No. 19-1061, Viewed 07/29/2020

MicrosoftUSCA4 Advertising Appeal:| Search Engine Marketing19-1061 (SEM) & more Doc: 51 Filed: 08/13/2020 Pg: 1 of 5

Benefits Advertising Cost Testimonials FAQ

Millions are searching. Already use Microsoft Advertising? Make sure they find you. Enter your user name or email address to Reach customers looking for your business. Use the Microsoft Search Network to sign in: connect with an audience that searches 5.9 billion times a month.1

Have a question? Please call us at 877-635-3561.

1. comScore qSearch, Explicit Core Search (custom), September 2019. Microsoft Search Network includes Microsoft Forgot your user name? sites, Yahoo sites (searches powered by Bing) and AOL sites in the United States. Data represents desktop traffic only.

Powerful network. Powerful07/29/2020 benefits. viewed 19-1061, No.

Connect with customers who are Reach millions of unique searchers on If you're already using another product looking for your products and services the Microsoft Search Network — by like Google Ads, it's easy to pull that at home, at work or on the go. country, city or within a specific campaign into Microsoft Advertising. distance.

Keep costs in check

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Use our tools to help manage your campaigns and meet your advertising goals. Whether that is working with a fixed budget or trying to hit a cost per acquisition or action, Microsoft Advertising gives you the control to make that happen.   NO MINIMUM FEE ONLY PAY FOR CLICKS

Sign up for free and start advertising with any budget. Pay just when customers click your ad. No click, no charge.   MEASURE PERFORMANCE BUDGET BY THE DAY

Test keywords, bids and timing to make the most of your ROI. Set a budget or adjust your spending daily.

" Better results for less cost. That's as simple as I can make it. If I look at the quality of traffic we get for the dollars we07/29/2020 spend on Bing Ads, our ROI is fantastic."  viewed  19-1061, Alex Littlewood No. CEO, Motoroso Motoroso, a market network for auto enthusiasts, gets better results for less cost and reaches a high-value audience with Microsoft Advertising.

FAQ

About Microsoft Advertising 

How does Microsoft Advertising work?

Customers search.

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People enter search terms called keywords into search engines like Bing.

Customers see your ad. If the keywords in your ad match a search, your ad appears next to or above search results on Bing.

Customers contact you. You can configure your ad so people can call you, visit your website or go right to your door.

Who does Microsoft Advertising reach?

Bing powers 36.7% of U.S. desktop searches1 and 11.7 billion monthly searches around the globe,2 plus connects you with 45.4 million searchers that Google can't reach.1 In fact, 27 percent of our clicks come from searches that are exclusive to the Microsoft Search Network.3 In the U.S., the Microsoft Search Network has 124 million unique searchers.1

What is the Microsoft Search Network?

Microsoft Search Network is a part of your customers’ life, powering the devices, apps and sites they use every day and meeting them in the moments that matter most. Searchers find the Microsoft Search Network on Bing and partner sites, through Windows 10, Cortana and Office, plus across third- party platforms and partnerships — whether it’s search inside Amazon’s devices, web results for Siri and Spotlight Search on Apple devices, or maps on thousands of leading websites.

How does the Microsoft Search Network differ from Microsoft07/29/2020 Advertising?

The Microsoft Search Network consists of Bing and partner sites. It’s where your business can reach a large and unique audience made up of millions of people who search every day. Use theviewed advertising platform Microsoft Advertising to connect with these valuable potential customers. 19-1061, Where does my adNo. appear?

Your ads could appear on the top or to the right of Bing, Yahoo and MSN search results. And you can choose to target your ads to different geographic regions, times or days of the week, and even demographics.

What determines my ad position?

Microsoft Advertising is a pay-per-click (PPC) advertising system. You bid based on how much you are willing to pay per each click on your ad. Because webpages have a limited number of places to show ads, we auction those spaces. You are bidding against other advertisers to get your ads into the space you want. So if you bid on the keyword "shoe", you will have to beat the bids of the other advertisers who are also bidding on "shoe." You determine how much you are willing to bid. Your ad position is based on several things, including: 1. How closely your ad and website fit with the terms that are searched (relevance). 2. How your bid compares to other bids in the Microsoft Advertising auction. 3. How strongly your ad has performed in the past and how often it has been clicked (click-through rate). The stronger you are in these areas, the better your chances of winning the top ad position.

Is Microsoft Advertising right for me? 

https://ads.microsoft.com/[7/29/2020 4:09:35 PM] MicrosoftUSCA4 Advertising Appeal:| Search Engine Marketing19-1061 (SEM) & more Doc: 51 Filed: 08/13/2020 Pg: 4 of 5 Is Microsoft Advertising right for my business?

All types of businesses find value and success with Microsoft Advertising. Whether you’re focused on local calls and foot traffic, or want to drive traffic to your website from across the country or around the world, Microsoft Advertising has solutions for you.

I already appear in search results for free. Why should I pay for advertising?

Your current customers may search for your business by name, making it easy to find you in search results. But customers you’ve yet to reach are more likely searching for general terms that wouldn’t necessarily bring up your business in search results. Advertising next to relevant Bing search results puts your business front and center with interested customers you otherwise might not reach.

What is the difference between SEO and SEM? Which one is right for me?

Search engine optimization (SEO) is adjusting your website to improve your natural ranking in search results. You cannot pay to improve your website ranking on Bing or Yahoo, thus we often refer to these results as unpaid or “organic” search results. Clicks from SEO are free. But SEO also requires technical expertise and involves some factors over which you have only limited control. Search engine marketing (SEM) is paid advertising that appears next to or above unpaid (or “organic”) search results. These paid ads are purchased through Microsoft Advertising. You pay for SEM clicks. But SEM gives you more control over when your website appears on results pages and you decide how much you want to pay. And you can measure which ads are working and quickly improve your results. You don’t have to choose between SEO and SEM. You can do both!

If my time is limited, should I still try Microsoft Advertising?07/29/2020

Yes! Call a Microsoft Advertising specialist at 877-635-3561* viewedand we’ll set up your first campaign for you for free. We’ll give you tips on getting the most out of your ads and set you up for success. We’re here to help. 19-1061, No. How to use Microsoft Advertising 

How can I use Microsoft Advertising to drive more people to my website?

Here are some tips to get better results:

◦ Review your budget and bid strategy. If your ads keep pausing, your budget limit may be set too low. Competitive bids help your ad stay in a strong position to catch eyes and get more clicks to your website. ◦ Expand your targeting, both for location and for devices (computer, mobile and tablet). ◦ Make sure your ads and website are relevant to the keywords you bid on. Would someone searching your terms expect to see an ad for your business?

How can I keep my costs down?

While your first instinct may be to lower your budget, first try lowering your maximum bids. Yes, this could mean fewer customers visit your site. But if you increase your quality score and build ads with a strong performance history, you may be able to win a good ad position with a lower bid. That would lower your cost per click and help stretch your budget.

https://ads.microsoft.com/[7/29/2020 4:09:35 PM] MicrosoftUSCA4 Advertising Appeal:| Search Engine Marketing19-1061 (SEM) & more Doc: 51 Filed: 08/13/2020 Pg: 5 of 5 How do I know if Microsoft Advertising is working?

View a wide range of performance trends in your account to quickly see key stats: ad clicks, the number of times your ad appeared (impressions), spend, average cost per click, click-through rate, average ad position, cost per acquisition and conversions. You can also run performance reports to get insights into how well your campaigns are doing.

Can I run more than one ad?

Yes! In fact, we encourage it. Only one ad will show at a time but running multiple ads lets you test different approaches to see what’s working best with your target customers. Frequently, businesses try out different ads for specific products or pages.

Getting started with Microsoft Advertising 

How do I get started?

Which keywords should I choose?

You have a few options to help choose your keywords. First you’ll want to think of the terms one of your customers might use to search for your products and offerings. Those search terms are a great starting 07/29/2020point. Then you can use tools right in your account to find more keywords.

Within Microsoft Advertising, click Campaigns on the top of viewedthe page, click the Keywords tab, and then click Add Keywords. This will let you: ◦ Search for new keywords based on one you enter. ◦ Search a website for keywords. 19-1061, ◦Search your destination URLsNo. for keywords. How can I write a good ad?

Here are a few tips that can help make your ad stand out.

◦ Keep your ads relevant. One way to improve relevance is to use your customers' most popular search terms in your ad titles and text. ◦ Describe what sets your product apart. ◦ Use your customers' language. Use words and a writing tone that are likely to attract your typical customer. ◦ Be specific. The clearer and more specific the offering, the better. For example, rather than "big discounts," specify an exact percentage, such as "50 percent off." ◦ Give customers a reason to click your ad right now. Offer a specific call to action, such as encouraging customers to request a brochure or consultation, download a free e-book, subscribe to a newsletter, or take advantage of a limited-time discount.

1. comScore qSearch, Explicit Core Search (custom), September 2019. 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 2019. Microsoft Search Network includes Microsoft Search sites, Yahoo sites (searches powered by Bing) and AOL Search Network sites worldwide. Data represents desktop traffic only. 3. U.S. click data from Microsoft internal data, July 2017.

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