A competitive choice in Search Marketing Cedric Chambaz - Microsoft Advertising

The Online Business Makeover | March 12th, 2012

#BINGYAHOO

Agenda:

Yahoo! and Microsoft Search Alliance explained

The impact for British advertisers

What now, what next?

Questions & Answers

Explained.

The Microsoft and Yahoo! Search Alliance

5

Improve

your ROI Why join

forces?

Create a

competitive

new choice

in search

Competition Efficiency

Simplify

your

search

advertising

Customer service

Provide

a better

search

experience

for the

consumers

Innovation

Faster

innovation

through

scale

Performance

6

Bing powers searches on Microsoft and Yahoo!

• Microsoft adCenter will be the unified search marketplace for all search campaigns.

• Yahoo! will become the exclusive sales force for premium search advertisers.

• Microsoft will support small business advertisers.

• adCenter ad campaigns will appear on Bing and Yahoo!.

• Yahoo!’s search results page will include their own content, shortcuts, and tools to make the search experience unique for users.

Visit www.searchalliance.com/uk for the latest press releases.

1

1 1

1

2 3 1. Powered by Microsoft. Yahoo! sells to premium advertisers, Microsoft to SMB

2. Powered by Microsoft. Owned and enhanced by Yahoo!

3. Powered and owned by Microsoft.

Yahoo! and Microsoft Search Alliance

7

8

• Each company will maintain its own

display business.

• Each company independently manages

web properties, products, email, and

instant messaging.

• Both companies own and innovate their

own consumer search experiences.

• Both companies will maintain and service

their own affiliate search partnerships.

• All advertisers will use Microsoft

Advertising adCenter.

• Microsoft has licensed some core Yahoo!

search technologies.

• Microsoft will provide algorithmic and paid

search results for both companies.

• Yahoo! will support premium advertisers,

agencies, and resellers.

• Microsoft will support self-service

advertisers.

… and we still compete. We work together…

Together, We Are Building Scale…

9

…To Reach Critical Mass.

10

Impact for British advertisers.

The Microsoft and Yahoo! Search Alliance

11.3M Unique Searchers2

Monthly Searches2 223M

12

More volume with less effort

1. comScore qSearch (custom), January 2012.

2. comScore qSearch, January 2012

10.5M Unique Searchers2

216M Monthly Searches2 18M Unique Searchers1

Monthly Searches1 439M

United Kingdom

13

Connect with searchers you can’t reach elsewhere

• 21% of the unique searchers using Microsoft and Yahoo! sites (including Yahoo! Search, Bing, and partners) do not use Google in the UK.1

• That’s 3.8 million unique searchers in the UK that you can only reach with search ads through Microsoft Advertising adCenter.1

18

Million

Microsoft and Yahoo!

unique searchers that

don’t use Google1 3.8

Million

Microsoft and Yahoo! unique

searchers1

United Kingdom

1. comScore qSearch (custom), January 2012.

Best converting search engines

% of click-throughs leading to secure pages Together Yahoo! Search and Bing audiences are...

36% more likely than

the average UK

searcher...

Source: NNR UK, Dec ‘11

to convert after clicking through

5.7%

8.0% 7.7%

5.4% 5.8%

Average Bing Yahoo! Google Ask.com

14

What now, what next?

Microsoft and Yahoo! Search Alliance

16

Account Provisioning

Connect Yahoo! account with existing AdCenter account or transition your Yahoo! Account into a new account in adCenter.

Campaign Staging

Choose your transition option and create/expand campaigns in adCenter. Campaigns will be in a paused state, ready for activation (when transitioning from Yahoo!).

* To promote a positive advertiser experience throughout the transition, we may adjust transition timing and dates as needed.

Ad Serving Transition

Ad Serving for Yahoo! search queries will transition from the Yahoo! Search Marketing platform to adCenter .

Set up Prepare Optimise

Billing transition

Customer pre- migration

Account migration

Yahoo! Ad Ramp

Paid search testing

EMEA transition timeline*

The paid search transition for UK, France and Ireland began in February 2012, with a view to completion by the end of April 2012. Transition will involve the following steps:

You are here

What should you do now:

If you have a Yahoo! account:

Migrate it to adCenter using the transition portal available directly in your Yahoo! Search Marketing account.

If you have an existing or a new adCenter account:

Optimise it for the imminent combined market place:

• Increase your budget to face the increased volumes

• Expand your keyword library to address the new search behaviours

• Reconsider your bidding strategy to reflect the increased competition

Visit www.searchalliance.com/uk for latest news & tips.

17

We know you have

questions. Here are some

answers.

Thanks! Cedric Chambaz | @CEDRICtus

www.searchalliance.com/uk

#BINGYAHOO