Reaching the Right Audience with Advanced Location TargetingAugust 2014

4 in 5 consumers conduct local searches on search engines across devices

Source: comScore, Neustar Localeze, and 15 Miles, Trends Shaping Local Search in 2014

Local searchers are ready to act

searches end in a purchase bringing customers into brick-and-mortar stores

3 out of 4 mobile

2 out of 3 PC/tablet

Source: comScore, Neustar Localeze, and 15 Miles, Trends Shaping Local Search in 2014

Consumers want ads customized to their location

Source: Ipsos MediaCT, Purchased, and Google, Understanding Consumer’s Local Search Behavior, 2014

67% of smartphone users

72% of PC/tablet users

want ads customized to their city/zip code

Implications for Advertisers

Reach and attract new customers based on their geographical location or search intent

Effective targeting means higher quality conversion and greater ROI

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Leverage variety of location targeting features that give you the control and flexibility

Zip code Radius Combinational targeting Intent/Interest based Enhanced reports Location extensions

Bing Ads can help with advanced location targeting

Zip Code Targeting

Note: though Bing Ads provides advertisers higher relevance with hyper-local targeting capabilities such as radius (down to 1 mile) and zip code targeting, advertisers need to be mindful of the decreased impression volume with more granular targeting selections.

• Reach local customers by targeting or excluding your ads by zip codes

• Increase targeted conversion while keeping budget under control

Optimize campaigns at a more local level by targeting customers within zip codes

Markets Availability

US Sept, 2014

UK TBD

Radius Targeting

Target a radius from an address, city or zip code

• Enhanced granularity from 1 to 500 miles or 1 to 800 km in increments of 1 mile/km

Note: though Bing Ads provides advertisers higher relevance with hyper-local targeting capabilities such as radius (down to 1 mile) and zip code targeting, advertisers need to be mindful of the decreased impression volume with more granular targeting selections.

Markets Availability

All 35 Bing Ads markets

Sept, 2014

Combinational Targeting

• Target customers in different desired locations with different targeting techniques within the same campaign. E.g. targeting 5 miles radius from a zip code in Seattle, and city of Redmond at the same time

Visualize targeting regions through a beautiful map with polygonal outlines

Gain better control and increased precision by using a preferred targeting combination

Markets Availability

All 35 Bing Ads markets

Sept, 2014

Intent or Interest Based Targeting

• Attract out of town customers by targeting those who search for or view pages in geographic areas selected by the advertiser

• Useful for travel industry

Reach users who search for but are not physically in your targeted location

Markets Availability

All 35 Bing Ads markets

Sept, 2014

Enhanced ReportsInsights on which location types generate the most engagement

After• “Location type”

distinguished between Physical or Intent

• Granular locations by any geo-tier or type

• Report did not clarify which type of location

Before

Search Engine Users Use Location Information in Ads

Enable navigation directly into Bing & Yahoo Maps to find your business

Increase user engagement and click through rates by up to 33%

Enable Location Extensions

Bing AdWords

Foundational Country, State, city, Nielsen DMA (US)

Advanced Targeting

Zip code targeting (US)

Radius target by 1 mile/kilometer increment.Up to 2,000 radius targets, compared to 500 supported in Adwords

Intent/Interest targeting(only target users who are searching for or viewing pages about your targeted location)

Combined location and radius targeting

Up to 10,000 geo targets¹ and exclusions in a campaign or ad group²

Reporting by location type and by any geo-tier

Bing Ads versus AdWords Location Targeting

1. Geo targets refers to country, state, DMA, city, zip code level of targeting as well as exclusions. The 10,000 limit applies to all geo targeting mechanism.

2. If geo targeting is set at both ad group and campaign level, ad group targeting overrides campaign level targeting.

See slide animation in presentation mode

Call to action

Enable advanced targeting features like zip code or radiusTarget local customers and keep budget under control

Activate geographic intent or interest based targetingReach customers not by where they are but by where they want to be

Enable Location Extensions to drive store trafficTarget customers in local areas & drive store discovery

Evaluate/adjust performance with advanced reportingIncrease customer conversion and ROI

Microsoft Confidential

Backup slides

Microsoft Confidential

International Cities TargetingOptimize campaigns at a more local level by targeting customers within a city or across cities. Select to target or exclude ads by city.

Markets Availability

Existing

September2014

TBD

US UK FR CA

DE ES IN

BR TW

IT

CN

AU

© 2012 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 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.