Getting your clients to use Microsoft Advertising will scale your agency, and WordStream + Microsoft have partnered to show you exactly how to make it happen. Viewers will walk away knowing how to: - Sell Bing confidently to clients. - Increase your agency's revenue. - Apply strategies from real life success stories. - Effectively round out your clients' marketing mix.

1. How to Sell Microsoft
Advertising on Bing and
Its Impact on Your Agency

2. WordStream Agency Business GM
Zach Rego
GM – Global Agency Business

3. Microsoft Advertising Partner Manager
Mauricio Orantes
Partner Manager
https://www.linkedin.com/in/mauricioorantes/

4. Agenda
Review key Bing metrics and selling points
Hear from two agencies that have successfully
pitched Bing to their clients
Review impact on your agencies revenue if
you successfully pitch Bing to your clients.
1
2
3

5. Why Invest In
Microsoft
Advertising?

6. Global Search Share
comScore qSearch (custom), March 2019. Microsoft Search Network includes Microsoft Search Network, Yahoo Search
(searches powered by Microsoft Search Network), and AOL Search Network
20192015
31% 36%United States
United Kingdom 17% 23%
France 11% 16%
Canada 15% 22%
Australia 11% 16%
Germany 7% 23%

7. Microsoft Advertising reaches
people you can’t find on Google
Source: comScore qSearch, Explicit Core Search (custom), February 2019, P.C. U.S., industry categories based on comScore classifications.
48%Of Bing Searches are from
Windows 10
35%PC Search Share
90%Growth Year over Year of
active Windows 10 devices
with business customers
150%Faster growth than
Windows 7
900MDevices Running Windows 10
1 in 3PC Searches in US

8. Bing is part of the every day
Windows | Xbox | Office |
Cortana | iOS | Android
5 billion
monthly searches
36%
PC market share in the US
comScore qSearch, Explicit Core Search (custom), Dec 2018. Bing Network includes Bing, Yahoo Search (searches powered by Bing), and AOL
Search Network

9. MSFT Ads Network Cheat Sheet
Income segmentGender
% who are
50% 50%
Age groups
High to Mid HH Income
$85k+
Under 45 Years Old

10. Significant PC paid click share across verticals
Source: comScore qSearch (custom), US, PC February 2019 industry categories based on comScore classifications.
Business/
finance
Technology Health Travel Real estateTelecomAutomotiveRetail
15%
20%
25%
30%
35%
40%
45%
50%
0%
10%
5%

11. $10.7
$12.2
$14.0
$15.8
$17.5
2017
2018
2019
2020
2021
Automotive industry digital ad spending
U.S. ($ = billions)
As competition for audiences
builds, curating your own first-
party leads will always be the
most cost effective way to market
your business
Automotive digital
ad spend is expected
to grow more than
10% annually
through 2020
Source: eMarketer, Automotive Industry Digital Ad Spending, United States, 2017-
2020, March 2017. Includes all automotive-related categories including
sale/purchase of vehicles and parts and maintenance.

12. Source: “2015 Automotive buyer influence study: Sources that influence purchase,” commissioned by AutoTrader.com through IHS
Automotive, 2015, (https://agameautotrader.com/files/insights/pdf/2015AutomotiveBuyerInfluenceStudyBrochure.pdf).
69%of car buyers start off knowing
very little about the vehicles they
will purchase.
Auto purchase decision-making

13. Automotive

14. Josh Beach
Account Manager
• 7 years of Automotive Marketing experience
• Automotive focused Agency
• 5 Full Time Employees
• Over 50% of PPC accounts Advertising on Bing
Magnet Digital

15. When do you
introduce Bing?
Strategy and consulting throughout the
sales process has been important in
identifying when to introduce Bing.
Transparency on where they can be effective
early has changed how they are viewed in
the market.
“Dealerships are pretty
behind; we are
constantly onboarding
new clients to Bing.”
MAGNET DIGITAL

16. How do you
pitch Bing?
• Automotive is the most saturated
market on Google.
• Don’t show up and throw up—
Find what fits for the client.
• Analyze their market and impression
share—great opportunity to help
them grow by expanding to Bing.
“Dealerships have been
hearing for years that
agencies can get them great
results on Google. Bing has
been an amazing channel
for us to prove ourselves
and expand from there.”
MAGNET DIGITAL

17. • Very few dealers are effectively using Bing.
By implementing Bing, Magnet Digital can drive:
1. Lower CPCs for their clients
2. Get traffic from a more engaged audience
• Slightly older demographic — slightly more qualified.
• More time on site and more engaged audience at a
lower cost.
What is the impact on
your clients’ businesses?
MAGNET DIGITAL

18. What is the impact
on your business?
MAGNET DIGITAL
“Bing has helped since
other agencies are not
doing it effectively—it
has helped us gain
market share on the
competition.”

19. Healthcare

20. Paid Search Strategist
Trickey Jennus

21. When do you
introduce Bing?
TRICKEY JENNUS
LEAD GEN:
BRAND AWARENESS:

22. How do you
pitch Bing?
TRICKEY JENNUS
“We want to get in
front of everyone that
is searching for us.”

23. What is the impact on
your clients’ businesses?
TRICKEY JENNUS
“The key is to have a
full funnel approach
across all networks”

24. How Does Microsoft Advertising
on Bing Impact Customer Life?
WordStream Agencies that manage multiple networks for
their clients see their customer life increase 40%.
40%

25. How much to allocate to Microsoft
Advertising on Bing?
On average Agencies ask their clients to increase their digital
marketing spend 28% to advertise on Bing.
28%

26. Revenue Impact
Client Profile without Microsoft
Advertising on Bing:
• Car Dealership
• Google Ads Budget - $10,000
• Your fee – 15% of ad Spend - $1,500
• Customer Life – 14 Months
• Total Revenue - $21,000
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
Month1
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Without Bing

27. Revenue Impact
With Microsoft Advertising on Bing:
• Car Dealership
• Google Ads Budget - $10,000
• Bing Budget - $2,800
• Your fee – 15% of ad Spend - $1,920
• Customer Life – 19 Months
• Total Revenue - $37,632
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
Month1
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Without Bing With Bing
INCREASE IN REVENUE GENERATED – 79%