Why your customers are on Bing (where are you?)Ellen Akkerman, Microsoft

October 24, 2016

OUR MISSION

EMEA GROWTH STORY

INNOVATIONS, AND WHY THEY MATTER

OUR MISSION:

Empowerevery person and every organization on the planet to achieve more

What we all know search to be…

Type here...

ALL RESULTS 1–10 of 600,000,000 results

AUDIENCE

BUYING Understand them

as a person and not

just as a keyword

ACTIONS Experiences that

make it easy to

take action

FEEDS AND

AUTOMATION Rely on automated

technology

DIGITAL

ASSISTANTS AND

PREDICTIONS Intelligently predict

what they want next

GLOBAL

AND MOBILE Always available

and with youSearch advertising is changing

CONNECTS YOU TO

TECHNOLOGY PEOPLE INFORMATION KNOWLEDGE

Bing is a part of the every day

A partner for the industry

DEVICE INTEGRATION & DISTRIBUTION DEALS • Powering web results for Siri and Spotlight Search • Default search on Amazon Kindle Devices

ENRICHING THE BING EXPERIENCE • Bing utilizes data from Yelp, Twitter, Foursquare

and TripAdvisor to enhance search results

ENRICHING EXPERIENCES IN APPS • Uber utilizes Bing’s mapping technology • Android developers can leverage Bing’s

knowledge graph within their apps • Cyanogen OS includes Microsoft services such as

Bing

Bing network. Be There.

A great search engine first

We believe in delivering highly competitive, high quality search to customers and partners.

9

Bing network. Be There.

And we are no longer a simple challenger.

10

Bing network. Be There.

15 billion+ Searches every month, answered around the world

621 million Searchers per month

It’s working

11

Bing network. Be There.

1/2 Of the U.S. consumers uses Bing

It’s working

12

Bing network. Be There.

129M searchers using Bing every month in Europe

It’s working

13

Bing network. Be There.

>45% UK searchers on Bing

It’s working

14

Bing network. Be There.

8M searchers in the Netherlands

It’s working

15

Bing network. Be There.

The Bing Network Audience in Europe

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1. comScore qSearch (custom), March 2016. Bing Network includes Microsoft sites, Yahoo sites (searches powered by Bing), and AOL sites in Western Europe. 2. comScore qSearch, March 2016

10.2% 9.0%12.1%

6.4% 7.9%8.4%20.5%21M 8M18M 2M 21M9M30M

405M 181M550M 26M 385M213M840M

Germany SpainFrance Belgium Western Europe*ItalyUnited Kingdom

Market Share Unique Searchers Monthly Searches

9.0%8M

127M

Netherlands

comScore qSearch (custom), December 2015. Bing Network includes Bing Search and Yahoo Search NL sites.

8MUNIQUE SEARCHERS

9%SHARE

127MMONTHLY SEARCHES

8M Unique Searchers, more volume with less effort in the NetherlandsBing Network — includes Yahoo, Bing, AOL and partner sites

How did we realise this growth?

18

Growing volume with Windows 10

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Source: 1. Microsoft Internal Data, Dec 2015 (worldwide numbers); 2. Bing searches on PC and Tablet by Windows 10 and non-Windows 10 devices , Oct 2015 & Jan 2016

4-5x 19%

Increase in Bing syndicated clicks

of Bing clicks from syndication expected in 2016 (U.S.)

350M+ devices running Windows 101

35%+ of Bing searches in Europeare from Windows 102

40%+ Increase in Bing UK queries with Windows 10 (Dec. vs. Oct.) 2

90% Microsoft Edge users retain Bing as their default1

“Windows 10 is a Bing honeypot —and it’s working”

“Milestone: Bing Now Profitable As Windows 10 Success Boosts Usage”

Bing is a monetization engine for Windows 10

The engine behind Cortana

Easy to find on task bar

Deep integration with Microsoft Edge

Bing as default across multiple touchpoints

Growing Volume with Microsoft Edge

Go from searching to doing

New tab page Prominent search/address bar front and center on new tabs

Quick answers Displays relevant information in suggestions box to provide quick results

Cortana assist Receive relevant information like hours, directions and more about local restaurants

Ask Cortana Pull up relevant information from Bing and display it without taking user away from the page

More than 1 in 3 searches powered by Bing on PC and Tablet are from Windows 10 devices

Windows 10 search volume share for Bing Netherlands O&O traffic on PC and Tablet devices, Oct 2015.

Windows 10 35%

Non-Windows 10 65%

What % of Bing Searches in NL are performed on Windows 10 devices?

Windows 10 Searches by VerticalTop categories in volume of Windows 10 NL searches: CPG, Finance & Insurance

and Health – 37% for Retail

Windows 10 search volume share for Bing Netherlands O&O traffic on PC and Tablet devices, Oct 2015. Vertical segments based on analysis of top queries.

Windows 10Non-Windows 10

CpgFinance & Insurance

HealthAdult & Gambling

AutoRestaurants & Food

B2B ServicesRetail

Travel & TransportationB2C Services

Social & CharityCareers & Education

EntertainmentReference

Tech & Telco 27%28%

29%33%34%34%

37%37%

39%39%39%40%41%41%

61%

73%72%71%

67%66%66%

63%63%

61%61%61%60%59%59%

39%

Audience Demographics on Windows 10Windows 10 NL searchers complement our existing audience base with a strong representation of Males, over 50 years old

Age Group Gender+13%

Search volume split by demographics across Windows 10 & non-Windows 10 in the Netherlands

43%

60%

57%

40%

FemaleMale

Windows 10

Non-Windows 10 7%

15%

28%

33%

32%

27%

18%

12%

15%

12%

18-24 25-34 35-49 50-6465+

Bing Netherlands O&O search volume by age and gender on PC and Tablet devices for Windows 10 and non-Windows 10 devices, Oct 2015 Figures may not sum to 100 due to rounding.

How do we compare to others in the market?

25

Better CPCs than Google AdWords in key verticals Ensure an efficient use of your budget with Bing Ads

26Sample of the Marin Global Search Index for Eurozone, customers buying in Euros, Q3, 2015. All devices, partner network excluded.

Auto

Healthcare

Retail

Average CTR

4.61%

5%

6.08%

5.07%

2.96%

1.82%

Average Cost-per-click

€0.24

€0.40

€0.71

€0.31

€0.30

€0.12

-40%

-58%

-61%

Bing searchers spend 50% more than Google searchers

1. The Yahoo Bing Network includes Microsoft and Yahoo sites in worldwide. 2. comScore qSearch (custom), March 2015.

Our audience spends more. Unique searchers on Bing

Network: • Spend 156 % more online than

the average Internet searcher • Spend 50 % more than Google

searchers worldwide

Buying Power Index

0

75

150

225

300

Average Internet Google Yahoo Bing Network

256171100

Bing Ads delivers lower cost per acquisition vs Google

“The results we saw with Bing Ads were great for our clients with more than 60 % lower cost per conversion than Google AdWords. Additionally, businesses booked 10 % more revenue from searchers coming from Bing when compared with searchers from Google. This resulted in a 4x return on advertising spend.”

– Ethan Anderson, CEO MyTime

2%

3%

50% HIGHER CTR

AdWords

Bing $39.42

$15.21

51% LOWER CPA

$5.18$1.81

4X ROAS

Microsoft ConfideConsumentenbondal

You don’t have to start from scratch. We can import your existing search advertising campaigns that are already working for you with the Google Import tool.

Expand successful campaigns Easily import your Google AdWords campaigns to Bing Ads

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Making it easy for you

30

Sitelink Extensions

Enhanced Sitelink Extensions

App Extensions

Location Extensions

Remarketing

Universal Event Tracking

Sitelinks

Enhanced Ad Sitelinks

App Campaigns

Location Extensions

Remarketing

Conversion Tracking

Bing Ads Intelligence

Google Import

Bing Ads Editor

Keyword Planner

AdWords Editor

What’s next? That’s now!

Sept, 2016

Bing network. Be There.

Hi Ellen! How can I help? Try what’s the forecast? See more

Bing network. Be There. 33

Evolution of SearchFuture Voice SearchBots - Messaging as the new Browser

The Future

Key Take Aways• Rethink your campaign investments as audience grows

• Search is rapidly evolving, changing in form and function

• Consider leveraging available technologies

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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 WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.