Tor Thompson

EMEA Regional Director

Bing Ads@searchtor

@BingAds

#BingThere

CHARACTERIZING BING

#BingThere

AGENDA

1. Building character(s)

with Bing Ads

2. Search & the space-

time continuum

A revelation @ SEATAC

#BingThere

“Kindergarten for

Computers”

Covering the work of Gary

Marcus, Professor of

Philosophy at New York

University.

By Will Knight

Gossip

magazine #1Gossip

magazine #2

Gossip

magazine #3

MIT

Technology

Review

77 33 22 11

Thought Bought Sought Drought

Generalizations Exceptions

#BingThere

Generally Exceptional#BingThere

Significant investments in

efficiency, extensions &

scale

When I was under 35 A while back now Recent Developments

Key extensions,

campaign

management

Remarketing

Bing Shopping (US, UK, FR, DE)

Bing Ads app

Upgraded URLs

Expanded Text Ads

Shared Budgets

Extension Scheduling

Audience, richer ads, ads

intelligence,

personalization

• Enhanced sitelinks, Image & App

• UI & Editor revolution

• Billing improvements

Ad insights resources

Google import (now automated!)

Sitelinks, Location & call

extensions

Bing Ads Editor

Demographic targeting

Literally within about 3 clicks Bing Ads had

imported the whole campaign… It was

almost too easy to do.

Andy Bargery, Klaxon

#BingThere

Managing exceptions is part of driving performance

Search NetworksBid differently for Individual

search networks & view

search partner performance

Targeting & Modifiers• Apply different modifiers on

desktop, smartphones &

tablets.

• Location & Demographic

• Enhanced CPC

Visual, transparent insights • Historical quality score & Quality Impact

• Top Mover – interpret the most impactful shifts

• Bid landscape - Adjust your bids with visual cost and

click estimates on the opportunities page

• Online vertical trending for 10 European

countries,: 1. Audience by country

2. Demographics

3. Share of searches by device

4. Rolling 12 month vertical search volume trends

Ad Group & campaign

level settings More control at a more

granular level

#BingThere

Duck Hats#BingThere

Embellish & elicit the right reaction

Shinier, fuller ads

Action Extensions Structured Snippet ExtensionsCall out Extensions

Evolving formats (testing)

Image Extensions

Review Extensions App Install ads Dynamic Shopping Extensions

#BingThere

Filter Extensions

Audience

Bing market

share is

bigger than

you think…

Restaurant booking platform La Fourchette offers

users the ability to obtain a 20 percent discount at a

range of popular restaurants across Europe.

Compared with other advertising platforms.

Data provided to Bing by La Fourchette.

Action

BehaviourContext

Preference

Intent

Shifting to People,

Behaviour & Context

Audience targeting

Consumer decision journey

Personalisation & prediction

#BingThere

The

changing

characters

in search

The telephone “space-time” continuum

Household radius

Recall & Relay

Calls people

Labour intensive

Free to roam

Pre-programmed

Voice + text

In search terms we are here

Voice, text

Image, browsing

Task orientated

Information hub

SEARCH & FIND

TRANSACT ONLINEENABLE TRANSIT

TRANSACT ON THE GO

PURSUE INTERESTS

CONNECT WITH PEOPLE

WORK & PLAY BLUR

TRANSACT IN MULTIPLE CONTEXTS

COMPLEX TASK COMPLETION

Web Web + Mobile Web + Mobile + App

Indexing &

Directories

Mobile

Search

Personal Digital

Assistants

Prediction

Artificial

Intelligence

Semantic

web

#BingThere

Video – project Xray

The New Protagonists

UserAgent/

Digital Assistant Bots

Now search

comes to

you

Caption bot does Joe

Characterising the

world

#BingThere

Video

Thank you!

#BingThere