A search engine is a data base of intents and by thinking outside the (search) box, marketers can harness the statistical value of this source of insights. They can offer new advertising stimulus where their audience is searching, but also taking the search insights to the outside world.

1. Making the most of search intents
Cedric Chambaz | Head of International Marketing
Bing Ads
@CEDRICtus

3. The Digital Universe is Expanding…
2 BillionFacebook updates per day
300 MillionFacebook photos per day
350 MillionSnapchat photos per day
400 MillionTweets per day
5 MillionFoursquare check-ins per day

4. …and so are our Tools and Needs
Users
Rising Expectations
Devices
Constraints, Opportunities

5. Web innovation needs a search revolution

10. Hi SMX London! How can I
help?

11. SEARCH REMAINS A DATA BASE OF informational
navigational
transactional
INTENTS

12. SEARCH REMAINS A DATA BASE OF informationalINTENTS
CAPTURED
LEVERAGED
navigational
transactional

13. Driving more user engagement with ads
Year over year clicks on the Yahoo Bing Network
Internal data, Yahoo Bing Network Feb 2014 vs. Feb 2013
+29% +190%
MobileAll devices
Ongoing focus on traffic and click
quality
Investments in Relevancy, Matching &
Click Prediction
New Ad Extensions & annotations:
sitelink, local & call extensions &
annotations, merchant reviews
How?

14. Not all devices are created equal…
Consumer behaviour differs by screen
comScore Device Essentials, December 2012

15. 41%
27% 23% 23% 23% 21% 16% 16% 16% 11% 11% 10%
57%
67% 70% 69% 69% 70% 78% 80% 76% 84% 84% 84%
2%
6% 7% 8% 8% 9% 6% 4% 9% 5% 5% 6%
Community,
Social, &
Charitable
Adult &
Gambling
Entertainment Travel CPG Health &
Wellness
Autos Tech &
Telecom
Retail Careers &
Education
Finance B2C Services
Mobile PC Tablet
UK searches by Device January 2014
UK: Bing & Yahoo (partner traffic excluded). Based on top queries, Jan 2014
Nearly 3 out of 10 queries on Yahoo Bing Network now comes from a mobile device

16. Ad extensions: going beyond the blue links to address intents
Location Extensions
Shows addresses & phone numbers for properties
within 50 miles of user; map integration
2
2
Call Extensions
Click to call on mobile, metered numbers; Skype
integration, vanity local numbers
1
1
Sitelink Extensions
Show up to 10 deep links with your ad
3
3
Rich Ads in Search
Image, video & deep links for brand keywords
Mainline exclusivity
4
4

17. • Ads with SiteLinks show an
average of 16% higher mainline
CTR vs. text ads with no
extensions.
• Finance, Travel & Entertainment
show particularly strong CTR
uplifts.
+16%
+25%
+22%
+19%
Overall Finance Travel
Tech &
Comms
Internal Microsoft study, Sep 2013, Bing UK. Analysis focused on advertisers who adopted sitelink extensions, and compared
performance on a sample of traffic with sitelinks enabled vs. a sample of traffic with sitelinks capability disabled.
+16%
Retail
+16%
Autos
+21%
Entertainment
SiteLinks Extensions UK study
SiteLinks vs. text ads click-through rate uplift

18. UK ads combining extensions have a stronger CTR
• Average CTR of a text ad with Ad Extensions is higher than that of a standard text ad without
extensions.
• Average CTR is higher when advertisers are leverage a combination of Ad extensions
14% 20%
Text ads with
SiteLinks
Text Ads with
SiteLinks &
location
extensions
7%
Text Ads
Internal Microsoft Analysis. 1 Oct - 20-Nov, 2013 Bing and Yahoo! O&O, UK PC and tablet only. Data represents the average mainline
CTR performance for advertisers adopting the ad extension(s).

19. UK Average CTRs SiteLinks + location extensions by vertical
Internal Microsoft Analysis. 1 Oct - 20-Nov, 2013 Bing and Yahoo! O&O, UK PC and tablet only. Data represents the average mainline
CTR performance for advertisers adopting the ad extensions.
24% 23%
15% 15% 14% 14%
11%
B2C Services Retail Health & Wellness Travel &
Transportation
Autos Financial Services &
Insurance
Careers & Education

20. Bing Ads and Smart Search
Larger ad formats & web previews –
drive brand recognition and user engagement
No additional steps for advertisers – the best quality ads in
the Yahoo Bing Network are automatically eligible for inclusion
Fewer wasted clicks – web previews let consumers know what
they’re getting before they click
Integrated Bing Ad Extensions – extra room so consumers can
find, call, book, and more with a single tap or click

22. Why Yahoo Bing Network can’t be ignored
-36%
vs. Google’s cost
per conversion
65%
vs. Google’s ROI
-45%
vs. Google’s
Cost per Click
152%
vs. Google’s
average CTR
The cost per click on Yahoo Bing
Network is almost half of that on
Google, even though our ads appear in
significantly higher positions…
Yahoo Bing Network brought in 12% of
our PPC traffic in 2013, whilst only
accounting for 7% of our spend.

24. News
Sports
Finance
Travel
Weather
New Windows to 8.1
Pre-installed
Food & Drink
Health & Fitness
Coming Soon to
Windows Phone 8
News
Sports Finance
Weather
App available in the store
Health & Fitness
Food & Drink
Travel

25. Impressions
Age
Gender
8% 17% 15%
24%
20% 11%
12-17 18-24 25-34 35-49 50-64 65+
63%
36%
Demographic Data Source:
ANID (Internal Data), December 2013
Impression Data Source:
RROD (Internal Data), December 2013
Female
Male
543,335
95,378
118,917
6,018,609
2,463,017
196,792
803,078
FINANCE
FOOD & DRINK
HEALTH & FITNESS
NEWS
SPORTS
TRAVEL
WEATHER

26. 5 Anchor Ad Sizes
250x250 300x250
728x90 300x600160x600

27. INTENTS
CAPTURED
LEVERAGED

28. Think outside the box with what’s behind the box |

29. “The right message
to the right people
at the right time…”
Turn Big Data in actionable insights

30. 2 free Excel tools to turn search intents in smart marketing insights
Power Map(download here)
Bing Ads Intelligence (download here)

31. First, who is searching for your brand?
50%
40%
30%
20%
10%
Fosters Heineken Tiger Strongbow
18-24 25-34 35-49 50-64 65+Average age:
50%
40%
30%
20%
10%

32. First, who is searching for your brand?
Example: Who is currently in market for a Citroën C4 in the UK?
Bing searchers
for ‘Citroën C4’
heavily skew
male
54%
of searchers for
Citroën C4 are in the
age group 25-49.
27% 73%
Source: Microsoft Advertising Internal Reports for UK, Jan 2014
10%
19%
35%
29%
18-24 25-34 35-49 50-64
Deskto
ps and
laptops
73%
Smart
phones
15%
Tablets
12%

33. Unwrapping Power Map
What if you could also see
where these customers were?

34. LIVE DEMO

35. Together, Yahoo Search and Bing deliver
a competitive search offering
that provides advertisers quality audiences
through a new, enhanced global platform
that enables stronger business results with less effort.