Transform Your Search Advertising with NetElixir and Microsoft Ads | Modern Search Month 2019
1 like142 views
The document discusses Microsoft's advertising strategies, particularly focusing on the Bing network and the Microsoft Audience Network. It emphasizes the impact of AI on search advertising, audience targeting capabilities, and the importance of image-based ads for better engagement. Additionally, it highlights the diverse demographics of Bing's user base and the potential for advertisers to reach unique audiences not accessible through other platforms.
Transform Your Search Advertising with NetElixir and Microsoft Ads | Modern Search Month 2019
- 1. MODERN SEARCH MICROSOFT ADS AND AI: TRANSFORM YOUR SEARCH ADVERTISING MAY 30, 2019
- 2. WE HELP RETAIL BRANDS FIND & ACQUIRE NEW CUSTOMERS
- 3. OUR MISSION IS TO HELP COMPANIES SUCCEED ONLINE BY HUMANIZING EVERY CLICK.
- 4. 130+ TEAM MEMBERS 3 GLOBAL OFFICES FEATURED PARTNERSHIPS
- 5. JOE FRANCIA ACCOUNT MANAGER MICROSOFT ADVERTISING MILTON REIS ACCOUNT EXECUTIVE MICROSOFT ADVERTISING MANISH MOHAN DIRECTOR OF PAID MEDIA NETELIXIR
- 6. Bing Network. Intelligent search. Transform your search advertising Milton Reis, Account Executive Joe Francia, Account Manager Global Corporate Sales
- 7. “AI isn't just another piece of technology. It could be one of the world's most fundamental pieces of technology the human race has ever created." SATYA NADELLA
- 8. Bing Network. Intelligent search. Why invest in the Bing Network? Bing Network. Intelligent search.
- 9. Bing is bigger than you think 35% PC market share1 1. Based on comScore 1 (custom), Sep 2018. U.S., PC The Bing Network includes Microsoft Core Search sites, Yahoo (Bing Powered) sites and AOL Core Search sites in the U.S. 2. Microsoft Internal, Q4 2018, US monthly average, All Devices 9.2B Monthly queries across all devices2
- 10. Source: comScore Plan Metrix, US, December 2018, custom measure created using comScore indices and duplication. Bing Network represents unduplicated visitors to Bing Web, Yahoo U.S. Web Search and AOL.COM Web Search. Yahoo U.S. Web Search is at least 50% powered by Bing. Nearly 1/3 of Bing Network audience has a household income of $100K 1/2 of Bing Network audience graduated from college 50% female 50% male Nearly 1/2 of Bing users are under the age of 45 Our audience is diverse Nearly half of Bing Network users are married
- 11. 1. comScore (custom), September 2018. The Bing Network includes Microsoft Core Search sites, Yahoo (Bing Powered) sites and AOL Core Search sites in the U.S. PC Only 2. U.S. click data from Microsoft internal data, July 2018 27% of clicks come from searches that are unique to the Bing network2 16% of monthly searches on Bing are new search queries2 Our audience is unique 63M PC searchers you cannot reach on Google1
- 12. We reach people across devices 1 in 3 searches on PCs2 1 in 5 searches across all devices1 1. Based on comScore qSearch Multi-Platform September-2018 US. 2. comScore (custom), September-2018. The Bing Network includes Microsoft Core Search sites, Yahoo (Bing Powered) sites and AOL Core Search sites in the U.S. PC Only
- 13. Cross-Device Strategy Partnerships Syndication Microsoft properties Outlook Microsoft Edge Distribution 20 partners including: 21 partners including: Multiple partners including:
- 14. Bing is the default search engine on Microsoft Edge, Xbox, Office and powering Cortana on Windows 10 devices Bing is the default search engine on Amazon Kindle’s native browser, SilkTV on FireTV and Bing Videos on Echo Show. Bing provides image search results for Siri on Apple devices Cross-Device Strategy Bing is on platforms you might not expect
- 15. 900M devices running Windows 10 48% of Bing searches are from Windows 10 90% growth year-over-year of active Windows 10 devices with business customers 150% faster growth than Windows 7 Source: Microsoft Internal Data, December 2018. Cross-Device Strategy Bing on Windows 10
- 16. Cross-Device Strategy Bing on Mobile 32% increase in Mobile Bing Network syndication clicks2 67% of Bing Network mobile click volume is from syndication1 34% increase in mobile CTR3 1. Microsoft Internal data, U.S. Bing Network, FY18Q2 2018. 2. Microsoft Internal data, U.S. syndication data, FY18Q2 2018 vs. FY18Q2 2017. 3. Microsoft Internal data, U.S. Bing Network, FY17Q2 2018 vs. FY18Q2 2017.
- 17. Bing Network powers 1 in 3 PC searches in the U.S. Source: comScore qSearch, Explicit Core Search (custom), September 2018. P.C., Bing Network includes Microsoft sites, Yahoo sites (searches powered by Bing), and AOL sites in the United States. 2011 20172012 2013 2014 2015 2016 Bing Network US PC SEARCH SHARE 35%PC Market Share 2019
- 18. Significant PC paid click share across verticals 32% 46% 35% 43% 39% 47% 40% 43% BUSINESS/ FINANCE TECHNOLOGY HEALTH TRAVEL REAL ESTATETELECOMAUTOMOTIVERETAIL Source: comScore qSearch (custom), US, PC, September 2018; industry categories based on comScore classifications. 15% 20 % 25% 30 % 35% 40 % 45% 50 % 0 % 10% 5%
- 19. Introducing the Microsoft Audience Network Extend search campaigns with Microsoft Audience Ads
- 20. Bing Network. Intelligent search. Poll Question
- 21. An audience marketing solution powered by the Microsoft Graph and artificial intelligence (AI). Home of the new Microsoft Audience Ads. Meet the Microsoft Audience Network
- 22. Native advertising reaches audiences across the consumer journey Drive lift in purchase intent and brand affinity People see them Consumers looked at native ads 52% more frequently than display ads. Viewed as content Consumers looked at native ads the same number of seconds as editorial content and spent the same amount of time viewing. Branding Native ads delivered a 9% increase in brand affinity over banner ads. Purchase drivers Native ads registered an 18% higher lift in purchase intent than banner ads. Source: Sharethrough/IPG Media labs, (http:www.sharethrough.com/resources/in-feed-ads-vs-banner-ads/).
- 23. Other partners include MarketWatch and NativeAds.com (U.S. only)1 Microsoft Audience Ads are high-quality native placements Placements are cross-device and include premium sites like MSN, Microsoft Outlook, Microsoft Edge and other partners, with more to come.1 1. Placements on Microsoft Edge and partner sites available in the U.S. only. More high-quality publishers and placements to follow from Microsoft and third parties. Microsoft Outlook Microsoft EdgeMSN
- 24. Bing Network. Intelligent search. Poll Question
- 25. Feed-based Product Ads Images are compatible across platforms — this means you can use most of your existing assets from the Google Display Network and Facebook Audience Network.1 Imaged-based ads Microsoft Audience Ads The Microsoft Audience Network supports three ad formats: image-based ads, text ads and feed-based ads. Text ads 1. Bing Ads supports the same aspect ratios and image specifications as the Google Display Network’s responsive display ads and Facebook Audience Network’s image ads.
- 26. 50% MALE 50% FEMALE AGE 55+ 45-54 35-44 25-34 18-24 Microsoft Audience Network audience — U.S. 139.4M total unique visitors across MSN and Microsoft Outlook Source: comScore, Microsoft Audience Platform Report, August 2018, U.S. desktop. MSN & Outlook: 12% of audience is age 2-17. Numbers are rounded to the nearest percentage point.
- 27. Reach a high-quality audience when your ads show in Outlook Reach users not reached on other networks — U.S. 11M Unique audience Not reached on GOOGLE 76.7M Unique audience Not reached on FACEBOOK 116.2M Unique audience Not reached on TWITTER 87.3M Unique audience Not reached on GEMINI Source: comScore, Microsoft Audience Platform Report, August 2018, U.S. desktop. Google is Google Display Network and Facebook is Facebook + Messenger. Total comp set is all competitors. The Microsoft Audience Network brings a unique audience, including:
- 28. Massive reach Reach hundreds of millions of people through high-quality, brand-safe placements on MSN, Microsoft Outlook, Microsoft Edge and partner sites.1 Boost clicks and conversions with Microsoft Audience Ads Simple solution Setup and manage campaigns in a familiar, easy-to-use product designed and optimized for search advertisers. Highly relevant audiences Harness audience and intent data coupled with artificial intelligence (AI) and machine learning to reach your audience. Boosted performance Microsoft Audience Ads naturally blend into the core user experience and regularly outperform traditional display advertising.2 Extend search campaigns to reach audiences beyond search 1. comScore Media Metrix Multi-Platform, December 2017, U.S. desktop and mobile combined. 2. Polar, 2016, compared to Microsoft internal data, Bing Intent Ads (now known as Microsoft Audience Ads) powered by the Microsoft Graph, 2017.
- 29. USER INTENT TARGETING USER PROFILE TARGETING LOCATION AND DEVICE Remarketing in Paid Search Product Audiences3 (dynamic remarketing) In-market Audiences Custom Audiences2 LinkedIn profile targeting3 Age and gender targeting Location targeting Device targeting In addition to targeting keywords, the more targeting dimensions you select, the more impressions are available with Microsoft Audience Ads. A smarter way to target your ideal customer “I’ve invested a lot in my audience targeting strategy for my search campaigns — I want to reach this group of customers outside of search as well.” 1. Search terms can be targeted via keywords when extending your search campaign to Microsoft Audience Ads, not through the separate audience campaign pilot. 2. Custom Audiences feature is currently in pilot. 3. Feature will be available in the future; available now for Microsoft Audience Network audience campaign pilot. Search terms1
- 30. Beneath the hood, the Microsoft Audience Network is powered by AI and machine learning to guide ad selection, relevancy matching, and pricing, click, and conversion prediction — all to help deliver a terrific return on investment. Always on and always learning to deliver your best results. Boosted performance, powered by artificial intelligence (AI)“I don’t want another ad offering with fading performance and quality. I need a solution that is always learning in response to deliver strong performance.”
- 31. Microsoft Graph: A smart differentiator The thing that sets Microsoft Audience Ads apart is the Microsoft Graph’s rich user understanding that powers our native offering and its high performance. Our premium, brand-safe ad placements may show ads from other offerings, but the Microsoft Graph can help you reach your return on investment goals.
- 32. Search history Brand preferences Domain preferences Purchase history Conversion history Product categories Service categories Custom Audiences Company Industry Professional experience In-market Audiences Delivering rich user understanding
- 33. Search history Brand preferences Domain preferences Purchase history Conversion history Product categories Service categories Custom Audiences Company Education Demographic In-market Audiences To put the right message in front of the right user
- 34. Search Web activity LinkedIn profile Demographics Customer data Search engagement Remarketing / web engagement In-market product and service segments Product and brand preferences Purchases and conversions Professional profile (LinkedIn)* Demographic profile Content preferences User location Microsoft Graph consumer understanding includes signals from: User *LinkedIn data enhances the Microsoft Graph, but is not yet available for targeting when using Microsoft Audience Ads by extending your search campaign.
- 35. One platform, two great ways to use it Extend and complement your search campaigns to reach customers outside of search and gain more high-quality clicks and conversions at scale. Use the same buying platform to reach: • Audiences in search through the Bing Network. • Audiences beyond search through the Microsoft Audience Network. Powered by the Microsoft Graph, you can reach the right audience across each network. Bing search ads Bing Network Microsoft Audience Ads Microsoft Audience Network Microsoft Graph Bing Ads buying platform
- 36. Connect with the audiences that matter most It’s about reaching an audience that’s highly relevant to you. It’s about their interests, preferences, engagement and network. We do this by offering high-quality placements and audience targeting — we help you target audiences, rather than placements. Bid on your target audience with Microsoft Audiences Ads.
- 37. The benefits of adding images Boost volume and conversions Show your ads in more premium placements, like the MSN home page, when you have an image attached to your ad. Control your message Choose how your brand is showcased when you provide a visual that embraces your brand and speaks to your audience instead of using a generic image or logo. Drive high-quality clicks Attract the attention of your target audience and drive engagement when you show images your audience can relate to. Note: If no images are added, Image Annotations may pull an image to show with your campaign to increase placement options for your ad. You want more volume — adding images to your campaigns can help
- 38. Optimize and manage your Microsoft Audience Ads Take advantage of familiar tools and reporting to make the most of your campaigns Use familiar setup and campaign management tools that are fully integrated with Bing Ads. Control participation in Microsoft Audience Ads using bid modifiers, similar to other bid modifiers in Bing Ads. Upload images easily via Image Extensions. If advertising on Google Display Network, Facebook Audience Network, or Yahoo Gemini you can use the same creative assets on Bing Ads. Manage by using your familiar search ad tools and interfaces: Bing Ads online, Bing Ads Editor and Bing Ads API.1 Use integrated reporting (search and native in one place) and campaign optimization with keyword-level tracking. 1. Requires coding to the API.
- 39. Who should use Microsoft Audience Ads? Advertisers interested in native advertising should use Microsoft Audience Ads. Easy to manage, they can help you find incremental opportunity outside of search, whether you’re a small to midsized business, an agency or an enterprise (B2B and B2C). Audiences you can reach: • Customers in a personal or consumer context. • B2C and B2B. • Purchase scenarios span a wide variety of scenarios — from more spontaneous, lower consideration purchases to higher consideration purchases with long lead times, and from online to in-store. • Top verticals: Financial Services, Travel, Autos, Retail, Tech & Telecom. Advertisers who are currently managing audiences on Facebook Audience Network, Google Display Network and Yahoo Gemini can benefit from Microsoft Audience Ads.
- 40. Convenience Control Search campaigns extended to native Increase high-quality clicks from target audiences by extending Bing Ads search campaigns to native. Separate audience campaigns Build separate audience campaigns for separate budgets and optimization. Microsoft Audience Ads Powered by the Microsoft Graph One trusted platform. Two powerful ways to run Microsoft Audience Ads.
- 41. Introducing Product AudiencesSetup and bid adjustment Microsoft Audience Ads Extend your search campaigns
- 42. How to manage your campaign’s audience ads bid adjustment 1. In the Campaigns page, click the campaign you want to manage. 2. Click the Settings tab. 3. Under Advanced Settings, under Other settings, you will find Audience Ads:
- 43. How to add Image Extensions to your Audience Ads 1. In the Campaigns page, click the Ad Extensions tab. 2. On the upper left corner of the Ad Extensions tab, click View: Sitelink Extensions. 3. Select Image Extensions, then click Create ad extension. 4. Here you can select Image Extensions that you have already created. If you do not have any, click Create new Image Extension.
- 44. Image specifications If advertising on Google Display Network, Facebook Audience Network or Yahoo Gemini, you can use the same creative assets you use on Bing Ads online. • JPG, PNG or GIF (no animated GIFs). • Images must be relevant to ad and landing page. We recommend using images that can be found on the ad’s landing page to ensure relevance. • Text can’t be embedded in images. • High-resolution images only — they should not pixelate or degrade across screens. • Before submitting images, ensure images look OK in all aspect ratios after smart cropping. If needed, provide separate images for each aspect ratio. • Provide multiple images for maximum placement and to avoid user fatigue. • If your campaign is missing any of the following aspect ratios, this may result in fewer placements and less traffic, so we highly recommend submitting images in all ratios. Image dimensions Image dimensions are limited to: ∙ Minimum: 760 x 400 pixels ∙ Maximum: 1900 x 1000 pixels ∙ Recommended: 1200 x 628 pixels Aspect ratios Minimum dimensions (pixels) Maximum dimensions (pixels) 1.2:1 300 x 250 1200 x 1000 1.5:1 300 x 200 1500 x 1000 16:9 640 x 360 1778 x 1000 4:3 100 x 75 1333 x 1000
- 45. How to measure your performance for Audience Ads 1. On the Reports page, click the report that you want to run. For example, Campaign performance report. 2. Under Columns, under Attributes, you will find Ad distribution. • This column will show Search for clicks and impressions that occurred on a search results page. • This column will show Audience for clicks and impression that are applied to Audience Ads.
- 46. Reuse images from other ad platforms in your Microsoft Audience Ads With 1.91:1 and 1:1 aspect ratios supported across the Microsoft Audience Network, Google Display Network (GDN), Facebook Audience Network and others, you can reuse the best performing images from Facebook or Google (GDN) in your Microsoft Audience Ads. Use high-quality images Microsoft Audience Ads are image-centric. Take full advantage of the premium placement by paying special attention to the images that you use for your ads. • We recommend using lifestyle photos instead of a graphic based on your logo. • Images should be high resolution — they should not pixelate or degrade across screens. • Text can’t be embedded in images, and images should generally align to your brand. Submit images in all aspect ratios • If your campaign is missing any of the aspect ratios, it may result in fewer placements and less traffic. • After cropping, ensure images look okay in all aspect ratios. If needed, provide separate images for each aspect ratio. Test multiple ads to see what performs best Test different copy and images to identify top-performing combinations. Best practices: Images
- 47. Campaign Structure • Break out as many relevant audiences as possible & target only one audience per campaign (or small group if very similar) – utilize In-Market, Remarketing, Similar*, Custom Audiences* • Ad copy and imagery should be relevant to your landing page (and pause underperforming) • Use run of network campaign as a tool to test other (or all other) in-market audiences to find additional good performing audiences for your advertiser to break out (make sure you move out relevant audiences from this campaign) • Tier bidding (highest for most relevant, lowest for most broad - RON) Remarkeing In-Market LinkedIn “Run of Network
- 48. Audience Ads features and functionality Microsoft Audience Ads (Search workflow) Google Display Network (GDN) Facebook Audience Network Availability status Product has launched Campaign planning Audience Dashboard: overview of audience and targeting dimensions available Budget and bidding Budget: campaign level 1 Budget: ad group level Budget: Shared Budgets Bid type: cost per click (CPC) 2 Bid type: cost per thousand impressions (CPM) Bid modifier Auto-bidding: Enhanced CPC Auto-bidding: Maximize Conversions / ROAS Ad formats Ad extensions 3 Ad format: text ad + image ads (responsive ad decides which format automatically) Ad format: carousel Ad format: video Ad format: feed-based ads (Product Ads, Hotel Ads4 ) IN TERN AL O N LY Microsoft Audience Ads versus Google and Facebook Last updated March 5, 2018. 1. Facebook doesn’t support campaign-level budget in UI; supports in API but with a campaign-level spend cap. 2. CPC in Facebook is a “hidden” feature; workflow recommends CPM pricing. 3. Google only supports Call, Location, and Affiliate Location Extensions; Yahoo Gemini only allows extensions in search. 4. Hotel ads coming soon. IN TERN AL O N LY
- 49. Audience Ads features and functionality Microsoft Audience Ads (Search workflow) Google Display Network (GDN) Facebook Audience Network Image specs for uploading* 1200 × 628 px (1.91:1) | Wide/landscape responsive image * 1200 × 1200 px (1:1) | Square responsive image * Audience targeting Affinity Audiences (interest targeting) Custom Audiences (DMP) feature Customer match (email match) feature Demographic, device and location targeting In-market Audiences (behavior targeting) feature Placement targeting (ex: show my ad only in Instagram) Product Audiences (dynamic remarketing) feature Professional profile targeting Remarketing feature Similar Audiences (look-alike audiences) feature Reporting Performance reporting Editor support Editor tool available API support API support for setup and management of campaigns International International market availability US, UK, CA, AU Global Global IN TERN AL O N LY Microsoft Audience Ads versus Google and Facebook Last updated March 5, 2018. *Required aspect ratios for images that advertisers upload — this is *not* necessarily a list of the dimensions that these images will display across different ad placements. All networks above resize these images for the given ad placement. Bing Ads will automatically crop images to this size at time of uploading. **In beta. Coming later this year — stay tuned!
- 50. Bing Network. Intelligent search. New to Bing or MSAN targeting? Reach out to your NetElixir representative to request a $250 coupon to test a new Bing account or a new MSAN campaign.
- 51. © 2018 Microsoft Corporation. All rights reserved. Bing Network. Intelligent search.