Ad Quality

™ collect same day delivery

official shop home delivery

Brand Term get next day delivery

recommended buy free p&p

® view free delivery

as seen on tv compare free returns

number 1 call free shipping

© find

enquire

see

check

How to read an ad copy heat map

Strong impact, rarely used

Strong impact, sometimes used

Strong impact, but used often

Fair impact, rarely used

Fair impact, sometimes used

Fair impact, but used often

Limited impact, but rarely used

Limited impact, but sometimes used

Limited impact, but used often

Individual Tokens

Ad quality explanations

Top Tip: The greener and fuller the circle, the more likely your ad will stand out

We’ve looked at two dimensions in Bing Ads:

. .

Non-Luxury OEM searchesAd Copy Analysis

Brand Endorsements CTAPricing and value

perception driversUser Needs USP

Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality

Award

Winning Dealer Deal New Find used

Voted Best Book Free Lease Full Range

Official Call Finance

Offers Our range

Brand Compare Discount

Visit Affordable

Find Save

Locate Offer

Dealership Extra

Now Cheap

Request a

brochure

Internal Source: Based on top search queries on Bing & Yahoo sites in the UK for Non-Luxury OEM ads, Jan-Apr 2015

Luxury OEM searchesAd Copy Analysis

Brand Endorsements CTAPricing and value

perception driversUser Needs USP

Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality

Brand Visit Offer Lease Full Range

Official Locate Free New Our range

Right Dealer Affordable

As seen on

TV Dealership

Finance

Offers

Top Request a

brochure Interest

Book

Now

Find

Internal Source: Based on top search queries on Bing & Yahoo sites in the UK for Luxury OEM ads, Jan-Apr 2015

Combined ExtensionsFor Auto campaigns, Enhanced Sitelinks + Location Extension yields the highest

CTR

10%

13%

14%

19%

21%

Sitelinks

Sitelinks + Metered Call Extension

Sitelinks + Location Extension

Enhanced Sitelinks

Enhanced Sitelinks + Location Extension

Summary