David Pann - MSFT
Posted on 04/13/14

Providing Advertisers Value, Return on Investment and Mobile Innovation

As I wrote in January, 2013 was a year in which we strengthened our platform’s foundation. We delivered over a thousand enhancements and released dozens of new features, many of which you, our advertisers, were specifically asking for. But we won’t stop there. Now that Bing Ads has been fortified, 2014 is a year where our efforts on delivering great results and value to our customers is increased and more laser focused than ever.

Our teams are working hard and their efforts continue to make positive traction, but don’t just take my word for it. According to Ignition One’s most recent Digital Marketing Report, our continued improvement in market share -- up to 22.9 percent of advertiser spend -- is highlighted. This report reinforces and validates what we are seeing first-hand: that the overall growth of the Yahoo Bing Network continues to gain momentum. Compared to last year, Yahoo Bing Network clicks increased by 30 percent and we have plans in place to continue growth in the coming months.

I am pleased to see the Ignition One report highlight our strong growth in tablet and smartphone click volume. For smartphones specifically, they reported that Yahoo Bing Network clicks increased 276 percent year-over-year, reflecting a higher growth rate than Google[1]. In addition, within the tablet space, Ignition One reported a 57 percent increase in Yahoo Bing Network click volume compared to the same quarter last year.

Our progress in the tablet and mobile space is particularly encouraging in light of our new CEO Satya Nadella’s vision for a Mobile First, Cloud First future. We are investing in an intelligent mobile infrastructure by powering Microsoft’s devices and services with Bing, such as Windows Phone 8.1. In addition, partnerships and acquisitions are playing an important role in our ability to diversify and scale, including the acquisition of Nokia in April.  This is just the start for us, as we continue to invest in this space. At Bing Ads, we know mobile will continue to grow and that it is very important to the future success of the Yahoo Bing Network. As usage continues to increase on mobile devices, we’re committed to creating great mobile experiences for consumers and great mobile ad products for advertisers. It’s the power of our diverse ecosystem and cross-platform apps that will grow our mobile traffic to bring incremental value and options to you, our advertisers.

Building off our success

While we’re excited about the growth we’ve experienced, we know there’s more work to be done.  For the remainder of this year, we have three areas of focus for our customers: providing a platform that offers scale, enabling you to do more with data, and making it easier for you to work with us. Specifically:

  • We’re growing. Advertisers need scale, and we are committed to achieving more volume at the right ROI. Today, we’re linking audiences and advertisers across all the screens they use each day, and we’re continuing to drive innovation with new ad formats and annotations that increase engagement: call extensions across all devices, local long ad titles and Product Ads (on PC and mobile), to name a few.
  • Providing better insights. We know the importance of data and insights when trying to manage campaigns effectively and make the right business decisions. We are investing in new tools, such as search and display attribution and cross-channel audience views, to empower you to make better marketing decisions with more data. You are able to access these insights through the Bing Ads Intelligence tool, the platform user interface (UI) or by partnering with your account manager.
  • Keeping it simple. We’ll continue to develop new tools to make it easier and faster to manage campaigns. Your time is valuable and we will ensure that the time and investments you make with us is well spent. Easier access to APIs and faster ways to manage campaigns through our UI and Bing Ads Editor continue to be on our immediate list of deliverables.  Over the last few months, for example, we have made numerous enhancements ranging from the Campaigns Page to Bing Ads Editor to make it more seamless to utilize and faster to perform tasks to meet your business needs.

These three priorities – scale, data and simplicity – will enable us to bring more value to our customers. We listened to hundreds of customers, hearing them loud and clear in regard to what they need and where we can be doing better.  As a result, expect more updates around these priorities and related initiatives in the months to come.

As much as I look forward to sharing more updates and progress on our platform, I anticipate your feedback with the same level of engagement and enthusiasm, so please let us know how we are doing. I’m proud of what we’ve done, and I look forward to continuing to deliver results for you on Bing Ads.



[1] Ignition One Digital Marketing Report, Q1 2014


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