Is Bing just a search engine? Or has it evolved into something more because of how Microsoft is leveraging big data across products to make our digital lives seamlessly integrated. Let's talk about the bigger picture and the strategy of Bing within Microsoft and its impact to search. Let's dig in with a brief overview of what happened in 2015 along with a tactical look at what you need to know to make the most of the new features. Then let's talk about what you can expect from @Bing and @BingAds in 2016 with a sneak peek at what is coming. Do you have questions? Come ask them.

1. February 5, 2016
Behind the
scenes with
Bing Ads
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2. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
Christi Olson, Evangelist, Bing Ads
Digital Marketing Sales Marketing Personal

3. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
o Behind the Scenes with Bing
o Looking back at 2015
o What’s coming in 2016
Our agenda

4. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
"We're all in on search..
Some doubted our
commitment, [but] we've
built a business that's on
the path to success.
We're all in.“

5. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson

6. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson

7. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
Search advertising is changing

9. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson

10. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
Bing powers search across Microsoft products, and is at
the core of Microsoft strategy

11. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
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”

12. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
Free upgrade
One billion Windows 10
devices by 2018

13. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
The engine behind Cortana
Easy to find on task bar
Deep integration with Microsoft Edge
Bing as default across multiple touchpoints

14. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
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. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
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. 11.97%
14.7%
16.25%
18.2%
19.7%
20.8%

17. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson

18. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson

19. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson

20. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
As always, we will continue to offer you control in selecting
where you’d like to show your ads.

21. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
o Behind the Scenes with Bing
o Looking back at 2015
o What’s coming in 2016
Our agenda

22. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
Bing Ads 2015
January December
UETUpdate
UndobuttononChange
Historytab
Bidsuggestionand
instantpreview
ReviewAdExtensions
Increasedimportlimitto
1millionkeywordsandads
ImprovedQualityScore
CompetitiveBidOpportunity
BingAdsEditor10.7
CallOutAdExtensions
ActionLinkAdExtension
CampaignPlannerv3
UnifiedDeviceTargeting
forsmartphones
BingAdsforiOS
BingShopping
Campaignsbeta
AuctionInsightsData
Column
AppAdExtensionGA
BingAdsEditor10.8
UpgradedURLsupport
AutomatedRules
MatchType
NormalizationReport
BingShoppingCampaignsGA
Accountsandbilling
improvements
“NotifyMeWhen”
automatedrules
Tooltoconvertproduct
adstoshopping
campaignsBingAdsforAndroid&iOS
UniversalEventTrackingV2
KeywordPlanner
LowerBidOpportunity
RemarketinginPaidSearch
NativeAdspilot
BingAdsEditor10.9
OfferAdExtensionpilot

23. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
Bing Ads 2015
January December
UETUpdateUndobuttononChange
Historytab
Bidsuggestionand
instantpreview
ReviewAdExtensions
Increasedimportlimitto
1millionkeywordsandads
ImprovedQualityScore
CompetitiveBidOpportunity
BingAdsEditor10.7
CallOutAdExtensions
ActionLinkAdExtension
CampaignPlannerv3
UnifiedDeviceTargeting
forsmartphones
BingAdsforiOS
BingShopping
CampaignsbetaAuctionInsightsData
Column
AppAdExtensionGA
BingAdsEditor10.8
UpgradedURLsupport
AutomatedRules
MatchType
NormalizationReport
BingShoppingCampaignsGA
Accountsandbilling
improvements
“NotifyMeWhen”
automatedrules
Tooltoconvertproductads
toshoppingcampaignsBingAdsforAndroid
&iOS
UniversalEventTrackingV2
KeywordPlanner
LowerBidOpportunity
RemarketinginPaidSearch
NativeAdspilot
BingAdsEditor10.9
OfferAdExtensionpilot

24. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
o Behind the Scenes with Bing
o Looking back at 2015
o What’s coming in 2016
Our agenda

25. Hello AOL.

26. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
Bing will power AOL web search
across all devices, helping you tap
into more high-quality volume,
reach a valuable audience and
continue to give you control.
Meet AOL, the newest member of the Bing family,
delivering the high-quality volume you want.

27. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
Ad products that will display in AOL search Which of my ad products will
display in AOL search?
ANNOTATIONS
Long Ad Titles
Bolding
Merchant Ratings
Customer Ratings (in testing)
2
Sitelink Extensions
Dynamic Sitelinks
Location Extensions
Call Extensions
AD EXTENSIONS1
AD PRODUCTS
Product Ads (in testing)
3
2
1
2

28. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
HH income
>$75K USD2
51%
Attended college+2
77%
35+2
90%
Female2
55%
Demographics Buying Power Index
116
Buying Power Index of AOL
searchers1
Bing and AOL searchers both
spend more than the average
Internet searcher.

29. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
Implement Universal Event Tracking (UET)
< HTML >
Step 1 Step 2 Create Step 3 Associate
on

30. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
Unlimited Potential for
Audience Targeting
• Site Visitors
• Engaged Visitors
• Bouncers
• Broken down Customer Journey
• High Intent Purchasers
• Existing Customers

31. February 4-5, 2016 | #ConnectSEW | @BingAds | @ChristiJOlson
Power of Remarketing
Increased
Clicks
Decreased
CPA
Increased
ROAS

32. Introducing three feature release themes. The common threads that connect our releases.
We understand that efficient use of your time, highly relevant audiences at scale, and ultimately the
success of your campaign are what matter to you the most. We hear you, and we’d like to share
how we’re addressing these priorities to help you build your business.
Examples:
• Automated Rules
• V10 API
• Bing Ads for iOS and Android
• Bing Shopping Campaigns
• And more…
Time &
Efficiency
Relevant
Audience Volume
Examples:
• Enhanced Sitelink Extensions,
App Extensions, and more
• Product Ads
• AOL Partnership
• And more…
Examples:
• Remarketing in Paid Search
• Universal Event Tracking v2
• Keyword Planner
• And more…
Campaign
Performance
We’re listening as your priorities are our priorities

33. Bing Powering AOL Search
Inline Opportunities
Recently Released Features
Keyword Planner v2
Bing Ads for iOS & Android Updates
Cross-Partner Linking and Unlinking

34. Coming Soon
Within <2m
Inline Download - Phase 1
Download what you see in the Campaigns page grids.
Inline Keyword Diagnosis
Get a keyword diagnosis summary in the Campaign Keywords tab.
Agency IO Management
Enable agencies to manage IOs on behalf of bill-to customers.
Segmentation - Phase 1
Get flexible, deeper insights from within the Campaigns workspace.
Callout Extensions
Highlight product offers and deals by including up to four callouts in an
ad.
Review Extensions
Highlight positive third-party reviews in your ads.
Europa
Bing Ads will collect taxes based on country of sold-to address
Upgraded URLs
Set up and manage shared tracking URL parameters.
Bing Ads Editor 11
Visual redesign. Support for multiple accounts.
App Install Ads
Promote your app in the ad without the need for a website.
Add a “Get” button to your ads.
Credit Limit Recognition
Know when a managed monthly invoiced account is getting close to or exhausting its
credit limits.
Native Ads
Native ads to target user intent
Longer Term

35. © 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.