Yahoo search

Tor Crockatt
Product Marketing Director Bing Ads
The Evolution of Bing
@ IAB Italy, December 2013
Microsoft Confidential
Today’s discussion
The Evolution of Bing
Bing Ads Update
Bing Demo
Microsoft Confidential
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4
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Context
Preferences,
peers
Where and why
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How and where do you
ask?
6
Habit
& history
Understanding
Search has to take a new road…
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Delivering differentiated
user experiences
Building an “intelligent fabric”
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Web
Device
Apps
Cloud
Microsoft Confidential
Today’s discussion
The Evolution of Bing
Bing Ads Update
Bing Demo
Audience
76M monthly
searches &
6.7M unique
searchers in
Italy1
1comScore
Global
33 targetable
countries
13 in Europe
More ad formats
3 new ad
products in Italy
in 2013 +20%
clicks2
qSearch, June 2013. Bing and Yahoo include Microsoft and Yahoo search sites
Internal data Yahoo Bing Network Italy (including partner network) November 2013 vs. 2012
3Kantar Smartphone OS Sales Share (%) December 2013
2
Mobile
Windows phone
16.1% share3
Full device
targeting
Yahoo Bing Network grows clicks whilst
maintaining low prices
The Eurozone
+88%
Clicks
Sample of the Marin Global Search Index, customers buying in EUR, Q2 2103 indexed vs. Q2
2012. All devices, partner Network excluded.
Doubles the
size of your
mainline ad
Bing Ads UI,
Bing Ads
Editor & API
Enter up to
ten sitelink
extensions
per ad group
Measure
using
detailed
Sitelink-level
reporting
Multiple Locations in the
same Ad
Users can click on
Directions to go to
Yahoo! Maps or Bing
Maps
Mock-Up
 Populates destination
 Automatically populates origin for
smartphone users* and calculates
the route
 All clicks on Directions are billable
and cost the same as clicks on the
title
*Assuming
1Based on internal data, Bing & Yahoo US, October 2012
users have opted into ‘use my location’
Click to Call for Smartphones
• Location extensions on smartphones are now
clickable to trigger a call
• Charged as a normal text click
• Encourages call volumes
Browser Calling with Skype
•
•
•
•
Available now in All Markets
1
Source: BIA/Kelsey (2012) Call-Based Ads: Eliminating the Unknown From Advertising
Freephone provisioned numbers through Skype
Skype based browser calling for users
Full call tracking analytics
Charged as a normal text click in browser and on
smartphones.
UK & US live (Italy TBD)
Bing Ads in Windows 8.1 Smart Search
Web previews provide useful information
for consumers & branding benefits for
advertisers
Same Ad Creative as Bing Ads
Bing Ads extensions supported & highly
recommended
“Land Rover”
Hero Ads combine
user intent, branding
and task completion
Microsoft Confidential
Maria Carelli
Product Manager, Bing
Bing Demo
@ IAB Italy, December 2013
Microsoft Confidential