From Searches to Searchers – the Evolution of Bing at #SMX
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From Searches to Searchers Tor Crockatt Product Marketing Director, Bing Ads Microsoft
Transcript of From Searches to Searchers – the Evolution of Bing at #SMX
From Searches to SearchersTor Crockatt Product Marketing Director, Bing Ads
Microsoft
1. A crucial shift in search
2. Bing evolution
3. Yahoo Bing Network & Bing Ads
@JmGagnon | @BingAds
“The future is now! Soon every American 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
5 ¾ years of Bing
Invisible computing carefully guiding us, helping us, and making us better in ways that matter to us.
• Ubiquitous connectivity
• Suddenly everything –every person, place, and thing – had digital counterpart on the Web.
• Rich social & Multi-media data
• The dawn of apps
• Searching intent moves offline as well as online
• iPad launch in 2010 drives users more mobile.
• Mobility adds dimensions of location & personal context to intent, and drives new form factors
• Social: a new fabric for the web in human knowledge & activity.
• The search paradigm shifts to use richer signals for intent
2009 2010 2011 2012 2013
Semantic technology begins to drive more relevant, helpful and useful results.
Landmark partnerships with Facebook allowing Bing to make sense of these new social connections.
Immersive, touch-first experience catering to form factor and the context of this new usage.
Synthesized intelligence Bing stitches together what the web knows and what Bing knows.
Context becomes realBing understands
billions of people, places, and things from all over the globe.
2014
tectonic shifts in
• Experiences that adapt to you & your context
• Proactive experiences that anticipate what you need, at home or at work.
What Who When Where Why How
The intelligence fabric poweringMicrosoft & 3rd party experiences
Connecting advertising
Partneringin the ecosystem
Cortana – the next generation personal digital assistant
Configurable Does the legworkBuilds a relationship Integrates
5 ¾ things you should know about Bing Ads in
2015
#1 We’re growing high-quality click volume across devices
16MUnique
Searchers in Germany1
35Countries
available for Bing Ads
19%of clicks on a
mobile device2
+18%Overall click
growth2
55%of mainline
clicks were to a sitelink2
+243%Smartphone click
growth YoY2
1comScore qSearch (custom), December 2014. The Yahoo Bing Network includes Microsoft and Yahoo search sites in Germany2Yahoo Bing Network Germany, Yahoo, Bing & Partner sites, January 2015 vs. January 2014
Yahoo Bing Network Germany January 2015
13
+65%vs. Google’s
ROI
- 45% vs. Google’s
Cost per Click
Value
Cost
+10%Conversion rate vs.
- 25% vs. Google’s
Cost per Click
+28%Average
User spend
- 40% vs. Google’s
Cost per Click
+50%Conversion rate vs.
- 25% vs. Google’s
Cost per Click
UK FranceGermany The Netherlands
2014 201420142014
14
#2 We’re driving efficiencies
Bing Ads Interface Redesign
Persist in campaign settings
Million Keyword Management
Million keyword import (UI)
Bing Ads editor 10.5 & 10.7
Auto-tagging
Online insertion order Management
Account Summary (MCC)
Negative keyword Libraries
15 minute scheduling
Streamlining tools, and saving you time
More intuitive
Bulk actions
More precision & control
And how much faster is it?
2xFaster Application start up speed
3xFaster downloading
accounts, posting changes and local bulk
edits 200X increase in the number of viewable keywords in the
Bing Ads UI
2x Faster page
loading
10xFaster reporting & performance data availability*
Bing Ads internal measurement data, performance up to stated levels; ensure latest version of Bing Ads
Editor is installed
Interface
Monthly digestible summaries
in less than 2 mins!http://advertise.bingads.microsoft.com/vide
ogallery
Published mid-month
#3 We’re working to provide rich, inline insights
Keyword Distribution ReportKeyword tab/charts
See how the metrics for your keywords interact visually. Use filters to razor in on
keywords with specific metrics to see corresponding data across other metrics. Filter
to take action.
Bid Landscape Opportunities page/drill down to suggested bid
See expected impression and click levels at projected bids visually, based on your last 7 days’ data
Highly visual…
Auction InsightsCampaign/ad group/keyword tab/
details
Assess your competition in the auction
and how your ad’s performance
compares. See impression share,
average position, overlap rate, position
above rate, top of page rate.
Top MoverCampaigns
Tab/Dimensions/top mover
Quickly see the campaigns & ad groups that had the most impact on your performance
changes. Conversion changes now
included.
… aids to decision making
#4 We’re expanding our ad formats
The ad format story so farAd extensions and annotations significantly increase clicks
Long Ad Title – draws the eye to your ad titlebingads.microsoft.com/SearchAdvertising
Efficient ad performance with Bing Ads!
Reach more customersAdvertise to to 122M unique
searchers in Europe
Retailer testimonialPeriscopix reports Bing Ads
ROI to be +65% vs. Google
Get started on Bing AdsGet £50 free credit to help you get
started
Coming from AdWords?Seamlessly import your Google
campaigns
100 Victoria Street, SW1E5JL Directions
Ad Extensions
Annotations
Enhanced
Sitelinks
Location
Extensions
Click to call
Favicons
Merchant/Bing Ratings*
Official Site
4 additional deep links with descriptions
(All markets) +27% CTR
Addresses & phone number with click to directions
(All markets) +33% CTR
Click to call
(All markets mobile only)
Rich Ads in
Search
Image & Video for brand keywords*
(US, UK, FR, DE) +55% CTR
Official Site
Bing Ads is
0207864789
Rich Ads is illustrative: brand keywords only & cannot combine with other extensions
** English only
• Up to 3 hi-res images on your mainline ad
• Uses asset libraries for images
• Brand & non-brand keywords
• Combine with other extensions
Drives App downloads on all devices
Dynamic device/store detection
App extensions automatically update with app store meta-data
Configurable at campaign & ad group level
• Make a booking/reserve through the ad itself
• Form entry (examples: postcode, car registration)
Testing, Testing ... 123 New rich ad formats; driving clicks and downloads
*In experimentation, launch subject to testing
App Extensions Image Ads Action extensions*
#5 We’re expanding into audience-based buying
Showing an ad
based solely on a
query Keywords
Text ads
Matching
Target profile &
Circumstance Day parting
Location
Demographics
Hyper
Relevancy Intent engines
Social & ubiquitous
connectivity
Richer ads demonstrating
relevancy
Target People in
Brand Context Audience-based
targeting
Custom lists
Paid search evolution
Personalised
Experiences Highly curated content
NUI
Integrated search
experiences
Implement Universal Event Tracking
• Replaces Bing Ads conversion tracking
• One, customer-level tag, all devices
• New metrics: bounce rates, assists
• Fully compatible with Tag Managers
• Lights up remarketing
Build remarketing lists• Define audiences in Bing Ads
• Uses Universal Event Tracking infra-structure
Search remarketing V1*1. Manage bids adjustments for
specific audiences
2. Assign dedicated ads to specific audiences
3. Broaden keywords by audience
*In pilot
#5 and ¾
Quality impact score
acts as an additional
interpretation layer to
help you focus where it
will benefit you most. Output What it Means
3 Your ads could gain more than 500 additional
impressions/day
2 Your ads could gain 100 - 500 additional
impressions/day
1 Your ads could gain up to 100 additional
impressions/day
NULL Information not available.
“Quality impact is a big step toward helping advertisers
quantify the importance of improving quality score. And
it’s a measure that Google currently lacks.” - Melissa Mackey, Search Engine Watch
1. Report looks at opportunity for keywords with Quality Score < 62. Represents opportunity as a score between 1-3
Quality Impact ScorePrioritize quality score optimization efforts for the highest
impression lift.
Microsoft Confidential
