Microsoft Confidential

The Evolution of Bing @ IAB Italy, December 2013

Tor Crockatt

Product Marketing Director Bing Ads

Microsoft Confidential

Today’s discussion

The Evolution of Bing

Bing Ads Update

Bing Demo

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Where and why Context Preferences, peers How and where do you ask? Understanding Habit & history

6

Microsoft Confidential Search has to take a new road…

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Delivering differentiated user experiences

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Building an “intelligent fabric”

Web

Device

Apps

Cloud

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Today’s discussion

The Evolution of Bing

Bing Ads Update

Bing Demo

Audience

76M monthly

searches &

6.7M unique

searchers in

Italy1

Global

33 targetable

countries

13 in Europe

Mobile

Windows phone

16.1% share3

Full device

targeting

More ad formats

3 new ad

products in Italy

in 2013 +20%

clicks2

1comScore qSearch, June 2013. Bing and Yahoo include Microsoft and Yahoo search sites 2 Internal data Yahoo Bing Network Italy (including partner network) November 2013 vs. 2012 3Kantar Smartphone OS Sales Share (%) December 2013

Yahoo Bing Network grows clicks whilst maintaining low prices

+88%

Clicks

The Eurozone

Sample of the Marin Global Search Index, customers buying in EUR, Q2 2103 indexed vs. Q2 2012. All devices, partner Network excluded.

Enter up to

ten sitelink

extensions

per ad group

Measure

using

detailed

Sitelink-level

reporting

Doubles the

size of your

mainline ad

Bing Ads UI,

Bing Ads

Editor & API

Users can click on

Directions to go to

Yahoo! Maps or Bing

Maps

Populates destination

Automatically populates origin for smartphone users* and calculates the route

All clicks on Directions are billable and cost the same as clicks on the title

Mock-Up

*Assuming users have opted into ‘use my location’

Multiple Locations in the

same Ad

1Based on internal data, Bing & Yahoo US, October 2012

Browser Calling with Skype • Freephone provisioned numbers through Skype

• Skype based browser calling for users

• Full call tracking analytics

• Charged as a normal text click in browser and on smartphones.

Click to Call for Smartphones • Location extensions on smartphones are now

clickable to trigger a call

• Charged as a normal text click

• Encourages call volumes

Available now in All Markets UK & US live (Italy TBD)

1 Source: BIA/Kelsey (2012) Call-Based Ads: Eliminating the Unknown From Advertising

Bing Ads in Windows 8.1 Smart Search

Web previews provide useful information for consumers & branding benefits for advertisers

Same Ad Creative as Bing Ads

Bing Ads extensions supported & highly recommended

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“Land Rover”

Hero Ads combine user intent, branding and task completion

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Bing Demo @ IAB Italy, December 2013

Maria Carelli

Product Manager, Bing