New Device LaunchInsights for digital marketers

Mobile, mobile everywhereYou’ll find mobile devices in the pockets, purses, and backpacks of Americans of all ages.

81% of U.S. internet users use both mobile and desktop/laptop devices

79% of mobile phone users in the U.S. own a smartphone

108.7 minutes a day spent on smartphones by the average user

90% of Americans ages 18–44

own a smartphone

SOURCE: eMarketer, Smartphone Users, United States, 2014-2018; U.S. Internet Users, by Device, 2014-2020; Time Spent with Smartphones, United States, 2014-2018, February 2016.

Three mobile trends that caught our eyeCompetition heats

up

No-contract plans gain steam

Data usage surges ahead

123

Competition heats upWith high market penetration, consumers replacing their existing smartphones are driving most sales.1

Over the next year, 46% of smartphone owners plan to upgrade their phone.2

SOURCE: 1. Business Insider, Credit Suisse has a great piece of data showing why iPhone sales may be in decline, December 16, 2015, accessed March 1, 2016. 2. Kantar Worldpanel ComTech, Double Digit Smartphone Market Growth is over, February 23, 2016, accessed March 1, 2016. 3. Bing Ads Internal data (O&O and Partner Network), Jan 2015 - Jan 2016, US only, All Devices.

TIP Want your ads to be seen? Bid on the main line position. Technology and telecom ads on the main line receive 92% of clicks and have a 13x higher CTR than side bar ads.3

Spring and fall releases prompt upgradesWatch for new product announcements at OEM press events and large trade shows, like CES and MWC.OEM Expected Releases*Apple March/April

September (iPhone n/ns)

Samsung March (Galaxy n/n Edge)October

LG AprilNovember

HTC March/April October/November

Motorola/ Lenovo

Mid-SummerOctober/November

Google Nexus September/October

TIP Use Remarketing in Search to target searchers who visit your website when a new product is announced, and who are likely to return when it’s released.

NOTE:Releases include smartphones, tablets, wearables, and PCs.SOURCE: LifeHacker, How to Choose Your Next Android Phone: 2016 Edition, February 23, 2016, accessed March 1, 2016.

Android and iOS dominate sales1And Apple and Samsung remain the preferred brands.2

Brand Preferences of U.S. Consumers Planning to Upgrade2

6% Motorola

35% Samsung

5% LG

40% Apple

SOURCE: 1. Kantar Worldpanel ComTech, Smartphone OS sales market share, January 2016. Note: 3-month average ending each month shown. 2. Kantar Worldpanel ComTech, Double Digit Smartphone Market Growth is over, February 23, 2016, accessed March 1, 2016.

iOS

Other

U.S. Smartphone Sales Share, by OS1

Android

Apple and Samsung owners are loyalThis will help keep competitors at bay in the near term.

TIP Optimize your campaigns for upcoming and existing models during the time between product announcement and release.

Show discounts in your ad copy to capture the surge in searchers looking for deals on existing models when a new model is announced.

SOURCE: Kantar Worldpanel, Samsung and Apple Account for 66% of US Smartphone Sales, November 4, 2015.

Samsung

Other

Brand preferences of U.S. consumers planning to upgrade, by current smartphone brand

Apple

Current device Apple Current device Samsung

Competitors are finding opportunity at the market’s lower end

TIP In a competitive field, you need to bid on the main line position and add ad extensions, like Callout and Sitelink Extensions, for your ads to stand out.

Use Bing Shopping Campaigns to showcase your products and pricing directly on the search results page.

52%Sales share for phones under $500

SOURCE: Kantar Worldpanel ComTech, Double Digit Smartphone Market Growth is over, February 23, 2016, accessed March 1, 2016.

Budget-conscious consumers have a wide variety of brands and models to choose from.

No-contract plans are gaining steamRemember when phones cost $100 with 2-year contracts? Ah… the good ole days. With the rise of no-contract plans, consumers are expected to buy a smartphone outright, pay for it in monthly installments, or buy into an upgrade program. NOTE: Phone upgrade programs are also called equipment installment plans (EIP).

Now consumers are keeping their phones longer1The number of consumers bringing their own phones to a carrier is steadily increasing.2 21.6 monthsSmartphone life cycle in U.S.1

TIP Consumers are bringing both existing and new phones onto carrier networks. Because carriers offer a limited selection of devices, consumers may look elsewhere—including search engines—for their next phone.

Capture more searchers with a brand term and conquesting keyword strategy. Combine that with ad extensions, like Enhanced Sitelinks and Image Extensions, that attract attention by increasing the size of your Main Line ads.

How are your offerings different from your competitors? Better specs? Better service? Let searchers know in your ad copy and landing pages. SOURCE: 1. Kantar Worldpanel ComTech, Double Digit Smartphone Market Growth is over, February 23, 2016, accessed March 1, 2016.2. FierceWireless, AT&T's unlimited plans, less than 2 months old, draw more than 2M users, March 9, 2016, accessed March 14, 2016.

Carriers respond with upgrade programsLooking to grow sales and customer loyalty, wireless carriers and Apple now offer upgrade programs with phone swaps every 12, 18, or 24 months.

TIP Use Sitelink Extensions to direct searchers to specific landing pages, including your most popular plans, upgrade policies, and models.

Smartphone plans sold in the U.S., 3 months ending August 2015

20% Traditional contracts

33% Prepaid plans

47% Installment plans and upgrade programs

NOTE:Phone upgrade programs are also called equipment installment plans (EIP). Upgrade period varies by provider/program.SOURCE: Kantar Worldpanel, High-End Smartphones Sales Unhurt by Installment Plans, October 7, 2015, accessed March 14, 2016.

photo

Data usage surges aheadWith more smartphone users and faster wireless network speeds, data usage is expected to quadruple by 2020.

SOURCE:Cisco Systems, “Cisco Visual Networking Index (VNI): Global Mobile Data Traffic Forecast Update, 2015-2020,” February 3, 2016.

U.S. Mobile data and device metrics 2015 2020

Mobile data traffic per users (GB/month) 1.78 8.84

% of total mobile data traffic

Smartphone data traffic 66% 71%

Tablet data traffic 15% 12%

Mobile video traffic 61% 77%

4x

Unlimited data is making a return Carriers are experimenting with new unlimited data plans, including video plans, to maintain and grow subscribers.

TIP Use Sitelink Extensions and Enhanced Sitelinks to highlight your most popular phones and your unlimited data and video plans.

Unlimited data/video options available Eligible data

AT&T DirectTV subscriber deal All data

Sprint Unlimited data plan All data

T-Mobile Unlimited data planBinge On

All dataVideo from select content providers

Verizon FreeBee DataGo90

Data from select content providers Video from select content providers

SOURCE: 1. FierceWireless, Binge On, FreeBee Data push the envelope on net neutrality, but the FCC just ‘monitors’, March 8, 2016, accessed March 14, 2016.2. FierceWireless, Verizon’s Shammo: We’re interested in ad revenues, not unlimited data plans, March 8, 2016, accessed March 14, 2016.

How will these trends impact your ad spending?

Digital ad spending related to mobile devices keeps growingIt’s forecasted to grow by 50% through 2020.

SOURCE: .eMarketer, U.S. Telecom, Computing Products & Consumer Electronics Industry Digital Ad Spending, 2014-2020, March 2016

U.S. Telecom, Computing Products and Consumer Electronics Digital Ad Spending ($ billion)

Search ad spending tops $4.7 billionAnd mobile accounts for 50% of digital ad spending.

TIP Optimize your mobile search campaigns to capture the high number of mobile searchers looking for new mobile devices and accessories.

Don’t forget to optimize your landing pages for mobile traffic!

SOURCE: 1. eMarketer, U.S. Digital Ad Spending: Computing Products and Consumer Electronics Industry, May 2015.2. eMarketer, U.S. Digital Ad Spending: Telecom Industry, May 2015.

Search

Other

U.S. Digital Ad Spending, 20151,2

Display

Computing Products and Consumer Electronics Telecom

A few key takeaways for your back pocket

2. Bid on the Main Line position to increase the chance your ads will be seen and clicked on. Technology & Telecom ads on the Main Line receive 92% of clicks and have a 13x higher CTR than Side Bar ads.1

4. Use Universal Event Tracking (UET) and Remarketing in Search to target high‑quality searchers who have visited your website. You can tailor ads based on their visit, making the ads more relevant and more likely to be clicked on.

3. Use mobile bid boosters to get your ads shown to consumers using their mobile devices to search for their next smartphone and phone accessories. Don’t forget to optimize your landing pages for mobile traffic!

1. Optimize your campaigns for the upcoming and existing models between product announcement and release. Show discounts in your ad copy to capture searchers looking for deals on existing models when new models are launched.

SOURCE: Bing Ads Internal data (O&O and Partner Network), Jan 2015 - Jan 2016, US only, All Devices.

Bing Network performance trends

Samsung Galaxy Edge queriesBetween the Galaxy Edge announcement and release, the majority of searches took place on smartphones while PCs and tablets captured most of the clicks.March – April 2015

S M T W T F S

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 18 19 20

21 22 23 24 25 26 27

28 29 30 31 1 2 3

4 5 6 7 8 9 10

3/1 Announcement

3/27 Pre-order

4/10 Release

SOURCE: Microsoft internal data Mar 1-Apr 11, 2015, search and click volume by device.Official launch announcement of S6 and S6 Edge mobile devices: 3/1/2015; Pre-Order: 3/27/2015; Availability: 4/10/2015.

Mobile PC/Tablet

Searches peak at announcement and releaseGalaxy Edge search volume remains steady throughout the 1.5 month waiting period. PC/tablet Mobile

SOURCE: Microsoft internal data Mar 1-Apr 10, 2015, daily search volume by device.Official launch announcement of S6 and S6 Edge mobile devices: 3/1/2015; Pre-Order: 3/27/2015; Availability: 4/10/2015.

Daily Searches by Device, Galaxy Edge, March-April 2015

Competition increases 2 weeks leading up to release of the Samsung Galaxy EdgeUse Automated Bidding to keep on top of CPC changes.

SOURCE: Microsoft internal data Mar 1-Apr 10, 2015, daily CTR and CPC trends for all devices.Official launch announcement of S6 and S6 Edge mobile devices: 3/1/2015; Pre-Order: 3/27/2015; Availability: 4/10/2015.

CTR CPC

Daily CTR and CPC Trends, Galaxy Edge, March–April 2015

Press about the new Samsung devices lead users to do their online researchAllocate your budget to cover the major press releases and news stories throughout the launch period.

SOURCE: Microsoft internal data Mar 1-Apr 10, 2015, searches on various query categories for all devices.Official launch announcement of S6 and S6 Edge mobile devices: 3/1/2015; Pre-Order: 3/27/2015; Availability: 4/10/2015.

Comparison, Galaxy Edge Reviews, Galaxy Edge

Pre-Order, Galaxy Edge Specs and Features, Galaxy Edge

Don’t forget about accessories86% of accessories searches are performed on smartphonesUse mobile bid boosters to keep your ads front and center.Accessories, Galaxy Edge

SOURCE: Microsoft internal data Mar 1-Apr 10, 2015, searches on accessories queries for all devices.Official launch announcement of S6 and S6 Edge mobile devices: 3/1/2015; Pre-Order: 3/27/2015; Availability: 4/10/2015.

Apple iPhone queriesMost searches for Apple iPhone are on smartphones, while PCs and tablets capture the majority of clicks.

SOURCE: Microsoft internal data Sep 6-26, 2015, search and click volume by device.Official launch announcement of iPhone 6s and iPhone 6s Plus mobile devices: 9/9/2015; Pre-Order: 9/12/2015; Availability: 9/25/2015.

Mobile PC/Tablet

September 2015

S M T W T F S

1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

9/9 Announcement

9/12 Pre-order

9/25Release

Search volume remains steady from iPhone announcement to releaseAllocate sufficient budget to cover the launch period.

PC/tablet Mobile

Daily Searches by Device, iPhone, September 2015

SOURCE: Microsoft internal data Sep 6-26, 2015, daily search volume by device.Official launch announcement of iPhone 6s and iPhone 6s Plus mobile devices: 9/9/2015; Pre-Order: 9/12/2015; Availability: 9/25/2015.

Click-through-rates peak the day following the iPhone announcementBid aggressively to keep your ads on the Main Line.

CTR CPC

Daily CTR and CPC Trends, iPhone, September 2015

SOURCE: Microsoft internal data Sep 6-26, 2015, daily CTR and CPC trends for all devices.Official launch announcement of iPhone 6s and iPhone 6s Plus mobile devices: 9/9/2015; Pre-Order: 9/12/2015; Availability: 9/25/2015.

Pre-order hype begins immediatelySearches for iPhone pre-orders start at announcement and are highest the day before release.Pre-Order, iPhone

SOURCE: Microsoft internal data Sep 6-26, 2015, searches on pre-order queries for all devices.Official launch announcement of iPhone 6s and iPhone 6s Plus mobile devices: 9/9/2015; Pre-Order: 9/12/2015; Availability: 9/25/2015.

Consumers are anxious to learn about the new phone’s featuresBid on keywords related to the device’s specs and features, such as the camera, speed and screen size.Specs and Features, iPhone

SOURCE: :Microsoft internal data Sep 6-26, 2015, searches on specs and feature queries for all devices.Official launch announcement of iPhone 6s and iPhone 6s Plus mobile devices: 9/9/2015; Pre-Order: 9/12/2015; Availability: 9/25/2015.

Consumer interest in upgrading a device skyrocketed the day after launchFeature your trade-in and upgrade programs in your ad’s Sitelink Extensions.

SOURCE: Microsoft internal data Sep 6-26, 2015, searches on upgrade/trade-in queries for all devices.Official launch announcement of iPhone 6s and iPhone 6s Plus mobile devices: 9/9/2015; Pre-Order: 9/12/2015; Availability: 9/25/2015.

Upgrade/Trade in, iPhone Mostly driven by the query “iPhone trade”

Bing Network audience behaviors

Bing Network packs value for technology advertisers

27MTechnology searchers not reached on Google

37M Total technology searchers

103MTotal technology searches

30%of all technology paid clicks

SOURCE: comScore qSearch (custom), US, December 2015; industry categories based on comScore classifications.

Bing Network users are technology influencers

SOURCE: comScore Plan Metrix, US, September 2015, custom measure created using comScore indices and duplication.September data was used to reflect the beginning of the new device launch period.

18.5Mare the first to own/buy/use the latest electronics

20.6Mconsider themselves to be a tech geek

24.5Mfrequently advise others on electronics

Bing Network users are technologyearly adopters

12.5Msaid they are the “First to buy new gadgets” (5 rating/describes completely)

18.3Msaid they “Like to try new things” (5 rating/describes completely)

36.8Msaid they are “Comfortable with new technology” (5 rating/describes completely)

SOURCE: comScore Plan Metrix, US, September 2015, custom measure created using comScore indices and duplication.September data was used to reflect the beginning of the new device launch period.

Bing Network users are interested in technology news on their mobile device

6.4Mused their mobile device almost every

day to access technology news

8.2Mused their mobile device at least once a week to access technology news

14.8Mused a browser on their mobile device to access technology news

SOURCE: comScore Plan Metrix, US, September 2015, custom measure created using comScore indices and duplication.September data was used to reflect the beginning of the new device launch period.

Bing Network users rely on the Internet for their technology needs

29.7Msaid “Shopping on the Internet saves money” (5 rating/describes completely)

33.7Msaid “Shopping on Internet is a real time saver” (5 rating/describes completely)

18.9Msaid they are “More concerned with quality than price when shopping” (5 rating/describes completely)

35.2Msaid they “Use Internet to shop around to get best price” (5 rating/describes completely)

41.1Msaid they “Conduct research on Internet before making major online purchase” (5 rating/describes completely)

SOURCE: comScore Plan Metrix, US, September 2015, custom measure created using comScore indices and duplication.September data was used to reflect the beginning of the new device launch period.

Words that work

% Off Accessories

Apparels

Brands

Call To Action

Cheap / Affordable

Deals / Discounts

Delivery / Shipping

DKI Free Jewelry

Men / Women

OnlineParam Insertion

Price / Pricing

Quality Sale Selecti

onServices Shoes Stores Styles Superl

atives

% OffAccessoriesApparelsBrandsCall To ActionCheap / AffordableDeals / DiscountsDelivery / ShippingDKIFreeJewelryMen/WomenOnlineParam InsertionPrice / PricingQualitySaleServicesShoesStoresStylesSuperlatives

Here’s how to read a heatmapAD

TIT

LE

AD DESCRIPTION

SOURCE: Microsoft Internal Data. Total Impressions Generated = 124 million, Total Ads Analyzed = 51K,Analysis Period = 1st July 15' – 31st August 15’Note: This categories represent groups of similar keywords..

Great

Good Bad

Insufficient data

Our study results show that apparel & accessories/clothing & shoes with cheap/affordable in the title and a deals/discounts keywords in the description presents high ad quality performance

Words that work // Wireless Services

SOURCE: Microsoft Internal Data. Total Impressions Generated: 103 Million, Total Ads Analyzed: 18k, Analysis Period: January 1, 2015 – December 31, 2015.Note: These categories represent groups of similar keywords.

Great

Good Bad

Insufficient data

Words that work // Telephones and Wireless Devices

SOURCE: Microsoft Internal Data. Total Impressions Generated: 103 Million, Total Ads Analyzed: 18k, Analysis Period: January 1, 2015 – December 31, 2015Note: These categories represent groups of similar keywords.

Great

Good Bad

Insufficient data

Top 5 ad combinations by deviceWireless Services

MobileDeals/Discounts Business Smartphones Smartphones Price/PricingAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Deals/discounts Time Internet Delivery/shipping Find/compare

PC + Tablet

Online Official Services Services Mobile/DevicesAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL

Time Time Smartphones Official Find/Compare

Across devices

Deals/Discounts Smartphones Smartphones Online OfficialAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL

Brand Deals/Discounts Online Time Time

Across devices: Customers are looking for deals on smartphone brands, as might be expected. Successful ad titles include keywords pertaining to Smartphones (e.g., “smartphone trade”, “smartphone”) and Deals/Discounts (e.g., "deal“, “save”, “offer”), while their descriptions feature keywords specifying, Time (e.g., “limited time“, “annual”, “month”), Brand, and Deals/Discounts.PC + Tablet: PC and tablet searchers are looking to compare contract terms and explore alternative service plans. Including keywords for Services (e.g., “text data”, “unlimited talk”, "prepaid cards") and Mobile/Devices (e.g., "contract cell", "prepaid phone") is a smart strategy. Successful description keywords include Time and Find/Compare (e.g., "find", "pick").Mobile: Ad copy served to mobile searchers featured titles with Smartphones and Deals/Discounts, similar to the cross-device results. However, ad titles specifying Price/Pricing (e.g., “$ switch”, “$ month”, “data $”, “internet $”) were particularly engaging to mobile searchers. Mobile searchers responded well to descriptions featuring Deals/Discounts (e.g., “free shipping”, “trade offer”, “save”) and Brand keywords.

SOURCE:Microsoft Internal Data. Total Impressions Generated: 103 Million, Total Ads Analyzed: 18k, Analysis Period: January 1, 2015 – December 31, 2015.Note: These categories represent groups of similar keywords.

Top 5 ad combinations by device Telephones and Wireless Devices

MobileBusiness Internet Price/pricing Sale BusinessAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Deals/discounts Time Internet Delivery/shipping Find/compare

PC + Tablet

Find/compare Find/compare Price/pricing Plans DKIAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL

Brand Device accessories Plans DKI Online

Across devices

Business Sale Watches Deals/discounts Find/compareAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL

Find/compare Brand Online DKI Mobile/devices

Across devices: Researching phones and watches that increase business productivity is the primary customer interest when using Bing to search for telephones and wireless devices. Ad titles featuring keywords related to Business (e.g., “business”, “business phone”, “business phone plan”), Watches (e.g., “watch”, “watches” ), Sales (e.g., “sale”, “sales”, “phone sales”) or Deals/Discounts (e.g., “free”, “affordable”, “money back”) perform well. Descriptions naming Brands or detailing mobile device comparisons with Find/Compare (e.g., “find cell”, “compare top”) and Mobile/Devices (e.g., “cells”, “cellular phone”, “mobile”) keywords were most successful.PC + Tablet: PC and tablet searchers like to compare and research plans. High performance ad titles focused on using Find/Compare, Price/Pricing, and Plans (e.g., “data plans”, “phone plans”, “plans”) keyword sets. Descriptions specified Brand, Device Accessories (e.g., “accessories”, “batteries”, “covers”), and Plans. Some advertisers also experienced success with Dynamic Keyword Insertion. Mobile: Similar to trends across devices, people are looking for business plans and sales. Additionally, ad titles featuring Internet (e.g., “internet”) related keywords were successful as searchers looked to learn more about internet speed and connectivity. Descriptions specifying Time (e.g., “month”, “day”), Deals/Discounts, Internet, and Delivery/Shipping (e.g., “free shipping”, “shipping orders”) proved to be most successful.SOURCE:Microsoft Internal Data. Total Impressions Generated: 103 Million, Total Ads Analyzed: 18k, Analysis Period: January 1, 2015 – December 31, 2015.Note: These categories represent groups of similar keywords.

Top performing copy // Sitelink extensionsWireless Services

Tip High performance Sitelink Extension copy doesn’t necessarily entail reiterating services and squeezing in “Call to Action” instances. Use these keyword categories for copy pertaining to Wireless Services campaigns:Deals/discounts (e.g., “covered”, “fast free”) Official (e.g., “official site”, “official”)Mobile/device (e.g., “contract cell”)Plans (e.g., “unlimited plan”)Online (e.g., “site”)Time (e.g., “limited time”)

Find the sweet spotsLeverage the opportunity where ad quality is high and competition is low

Ad qualityAdvertiser #

SOURCE:Microsoft Internal Data. Total Impressions Generated: 103 Million, Total Ads Analyzed: 18k, Analysis Period: January 1, 2015 – December 31, 2015.Note: These categories represent groups of similar keywords.

Top performing copy // Sitelink extensionsTelephones and Wireless Devices

SOURCE:Microsoft Internal Data. Total Impressions Generated: 103 Million, Total Ads Analyzed: 18k, Analysis Period: January 1, 2015 – December 31, 2015.Note: These categories represent groups of similar keywords.

Tip There are a number of opportunities for Telephones & Wireless Devices advertisers to use high-quality Sitelink Extensions. Use these keyword categories for copy pertaining to Telephone & Wireless Device campaigns:Deals/discounts (e.g., “cheapest”, “great deals”) Device accessories (e.g., “wallet case”, “cases covers”)Sale (“sale”)Find/compare (e.g., “competitive”, “find top”)DKI (Dynamic Keyword Insertion)Brand

Find the sweet spotsLeverage the opportunity where ad quality is high and competition is low.

Ad qualityAdvertiser #

Why advertise on the Bing Network?

Increase your ROI by engaging with high-value visitorsRemarketing in Paid Search gives you a second chance to turn previous visitors into customers.

Easy to get startedUse Universal Event Tracking (UET) tags for both conversion tracking and Remarketing in Paid Search. If you already have a UET tag on your site, you can use the same tag for Remarketing in Pad Search. High-value audiences Optimize your campaigns based on user activity on your website, like visiting your home page or abandoning a shopping cart.Increased ROICustomize your bids, ads, and keywords to target high-value audiences.

How Remarketing in Paid Search works

User added in remarketing

listYour

website

Former visitor searches on

Bing or YahooYour ad is

served

YOUR AD

Visitor leavesVisitor

USER RETURNS TO YOUR SITE

Highlight your latest products in an engaging and impactful ad formatWith Bing Shopping Campaigns, you can showcase your new, used and refurbished devices in product ads, and also organize, manage, bid and report on those ads. Flexible controlControl which products you show, which bidding strategy to use, and which campaigns to run.Deep insightsView performance data down to the item ID level and easily see how your products are performing. Easy management View all approved products in a hierarchical structure to easily promote your inventory and set appropriate bids.Efficient setup and maintenanceEasily import your Google Shopping Campaigns directly into your Bing Ads account.

Access searchers not reached on Google

Technology

Business and finance

Education

Telecom

Travel

Retail54M

24M

12M

22M

27M

34M

SOURCE: Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), U.S., December 2015.Industry categories based on comScore classifications.

The Bing Network is cost effective for technology advertisers

Google Bing

Average CPC by vertical

SOURCE: US Marin Software CPC by Vertical Q4 2015.

Drive even better performance with Ad Extensions

Sitelink Extensions Improve Click-Through Rate (CTR) and conversions by providing direct access to site content and purchase pages

Location Extensions Drive more in-store conversions with store locator, click-to-call, merchant ratings, and click-to-direction

Call ExtensionsConnect customers quickly to your business with click-to-call

20%

10%

13%

Lift in click-through rates

SOURCE: Microsoft internal data.

It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicksLearn how to import your campaigns

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