The document summarizes information about the Bing search engine network and audience. It provides statistics showing that Bing has a large audience across Europe, with over 100 million monthly searchers. It also details that the Bing network audience spends more time online and has higher purchasing power than other search audiences. Finally, it outlines the unique aspects of Bing's large audience, including its presence on Windows 10 devices and integration into digital assistants.

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2. Introductions

5. Mobile ad products that increase clicks
Make investments in relevancy, matching, click prediction & user engagement
Microsoft Internal Data, mobile devices only

7. ENRICHING EXPERIENCES IN APPS

8. And we are no longer
a simple challenger.
Bing network. Be There. 8

9. Data source: comScore (custom), Jun 2017. NL, PC The Bing Network includes Microsoft Core Search sites,
Yahoo (Bing Powered) sites.
Bing is bigger than you think

10. 9%
25%
18%
12%
10% 9%
12%
100M
searchers across our
top 7 European
markets making
3 billion
searches a month
Our PC audience is growing
comScore qSearch (custom), Jun 2017 Bing Network includes Bing, Yahoo
Search (searches powered by Bing), and AOL Search Network.

11. •
19% 10%12% 9% 9%10%25%
19M 10M21M 8M 23M8M29M
729M 216M479M 145M 3B216M905M
France ItalyGermany Netherlands EuropeSpainUnited
Kingdom
Market Share
Unique Searchers
Monthly Searches
Growing market
share across Europe

12. •
8M
UNIQUE SEARCHERS
9%
SHARE
145M
MONTHLY SEARCHES
8M Unique Searchers, more volume with less effort in
the Netherlands
Bing Network — includes Yahoo, Bing, AOL and partner sites

13. 4-5x
19%
Increase in
Bing syndicated clicks
of Bing clicks from syndication
expected in 2016 (U.S.)
Source: 1. Microsoft Internal Data, Dec 2016 (worldwide numbers); 2. Bing NL searches
on PC and Tablet by Windows 10 and non-Windows 10 devices , Oct 2015.
101
Windows 102 2
default1
“Windows 10 is a Bing honeypot
—and it’s working”
“Milestone: Bing Now Profitable
As Windows 10 Success Boosts Usage”

14. Transparent
Controllable
High quality
Bing’s Syndication Network is growing and…
14Bing network. Be There.
Source: Microsoft Internal, Dec 2015. Bing Syndication Only, excludes Yahoo and Yahoo Syndication Data

15. | DASH

16. More than 1 in 3 searches powered by Bing on PC and Tablet are from Windows 10 devices
Windows 10 search volume share for Bing Netherlands O&O traffic on PC and Tablet devices, Oct 2015.
Non-Windows 10
65%
Windows 10
35%

17. Top categories in volume of Windows 10 NL searches: CPG, Finance & Insurance and Health
37% for Retail
Windows 10 search volume share for Bing Netherlands O&O traffic on PC and Tablet devices, Oct 2015. Vertical segments based on analysis of top queries.
Windows 10Non-Windows 10
73%
72%
71%
67%
66%
66%
63%
63%
61%
61%
61%
60%
59%
59%
39%
27%
28%
29%
33%
34%
34%
37%
37%
39%
39%
39%
40%
41%
41%
61%
Tech & Telco
Reference
Entertainment
Careers & Education
Social & Charity
B2C Services
Travel & Transportation
Retail
B2B Services
Restaurants & Food
Auto
Adult & Gambling
Health
Finance & Insurance
Cpg

18. Windows 10 NL searchers complement our existing audience base with a strong representation of
Males, over 50 years old
Age Group Gender
+13%
Search volume split by demographics across Windows 10 & non-Windows 10 in the Netherlands
57%
40%
43%
60%
Female Male
15%
12%
18%
12%
32%
27%
28%
33%
7%
15%
Non-Windows 10
Windows 10
18-24 25-34 35-49 50-64 65+
Bing Netherlands O&O search volume by age and gender on PC and Tablet devices for Windows 10 and non-Windows 10 devices, Oct 2015
Figures may not sum to 100 due to rounding.

19. How do we
compare to
others in the
market?
19

20. Bing searchers spend 50% more than Google
searchers
1.TheYahooBingNetworkincludesMicrosoftandYahoositesinworldwide.
2.comScoreqSearch(custom),March2015.
Our audience spends more.
Unique searchers on Bing
Network:
• Spend 156 % more online than
the average Internet searcher
• Spend 50 % more than Google
searchers worldwide
100 171 256
Average Internet Google Yahoo Bing
Network
Buying Power Index

21. Bing Ads delivers lower cost per acquisition vs Google
60 % lower cost
per conversion than Google
AdWords
10 %
more revenue from searchers
3%
$15.21
$5.18
Microsoft ConfideConsumentenbondal

22. Better CPCs than Google AdWords in key verticals
Ensure an efficient use of your budget with Bing Ads
22Sample of the Marin Global Search Index for Eurozone, customers buying in Euros, Q3, 2015. All devices, partner network excluded.
Auto
Healthcare
Retail
Average CTR
4.61%
5%
6.08%
5.07%
2.96%
1.82%
Average Cost-per-click
€0.24
€0.40
€0.71
€0.31
€0.30
€0.12
-40%
-58%
-61%

23. You don’t have to start from scratch.
We can import your existing search
advertising campaigns that are
already working for you with the
Google Import tool.
Expand successful campaigns
Easily import your Google AdWords campaigns to Bing Ads
23

24. Audience matters

25. Age Gender Income ChildrenEducation
are
male and
female
of
Bing users
are under the
age of 45
Network Audience Demographics In Netherlands
What Does the Bing Audience look like?
are
in their
country’s top
earning
of
the audience
are degree
educated
have at
least one
child in the
household
54% 52%
48%
21% 30% 56%

26. Data source: Microsoft Internal data January 2017, Bing Network clicks and search data is a worldwide statistic.
Embedded in
Windows 10
500M
Windows 10
devices
worldwide
Unique Searches
25% of the clicks on the
Bing Network are on
searches not found on
Google
Powering Digital
Assistants
Bing powers the
search for Siri, Alexa
and Cortana
Our audience is unique