A New Bing: Microsoft Strikes Back

Transcript

1. A New Bing: Chester Yang Diginius Speakerdeck.com/chesteryang @DiginiusLTD Microsoft Strikes Back
2. A NEW Bing: Microsoft Strikes Back
3. The New Bing Ensure that artificial general intelligence (AGI) benefits humanity 0 2 4 6 8 10 12 DALL·E Codex GPT-4 Generate and Understand Text Generate and Understand Code Generate images from text prompts Empower every person and organization on the plant To achieve more
4. The New Bing
5. Search today Search 20 years ago
6. The intent of queries varies
7. unlocking new Advertiser value and potential More Reach Expanded customer reach & increased volume, especially with younger and mobile audiences Next Level Automation Ads customized to every person’s context and in real-time, while also automating critical campaign experiences and assets Greater ROI Richer understanding & personalized answers lead to better campaign ROI New Innovations New opportunities to rethink traditional ad experiences and ROI scenarios on advertising objectives
8. Text ads
9. Text ads Desktop Text Ad Mobile Text Ad
10. Ad formats Multimedia Ad Product Ad Vertical Ad
11. The new mobile Apps Skype app Bing app
12. The new Edge browser Edge chat Edge compose
13. Bing in windows 11 Bing in Windows 11
14. Third-party browser supportComing soon… • Microsoft announced that Bing Chat would “soon” be available in third-party browsers like Google Chrome and Safari, including both on the web and on mobile devices • Allow Bing to showcase the value to a broader array of people and meet users’ needs across different browsers • While these experiences work well in users’ preferred browser, for the best-in-class Bing Chat experience would be found in the Microsoft Edge browser.
15. What’s the impact of Bing chat so far? Over 100M daily active users on Bing, with 1/3 of users engaging with Chat on a daily basis. Usage is growing Nearly 3/4 of the new Bing chat users came from a Google search. Roughly 1/3 are brand new Bing users. New user interest Chat & Images 500 million chats in the first 90 days and 200 million images created with Bing Image Creator. Daily installs of the Bing mobile app have grown 4X since launch Mobile adoption
16. Key research findings Bing chat drives higher engagement that could lead to deeper ad consideration and reduce lead time to conversion. 1 • Bing chat reports 3X higher CTR than traditional search • On average, users spend 66% more time interacting with Bing chat on a search than the traditional SERP • User journey duration is decreasing while the number of searches are increasing, resulting in a faster path to conversion at a heightened level of consumer interest Mobile is as important as ever. We’re seeing some behavioral shifts with implications for bid strategies 2 • Installs of the Bing mobile app have grown 4X since the launch of Bing chat • Across Tech & Telco, mobile search share grew 4X when compared to other devices used to conduct a search; this trend is mirrored (at a lesser scale) for Retail and Travel 3 • Bing chat queries are, on average, 3X the length of traditional search queries • Searches posed as questions have increased across Tech Telco, Retail, and Travel • Searches containing superlatives, such as cheapest, best, or top, have also increased • Travel searches with the term “create” increased 26%, suggesting a growing interest in curated trip plans
17. Best practices As Microsoft innovate in the new Bing, many of these rich formats will be used Adopt rich media formats Multimedia ads Capture consumer’s attention with large visual imagery that showcases your brand and products to increase visibility, interest and sales Multi-image extension Make your ad stand out by adding a powerful visual or video to promote your products and services, or build your brand image
18. Best practices Adopt rich media formats Product ads Capture consumer’s attention with large visual imagery that showcases your brand and products to increase visibility, interest and sales Vertical ads • Hotel price ads • Property Promotion ads • Tour and activities ads • Cruise ads • Automotive ads • Credit card ads • Health insurance ads • Professional service ads • Mortgage lender ads
19. Best practices Enhance Mobile Strategy Ads on New Bing chat Chat ads on Snap New home screen widgets ACTION: In your Device targeting settings, check to make sure you’re running on mobile traffic. Snap’s My AI chat experience, which has a highly active audience of users that open the app 30+ times a day Microsoft properties such as Outlook.com and the new home screen widgets provide additional mobile presence Engage with new audiences via strategic partnerships Additional Microsoft properties New Bing driving mobile adoption Daily installs of the Bing mobile app have grown 4x since launch
20. Best practices Vertical Incremental Incremental Mobile Clicks Across Tech & Telco, mobile search share grew 4X when compared to other devices used to conduct a search; this trend is mirrored (at a lesser scale) for Retail and Travel Microsoft’s mobile traffic drives on average 26% incremental conversions at an average 26% lower cost-per-acquisition (CPA) Mobile Conversions Make sure you’re running on mobile traffic ACTION:
21. Best practices • Dynamically serve rich ads, everywhere • Find and attract your best audience • Simplify your workflows Maximize AI-powered products Performance Max beta
22. Best practices Maximize AI-powered products Predictive Targeting – Audience Network
23. Best practices Maximize AI-powered products Improved Recommendations – Responsive Search Ads • Recommend AI-generated headlines & descriptions • Categorized by key selling points of your product/service • Higher quality and more diversified assets leads to better performance
24. summary • No action for advertisers – ads for the new Bing experience will be automatically created using your current campaigns. • Ads charged on a CPC basis – ensure you are not budget constrained. • Limited testing – initially, no ability to test separate campaigns and no separate reports. • Volume growth over time – public access to the new experience will increase over time, thus ad volume will be limited initially but grow with usage • Adopt rich media formats – as Microsoft innovate in the new Bing, many of these rich formats will be used. • Maximize AI-powered products – broaden your reach beyond today’s keywords Be a part of the journey – As of 4th May 2023 the new Bing is now in Open Preview with no more waiting list. The preview is open in more than 140 countries.
25. THANKS