PowerPoint Presentation

Skinny on the future of Bing

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[MJD I will update this] Welcome everyone to the Bing Ads Webinar on The Kevin bacon Approach to Keyword Attribution. My name is MJ DePalma and I will be your host today. This is the second webinar with our Advertiser Science series and we are excited to share the finding and methods from the Advertiser Science and Insights Team, so you can achieve more with your advertising dollars! Before we begin lets review some housekeeping items to enhance your experience with us today. Our webinar console that you see is customizable, on your side, where you can click the content widgets that you see on your screen and move them around or size them for your screen size. You can expand your slide area by clicking on the maximize icon on the top right of the slide area or by dragging the bottom right corner of the slide area. If you have any technical difficulty, please click on the Help widget. It has a question mark icon and covers common technical issues. We recommend, if you can - to leave them as they are so you have the ability to see all the great resources and Q&A at the same time. For Q&A please feel free to input your questions as you have them but for the most part we will get to the list of questions at the end of the webinar and try to answer as many as possible. If we run out of time it will be answered later via email. We do capture all questions. Youll see a Resource Widget in the upper right that well refer to during the webinar, go ahead now and download the t-test excel spreadsheet so youre ready to follow along later in the presentation and also for your convenience the deck is already available for download there as well. Also there are links to stay in touch with us in the deck. Theres also a Twitter widget that will enable your tweet right from the webinar with the #BingAds #BingAdsWebinars, which appear to your upper right under resources. An On Demand version of the webcast will be available approximately 4 days after the webcast and can be accessed at the link at the bottom of all the slides in our deck Its our Bing Ads Youtube Channels Webinar playlist. Last housekeeping item we would love your participation in our survey at the end of the webinar so that we can improve in any way possible. Lets begin by introducing who we have on the webcast today..

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Meet the teamLatest updatesPilotsWhats coming next

Agenda

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Angela

Were so happy to have you listening today, Weve all heard of the game Six Degrees of Kevin Bacon which could be linked to the concept of six degrees of separation or its a small world, right? Similar to how in the game Kevin Bacon is the Center of the Universe the keyword last searched by your converted customer is the center of your paid search universe. Wouldnt it be great to see beyond (before)the last click? Lets take The Kevin Bacon Approach to Keyword Attribution and see how connected other keywords are to the center of your PPC universe! 2

Frances Donegan-Ryan (FD) - Needs to be updated when final deck is ready but I've put in our flow here

Were here to listen, answer your questions, take your feedback and get to know you!

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Angela So our data scientists tackled an interesting question what keywords are assisting in conversions?3

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Mark Irvine @MarkIrvine89WordstreamDavid Szetela @SzetelaFMB MediaKim Farmer @_kfarmer Bing AdsSeniha Koksal Bing AdsAaron Lauper Bing AdsFrances Donegan-Ryan@FrancesDRBing Ads

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To bid or not to bid on your brand terms? Not a new question, but something we wanted to better understand leveraging all the rich data we have on our platform and better understand the exact impact of turning your branded bids on and off.

Page 4Bing SMB Advertisers Search Ads3/21/2017 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.

Helping you achieve business resultsPowerful ad creation

Intelligent audience marketing

Account control and performanceFlexible and easy accessEfficient campaign management

Audience targetingActionable insightsExtensions and annotations Shopping and feeds

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Whats new in Bing AdsAutomated imports Use Enhanced CPC to automatically adjust your bids to help maximize conversions. Also, export your standard text ads to the Expanded Text Ads format.

Schedule your Google AdWords imports to run once, daily, weekly or monthly.

Helping you achieve business resultsBing Ads Editor updates

Accounts Summary reporting improvementsEasily segment, compare and download data from the Accounts Summary page.

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Bing Ads Editor updates Use Enhanced CPC to automatically adjust your bids to help maximize conversions. Also, export your standard text ads to the Expanded Text Ads format.Automated imports Schedule your imports from Google AdWords, and stay on top of all your campaigns across both platforms. Enable automated imports after choosing your AdWords campaigns, and pause or delete at any time. Select from four different scheduling options: once, daily, weekly or monthly.Accounts Summary reporting improvements Use richer reporting features at the customer level to identify opportunities and optimize performance. Easily segment, compare and download data using a variety of attributes to get deeper insights from the Accounts Summary page.

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Whats new in Bing AdsShared Budgets importBing Ads app v2.6Create a campaign with an improved workflow during the sign-up process. Edit your Expanded Text Ads while on the go using your iOS or Android device.Import your shared budgets from Google AdWords, and manage them with the Bing Ads Shared Budgets feature.

Helping you achieve business resultsImproved sign-up campaign creation

API update for remarketing listsCreate, update and delete remarketing lists for Remarketing in Paid Search using the Bing Ads API.

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Improved sign-up campaign creation During the sign-up process, create a campaign with a workflow that provides keyword suggestions, offers simplified location targeting and allows multi-ad creation.Shared Budgets import Shared budgets that have been created through the AdWords Shared Budget tool can now be synced through the Bing Ads Google Import tool and supported with the Bing Ads Shared Budgets feature.Bing Ads app v2.6 Make changes to your Expanded Text Ads and manage your push notifications more easily with the Bing Ads app for iOS and Android.API update for remarketing lists Create, update and delete remarketing lists for Remarketing in Paid Search using the Bing Ads API. Support has been added to the Campaign Management and Bulk APIs.

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Whats new in Bing AdsKeyword Planner in FR and DEExclude different audiences from your remarketing ad groups.Identify ad groups and keywords to boost your campaign performance.Helping you achieve business resultsAd group remarketing exclusions

Location and language targeting available for FR and DEAd group and keyword suggestions including historical statistics

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Ad group remarketing exclusions Reach audiences that are most relevant to your business by excluding those that arent. Avoid spending on audiences that dont relate to your business or marketing objectives. Create effective audiences by using both remarketing targeting and exclusions together.Keyword Planner Input seed keywords in French or German, and get relevant ad group and keyword suggestions along with search volume trend, competition, suggested bid and ad impression share.8

Whats new in Bing AdsBing Shopping Campaigns Scheduled Feed DownloadShowcase your products in Product Ads with an image, text, pricing and your company name.Save time by scheduling product feed downloads daily, weekly or monthly.

Helping you achieve business resultsBing Shopping Campaigns open beta

Bing Shopping Campaigns FTP and CAPI interoperabilityAccess and update your offer data using both FTP and the Bing Ads Content API.Bing Shopping Campaigns change history improvementsSee changes that have been made to your campaigns more easily with improved change history reporting.

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Bing Shopping Campaigns open beta Showcase your products in a larger format with an image, text, pricing and your company name.Bing Shopping Campaigns Scheduled Feed Download Easily transfer your product feed by scheduling a feed download daily, weekly or monthly.Bing Shopping Campaigns FTP and CAPI interoperability Have flexibility in how you access and update your feed data. Easily update your product offer data through manual feed, FTP or the Bing Ads Content API.Bing Shopping Campaigns change history improvements See changes that have been made to your campaigns more easily.

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Whats new in Bing AdsSearchers can scroll horizontally on the search results page to see additional mainline Product Ads.Helping you achieve business resultsBing Shopping Campaigns scrollable ads

Bing Shopping Campaigns support for Upgraded URLsUse Upgraded URL tracking templates at the account, campaign and ad group levels.Bing Shopping Campaigns SERP improvementA title in the Product Ads mainline block on the search engine results page (SERP) can help you get more clicks.

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Bing Shopping Campaigns scrollable ads With this change for Bing U.S. PC and tablet traffic, five mainline Product Ads are initially visible. When present, additional ads can be viewed by scrolling. Bing Shopping Campaigns support for Upgraded URLs Customers can set Upgraded URLs settings at the campaign and ad group levels for Bing Shopping Campaigns. Additionally, if a customer has an account-level tracking template, that applies to Bing Shopping Campaigns as well. This is available in Bing Ads online, Bing Ads Editor and the Bing Ads API.Bing Shopping Campaigns SERP improvements A title in the Product Ads mainline block on the search engine results page (SERP) can help you get more clicks.

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Whats new in Bing AdsMultiple campaign or ad group selection for ad extensions Control when your ad extensions are delivered to promote time-sensitive offers, improve campaign consistency and help reduce wasted clicks.Associate ad extensions to multiple campaigns or ad groups at the same time. This feature is available for all ad extension types except Image Extensions.

Helping you achieve business resultsAd extension scheduling

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Ad extension scheduling Schedule ad extensions for the times most ideal for your business. Ad extension scheduling is available for App Extensions, Sitelink Extensions, Callout Extensions, Call Extensions, Review Extensions, Location Extensions and Structured Snippet Extensions.Multiple campaign or ad group selection for ad extensions You previously had to associate each ad extension to a single campaign or ad group, one at a time. Now you can select your campaigns or ad groups and then select the extensions you want to associate. This feature is available for all ad extension types except Image Extensions.

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Talk to your Bing Ads Account Manager to be included in new and future pilotsSome pilots have participation restrictions based on: location, account size, business type, language etc. You must be compliant with all Bing Ads Policies

If you dont have a Bing Ads Account Manager talk to us!

Open Betas and Pilots

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Angela - When a user clicks on more than one ad before converting, the closest ad click is said to have caused the conversion, and the previous ad clicks are said to have assisted the conversion.

The process of attributing the credit of one or more conversions to advertiser`s ad campaigns, ad groups and keywords is referred to as conversion attribution.

There are multiple models used in the industry when attributing conversions to ad clicks. These are referred to as attribution models. Bing Ads uses last ad click attribution, meaning if the user clicks on multiple ads before converting on the advertiser`s website, the last (most recent) click before the conversion gets credit for the conversion.

For todays purposes, well focus specifically on influencer/assist keywords, and how you can leverage this data to test new strategies.

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Custom Audiences are a type of remarketing list that is created by a data management provider, like Oracle or Adobe. Using the Custom Audiences API, providers can import existing audience segments and related user lists into Bing Ads for search remarketing.Custom AudiencesWorks like remarketingCustom Audiences can be associated to ad groups as target and bid, bid-only, or as an exclusion.

Creates richer audiencesData providers can look to create richer audience segments for customers across their full dataset. Uses your dataCustom Audiences allow data providers to use the audience data they already have.

Open Beta

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Sitelinks upgradeDouble the number of maximum sitelinks per campaign / ad group Associate up to 20 Sitelink Extensions per campaign / ad group.

Analyze specific sitelink performanceUse more granular reporting to get more insights for a particular sitelink.

Improve sitelink managementCreate individual sitelinks and freely share them across campaigns or ad groups. More sitelinks, more flexibility and granular reporting

Open Beta

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Dynamic Search AdsReduce the burden of bulky operationsFind missed opportunitiesEasy Targeting

Automatically target relevant search queries based on the content of your website

Open Beta

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Reduce the burden of bulky operations. No need to maintain keywords, ad titles or landing pages.Find missed opportunities. Mine new queries to help drive additional conversions.Easy Targeting. Automatically target specific pages, categories or your entire website.

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LabelsEasy filteringCustomized reportingAutomated RulesCreate customized segments of your ad entitiesOpen Beta

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Easy filtering. Quickly filter and view performance for keywords, ads, ad groups and campaigns, based on the labels you have created.

Customized reporting. Create reports based on your labels in the Campaigns tab to compare metrics between different custom segments.

Automated Rules. Use Automated Rules to change bids on keywords within your selected labels.

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Merchant PromotionsIncreased traffic volumeMore informed shoppersImproved market shareHighlight your special offers in Bing Shopping CampaignsOpen Beta

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Increased traffic volume. Adding special offers to your ads can grow ad engagement and boost your potential click-through rate.

More informed shoppers. Promotions will be displayed prior to the shoppers click and provide them more information before they buy.

Improved market share. Special offers can encourage shoppers to click your ad instead of your competition.

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Product RatingsIncreased traffic volumeMore informed shoppersImproved market share

Highlight your top products with Product Ratings in Bing Shopping CampaignsOpen Beta

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Bing Intent AdsReach a high-quality audience through our full native ads solution

Native ads spend is expected to reach $21 billion in 2018 with an annual growth rate of 35 percent between 2013 and 2018.*A highly relevant audience. A variety of signals, such as search history, site remarketing and page content, help deliver ads that are highly relevant to customer intent. Boosted volume and more conversions. Scale your ads to a larger audience and increase your chances for conversions.

Search historyBrowse history(Remarketing signals through Universal Event Tracking)LocationTime of dayContent of pageDemographicUser platform Open Beta

Search-like ROI. Like with search ads, get cost-per-click pricing and a significantly higher click-through rate than display ads.Ease of use. Use familiar setup and campaign management tools that are fully integrated with Bing Ads.

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* Business Insider, Spending on native advertising is soaring, February 2015.

A highly relevant audience. A variety of signals, such as search history, site remarketing and page content, help deliver ads that are highly relevant to customer intent. Take advantage of these consumer intent signals to target your audience through our premium publishing partners. Boosted volume and more conversions. Scale your ads to a larger audience and increase your chances for conversions. Search-like ROI. Like with search ads, get cost-per-click pricing and a significantly higher click-through rate than display ads.Ease of use. Use familiar setup and campaign management tools that are fully integrated with Bing Ads.

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Impression-share metrics help you know how often your ads are performing in the search auctions compared to your competitors.

Impression-share data can also show common reasons your ads are losing impressions, including budget, bid, rank, relevance and click-through rates.

Inline impression-share metricsView inlineSave time and steps by viewing impression-share metrics, alongside where you make changes to your campaigns.

Take actionView common reasons why your impression share may be low, along with specific steps on how to improve it.

Benchmark performanceImpression-share metrics show how often your campaigns are serving in the auction and how much room there is to grow.

The Future

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Were releasing a new feature to help you adjust your bids based on the location performance of your ads. While many customers use location targeting, many do not use bid modifiers to adjust their bids based on the conversion performance of a given location.If a given location is more likely to convert than other locations, a positive bid modifier will be suggested along with conversion estimates.If a given location is less likely to convert than other locations, a negative bid modifier will be suggested along with spend savings estimates.Make adjustments to your bids based on the location performanceBetter performanceSuggestions are based on your conversion rates to improve your ROI.

Smart insightsWe look across hundreds of locations to find the ones best suited for bid optimization.Simple to useYou can find these suggestions on the Opportunities page in Bing Ads online.Location bid adjustment opportunity

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Multi-Image Extensions

Make your ads richer to increase traffic to your site.

Take advantage of this unique opportunity, available only on Bing Ads.Combine with other ad extensions to increase engagement.Make your text ad visually stand out by enhancing it with multiple images.

All-time Great Motorcycles Top bikesAd . www.Fabrikam.com/motorcycles - FabrikamCheck out pics as well as performance and technical specs of the best bikes on the market.

Image CarouselImage Strip

TrucksSUVsCoupesVansHatchbacksContoso Auto ModelsAd . www.Contoso.com - ContosoThe home of Contoso premium automobiles. All Contoso vehicles undergo a rigorous 37-point inspection. We only offer the best.

The Future

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In-Market AudiencesIncrease conversions. Reach curated audiences that are more likely to convert in your category.

Improve bids and targeting. Set up your ad group to either be exclusive to an audience on a curated list or available to everyone but with modified bids for your targeted audience, similar to Remarketing in Paid Search lists.

Get performance insights. The Audience tab provides performance insights for each of your audiences.

Save time and reach more customersYou can find curated lists of users that have been determined to be in market for a particular purchase category.

When these lists are associated to ad groups, you can target and modify bids for these audiences, similar to Remarketing in Paid Search lists.

The Future

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With Similar Audiences, you can reach more of your best customers. You can define audience segments using your remarketing lists, and then connect with additional users who are similar to users in these remarketing lists.

Behind the scenes, Bing Ads will find new search users who have similar behaviors and attributes to the users in your remarketing lists, helping you to connect with a wider set of qualified customers.Similar AudiencesBetter ROIConnect with users who are more likely to convert.

Easy setupDefine audiences from your remarketing lists.

Wider reachReach a wider set of qualified customers.

The Future

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Keep up with news on our Blog bingads.com/blog

Keep sharing your feedback We hearing from you

Thank you!

MJ: SO Lin, lets talk about Attribution Modeling since you are the lead Data Scientist that looked at this interesting question of what keywords are assisting in conversions. It originated surrounding the brand term query, is that correct? Wanting to know what led to the brand term query so that perhaps we could uncover more meaningful keyowords to bid on.

Lin yes, thats right.25

QA

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MJ will have questions on the white board for you guys to answer Page 26Bing SMB Advertisers Search Ads3/21/2017 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.

2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, 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 as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.

Microsoft MAKES NO WARRANTIESEXPRESS, IMPLIED, OR STATUTORYREGARDING THE INFORMATION IN THIS PRESENTATION.

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