Our headline speaker at the latest TTLPresents was Ashleigh Cochrane, from Microsoft, Bing Ads, who shared some of the new features of the Bing Ads platform.

1. Ads For Your Business

3. Bing Network. Be there.

8. ENRICHING EXPERIENCES IN APPS

9. What we started many years ago…
The Evolution of Bing
2009 20152010-2014

10. Introducing…
The Bing Network
Intelligent
connections to
achieve more
for customers
for partners
for users
for employees

11. We are no longer a
simple challenger.
We are a serious contender

12. Free upgrade
One billion

13. The engine behind Cortana
Easy to find on task bar
Deep integration with Microsoft Edge
Bing as default across multiple touchpoints

14. Fastest way to search for stuff on your
device, cloud and the web
Talk or type and begin searching with
Cortana
Your personal assistant on any device
and any platform

15. New tab page
Prominent search/address bar front and center on new
tabs
Quick answers
Displays relevant information in suggestions box to
provide quick results
Cortana assist
Receive relevant information like hours, directions
and more about local restaurants
Ask Cortana
Pull up relevant information from Bing and display it
without taking user away from the page

16. 4-5x
19%
Increase in
Bing syndicated clicks
of Bing clicks from syndication
expected in 2016 (U.S.)
Source: Microsoft Internal Data, Dec 2015
“Windows 10 is a Bing honeypot
—and it’s working”
“Milestone: Bing Now Profitable
As Windows 10 Success Boosts Usage”

17. 23%
32%
77%
68%
Non-Windows 10 Windows 10
Oct 2015 Jan 2016
Windows 10 is driving change in the UK
Query volume is growing
32% of Bing UK
searches on PC and Tablet
from Windows 10, a
40% increase from
Oct 2015.
Bing UK searches on PC and Tablet by Windows 10 and non-Windows 10 devices , Oct 2015 & Jan 2016

18. 27%
Highest
age group
contribution
is 50-64.
47%
female
53%
male
Audience Demographics on Windows 10
Strong representation of males in the UK between 35-64 years old.
Bing UK search volume share by age and gender on PC and Tablet for Windows 10 and non-Windows 10 devices, Jan 2015.
Figures may not sum to 100 due to rounding.
Windows 10
Non-Windows 10
Windows 10
Non-Windows 10
4%
6%
15%
16%
19%
14%
30%
26%
27%
27%
6%
11%
13-17 18-24 25-34 35-49 50-64 65+
63%
47%
37%
53%
Female Male

19. 0.42%
0.65%
0.87%
1.04%
2.04%
2.09%
3.96%
4.92%
7.19%
14.74%
17.49%
44.00%
Cpg
Health
Auto
B2C Services
Careers & Education
Reference
Finance & Insurance
Social & Charity
Travel & Transportation
Entertainment
Retail
Technology & Telecommunications
Windows 10 UK Searches by Vertical
Top 3 categories by Windows 10 volume share: Technology & Telco, Retail and Entertainment
Windows 10 search volume share for Bing UK traffic on PC and Tablet, Jan 2015. Vertical segments based on analysis of top queries.

20. 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
Japan
Hong Kong
Thailand
Vietnam
Australia*
New Zealand*
China*
Asia
Active in 36 Markets

21. +7% +5% +19% +14% +5% +21%
The Bing Network
Audience in Europe
11.3% 8.3%7.6% 9.5% 8.5%8.6%18.1%
19M 10M21M 8M 23M8M30M
510M 213M321M 146M 417M180M829M
France ItalyGermany Netherlands Western
Europe*
SpainUnited
Kingdom
comScore Explicit Core Search (custom), December 2015; Bing Ads includes Microsoft and Yahoo sites worldwide and Yahoo Core Search Sites
*comScore Explicit Core Search (custom), December 2015; Western Europe includes Microsoft and Yahoo Core Search Sites in Italy, Spain, Netherlands, Denmark, Norway, Sweden,
Finland
Market Share
Unique Searchers
Monthly Searches

22. YoY search volume growth Search volume share by device
Searches on mobile devices are seeing robust
growth on the Bing Network
Internal Source: UK Bing Network search volume year on year growth across mobile devices, Dec 2015 vs, Dec 2014 Internal Source: UK Bing Network search share across devices, Dec 2015
Searches from mobile devices make up almost
two-thirds of searches on the Bing Network
38%
25%
37%
PC
Tablet
Smartphone
+14% +23%

23. Investments in
growing our supply
Platform
investments to drive
performance
Ad performance
on smartphones
Ad Extensions that
drive user
engagement
+14%
mobile search
results
+24%
click growth
+40%
click through rate
Internal Source: UK Bing Network year on year trends on smartphones, Dec 2014 & Dec 2015

24. Mobile ad products that increase clicks in the UK
Ad Extensions that
drive user engagement
Investments in relevancy,
matching, and click prediction
Source: Microsoft Internal Data, Microsoft and Yahoo DE
sites, Jan 2015 vs Jan 2016, mobile devices only.

25. 48%
32%
25%
23% 23%
19%
13%
what which why where when how who
More questions are asked
on smartphones Question related queries on
Bing smartphones have
increased by more than 20%
YoY, with the highest growth in
the what’s & which’s.
Internal Source: UK question query growth on Bing by question type on smartphones Dec 2015 vs. Dec. 2014
Growth in Question
Query YoY
21%
UK question query growth on
Bing smartphones searches

26. Displays images from your product catalogue,
promotional text, pricing and company name
1
1Ignition One Digital Marketing Report, Q4 2013
Easier Management intuitive hierarchical
structure
View your catalogue in the campaign UI
Prioritize across campaigns with a single
priority setting
Deeper Insights & Competitive intelligence view
performance data for all of your products,
irrespective of campaign structure
Custom labels - Bestseller, seasonal, special offer,
high margin item
Google import with a single click
UK, FR, DE (Open Pilot)
Let’s go shopping…
Bing Shopping Campaigns
Open Beta now available in DE, FR,
UK!
Bing Shopping
Campaigns
Updates!
1Ignition One Digital Marketing Report, Q4 2013

27. Image Extensions
Add images to your ads to help them stand out to customers
*Launched globally
.
Increase traffic, control
image URL
Sets the stage for Native Ads
Drives brand awareness
Why Image
Extensions?
*Last two visuals are coming soon!

28. Bing Native Ads
Native advertising with the Power of Search
*Launched globally
.
*Last two visuals are coming soon!.
Target by
User Intent
Ease of Use
Relevant & Impactful
Native Experience
Why Bing Native Ads?
Content of Page
& Placement
User Search
History
Site remarketing
Autos
Money
Travel
Technology
Retail
Lifestyle
Entertainment
Scale to Native effortlessly using your
existing assets in the Bing Ads platform
Disney |
Sponsored
Porsche |
Sponsored

29. Bing Ads Intelligence
Bing Ads Editor
Bing Ads Insights
Bing Ads Accredited Pro
Tools to Assist :
29

30. Be there.

32. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered trademarks and/or trademarks in the U.S.
and/or other countries.
The information herein is for informational purposes only and represents the current
view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not
be interpreted as a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date
of this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–
REGARDING THEI NFORMATION IN THIS PRESENTATION.