Welcome to advertising on Bing Webinar

1. Welcome toadvertising on BingWebinar 1

2. Microsoft Advertising adCenter: Intro to Search Advertising Basics. 2 • We look forward to helping you expandyour online reach with Bing. • Host: Eileen Demetrio,Service Program Manager, Microsoft • Expert presenter: Michael Mostert,Small Business Vertical Specialist, Microsoft

3. You’re in the right place at the right time. 3

4. The Yahoo! and Microsoft Search Alliance can help you reach more consumers with less effort. 4

5. Bing is where decisions are made. • comScoreCore Search (custom), September 2010 • comScoreqSearch (custom), September 2010 5 • Your potential customers are making a decision on Bing. • With the combined power of Bing and Yahoo! you’ll have access to an audience of 164 million searchers in the U.S. 1 and 15 million in Canada.2 • Bing search features are refreshed often with answers on the first page, helping to create loyal customers.

6. 1. The WebVisible Report: State of Small Business Online Advertising, Q4 2009. Get more Bingfor your buck. 6 • A study showed that Bing has a lower cost per click (CPC) than Google.1

7. It’s simple to get up and running with Microsoft Advertising adCenter. 7 • Create your first campaign with these building blocks: • Budgeting, bidding, and targeting: Decide how much you want to spend and who you want to reach. • Ads and ad groups: Organize your ads into groups. • Keywords: Select the words that trigger the display of your ads.

8. Select theright keywords. 8 • Carefully choose the words and phrases that are most relevant to your products and services. • Example: If your business sells appliances, don’t bid on keywords like patio umbrellas • Choose among broad, phrase, and exact match to expand your keyword reach. View match types tutorial. • Example: if your keyword is "red toy boats" and you have selected match types exact match and broad match, then your ad could serve if a customer searches for “boats red toy”.

9. Bid competitively. 9 • Achieve a more favorable ad position on Bing results pages and drive more site traffic. • Increase your potential to receive more ad clicks and conversions. • Over time, build a solid history of relevant ads and high click-through rates, helping your ads to display in the top position more often. • For more tips and examples, view the video tutorial on bidding.

10. Attract customers with compelling ad copy. 10 • Use popular keywords in your ad titlesand text. • Speak in your customers’ language,using tone and vocabulary that matchyour target audience. • Be specific, with a call to action and the product’s price, if applicable. • Use what works, and remove what doesn’t. Monitor your ads’ click-through and conversion rates. • For more tips and examples, view the video on ad copy best practices.

11. Follow our Editorial Guidelines. 11 • Microsoft Advertising adCenter is committed to a safe, relevant search marketplace, the highest quality online experience, and helping you get your ads live quickly. • Our editorial review ensures that ads are following Editorial Guidelines, and that they’re well-written and relevant to users’ search queries. • If you feel strongly that your ads or keywords were disapproved incorrectly, you can appeal the decision. Simply contact adCenter Support .

12. Looking for your ad? 12 • Microsoft Advertising adCenter offers an Ad Preview Tool, which lets you quickly confirm that your search ad is showing up correctly on Bing. • Check your settings if you suspect that your ads aren’t appearing as expected. • Make sure your account, campaign, ad group, ads, and keywords are all active. • Review your budget to ensure that you have budget dollars remaining. • Your targeting and language and marketing settings might be preventing you from seeing your ad.

13. Measure your success. 13 • Use adCenter reporting tools to find out what is working, and then maximize those opportunities. • You can request reports by time period within three categories: delivery, billing & budget, and targeting.

14. Each of these elements of a campaign can be adjusted to help improve your campaign results: 14 • Keywords • Bids • Ad copy • Landing page

15. Fine-tune your marketing strategy by focusing on these key performance indicators: For more tips and examples, visit our Support Center. 15 • Click-through rate • Traffic volume • Relevance • Cost per click

16. We can helpyou get started. 16 • Our search experts can assist you with planning, creating, analyzing, and optimizing your first search advertising campaign with the QuickLaunch Program . • To be eligible for this program, we ask that you set a budget of £250 a month. • QuickLaunch is the smart way to jump-start your success.

17. Get your information straight from the experts. Select your preferences by signing in to Microsoft Advertising adCenter. 17 • Subscribe to free Microsoft Advertising adCenter marketing communications: • Free expert advice • Inside scoop on special offers • Optimization tips • Video tutorials • Highlights from Support Center • Notes from the Community

18. Question and answer session. 18

19. Now is the time to extend your reach with ads on Bing. 19 • As the Yahoo! and Microsoft Search Alliance approaches, get your campaigns launched and primed for the new unified search marketplace. • Microsoft Advertising has plenty of resources to help you stay on top of your search efforts. • Microsoft Advertising adCenter newsletters and bulletins: Sign in to adcenter.microsoft.com to select your preferences • Microsoft Advertising adCenter Support: support.adcenter.microsoft.com • Microsoft Advertising Support Center: advertising.microsoft.com/learning-center • Microsoft Advertising Community: community.microsoftadvertising.com • Microsoft adExcellence: advertising.microsoft.com/learning-center/adexcellence