new era of search - bing ads - christi olson

The New Era of Search

Christi Olson

Search Evangelist

@ChristiJOlson @BingAds

Christi OlsonSearch Evangelist, Bing | Microsoft

Professional Background

@ChristiJOlson

Introducing Roy:

May 8th, 2016

Boy Meets Girl

Happily Ever After

Our Fur Kids: Bella the

Wunderpug & Elsa the

Not-So-Mini Schnauzer

The world and technology are once again transforming.”

Satya Nadella | CEO Microsoft

Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson

“

4

Technology


The WorldPeople

Industrial age

Cities

Factories & Industry

Technology

enabled automation

Agricultural age

Rural

Self Employed

No Automation

Limited Technology

Creative & digital age

Anywhere > Nomadic

Self Employed > SMB > Corps

Technology driven and poweredAI & BOTs part of the process

Creative & digital age

Anywhere

Self Employed > SMB > Corps

Technology driven and powered

Nomadic society

We now are at a new chasm we are crossing and one that you need to understand in order to connect with people, customers, and influencers duringthe shift from the information age to a new creative age…


While we enter this new era, we also have been changing our outlooks and habits due to technology…



Platform Examples

Examples

Desktop OSDos, Windows, Mac OS

ProgramsExcel, PPT, Lotus

PC

BrowserMosaic, Explorer,

Netscape

Web SitesYahoo, Amazon

Web

Mobile OSiOS, Android, WP

AppsAngry Birds, Instagram

Smartphone

Messaging AppsWhatsapp, WeChat, Skype

Bots / AgentsWeather, Travel

Messaging

Transformation of technology

Moore’s law

“The number of transistors

incorporated in a chip will

double every 24 months.” Gordon Moore | Intel, 1965

AI becomes more real

as processors become

more powerful

There is more processing

power in an iPhone than

all of NASA had in the

Moon Landings.

If the average cars speed could increase

at a trajectory consistent with Moore’s

Law, since 1965, today it would almost

be able to travel at the speed of light.

In 2012, the process lead

to a 22nm chip, 4,000th

the width of a human hair.

Digital is driving disruption


16Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson

… new technology, tools, and business models

Search is the glue…



3 Years ago…

3 Months Ago….


Today…


Digital transformation is process your business is going through to surviveand thrive in the digital age


Search is in a unique position to enable you to engage with customers in the digital era


Evolution of SearchCortana. Siri. Alexa.Paid search is moving out of the search box and into the

fabric our lives. Bing is ready to power new personalized

searches across the devices of tomorrow.

2000Query SearchMatch Types

Text Ads

2010Demographic Search

2012Mobile Search

2016Personal Digital

Assistants

Voice Search

TOMORROWPersonalized Search

BEYONDArtificial Intelligence

2013Audiences

Remarketing

1990 1st Search Engine


Be prepared to transform your

business based on the

technology and societal shift.


HOW?

Language in Search is Expanding

OLD SEARCH

Match typeDesktop

QueriesClicks

Product Driven

NEW SEARCH

Mobilized People-Driven

Actionable

Integrated

Localized

Predictive

Customized

Personalized


Pervasive

Yesterday’s Search

- Centric

Campaigns are structured

around

Reach audiences through their

Product

products

keywords

People

people

activity

Tomorrow’s Search

Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]

I grew up in a physical world and I

speak English. The next generation

is growing up in a digital world, and

they speak social.”

Understanding the consumer

First Time Mom

Organic & “Crunchy” Green

Wants vs Needs

Planner

Organized



Home Goods Consumer Decision JourneyMultiple Touchpoints

Engage with New

Mom’s Group

about green crib

mattresses on

social media.

Search for “safest baby

crib mattresses”.

Click organic listing.

Search for

“ecofriendly baby

mattresses”. Click

paid listing.

Visit Serta

website.

Notice Serta

display ad on

Parents.com.

See TV ad for Babies-

R-Us Labor Day Sale

Search for “Serta Eco

Supreme Crib Mattress”.

Click paid listing.

Visit Serta

website. Find

local seller.

Purchase

mattress

at Jet.com

Over half of all purchase and product research begins on a search engine

ALL RESULTS 1–10 of 600,000,000 results


Data and findings

72%of brand ad clicks had a non-brand or conquest term in the user journey preceding the brand click.


Data and findings

30%More likely to do a branded search after being exposed to a brand ad on a generic search query or a competitors branded query


Data and findings

15%Increase to conversion rate after users were exposed to a branded ad on a generic or competitive brands search query.


Generic

conquest… Brand

Generic

conquestBrand

Branded ads appearing on non-brand

search queries improves

Brand affinity & recall

Propensity for future brand

related searches


Create Holistic Audience Strategy

SEARCH

DISPLAYEMAILS

FACEBOOK

LINKEDIN

SEARCH

DISPLAYEMAILS

FACEBOOK

LINKEDIN

Non-linearMulti-channel

PersonalizedLong term

Holistic

MessagingValue

Digital strategy Purchase path

Future Campaigns

Search is the glue and the underlying technology that bridges the future of technology and the digital and creative era


PERVASIVEEverywhere on any device

PREDICTIVEAnticipating events & needs

PROACTIVEGiving answers before I ask

Anticipating the future of search

Pervasive Intelligence

Hi, I’m Cortana


Future Voice Search

Calling Mom

Call Mom.

. . .

Personalized

Predictive

Actionable

“Your Mom’s birthday

is Sept 29th”

“Only 18 days until

Mother’s day on May 8th ”

“Flowers on Sale

10% off roses” Buy now


Cortana & Windows 10


Empowering every person

Audience

Bing US

1 in 3 US searches happen on Bing

Audience

Bing US

1/2of the people in the US use Bing

25%of searches on Bing are unique to Bing

Predictive Intelligence

NowCasting


Predicting a cure for cancer?


Proactive Intelligence


Think Beyond the search box


Are you ready for the future?

Create holistic marketing

strategies based on the

customer journey

Think about how you speak

to customers at each stage

of the journey

Adopt new technology

and tools to reach people

where they are

Think about how your

business can adapt to

thrive with societal changes

Empower every

person and every

organization on

the planet to

achieve more.


Are you ready for the future?


We are…


Thank you!

new era of search - bing ads - christi olson

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