Welcome to advertising on Bing and Yahoo! Search Webinar

1. Welcome toadvertising on Bingand Yahoo! SearchWebinar 1

2. Microsoft Advertising adCenter: Intro to Search Advertising Basics. 2 • We look forward to helping you expandyour online reach with Bing and Yahoo! Search. • 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. Unique features. Great results. 1. comScore Core Search (custom), November 2010. 4 • Your potential customers are making a decision on Bing and Yahoo! Search. • With the combined power of Bing and Yahoo! Search, you have access to an audience of 164 million searchers in the U.S. and over 15 million in Canada.1 • Unique Bing and Yahoo! Search features create loyal users who want to make travel plans, find local restaurants, or compare prices on hot products.

5. Bing is where decisions are made. 5 • Bing Maps: Thinking locally for business owners. • Bing Shopping: A fresh outlook for online sales. • Bing Travel: Resources to make important purchasing decisions on price and destination. • Bing search features: Refreshed often with answers on the first page.

6. It’s simple to get up and running with Microsoft Advertising adCenter. 6 • 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.

7. Select theright keywords. 7 • 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”.

8. Bid competitively. 8 • Achieve a more favorable ad position on Bing and Yahoo! Search 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.

9. Attract customers with compelling ad copy. 9 • 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.

10. Follow our Editorial Guidelines. 10 • 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 .

11. Looking for your ad? 11 • Microsoft Advertising adCenter offers an Ad Preview Tool, which lets you quickly confirm that your search ad is showing up correctly on Bing and Yahoo! Search. • 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.

12. Measure your success. 12 • 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.

13. Each of these elements of a campaign can be adjusted to help improve your campaign results: 13 • Keywords • Bids • Ad copy • Landing page

14. Fine-tune your marketing strategy by focusing on these key performance indicators: For more tips and examples, visit our Support Center. 14 • Click-through rate • Traffic volume • Relevance • Cost per click

15. We can helpyou get started. 15 • 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 $500 a month. • QuickLaunch is the smart way to jump-start your success.

16. Get your information straight from the experts. Select your preferences by signing in to Microsoft Advertising adCenter. 16 • 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

17. Question and answer session. 17

18. Now is the time to extend your reach with ads on Bing and Yahoo! Search. 18 • 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 adCenter Support number: (800) 518-5689 • Microsoft Advertising Support Center: advertising.microsoft.com/learning-center • Microsoft Advertising Community: community.microsoftadvertising.com • Microsoft adExcellence: advertising.microsoft.com/learning-center/adexcellence • Follow Michael Mostert on Twitter: twitter.com/michaelmostert