PowerPoint Presentation

Lovely Search Trends and Techniques for Marketers and Data GeeksJohn GagnonBing Ads Evangelist@jmgagnon

@jmgagnon | @bingads

1. Selective attention: How many insights are we missing because were focusing on the gorilla?2. Bing Ads for schools sometimes not advertising is the right thing to doAdvanced targeting idea / Better returnInnovation not showing ads where nobodys buying. What about prisons? [What is our IP exclusion range?]3. Power Map Using real world events to drive marketing strategy4. Creative customization of Office 365. Puts you in the story. Mass customization of ad copy and targeting using Social Graph and other backend tools. How do we create moments that really matter as search marketers?5. Power Query and/or Q & AInteraction model of Excel. Go from pivot tables to asking it a questionExcel putting the web and tables at your fingertips with power query6. Combined list of all heatmaps cool Bing dataThis is just a cool thing. 7. Road map whats coming. Whats on tap for 2015. see email from JG flagged in email

Page 1Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Step back. Look up.@jmgagnon | @bingads

Step back. Look up.

@jmgagnon @bingads

@jmgagnon | @bingadsToday were talking about:

The context of dataMobile: Be #1

Whats new

Predictive Marketing

+

@jmgagnon | @bingads

@jmgagnon | @bingads

@jmgagnon | @bingads

@jmgagnon | @bingads

Page 7Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

@jmgagnon | @bingads

Context.

@jmgagnon @bingadsContext = timing = profitability

Page 9Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

$500Nov 16th, 2012 | in Austin TX

@jmgagnon @bingads

@jmgagnon @bingads

Page 10Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

117,429Nov 16th, 2012 | in Austin TX

@jmgagnon @bingads

@jmgagnon @bingads

More demand + fixed supply = higher price

@jmgagnon @bingads

Page 12Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

$50 < $450@jmgagnon @bingads

Nov 15th, 2013 | in Austin TX113,162@jmgagnon @bingads

$505.74Going once, going twice

@jmgagnon @bingads

@jmgagnon @bingads

The Simpsons moment: Formula 1 is the driver

@jmgagnon @bingads

Example Campaign PlanLanding PagesHighlight event offersAd titles and descriptions:Discounts, special packagesImportant keywordsEvent specific keywords

Inventory:Hold onto inventory, create special packagesCross-Channel:Align timing of demand generating media retargeting, social Bids/budget:Make sure your budget is robust

@jmgagnon @bingads

Page 17Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Mini Black FridaysMultiple Predictable@jmgagnon @bingads

@jmgagnon @bingads

Dynamic pricing can work across verticals@jmgagnon @bingads

LEGO Minecraft jumps to $49 on 12/26 from $34@jmgagnon @bingads

$49$33

$50 < $450@jmgagnon @bingads

Calculate your break-even CPCHow much moneyyou make per action Conversions per clickThe most you can responsibly pay for a click and still make moneyCPACVRx=Break-even CPC@jmgagnon | @bingads

Page 22Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Change your break-even CPCCPACVRx=Break-even CPC@jmgagnon | @bingadsImprove LPsBetter targetingSmart exclusion

Page 23Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Change your break-even CPCCPACVRx=Break-even CPC@jmgagnon | @bingadsAverage Order Size

Page 24Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

@jmgagnon | @bingadsToday were talking about:

The context of dataMobile: Be #1

Whats new

Predictive Marketing

Cortana goes here

Bing + Cortana

Page 26Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

@jmgagnon | @bingads

Key Takeaway: Bing is powering mobile personal assistant experiences on Windows Phone and iOS, which is key to future of mobile search

Here are just two examples of our mobile-first initiatives with Bing playing a key role in each providing new entry points into the Bing ecosystem.

Cortana is the new personal digital assistant for Windows Phone 8.1 announced at the Microsoft BUILD conference on 4/3/2014Cortana uses the Bing Platform to bring together contextual, geospatial, social, personal and web information to deliver a truly personal assistant. This is yet another example of Bing continuing to move beyond the traditional search box. Cortana has received broad, positive coverage from the Verge, NY Times, ZDNet, PC World, Wall Street Journal, CNET, CNN, and many many others.Key themes from coverage of Cortana:Cortana, powered by Bing, will be the primary search function on Windows Phone 8.1Cortana is the best of Siri and Google NowThe Bing Platform makes Cortana more intelligent and personal

iPhone/iOS7: 3/28/2014 - Qi Lu: Bing is serving Billions of queries for iOS Apple Users: Siri: Bing is integrated into Siri for web search. Any time a user engages with web search results from Siri, they are brought into Bing Mobile through Bing maps, Bing mSRPVs, images, videos, etc. Safari: Any time a user navigates to Bing.com for search on Safari, they are prompted to set Bing as their default search engine. Any time a user sets their default to Bing.com, they are twice as likely to continue to interact with Bing

Bing/Siri Announcementhttp://www.bing.com/blogs/site_blogs/b/search/archive/2013/06/10/exciting-new-chapter-in-bing-s-collaboration-with-apple.aspx

Qi Lu Interviewhttp://microsoft-news.com/bing-executive-qi-lu-were-serving-billions-of-queries-for-ios-apple-users/

Cortana Articles: ZDNET: Cortana blows away Siri and Google Now, may bring me back to Windows PhoneThe Verge: The story of Cortana, Microsoft's Siri killerWall Street Journal: Meeting Cortana: Microsoft's Sassy Siri RivalTIME: Meet Cortana, Microsofts Answer to Siri and Google NowPC World: Hands-on: Microsoft's new Cortana digital assistantVentureBeat: Behind Cortana: How Microsoft aims to stand out with its personal assistant

Page 27Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

177% Year Over Year Growth: Bing Ads Mobile Clicks+177%Source: Bing Ads Internal Data

iOS Users Drive Majority of mCommerce TransactionsIn spite of Androids lead in device shareSource: Custora Mobile Pulse, July 2014

http://blog.custora.com/2014/07/custora-pulse-mobile-data/ Page 29Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Mobile first: Next gen mobile search experiences@jmgagnon | @bingads70% of mobile queries on Bing Ads are from iOS platform

Key Takeaway: Bing is powering mobile personal assistant experiences on Windows Phone and iOS, which is key to future of mobile search

Here are just two examples of our mobile-first initiatives with Bing playing a key role in each providing new entry points into the Bing ecosystem.

Cortana is the new personal digital assistant for Windows Phone 8.1 announced at the Microsoft BUILD conference on 4/3/2014Cortana uses the Bing Platform to bring together contextual, geospatial, social, personal and web information to deliver a truly personal assistant. This is yet another example of Bing continuing to move beyond the traditional search box. Cortana has received broad, positive coverage from the Verge, NY Times, ZDNet, PC World, Wall Street Journal, CNET, CNN, and many many others.Key themes from coverage of Cortana:Cortana, powered by Bing, will be the primary search function on Windows Phone 8.1Cortana is the best of Siri and Google NowThe Bing Platform makes Cortana more intelligent and personal

iPhone/iOS7: 3/28/2014 - Qi Lu: Bing is serving Billions of queries for iOS Apple Users: Siri: Bing is integrated into Siri for web search. Any time a user engages with web search results from Siri, they are brought into Bing Mobile through Bing maps, Bing mSRPVs, images, videos, etc. Safari: Any time a user navigates to Bing.com for search on Safari, they are prompted to set Bing as their default search engine. Any time a user sets their default to Bing.com, they are twice as likely to continue to interact with Bing

Bing/Siri Announcementhttp://www.bing.com/blogs/site_blogs/b/search/archive/2013/06/10/exciting-new-chapter-in-bing-s-collaboration-with-apple.aspx

Qi Lu Interviewhttp://microsoft-news.com/bing-executive-qi-lu-were-serving-billions-of-queries-for-ios-apple-users/

Cortana Articles: ZDNET: Cortana blows away Siri and Google Now, may bring me back to Windows PhoneThe Verge: The story of Cortana, Microsoft's Siri killerWall Street Journal: Meeting Cortana: Microsoft's Sassy Siri RivalTIME: Meet Cortana, Microsofts Answer to Siri and Google NowPC World: Hands-on: Microsoft's new Cortana digital assistantVentureBeat: Behind Cortana: How Microsoft aims to stand out with its personal assistant

Page 30Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Richer mobile ads drive consumer engagement

@jmgagnon | @bingads

Key Takeaway: Consumers more likely to engage and click on mobile ads with multiple extensions vs just one extension. Make your mobile campaigns as rich as possible to ensure maximum consumer engagement

Ad with multiple extensions includesLocation ExtensionCall ExtensionMerchant Rating

Page 31Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

0.01 Seconds - the Length of a FingernailNathan Adrian, Gold Medalist in 100m freestyle [swimming]@jmgagnon @bingads

@adCenter @jmgagnon

@jmgagnon | @bingadsToday were talking about:

The context of dataMobile: Be #1

Whats new

Predictive Marketing

Study: Brand term bidding research from Bing AdsShould SEM campaigns bid on their own brand terms?

@jmgagnon | @bingads

Methodology of the study

Financial services vertical January March 2014

50 MILLION impressions@jmgagnon | @bingads

@jmgagnon | @bingadsBrand term bidding + SEO delivers more clicks

Bing Ads Internal Data

Brand term bidding benefits

Control the conquest More traffic

Testing offers and Landing pages@jmgagnon | @bingads

But do we cannibalize SEO?Bing Ads Internal Data

@jmgagnon | @bingads

The brand term bidding debate continues

Get the complete white paper at Slideshare.net/bingads@jmgagnon | @bingads

@jmgagnon | @bingadsCollaborate. Share. Interact.Power BIs Q&AKeyword Performance Data.

@jmgagnon | @bingadsPower BI: Q&A and Bing Ads Data

Bing Product AdsProduct Ads put the searcher closer to a purchase decision.Products Ads include custom images from an advertisers own product catalog, plus promotional text, pricing and your company name.

@jmgagnon | @bingads

Page 42Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Before

After

@jmgagnon | @bingads Visual Refresh

Improved targeting Early AugustTarget users by zip codeServe ads in 15 minute scheduled incrementsTarget by intent searching for or viewing pagesabout your targeted locationBig UI improvements and speed increasesManage more keywords in one view, over 1 million keywordsAuto-tagging enabledElectronic IOs@jmgagnon | @bingads

Coming! Agency DashboardManage all of your Bing Ads advertisers from one dashboard

@jmgagnon | @bingads

@jmgagnon | @bingadsToday were talking about:

The context of dataMobile: Be #1

Whats new

Predictive Marketing

Mini Black FridaysMultiple Predictable @jmgagnon @bingads

@jmgagnon @bingads

@jmgagnon | @bingadsHalf the top shopping days occur the same weekSource: Experian.com, Jan 2014Fridays are top shopping days.

Top 10 transaction days Holiday 2013EventDayTransaction rankCyber MondayMonday1Black FridayFriday2ThanksgivingThursday3Sunday after Black FridaySunday4November 15thFriday5Day Before ThanksgivingWednesday6November 8thFriday712 days until ChristmasFriday8Day after Cyber MondayTuesday97 days until ChristmasWednesday10

Source: Experian, Jan 2014https://www.experian.com/assets/marketing-services/product-sheets/wk12-holiday-hot-sheet.pdf

Page 48Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

Black Friday 11/29/13Black Friday shopping starts before the sun comes up.

55%of shoppers checked availability of an item via mobile before going to the store.Time zone is PST. IBM Core Metrics, 2012

@jmgagnon @bingads

iab, Nov 2013

Page 49Bing SMB Advertisers Search Ads9/10/2014 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.

$72.5BSecond highest spending period, behind winter holidays

@jmgagnon @bingads

September 2, 2014132,000+students

@jmgagnon @bingads

When does the 1st day of school really start?September 4th, 2014New York City, the largest school district in the US, will have 1,000,000 students back in schoolAugust 25th, 2014All 5,000,000 of Texass K-12 Public School students go backAugust 1st, 2014All 180,000 of Hawaiis K-12 Public School students go back

@jmgagnon @bingads

When parents will shop for back-to-school 2012Use staggered start dates to hit the 1 week to 1 month sweet spot. Two months for New York means, July 9, whereas it means June 5 for Hawaii.22.4% will shop as early as June.