LDD Southern Summit 2013 - Bing - The digitalisation of society

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Adido

Let's Do Digital Southern Summit 2013 - Aaron McGrath from Bing

Marketing Technology Design

Digitisation of Society
Aaron McGrath – European SMB Advertising Lead

The Evolving Microsoft Mission

“Create experiences that combine
the magic of software with the
“A computer on every desk and in
power of Internet services across
every home.” – Bill Gates & Paul Allen (1975) a
world of devices.” – Steve Ballmer (2009)

Vertically
The era of devices with integrated services

Microsoft’s vertical integration of assets
that reach significant audience at scale

1 Billion
Use Office

30 Million
subscribers
60 Million
console sales

700 Million
registered
users

100 Million
copies sold

5.6 Billion
searches a
month

Platforms that reach consumers across the
journey

Device
s

Service
s

Be on the go with Windows Phone 8
Internet Explorer
Better search results
Search Button
Easy access
Homepage
Enjoy iconic imagery
and content
Bing Vision
Scan and search
Bing Music
Quickly find a song
click

Local Scout
Get local
recommendations

The role of Bing Ads in this new society
Our goals are to Provide you with
- A larger audience
- A high quality audience
- A choice of ad formats
- Better targeting options
- Best in class service

Microsoft Confidential

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.

Launched:
22 markets
To be launched:
16 markets
5 Continents

Microsoft Confidential

499 million unique
searchers worldwide

% of click-throughs leading to secure pages

Together Yahoo! Search and Bing
audiences are...

•

•

22.2%

more likely to
convert than the average UK
searcher1

25.5% more likely to
convert than Google UK
searchers1

1 Source:

Nielsen NetRatings March 2013

6.60%
5.40%

5.30%

0.60%
Average UKYahoo! Bing Network Google

Ask

Gain
efficiencies

• Tools
• Managed onboarding
experience

Stay ahead
of the pack

Grow your
agency

• Insights
• Training and
Accreditation

• Sales enablement
• A seasonal incentive

Easily Build New
Keyword Lists
• Build out lists of suggested
keywords
• Develop strategies based
on query data

Quickly Analyze
Seasonal and
Demographic Insights
•Generate traffic data
•Create list of locations, by
gender and age percentages
•Use keyword-specific
metrics such as
clicks, impressions & CTR

Personalise Research
Keyword Template
• Optimise account with
Report Template
• ‘Refresh’ your report for
selected date
range, keywords and
device type

Dedicated agency support specialist available for you to:





Onboard your team provide tool training and set your clients for success
Optimise campaign on Bing Ads for a better CPA
Show you all the resources available to get in front of your client

Our welcome offer:
Each client account
spending more than
£200 will receive a
one-off credit of £100

What’s the bottom line?
Our digital society is in constant evolution
We believe we have a strategy that is right for consumer and advertisers
We plan to deliver killer devices to your office, home and mobile environment
Through Bing Ads you can access your targeted audience on these multiple devices

Microsoft Confidential

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