Microsoft Confidential

Boosting Reach & Performance with Bing AdsPaul Corkery, Sr. Program ManagerBing Ads | @C0rk

| @BingAds

QUICK

AGENDA

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Bing Ads Ad Formats, Features, & Roadmap3

Tenacity of the Yahoo Bing Network

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Bing Ads Delivers High-Quality Engaged Audience

1. comScore Explicit Core Search (custom), March 2014; the Yahoo Bing Network includes Microsoft and Yahoo Core Search sites in the US.

2. comScore qSearch (custom), U.S., December 2013; industry categories based on comScore classifications.

Substantial share of paid clicks across categories that support your business

Source: comScore US Categories Search Report (custom), March 2013.

32% Telecommunications

31% Financial Services

28% Retail – Toys

34% Auto – Manufacturer

27% Home Furnishings

29% Education – Info

26% Travel – Hotels/resorts

29% Lifestyles - Food

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| @BingAds | @C0rk

| @BingAds | @C0rk

| @BingAds | @C0rk

29%

29%

30%

30%

31%

31%

32%

32%

33%

33%

34%

Jun'14 Jul'14 Aug'14

Mobile as % of All Queries Across Yahoo Bing Network

Yahoo Bing Network Markets

*Bing (+partnerships) Only

USA

Canada

Mexico

Argentina

Peru

Colombia

Venezuela

Chile

Brazil

UK

Ireland

France

Germany

Spain

Italy

Netherlands

Norway

Belgium

Finland

Sweden

Denmark

Austria

Switzerland

Europe

The Americas

India

Indonesia

Malaysia

Philippines

Singapore

Taiwan

Hong Kong

Thailand

Vietnam

Australia*

New Zealand*

China*

Asia

Active in 35 Markets

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Data, Tools, & Techniques to Maximize Reach

| @BingAds | @C0rk

| @BingAds | @C0rk

Share of Voice Reporting

Understand the percentage of times your ads were shown relative to number of chances your ads could have been shown.

Unlock more value and volume with the Bing Ads Share of Voice report.

Easily identify impressions lost at the keyword and match type level.

Get the reasons why you lost impressions (budget, bid, rank, landing page or keyword relevance) so you can begin to improve your share.

| @BingAds | @C0rk

Analyzing Share of VoiceUse ‘Impressions share lost to’ as your guide as to which optimization lever to pull

6,659,586IMPRESSIONS LOST /

27%0.07%

17.90%

44.38%

4.34%

BUDGET

RANK

LANDING PAGE RELEVANCE

KEYWORD RELEVANCE

BID

Impressions lost to

6.68%

IMPRESSION SHARE

IMPRESSIONS RECEIVED

IMPRESSIONS LOST

Bing Ads NEW Opportunities TabIdentifies the adjustments necessary to increase your reach and grow clicks & impressions

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Optimize your bidding for your preferred ad position

Best Position

Mainline

First Page

Bing Ads NEW Opportunities Tab

Get more traffic by identifying keywords and matching estimated bids to target the position and traffic volume you want

Quick view of estimated impact for entire account or campaign

Enable sort/filter for easy

focus

Allow to customize destination ad group

At-a-glance impact estimation for budget decision making

Segment, Filter, & Sort to identify the changes which make sense for your business

See the estimated clicks, impressions for campaign at a

variety of budget points.

| @BingAds | @C0rk

| @BingAds | @C0rk

Analyzing Share of VoiceUse ‘Impressions share lost to’ as your guide as to which optimization lever to pull

6,659,586IMPRESSIONS LOST /

27%0.07%

17.90%

44.38%

4.34%

BUDGET

RANK

LANDING PAGE RELEVANCE

KEYWORD RELEVANCE

BID

Impressions lost to

6.68%

IMPRESSION SHARE

IMPRESSIONS RECEIVED

IMPRESSIONS LOST

| @BingAds | @C0rk

Bing Ads Quality ScoreUnderstand how relevant your keywords and landing pages are to a customer’s search queries

Get ‘Quality Impact Scores’ that help you identify the impact of improving your quality scores.

‘Historical quality scores’ are available for you

to monitor the trend of your campaign

performance over time.

User Quality Sub-Scores to understand what type of optimization to persue

| @BingAds | @C0rk

Leverage Bing Ads Intelligence (BAI)Take your campaign building and paid search analysis skills to the next level

Get keyword suggestions or download your existing Bing Ads account and perform keyword expansion for existing ad groups.

Get insights on traffic opportunities and bid optimization strategies to perform better keyword expansion analysis.

Easily build list of relevant keywords with real query data from the Yahoo Bing Network.

Create bulksheets with generated keywords and bids that can be seamlessly imported into Bing Ads or Bing Ads editor.

Bing Ads Auction Insights

Identify the top competitors in your ad space and how they’re performing relative to you

Robust competitive insights come to Bing Ads Intelligence (BAI)

See how your share of impressions compares to the competition, and how your ads are ranking relative to the pack

Gain deeper insight into what competitive factors are influencing your share and what actions are necessary to capitalize on your position

Features

Formats

Roadmap

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Simplicity

Data

Scale

Bing Ads Visual RefreshOur NEW interface has a new and familiar look and feel

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| @BingAds | @C0rk

Bing Ads Visual Refresh

Tools

Accounts & Billing

Opportunities

Accounts & Billing has been moved

We’ve kept the most frequently used Bing Ads pages close at hand

and we’ve moved Accounts & Billing and Help under the new gear

icon.

Opportunities have been moved

We have surfaced Opportunities on the primary navigation giving

you a more structured and intuitive approach to finding bid, budget,

and keyword suggestions.

Tools are better integrated into the user experience

Before there was a dedicated page that listed

all the tools and their descriptions.

Now we have surfaced all the tools in the primary navigation

and provided quick links for easy access within the site.

Our NEW interface has a new and familiar look and feel

Bing Ads Visual RefreshOur NEW interface includes new features for bulk editing at incredible scale

Change current keyword bids by or % amount

Making large scale changes across keywords is now easier and faster in Bing Ads user interface

Adjust bids for several thousand keywords at once.

Update destination URLs across your entire account.

| @BingAds | @C0rk

Now you can create and manageinsertion orders online with Bing Ads

Save time and effort by creating andmanaging IOs directly in Bing Ads.

Get IOs processed more quickly - no morecreating IOs manually with faxes or email.

Easily track budgets and manage accountpayments faster all in Bing Ads.

Bing Ads Online Insertion Orders

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Source: Microsoft Internal, October 2013

Bing Ads Ad Extensions Drive CTR…

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Source: Microsoft Internal, 2014

JUST ANNOUNCED!!! – Rolling Out in United States…

22% higher

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| @BingAds | @C0rk

Longer Term Sitelink Scheduling

Delivered

Coming Soon

(< 3m)

Bing Ads Product Roadmap

Application Extensions

Mobile SitelinksGlobal (US live)

Mobile Product Ads

Negative Keyword LibrariesProduct Ads

Bing Ads Editor v10.5

Bulk Keyword Edits up to 1MGlobal

Product Ads

Improved Targeting

Auction InsightsUS

Top MoversUS

Campaign PlannerEnhanced Sitelinks

Global

New Look (Visual Refresh)Global

Online IO [SMB]Global

Image Extensions

Unified Device Targeting

BAE 10.6

Opportunities Tab

Reporting Data within 30 Minutes

Accounts Summary

You told

us to make Bing

Ads work faster

Editor

speeds

optimized to

be up to 3x

faster

Faster

reporting

You told us to

show you

more data

New update

types available in

Change History

Report: targeting,

match type &

extension

changes

ROAS &

conversion

rate included

in performance

metrics

Quality

score included

in Keyword

Distribution

Graph

View

all campaign

settings in

one view

You told

us to make

Bing Ads

easier to use

Copy

negative

keywords

across ad

groups

Industry aligned

menus in Editor

& left hand

navigation pane

in Bing Ads

Improved

download

filtering in

Editor

Standardized

reporting

dimensions, new

report date ranges

& time zone

settings

Easy

find & fix

We’re focused on bringing you the features you need to do your best work…

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GO TO

BingAds.UserVoice.com