Since its launch in June 2009, Bing has established itself as the UK’s best converting search engine. Come and understand the opportunities offered by Microsoft’s new search experience and search trends for the Online Gaming Industry. Speakers: - Cedric Chambaz, Microsoft Advertising - Adam Goodman, Microsoft Advertising

1. The New Search Experience
Cedric Chambaz, Marketing Manager
Adam Goodman, Vertical Insight Search Manager

2. From Online Information Explosion to Bing
‘09
With richer and
richer content...
100,000%
Growth
in Content
With more and
more links…
40,000%
More and Growth in URLs
more sites…
2,000%
Growth
in Sites
‘97
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3. Bing Promise: answering unfulfilled consumer needs
“A brand new search experience
providing rich and engaging search
results that help British users make
more informed decision, more easily.”
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4. Bing – Rich, engaging homepage
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5. Bing - Strong on fundamentals
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6. Bing - Strong on fundamentals
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7. Bing - Improving user experience
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8. Bing - Improving user experience
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9. Bing – Twitter integration for super-fresh content
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10. Bing – Innovative search experience
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11. John Battelle
“Search engine:
the database of intent”
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12. Search Insights
Adam Goodman
Vertical Insight Search Manager,
Entertainment & Gambling
agood@microsoft.com

13. Microsoft Advertising has the ability to reach
90% of UK Internet base
90%
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14. Targeting Capabilities for MSN & Bing include
Age & Gender!
Target
Your Key
Audience
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15. Bing – the UK’s best converting search engine
Bing searchers are 42.3%
more likely to convert
than the average UK
searcher and
Bing searchers 47.4%
more engaged than
Google searchers!
Source Source: NNR UK, Jun-Aug ’09
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16. “How are Search Insights helpful?”
Before launching a campaign I would ask myself 3 key
questions:
1. What do I need before I begin?
a) Planning Multi-Media Campaigns
b) Preparation for the account i.e. Keywords
2. Who is my Audience?
a) When are users interested in my product/service?
b) Who is interested in my product/service?
3. What are my ROI objectives?
a) How much will it cost?
b) What can I expect?

17. Introducing M.A.I.T (Microsoft Advertising Intelligence Tool)
• Free and simple-to-use download for Excel 2007
• Offers quick and easy keyword research
• Search query trends, paid search pricing and demographic data
• All without leaving Excel!
• Leverage this tool to inform planning of multi-media campaigns
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18. “How are Search Insights helpful?”
1. What do I need before I begin?
a) Preparation
b) Planning Multi-Media Campaigns
2. Who is my Audience?
a) When are users interested in my product/service?
b) Who is interested in my product/service?
3. What are my ROI objectives?
a) How much will it cost?
b) What can I expect?

19. Keyword Generation
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20. Seasonality: Monthly & Daily
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21. Tool enables Seasonality by Product. When Search is
combined with Display, Search is almost twice as
effective
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22. “How are Search Insights helpful?”
1. What do I need before I begin?
a) Planning Multi-Media Campaigns
b) Preparation for the account i.e. Keywords
2. Who is my Audience?
a) Who is interested in my product/service?
3. What are my ROI objectives?
a) How much will it cost?
b) What can I expect?

23. Audience: Demographic, Age & Gender
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24. Did you know?
Keyword: 'Gamble' Keyword: 'Betting'
64% 36% 31%
69%
Male Female Male Female
Can use this insight for Campaign structure, targeting and ad
copy – language use in ad copy to target key audience
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25. “How are Search Insights helpful?”
1. What do I need before I begin?
a) Planning Multi-Media Campaigns
b) Preparation for the account i.e. Keywords
2. Who is my Audience?
a) When are users interested in my product/service?
b) Who is interested in my product/service?
3. What are my ROI objectives?
a) How much will it cost?
b) What can I expect?

26. ROI: Monetization of terms
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27. Search – insight into your Consumers
1. What do I need before I begin?
a) Planning Multi-Media Campaigns
b) Preparation for the account i.e. Keywords
2. Who is my Audience?
a) Who is interested in my product/service?
3. What are my ROI objectives?
a) How much will it cost?
b) What can I expect?

28. Key take-a-ways from today:
1. M.A.I.T – download at:
www.LetSearchMakeYouSmarter.com
2. Phone 0151 212 1219 and quote “LAC” for a
£30 free credit on Bing.
3. Resources:
www.advertising.microsoft.com/industry-focus