A New Bing: Microsoft Strikes Back

Transcript

1. A New Bing:
   Chester Yang
   Diginius
   Speakerdeck.com/chesteryang
   @DiginiusLTD
   Microsoft Strikes Back
   

   View Slide

2. A NEW Bing:
   Microsoft Strikes Back
   

   View Slide

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
   

   View Slide

4. The New Bing
   

   View Slide

5. Search today
   Search 20 years ago
   

   View Slide

6. The intent of queries varies
   

   View Slide

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
   

   View Slide

8. Text ads
   

   View Slide

9. Text ads
   Desktop Text Ad Mobile Text Ad
   

   View Slide

10. Ad formats
    Multimedia Ad Product Ad Vertical Ad
    

    View Slide

11. The new mobile Apps
    Skype app Bing app
    

    View Slide

12. The new Edge browser
    Edge chat Edge compose
    

    View Slide

13. Bing in windows 11
    Bing in Windows 11
    

    View Slide

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.
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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:
    

    View Slide

21. Best practices
    • Dynamically serve rich ads, everywhere
    • Find and attract your best audience
    • Simplify your workflows
    Maximize AI-powered products
    Performance Max beta
    

    View Slide

22. Best practices
    Maximize AI-powered products
    Predictive Targeting
    – Audience Network
    

    View Slide

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
    

    View Slide

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.
    

    View Slide

25. THANKS
    

    View Slide