Transform Your Digital Advertising with Search Engine Marketing 3 Why Search?

Transform your digital advertising with search engine marketing 3 Why search?

COVID-19 has changed consumer search behavior and shaken up the economy. As a result, financial services consumers are relying 5 Global reach on search more than ever.

Let Microsoft Advertising help you plan your campaign strategy and plot a course to sales success. 12 Audience

18 Transforming search

Let’s accelerate your journey to Introducing the success in the new normal. 21 Microsoft Audience Network EXECUTIVE SUMMARY Why search?

Search is more important This, coupled with other lifestyle Consumers are relying on search than ever. shifts, has led to an 18% growth now more than ever. in searches on tablets, while COVID-19 has driven consumers desktop searches are up 8% Desktop volume share and tablet online, forcing digital solutions when compared with pre- volume share continue to grow, and e-commerce to the COVID-19 levels.2 More people respectively, at 8% and 18% on forefront. A huge spike in online are also using search on the average.2 growth occurred as consumers weekend, leading to a 12% across the U.S. turned to search increase in volume – that’s two Weekend volume grew by 12% — as a lifeline in the face of times the rate of the weekday 2x that of weekday volume growth.1 COVID-19 restrictions.1 The search volume growth.1 result? More people are Consumers are also searching Nonbusiness hours volume (5 p.m.–5 working, shopping and learning during nonbusiness hours, a.m.)3 increased by 11%. That’s 2x the from home. They also have specifically between 5 p.m. and rate of volume growth during regular more choices in the digital 5 a.m.,3 at a rate twice that of business hours.1 landscape than ever before. regular business hours.1

1. Microsoft internal data, the Microsoft Search Network, U.S., retail, December 29, 2019 – May 17, 2020. 2. Cramer-Flood, Ethan. “Global Commerce 2020,” eMarketer, June 22, 2020. 3. Liu, Cindy. “We Expect 7.4 Million New Digital Buyers in 2020 as Pandemic Alters Behaviors,” eMarketer, June 9, 2020. WHAT’S HAPPENING Industry overview Financial services industry digital ad spending2 Industry trends

The financial services industry has increased their digital $25.00 $23.56 25.00% advertising spend, especially search advertising, in $19.62 response to the rapid shift to online banking and $20.00 20.1% 20.00% consumers’ needs.1

$15.00 15.00% As a result, financial services brands increased their search advertising spend 9.1% in 2020 to over $9 billion.2 In $10.00 10.00% 2021, it’s expected that financial services brands will 9.7% increase their search advertising budgets by an additional $5.00 5.00% 19%, amounting to $10.72 billion.1

$0.00 0.00% 2020 2021

Annual spend in billions % change year-over-year 1. Dolliver, Mark. “Gauging consumers across income brackets: How they differ (and don’t) as a pandemic widens economic inequality,” eMarketer, September 10, 2020. 2. "Financial services industry digital ad spending, U.S., 2017-2021," eMarketer, July 2020. The changing financial services environment

Historical models Banks reexamine current Government don’t guide strategy and priorities stimulus support

Less spending High unemployment rate Shifting financial needs by consumers and interests EXECUTIVE SUMMARY Why search?

Online shopping is expected to These developments have pushed One thing is clear: The shift to become a mainstay for consumers marketers to shift their advertising search is here to stay. Ensure you’re as they adapt to this new way of dollars to native advertising. reaching potential customers where buying: 31% of U.S. consumers According to the Native Advertising they are with the Microsoft Search ages 16 to 64 say they will shop Institute, revenue from native Network and the Microsoft online more frequently after advertising is expected to increase Audience Network, our native COVID-19.1 46% by 2021.2 advertising offering.

1. Liu, Cindy. “We Expect 7.4 Million New Digital Buyers in 2020 as Pandemic Alters Behaviors,” eMarketer, June 9, 2020. 2. Hewes, James. Laursen, Jesper. “Native Advertising Trends 2018.” Native Advertising Institute, December 2018. (https://nativeadvertisinginstitute.com/wp-content/uploads/2018/12/FIPP_NAI_rapport2018-1.pdf). Global reach

Microsoft Advertising reaches more people globally We bring you We reach over more connections half a billion people worldwide1

Search is a part of your customers’ daily lives Microsoft Microsoft and it’s influencing every part of the customer Search Audience decision journey, not just the final sale. Network Network Search networks help you increase touch points with target audiences across their whole journey. This makes search engine marketing an increasingly important part of your media mix.

The Microsoft Search Network and Microsoft Audience Network can help you meet your customers every day in the moments that matter most to them.

1. comScore qSearch (custom), worldwide, September 2020. The Microsoft Search Network includes Microsoft sites, Yahoo sites (searches powered by Bing) and AOL sites worldwide. Data represents desktop traffic only. And better results

+37% lift in searches post-exposure1 Microsoft Microsoft Search Audience Network Network +47% lift in clicks post-exposure1

We launched the Microsoft Audience Network and made machine learning of the Microsoft Audience Network has native advertising a more effective way for you to reach increased search campaign performance with a 37% lift in your customers, extending your reach to 290 million searches post-exposure (post-impression or post-click) people across MSN, Outlook and Microsoft Edge.2 and a 47% lift in clicks post-exposure.1 Together, search and native advertising are a powerful duo to reach and This has not only extended advertisers’ reach, it also convert customers in a more effective way and with a helped improve their results. The audience data, AI and better return on investment (ROI).

1. Exposed vs. Control lifts for both clicks and searches per user; searches based on ad flag for selected advertiser and other advertisers in that vertical. January 2019 – March 2020. On average, those clients saw the reported lift in search impressions per user and reported lift search clicks per user for exposed users compared to those who were not exposed to an ad on the Microsoft Audience Network. This is based on a sample of our pilot advertisers and is not a marketplace lift. The experienced lift is on a per-user basis for the exposed users, not the advertisers’ full search program. 2. comScore Microsoft Audience Platform Report, December 2019. Numbers are rounded to the nearest percentage point. Global search share Globally, the Microsoft Search Network enjoys double-digit PC search share in half a dozen markets. In fact, in the U.S., more than 1 in 3 PC searches are conducted on the Microsoft Search Network.

United States1 United Kingdom2 Australia2 38% 21% 17%

Canada2 France2 Germany2 25% 15% 25%

1. comScore qSearch, Explicit Core Search (custom), U.S., September 2020. The Microsoft Search Network includes Microsoft sites, Yahoo sites (searches powered by Bing) and AOL sites in the United States. Data represents desktop traffic only. 2. comScore qSearch (custom), September 2020; includes Microsoft sites, Yahoo sites (searches powered by Bing) and AOL sites worldwide. Data represents desktop traffic only. We reach people across devices and platforms

1 in 5 searches across all devices

1 in 3 searches on PCs

comScore qSearch, Explicit Core Search (custom), U.S., September 2020. The Microsoft Search Network includes Microsoft sites, Yahoo sites (searches powered by Bing) and AOL sites in the United States. Data represents desktop traffic only. We reach people across devices and platforms

Search is no longer confined to a search box and • Bing is on mobile devices, tablets, PCs and across many just a list of links. The way people get and search other devices and platforms that you may not expect. for information has become more personal, • Bing is available on iOS and Android through first- natural and mobile. party apps Cortana, the Microsoft Search Network app, and Edge. Bing is the intelligence that expands not just across • Bing is the default search engine on Amazon Kindle’s Microsoft products, but across devices and platforms. native browser and image search for Siri across • Bing search is built into Windows 10 that is now on Apple devices. over 1B devices.1 • Cortana is now available on Amazon Alexa devices. • Bing powers Microsoft Search, which is a unified search experience for enterprises including Office, SharePoint As consumers move their interactions and searches and Edge. beyond the browser, we’re evolving Bing and the Microsoft Search Network to meet them where they are.

1. Microsoft internal data, March 2020. Microsoft Advertising search partners Managed partners, carefully vetted to bring you high-quality traffic.

Owned and operated Search partners

MICROSOFT ADVERTISING VERIZON MEDIA MICROSOFT ADVERTISING VERIZON MEDIA PROPERTIES EXAMPLES PROPERTIES EXAMPLES SEARCH PARTNERS EXAMPLES SEARCH PARTNERS EXAMPLES

Outlook

Microsoft Edge Audience

A look at the unique Microsoft Advertising audience A diverse audience on the Microsoft Search Network Not only are we creating more customer connections, we’re reaching a diverse audience that will help you find your ideal customer.

50/50 More than 1/2 33% 1/3 split between women are under the graduated has a household and men age of 45 from college income $85K+

Global Web Index, Chart Builder, U.S., Q2 2020; Microsoft Search Network represents unduplicated visitors to Microsoft Search Network web search, Yahoo web search and AOL.com web search. Data represents desktop, mobile web and tablet traffic. More buying power

People searching on the Microsoft Search Network spend more online than the average internet searcher by 32%.

100 132

PC searchers you can’t reach 48.6M on Google1

of clicks come from searches 28% that are unique to the Microsoft Search Network2

of monthly searches on the 18% Microsoft Search Network are new search queries2

1. comScore qSearch, Explicit Core Search (Custom), U.S. March 2020. 2. Microsoft internal data, U.S., August 2020. Microsoft Advertising reaches people you can’t find on Google

12M 16M 42M Telecommunications Automotive Retail searchers searchers searchers

22M 19M 32M Travel Education Business/Finance searchers searchers searchers

comScore qSearch, Explicit Core Search (custom), U.S., December 2019; industry categories based on comScore classifications. Data represents desktop traffic only. Significant PC paid click share across verticals

55% 50% 51% 45% 48% 46% 40% 40% 41% 40% 35% 39% 30%

25%

20%

15%

10%

0% Technology Business/ Retail Automotive Telecom Health Travel Real Estate Finance

comScore qSearch (custom), U.S., December 2019; industry categories based on comScore classifications. Data represents desktop traffic only. Transforming search

Microsoft Advertising is transforming search advertising In the past, search advertising was all about Audience marketing solutions search queries. Today we take keywords, add in demographics, connect your data with the power of Microsoft intelligence and layer in audience targeting to help you pinpoint your target customers.

Our audience marketing solutions have expanded to include native ads, powered by 1 2 that same intelligence and offering the same audience targeting capabilities. Microsoft Search Network Microsoft Audience Network With native ads, your advertising is sitting within the context of content, which has proven to drive greater awareness and engagement than traditional display ads.

We’re further expanding opportunities for advertisers with new vertical solutions, starting with retail to help merchants create 3 4 new revenue streams. We’re also expanding our ad capabilities with AI technology, Microsoft Promote IQ AI-powered solutions improving your ad performance and efficiencies. Microsoft Search Network reach in the U.S.

138 million unique monthly searchers

7.3 billion monthly searches

37.5% PC market share

High- quality Strong native results placements

Microsoft Edge

Microsoft Audience Network Outlook.com Powered by Brand-safe Microsoft properties data and AI across devices

Unique access to Microsoft Select publisher partners users MSN There are many forms of native Achieve more with a network advertising out there. So where does the Microsoft Audience Network fit in? built for you First, we’re a programmatic native ads platform – through programmatic buying, we’re helping make native ads even more relevant using industry- leading machine learning technology and signals. Ads can be tailored to both the user and the placement at scale, resulting in better performance. Our in- feed native ads seamlessly integrate with the page, mimicking the surrounding of the site design where they’re delivered. Plus, you only pay for Programmatic native In-feed native ads performance, meaning you only pay when your ad is clicked. We’re all about driving customer engagement. Finally, users are only redirected to an advertiser’s page or product. Our ads Cost-per-click (CPC) Click-through to don’t redirect to sponsored articles or buying model advertiser’s page content. TRUST doesn’t compromise REACH The Microsoft Audience Network connects you with millions of potential customers.

242 million 92% of the U.S. total unique visitors internet population

comScore Microsoft Audience Platform Report, December 2019. Numbers are rounded to the nearest percentage point. Microsoft Audience Network total unique visitors

United States United Kingdom Canada Australia 242M¹ 22.7M2 19.4M2 10.8M2

1. comScore Microsoft Audience Platform Report, December 2019. Numbers are rounded to the nearest percentage point. 2. comScore, Microsoft Audience Platform Report, August 2018. U.K., Australia and Canada desktop. Numbers are rounded to the nearest percentage point. Note: The Microsoft Audience Network in Canada and Australia is only available as an extension to the advertiser’s search campaign and not as a separate Audience Ads campaign. Reach your ideal customer Data from Microsoft Advertising + data from you. Choose one or multiple dimensions:

User intent targeting User profile targeting Location and device

Remarketing In-market Custom Product Similar LinkedIn Age and Location Device Audiences Audiences Audiences Audiences Profile Targeting gender targeting targeting (company, industry, targeting job function)

Get your ads in front of the Unique to the With more options for targeting right audience at the right time Microsoft Search Network Deliver the right message Personalization enhancements: Choose one or multiple dimensions.

CUSTOMIZATION FEEDS SHOPPING

Ad extensions Feed-based ads Shopping Campaigns

• Price Extensions • Action • Dynamic Product • Ad customizers • Brand Loyalty • Merchant • Multi-Image Extensions Extensions • Hotel Ads Extensions* Promotions Extensions • Filter Link • Dynamic Data • Dynamic Search • Elite Merchant • Free shipping • Video Extensions* Extensions Ads (DSA) page Badge • Local Inventory Extensions* • Flyers feeds • Product ratings Ads • Price drop alerts • Shopping Tab

* In pilot Increase performance, reduce management

AUTOMATED DYNAMIC AUTOMATED SHARED EXTENSIONS SEARCH ADS BIDDING BUDGETS Optimize ads Automatically create Achieve your bidding Reallocate budgets dynamically with the ads for keywords goals with Maximize in real time to best-performing missing from your Clicks, Maximize maximize clicks extensions campaign Conversions or Target CPA

Get your ads in front of the Unique to the With more options for targeting right audience at the right time Microsoft Search Network Enhanced by insights and recommendations

Recommendations Competition Performance Location page tab insights recommendations Suggestions to Competitor trends over Spot performance Suggestions on new improve campaign periods of time with changes instantly areas to target with performance. recommended actions. with analysis. estimated volume. Value of Microsoft to this industry

Get the resources to help drive success with Microsoft Advertising 26% increase in clicks Microsoft Advertising campaigns drove a and a 76% increase in three-fold increase in page views per session. web traffic.

Laying down roots Accounting Seed is a cloud-based solution that helps small businesses, mid-market companies, and enterprise-level organizations seamlessly handle their accounting needs from lead to ledger. As a small but mighty organization themselves, Accounting Seed has more than 50 employees serving over 1,000 customers and 15,000 users across various industries. Founded in 2008, Accounting Seed stemmed from “By strategically targeting the right customers and getting the need to connect clients’ accounting software to Customer Relationship Management (CRM) or the right message in front of them, we’ve seen Enterprise Resource Planning (ERP) systems for a more holistic view of their business. tremendous results, with more quality leads coming in. As a result, we’ve increased our investment in paid search Growing amid a pandemic with the help of Microsoft Advertising over the last year.” As with most businesses affected by the COVID-19 pandemic, Accounting Seed had to rethink its - Shannon Cochran, Marketing Program Manager at marketing strategy. The company planned to ramp up its marketing at the many trade shows and events Accounting Seed it was scheduled to attend in 2020, but with those on hold or going virtual, Accounting Seed shifted to a digital strategy. As part of that investment, the company employed Microsoft Advertising to demonstrate the value of its digital advertising solutions during a pandemic. The marketing team built text and search campaigns, display campaigns, and retargeting campaigns to position Accounting Seed as the ideal solution for the accounting and finance woes of businesses transitioning to remote work. Great results above expectations The results for Accounting Seed have been significant, with a nearly three-fold increase in web traffic since the organization launched their Microsoft Advertising campaigns last year. In addition, they have VIEW THE seen a 26% increase in new web sessions and a 76% increase in page views per session compared to the CUSTOMER STORY previous year. Microsoft Advertising. Intelligent Connections. Source: Accounting Seed Internal Data, 2020 COVID-19 has forced consumers to rely more on search for accurate information and to navigate an uncertain future. Financial services and banking customers rely on search to get information on the digital banking and services they need. Plan your campaign strategy with Microsoft Advertising.

Sign up with Microsoft Advertising and contact our specialists to get help setting up your new account. Schedule a free search consultation with one of our search specialists so we can help you craft a winning search ad campaign with one-on-one support that’s customized to your business goals and your client’s success.

Let’s accelerate your journey to success in the new normal. Resources

Get actionable data, insights and best • Consumer search trends during practices to help make informed and recovering from COVID-19 decisions and grow your business at • Webcast: Investing in financial aka.ms/MicrosoftAdvertisingInsights services microsoftadvertising.ai