Microsoft bing ads product overview

The beautiful world of
Microsoft
Adrian Cutler
Sept 2018

Consumer and Technology Trends
$1.2
Trillion
Additional
revenue
by 2020.
AI Driven Insights
95%
of customer
interactions
powered by AI
by 2025.
Customer InteractionsWorld’s data
163
zettabytes
Produced
annually
by 2025.
75%
HH Speaker
adoption
by 2020.
New Channels

Search is the
intelligence platform
that powers Intelligent
Agents

BUILT ON
TRUST
OPEN
COLLABORATION
Partnership on AIPrivacy
UNIVERSAL
PRINCIPLES
Ethical design

Tap into rich
knowledge
amassed from
the web,
academia, or
your own data
Access billions of
web pages,
images, videos,
and news with
the power of
Bing APIs
Process text and
learn how to
recognize what
users want
Hear and speak
to your users by
filtering noise,
identifying
speakers, and
understanding
intent
Emerging
Cognitive
Services
technologies for
early adopters
From faces to
feelings, allow
your apps to
understand
images
and video

Speech
Language
Vision
Knowledge
Conversations as a Platform

Syndication
Microsoft properties
Outlook
Microsoft Edge
Distribution

,000,000
Helping the world to breath

Who are they and how to reach them?

UK
25M
DE
24M
FR
21M
EU
115M
US
142M
AU
7M
APAC
141M
530M Worldwide

UK
405M
DE
403M
FR
391M
EU
2B
US
6B
AU
131M
APAC
2B
+14% +51% +30% +39% +4% +17% +45%
12B Worldwide

0
5
10
15
20
25
30
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64

Schooling
until age
16
Schooling
until age
18
Trade/tec
hnical
school or
college
University
degree
Postgrad
uate
degree

25%
OF CLICKS ARE UNIQUE TO
BING (NOT ON GOOGLE)

19%
OF MONTHLY SEARCHES ON
BING ARE NEW SEARCHES

… PC STILL DRIVES
MOST OF THE CLICKS

ESL +
Location
SLE +
Call
ESL SLE +
Location
SLE +
Call
Call SLE +
Location
+ Call
SLE Text Ads
WE EXTENSIONS

The Microsoft Graph provides rich audience data

Locations
Demographic
profile
Content
preferences
Personal
Data
Domain
preferences
Personal
Connections
Entities of
interest
Web activity
Search
Brand
preferences
Search
history
Purchase
History
Product
interests
Product
categories
Demographics
Customer
Data
Data signals combined
with 1st party data
Digital Profiles

The Microsoft Graph
To put the right message in front of the right consumer

An audience marketing
solution powered by the
Microsoft Graph and
artificial intelligence (AI).
Home of the new
Microsoft Audience Ads.
Meet the Microsoft Audience Network

Palm Desert –
Contoso Villas
Palm Desert –
Contoso Villas
Microsoft Outlook Microsoft EdgeMSN
The Microsoft Audience Network
In US, UK, CA, AU, FR. DE coming in fall 2018.

MSN OUTLOOK53%
MALE
47%
FEMALE
53%
MALE
47%
FEMALE
14%
15%
16%
18%
27%
16%
17%
16%
18%
26%
Microsoft Audience Network audience overview — United Kingdom
17.1M total unique visitors 17.9M total unique visitors
Source: comScore, Microsoft Audience Platform Report, April 2018, UK desktop.
MSN: 10% of audience is age 6-14. Outlook: 8% of audience is age 6-14. Numbers are rounded to the nearest percentage point.

Reach a high-quality audience when your ads show in OutlookAudience overview: Unduplicated reach — United Kingdom
Reach users on the Microsoft Audience Network who aren’t reached on other networks.
1.8M
Unique audience
Not reached on
TOTAL COMP SET
2.2M
Unique audience
Not reached on
GOOGLE
13.5M
Unique audience
Not reached on
FACEBOOK
20.8M
Unique audience
Not reached on
TWITTER
17.7M
Unique audience
Not reached on
GEMINI
Source: comScore, Microsoft Audience Platform Report, April 2018, UK desktop.
Google is Google Display Network and Facebook is Facebook + Messenger. Total comp set is all competitors.

Managing budgets with peace of mind1. Automatically target relevant queries based on site content with
Dynamic Search Ads| launched US & UK, pilot DE & FR
Pilot Opportunity:
Dynamic Search Ads Page Feeds
Available in US, UK, DE, & FR
Reduced burden of bulky
operations
Increased search term coverage and
ad relevance
ENTER YOUR
WEBSITE
CHOOSE YOUR
TARGETS
SPECIFY AD TEXT ONLY
BING ADS CHOOSES THE BEST LANDING
PAGE AND GENERATES THE BEST TITLE
FROM THE LANDING PAGE
AND SERVES THE AD ON
RELEVANT SEARCH TERMS
Last Minute Travel – Find Great Rates in Seconds.
Ad . contoso.com/Travel . 780,400+ followers on Twitter
This sample ad demonstrates DSA
{Dynamically generated headline}
Ad . contoso.com/Travel
This sample ad demonstrates DSA
All webpages
Specific webpages
By page category
contoso.com Last minute travel

Managing budgets with peace of mindDynamic Search Ads: TravelPass Group Case Study
*Dynamic Search Ads drove 21% of total account conversions
in one month.
*Dynamic Search Ads shown saw 37% lower average CPC
than standard text ad campaigns.
*Dynamic Search Ads shown helped increase ROAS by
20% month over month.
37%
CPC*
20%
ROAS*
21%
Conversions*

Managing budgets with peace of mind2. New retail experiences drive ad engagement on Bing Shopping
Campaigns| launched US, CA, UK, AU, IN, FR, & DE
Product Ads take up more space on
the SERP than a text ad, attracting
attention
Bing Ads delivers significant traffic
from online shopping
Product Ads can also show with text
ads for the same merchant, giving
advertisers even more real estate
Million540
Million74
Monthly retail searches
Monthly retail searchers

Managing budgets with peace of mindNew Retail Experiences
Local
Inventory
Ads
IN PILOT
US;
Coming to
UK
Shopping
Tab
US & UK
Free
Shipping
Annotation
US ONLY;
Coming to UK,
FR, DE, AU, CA
& IN

Merchant
Promotions
Available in
US, UK, FR,
DE, AU, CA
& IN
Merchant
Promotions
in new
experiences
US ONLY
Merchant
Promotions in
new experiences
Mainstreamed in
US, UK
& IN

Flyer
Extension
and
Carousel
IN PILOT
US
3D
Product
Ads
Extension
IN PILOT
US
Flyer appears as an extension of text ads
Flyer Extension
Flyer Carousel
Flyers display for broad searches like “weekly deals”
Product Ads
in Bing Image
Search
US ONLY
Multiple-
Images
Experience
US ONLY

Bing Shopping
Getting you in front of your most valuable customers.
Data Source: Periscopix Bing Ads & AdWords UK reporting, comparisons between Bing Shopping Campaigns and Google Shopping Campaigns 1 March – 30 April 2017
Bing gives us access to a hugely valuable
audience with higher disposable income
that has exceeded our expectations. Bing’s
demographic has given our client a higher
AOV and stronger ROAS, it’s a no-brainer.
Liam Gordon, Senior PPC Account Manager, Merkle | Periscopix
Tap Warehouse
achieved
73%
higher AOV on
Bing compared
to Google
Shopping

Managing budgets with peace of mind3. Use Broad Match Modifier to expand your reach | launched
Global
25% of clicks on the Bing Network are
on searches unique to Bing. Most of
those clicks are in the tail
Broad match clicks on average are
11% cheaper than exact match clicks
19% of monthly Bing searches are
new queries
2
5 6
Keyword Conflict
Reports
Remember
Negative Plurals
Transfer Broad
to Exact
Shared Negative
Libraries
3
Bing Ads
Intelligence
4
BMM on
Brand
7 8
Use Negative
Phrase Sparingly
Max 3 “+”
tokens for BMM
1

LawDepot offers an extensive library of legal forms
and resources, and since 2001 has helped more
than 4 million people save billions in legal fees.
LawDepot: Bringing Legal
Ease to Paid Search
#BingAdsStories #BingNetwork Want to learn more? Read the full story.
The challenge
Extending the company's reach,
enabling LawDepot to provide
legal solutions and resources
around the globe
Industry: Legal
Market: U.S., CA, UK, AU and IE
Target customers: Everyday people with legal needs
Products used:
Broad match modifier
Expanded Text Ads
Sitelink Extensions
Enhanced Sitelinks
The solution
Going all in with Bing Ads,
leveraging broad match modifier
for more qualified traffic, and
implementing feature adoption
best practices to increase
business growth.
The results
Looking year over year from
this time in 2016, our profit
from Bing Ads has doubled.
“
”
Chris Bordato
Director of performance marketing
LawDepot
Results provided to
Bing by LawDepot
LawDepot achieved the following results:
56% increase to CTR
with lower CPC and CPA
22% decline in CPAs, with a
22 percent increase in conversions

Managing budgets with peace of mind4. Use a single Universal Event Tag (UET) to enhance your Bing
Ads experience| launched Global
Prepare your website for important
new ad features
Automate helpful features
such as bidding, optimisation
suggestions and audience targeting
Measure your impact
across online and offline channels
Conversion tracking
Track conversions more
accurately, especially across
Safari and Firefox users.
Remarketing lists
Have more ways to segment
your users and audience
target.
Ad performance
Collect website data that
helps our platform match
you to higher quality users.
Flexibility
Make adjustments to your
campaigns without needing
to tag additional pages.
Big picture
Make better decisions
based on the full set of user
activities across your
website.
Online Conversions
Offline Conversions
App Conversions
Our JavaScript version of UET has several benefits:
Modern design
Stay up to date without
retagging your website.
Fast loading
JavaScript tags load
asynchronously, without
slowing down your site, as
seen on Pingdom and
PageSpeed.
Enhanced security
View what data is collected
and our Privacy Statement.
Easy implementation
A single tag across all your
web pages provide benefits
across the Bing Ads
experience and is
compatible with major tag
management systems.

A hundred years after his great-
grandfather began selling spectacles
from a pushcart on Manhattan’s Lower
East Side, Ryan Alovis proudly maintains
a tradition of customer service.
LensDirect.com: four
generations in focus
Want to learn more? Read the full story.
The challenge
Stand out from others who
sell the same product,
cultivating a reputation
based on stellar service.
Industry: Optometry
Market: U.S.
Target customers:
Men and women of any
age
Products used:
Universal Event Tracking
Bing Ads Editor
Remarketing in
Paid Search
The solution
LensDirect.com uses
Universal Event Tracking to
monitor customer behaviour,
Bing Ads Editor to manage
campaigns, and Remarketing
in Paid Search to reconnect
with customers.
The results
We're seeing greater sales
with Bing Ads. We’re
spending less and yielding
more. To me, that's a
monster home run.
“
”
Ryan Alovis
CEO of LensDirect.com
Results provided to
Bing by LensDirect.com
Conversions are up 60%
Average CTR is up 44%
Site traffic is up 112%
Advertising budget is up 202%

Managing budgets with peace of mind5. Drive consumer engagement with Ad Extensions| launched
Global
Highlight product offers and deals
Tell potential customers more
about your business
Take up more real estate on the
SERP

iProspect
increased CTR by
80%
when using
image extensions
on generic
keywords
Image Extensions
Is a picture worth a thousand words?
Branded
keywords were
even better
with
250%
increase in CTR
Data Source: iProspect & Bing Ads reporting, increase is compared to standard text ads, January 2017

Managing budgets with peace of mind6. Convert intent to action with intelligent Audience Marketing
| launched Global
Each audience segment is unique
and valuable
Reach audience segments at different
places along the buying decision
journey
Who someone is influences their
buying preferences.
Some ages or genders have
stronger affinities to certain
product categories.
People are often searching in
the moment.
Where, when and how
they search can provide
useful context.
Past behaviors are useful
predictors of future activities.
Activities across websites,
searches and content help us
better understand search
intent.
DemographicBehavioral Contextual

Managing budgets with peace of mindBehavioural audience targeting
Connect with each audience
exclusively or incrementally
Tailor your ad copy for each
audience
Bid boost to connect with audience
more or less often
• Connect to searchers
in-market to purchase
certain products.
• Categories include autos,
finance, telco, travel and
more.
• Can reach searchers who
may not have yet visited
your site.
• Reconnect to past visitors of
your website.
• Upsell, exclude or cross-sell
to existing customers.
In-marketRemarketing

Managing budgets with peace of mindDemographic audience targeting
audience
more or less often
• Engage audiences of one
gender or another.
• For product or service
segments that skew more
toward males or females.
• Engage audiences across
specific age brackets.
• Age brackets include 18-24,
25-34, 35-49, 50-64, and
65+.
GenderAge

Managing budgets with peace of mindContextual audience targeting
audience
more or less often
• Reach audiences at certain
times of day or days of
week.
• Reach audiences based
on device type (PC, tablet
or mobile).
• Reach audiences based on
geographical location.
• Country, state, city, ZIP Code
or radius.
• Can choose to include
explicit location intent in a
query (“Seattle Hotels”).
Time, day, deviceLocation

Managing budgets with peace of mindThe audience roadmap
Available now
• Age buckets
• Gender
• Location
• Device
• Remarketing lists
• In-market Audiences1
(US)
• Custom Audiences
(Global except European Union, May 2017)
• Similar Audiences
(US expanded beta, Q3 2018)
• LinkedIn Profile Targeting2
(US, closed beta, Aug 2018)
• In-market Audiences1
(AU, CA, Q4 2018), (UK, Q4 2018)
• Product Audiences
(US, closed beta, Sep 2018)
(US, CA, UK, AU, IN, FR, DE, open beta, Oct
2018)
• Campaign-level
associations
for audience targeting
(2019)
• Custom Combinations
(“or” “and”)
(2019)
• Customer Match (email
match)
(2019)
• Google Import supporting
In-market Audiences
(Fall 2018)
Pilots Future

Verivox lowered
their Cost Per
Acquisition
(CPA) by
18%
using
Remarketing on
Bing Ads
Remarketing
A second chance to talk to your customers.
Being able to address customers a second
time, when they’ve already searched on
Bing, is a great opportunity.
Thomas Liebau, Head of Performance Marketing, Verivox
Data Source: Verivox Bing Ads DE reporting, CPA reductions are between Q1 2016 and Q1 2017.

8. Layer on targeted and automated bidding| Pilot
Catch the clicks that fall through the
cracks of your campaign
Choose the metrics you want to
emphasise
Save time manually optimising
budget spend
Enhanced
CPC
Maximize
Clicks
Maximize
Conversions
Target
CPA
100
500
1000
$

Enhanced CPCs
Because you can’t monitor everything all of the time.
Data Source: Europcar Bing Ads UK reporting, three months between April 2017 and June 2017
The efficiency of Bing Enhanced CPCs has
been brilliant. The time saved not having to
manually adjust bids means we can
concentrate on new account optimisations.
Mathilde GADY, Head of Digital Marketing, Europcar International
Europcar
reduced CPA by
20%
using enhanced
CPC bidding to
boost their most
effective ads.

1. Fill the gaps from AW2B with Import from Google Ads, made
easy
Manage one feed for shoppingInvest more time in optimisation
Can be used for specific parts of the
campaigns not supported by AW2B,
like Callouts and Structured Snippets

Managing budgets with peace of mind2. Sharing budgets with peace of mind
Import shared budgets from
Google Adwords
Increased likelihood of budget
maximisation
Reduce effort to calculate budget
distribution

3. Adding Images, make your ads stand out
Same images used for Microsoft
Audience Ads
Increase brand awareness on the
SERP
Dominate mainline ad space
Drag and drop your new image
or browse to its location on
your drive or network.
The new image is
automatically cropped
into the four aspect
ratios for Audience Ads,
which you can edit.
Give your new image extension its
name or display text. Description
and URL are optional.
Preview your image in an ad.

4. Demographic targeting, back to basics
Reach the people who matter to you
Reduce budget wastage on clicks
that don’t convert
Optimise performance with granular
targeting efficiency

Demographic Bid Modifiers
Target the audience that matters to you most.
Data Source: Space & Time Bing Ads UK reporting, three months between March 2017 and May 2017
The performance on Bing was
exceptional giving us access to an
audience we would struggle to
reach elsewhere.
Steve Harrington, Associate Director, Space & Time Media
Age UK Hearing
Aids achieved
200%
higher CTR on
Bing compared to
Google using
demographic
targeting

5. Syndication network, expanding horizons
33% of EMEA syndication clicks are
from mobile
Transparency to optimise where the
network performs best for you
Increase your reach on Bing Ads
through our high quality partners
AI-powered smart pricing adjusts for
your conversion performance.
You have control. You can opt out of
specific domains or the entire
syndication network.
Tighter quality controls filter out bad
quality and fraudulent traffic. You only
pay for standard quality clicks.
59%
click volume
30%
conversions
18%
CPA

Open*
6. Reach a wider audience with multi language targeting | Pilot
*Call Extensions and only Sitelink Extensions and Enhanced Sitelinks that haven’t gone through the sitelinks upgrade
migration are excluded.
Get language recommendations
based on targeted locations
Update your chosen languages at
any time
Increase reach and improved ad
quality

Managing budgets with peace of mind
Shopping
Bing Shopping Campaigns are
available in in US, CA, UK, AU, IN,
FR, and DE
Shopping Campaigns Bing Google
Available in Multiple Markets
Flyer Extensions experience (US)
Shopping Showcase Ads
Merchant Center:
Feed types support – automatic
updates to price and availability
FTP, manual upload, Content API for
feed updates
Google Import N/A
Products Tab
Retailers can block aggregators

Ad Extensions
Image and Multi Image Extensions
are only available on Bing
Extension Bing Google
Sitelink Extensions
Callout Extensions
Structured Snippet Extensions
Call Extensions
Location Extensions
Price Extensions
App Extensions
Image Extensions
Message Extensions
Affiliate location and promotion Extensions

Sitelink Extensions
Sitelink Extensions Bing Google
Account Level Sitelinks
Campaign Level Sitelinks
Ad Group Level Sitelinks
URL Rules Same or Different URLs Different URLs
Third Party URLs Limited

Bidding Options
Bid Types Bing Google
Manual
Enhanced Cost Per Click (eCPC)
Maximize Clicks
Maximize Conversions
Target Cost Per Acquisition (tCPA)
Target Return On Ad Spend (tROAS)
Target Position
Competitive Share

Bid Adjustments
Adjustments Bing Google
Location
Day of Week
Time of Day
Device
Demographic
Household Income
Parental Status
Interactions (e.g. calls)

Audience Targeting
* Coming Soon on Bing
Targeting Option Bing Google
Ad Group Level
Campaign Level*
Similar Audiences*
Customer Match*
Custom Combinations*
Remarketing:
Dynamic Remarketing Product Audiences
Cookie Window 180 day maximum 540 day maximum
In-Market Audiences 280 segments, US only ~490 segments
Custom Audiences*
LinkedIn Profile Targeting*
Remarketing with DMP data

Conversion Tracking
*Coming soon to replace time of
conversion on Bing
Conversion Tracking Bing Google
Time of Click*
Conversion Sources:
Websites
Apps
Imports
Phones

Ad Scheduling
Ad Scheduling Bing Google
Based on: Searcher’s time zone Account’s time zone
Location & Device Targeting & Ad Distribution Settings
Level Bing Google
Campaign Level
Ad Group Level
Quality Score Visibility
Level Bing Google
Keyword Level
Ad Group Level
Campaign Level

Language Targeting
Language Target Bing Google
Targets by:
Ad language, location,
device, and others
Browser Language
Level:
Campaign level to
replace ad group level*
Campaign Level
Ad Network Distribution & Targeting
Search Syndication Bing Google
Traffic Transparency:
Aggregate Level Reporting
Campaign Level Reporting by Domain
Traffic Optimization:
Exclude traffic from Specific Domains

Microsoft bing ads product overview

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