New Era of Search - Bing Ads - Christi Olson

The New Era of Search
Christi Olson
Search Evangelist
@ChristiJOlson @BingAds

Christi Olson
Search Evangelist, Bing | Microsoft
Professional Background
@ChristiJOlson
Introducing Roy:
May 8th, 2016
Boy Meets Girl
 Happily Ever After
Our Fur Kids: Bella the
Wunderpug & Elsa the
Not-So-Mini Schnauzer

The world and technology are once
again transforming.”
Satya Nadella | CEO Microsoft
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
“

4
Technology
The WorldPeople

Industrial age
Cities
Factories & Industry
Technology
enabled automation
Agricultural age
Rural
Self Employed
No Automation
Limited Technology
Creative & digital age
Anywhere > Nomadic
Self Employed > SMB > Corps
Technology driven and powered
AI & BOTs part of the process
Creative & digital age
Anywhere
Self Employed > SMB > Corps
Technology driven and powered

We now are at a new
chasm we are crossing
and one that you need
to understand in order
to connect with people,
customers, and
influencers during
the shift from the
information age to a
new creative age…

While we enter this new era, we also
have been changing our outlooks and
habits due to technology…

Platform
Examples
Examples
Desktop OS
Dos, Windows, Mac OS
Programs
Excel, PPT, Lotus
PC
Browser
Mosaic, Explorer,
Netscape
Web Sites
Yahoo, Amazon
Web
Mobile OS
iOS, Android, WP
Apps
Angry Birds, Instagram
Smartphone
Messaging Apps
Whatsapp, WeChat, Skype
Bots / Agents
Weather, Travel
Messaging
Transformation of technology

Moore’s law
“The number of transistors
incorporated in a chip will
double every 24 months.”
Gordon Moore | Intel, 1965
AI becomes more real
as processors become
more powerful
There is more processing
power in an iPhone than
all of NASA had in the
Moon Landings.
If the average cars speed could increase
at a trajectory consistent with Moore’s
Law, since 1965, today it would almost
be able to travel at the speed of light.
In 2012, the process lead
to a 22nm chip, 4,000th
the width of a human hair.

Digital is driving disruption

16
… new technology, tools, and business models

Search is the glue…

3 Years ago…

3 Months Ago….

Today…

Digital transformation is process your
business is going through to survive
and thrive in the digital age

Search is in a unique position to enable
you to engage with customers in the
digital era

Evolution of Search
Cortana. Siri. Alexa.
Paid search is moving out of the search box and into the
fabric our lives. Bing is ready to power new personalized
searches across the devices of tomorrow.
2000
Query Search
Match Types
Text Ads
2010
Demographic Search
2012
Mobile Search
2016
Personal Digital
Assistants
Voice Search
TOMORROW
Personalized Search
BEYOND
Artificial Intelligence
2013
Audiences
Remarketing
1990
1st Search Engine

Be prepared to transform your
business based on the
technology and societal shift.
HOW?

Language in Search is Expanding
OLD SEARCH
Match type
Desktop
QueriesClicks
Product Driven
NEW SEARCH
Mobilized People-Driven
Actionable
Integrated
Localized
Predictive
Customized
Personalized
Pervasive

Yesterday’s Search
- Centric
Campaigns are structured
around
Reach audiences through
their
Product
products
keywords
People
people
activity
Tomorrow’s Search
Christi Olson I Bing - Microsoft I Search Evangelist I chriol@microsoft.com

I grew up in a physical world and I
speak English. The next generation
is growing up in a digital world, and
they speak social.”

Understanding the consumer
First Time Mom
Organic & “Crunchy” Green
Wants vs Needs
Planner
Organized

Home Goods Consumer Decision Journey
Multiple Touchpoints
Engage with New
Mom’s Group
about green crib
mattresses on
social media.
Search for “safest baby
crib mattresses”.
Click organic listing.
Search for
“ecofriendly baby
mattresses”. Click
paid listing.
Visit Serta
website.
Notice Serta
display ad on
Parents.com.
See TV ad for Babies-
R-Us Labor Day Sale
Search for “Serta Eco
Supreme Crib Mattress”.
Click paid listing.
Visit Serta
website. Find
local seller.
Purchase
mattress
at Jet.com

Over half of all purchase
and product research
begins on a search engine
ALL RESULTS 1–10 of 600,000,000 results

Data and findings
72%
of brand ad clicks had a non-brand
or conquest term in the user journey
preceding the brand click.

Data and findings
30%
More likely to do a branded search after being
exposed to a brand ad on a generic search
query or a competitors branded query

Data and findings
15%
Increase to conversion rate after users were
exposed to a branded ad on a generic or
competitive brands search query.

Generic
conquest
… Brand
Generic
conquest
Brand
Branded ads appearing on non-brand
search queries improves
Brand affinity & recall
Propensity for future brand
related searches

Create Holistic
Audience Strategy
SEARCH
DISPLAY
EMAILS
FACEBOOK
LINKEDIN
SEARCH
DISPLAY
EMAILS
FACEBOOK
LINKEDIN

Non-linearMulti-channel
PersonalizedLong term
Holistic
MessagingValue
Digital strategy Purchase path
Future Campaigns

Search is the glue
and the underlying technology
that bridges the future of technology
and the digital and creative era

PERVASIVE
Everywhere on any device
PREDICTIVE
Anticipating events & needs
PROACTIVE
Giving answers before I ask
Anticipating the future of search

Pervasive Intelligence
Hi, I’m Cortana

Future Voice Search
Calling Mom
Call Mom.
. . .
Personalized
Predictive
Actionable
“Your Mom’s birthday
is Sept 29th”
“Only 18 days until
Mother’s day on May 8th ”
“Flowers on Sale
10% off roses” Buy now

Cortana & Windows 10

Audience
Bing US
1 in 3
US searches
happen on Bing

Audience
Bing US
1/2
of the people in
the US use Bing
25%
of searches on Bing
are unique to Bing

Predictive Intelligence
NowCasting

Predicting a cure for cancer?

Proactive Intelligence

Think Beyond the search box

Are you ready for the future?
Create holistic marketing
strategies based on the
customer journey
Think about how you speak
to customers at each stage
of the journey
Adopt new technology
and tools to reach people
where they are
Think about how your
business can adapt to
thrive with societal changes

Empower every
person and every
organization on
the planet to
achieve more.

Empowering every person

Are you ready for the future?

We are…
Thank you!

New Era of Search - Bing Ads - Christi Olson

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