K^2 London presentation from Tor Crockatt of Microsoft Advertising EMEA on "Leveraging Bing Ad Extensions" presented on April 2nd, 2014.

1. The bigger the better: leveraging ad extensions
Tor Crockatt
Product Marketing Director, Bing Ads EMEA
2nd April 2014

3. @JmGagnon | @BingAds
You have to point out the details,
and make it obvious….

4. Call Extensions
Click to call on
mobile, metered
numbers
Ad extensions a key tool to differentiate your ads
Sitelink Extensions
Show up to 6 deep links
with your ad
Location
Extensions
Shows
addresses &
phone numbers
for properties
Rich Ads in Search
Image, video & deep links
for brand keywords
Mainline exclusivity

5. Ad Extension Analysis
Ads can now combine ad extensions
1 in 3 mainline impressions now features a sitelink extension
What click-through
rate uplifts do we
see by adding
sitelink extensions?
What average
click-through rates
are we seeing by
extension type?
What is the
performance we
are seeing when
advertisers use
more than one?
1 2 3

6. Sitelink Extensions UK study
Sitelinks vs. text ads click-through rate uplift
+16%
+25%
+22%
+19%
Overall Finance Travel
Tech &
Comms
• Ads with sitelink extensions
show an average of 16%
higher mainline CTR vs.
text ads with no extensions.
• Finance, Travel &
Entertainment show
particularly strong CTR
uplifts. 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

7. Five formidable sitelink extension tactics
Refining Intent
Tempt browsers to navigate to
more specific, tailored landing
pages.
1
Offers, discount, claims
- 0% balance transfer
- You could save over £800
- Travel insurance from £2 a day
- Multi-policy discounts
2
Personal
circumstance
- CCJ credit cards
- Stop lenders demands
- 100% mortgages
- First time buyers
- Luxury short breaks
- Low cost holidays
- Kids go free
3 Get the Researcher
- Check your credit rating
- Compare balance transfer
cards
- Top 100 holiday destinations
- Best reviewed hotels
4
Get the Doer
- Apply today
- Call our specialists
- Request a call-back
- Book Las Vegas 4* hotels
- Reserve your Paris city break
5

8. • 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.
UK ads combining extensions have a stronger CTR
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).

9. CTRs by Industry: sitelinks plus location extensions
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
• National business with a website
• Local network of physical locations
• Objectives: drive websites visits + footfall

10. @JmGagnon | @BingAds
“The future is now! Soon everyAmerican home will
integrate their television, phone and computer.
You'll be able to visit the Louvre on one channel, or
watch female wrestling on another. You can do your
shopping at home, or play Mortal Kombat with a friend
from Vietnam. There's no end to the possibilities!”
The Cable Guy, 1996

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

12. Source: Yahoo Bing Network internal data, 2013
2 out of 10 queries on
Yahoo Bing Network in
the UK now comes
from mobile

13. 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 Jan 2014
UK: Bing & Yahoo (partner traffic excluded). Based on top queries, Jan 2014

14. Mobile CPCs
are 13% lower
than desktop
Mobile
conversions
are 3% higher
than desktop
3 Yahoo & Bing only (partner network excluded); Ads serving on mobile devices vs, ads serving on desktops devices, UK Dec 2013
Mobile CTRs
are 27% lower
than desktop
UK Mobile Metrics vs. Desktop
Mobile remains lower cost, CTR are lower, but performance is comparable
 


15. Delivering differentiated
user experiences

16. The world’s first search engine with in-browser calling

17. Types of call extension
Device where customer
sees your ad
Action taken by the customer Resulting charges
Smartphone Taps phone number,
initiating call
Standard text ad click
price
Desktop, laptop or tablet Clicks phone
number,
initiating
Skype call
Standard text ad click
price
Manually dials
number from
landline or mobile
Free
No set up costs
No charge under 10
seconds
User clicking on URL=
normal click costs
Campaign level
extensions

18. Bing Ads Integrated in Smart Search
Exclusive product. No comparable product in market today.
Significantly larger, richer ads:
Web previews – visual snapshots of your
landing page drives higher engagement
with the ad.
Integrated extensions – sitelink
extensions and location extensions
integrated, with more to come.
No additional setup required – all
advertisers on are eligible for inclusion in
Smart Search web results*.
*Subject to quality & relevancy thresholds

19. Questions?