MICROSOFT ADVERTISING Transform your digital advertising

Mauricio Orantes Sr. Partner Manager

Microsoft Advertising. Intelligent connections. 1. Sales & Orders and Microsoft Contents 2. Why invest in Microsoft Advertising 3. Smarter Marketing Empowering your success

I have been very clear about our business model — we’re not trying to become a telecommunications company, or a drug company or an automobile company. We want to partner with them.

Satya Nadella CEO, Microsoft How We Partner with Sales & Orders Microsoft Advertising is here to help

Audience insights for COVID-19

Microsoft Advertising shares weekly audience behavioral insights with regard to COVID-19 on our blog.

COVID-19 blog posts:

• Strategies for Unprecedented Times

• Adapting to a New Way of Doing Business Bing COVID-19 Tracker and Microsoft

Information at your fingertips amidst this global pandemic

The Bing COVID-19 Tracker dashboard provides an easy way to view the number of confirmed coronavirus cases around the world. Breakdown is by active, recovered or fatal cases by region over time.

Microsoft News also features dedicated global and local coverage of coronavirus news in 39 countries/regions and all 50 U.S. states. Microsoft resources and response to COVID-19

Helping our communities and partners and connecting businesses

How Microsoft is helping our clients, communities and partners in response to COVID-19. Microsoft’s website: Responding to COVID-19.

How Microsoft is helping businesses connect and share advice and resources during this unprecedented time. Microsoft launched a COVID-19 business resource center on LinkedIn. Posts include: • A conversation with Satya Nadella and Jared Spataro on what we're learning as Microsoft shifts to a complete remote working environment. • A work-from-home guide created for Microsoft employees, which companies can adjust for their personalized needs.

Why invest in Microsoft Advertising Global search share

2015 2019 United States 31% 37%

United Kingdom 17% 21%

Australia 11% 16%

Canada 15% 21%

France 11% 15%

Germany 7% 22%

comScore qSearch (custom), December 2019. The Microsoft Search Network includes Microsoft sites, Yahoo sites (searches powered by Bing) and AOL sites. Data represents desktop traffic only. Microsoft Advertising search partners Managed partners, carefully vetted to bring you quality traffic

Owned and operated Search partners

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

Microsoft Edge

Outlook Microsoft Advertising reaches people you can’t find on

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

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

Source: comScore qSearch, Explicit Core Search (custom), September 2019, PC U.S., industry categories based on comScore classifications. Significant PC paid click share across verticals

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

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

Source: comScore qSearch (custom), U.S., December 2019; industry categories based on comScore classifications. Smarter Marketing Microsoft Free Excel Plugin

Advertising https://bit.ly/2y6mTwt

Intelligence •Work with large keyword lists Tool •Align with our Microsoft Advertising policies •Perform integrated research

•Benefit from Microsoft Search Network keyword analysis and data

•Optimize your keyword campaigns

•Tailor your bidding strategy

•Leverage keyword research templates

Audience marketing solutions

Microsoft Microsoft Microsoft AI-powered Search Network Audience Network Promote IQ solutions Microsoft Search Network reach

127 million unique monthly searchers

6.4 billion monthly searches

37% PC market share in the U.S.

comScore qSearch, Explicit Core Search (custom), U.S., December 2019. 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. Meet the Microsoft Audience Network Microsoft’s offering

High-quality Strong native results placements

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

Unique access to Microsoft MSN users Select publisher partners Achieve more with a network built for you

Programmatic native

In-feed native ads

Cost per click (CPC) buying model

Click through to advertiser’s page Enhanced by insights Right technology

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

Product Audiences Right audience “We’ve seen success with Microsoft increase in return on Advertising’s Product Audiences ad spend (ROAS) in 317% 30 days using Product both on search and display, showing Audiences. images of products that users viewed on our site, similar to more clicks in 30 Remarketing lists for search ads and days with Product dynamic remarketing.” 2,600 Audiences compared with ROI Revolution previous 30 days. Right message “These [Shopping Campaigns] are increase in CVRs innovative features that enable us 200% with Shopping to reach a targeted audience with Campaigns. relevant ads...”

Benjamin Turner decrease in CPCs with Senior e-marketing consultant 30% Shopping Campaigns. Labelium

Microsoft Search Network user in U.K. and 50% U.S. more likely to convert than users on other platforms. Right message “By using audience segments, mobile-specific campaigns and increase in return 27% on ad spend. location targeting, we can message shoppers in real time, allowing us to capitalize on last-minute show ticket and attraction purchases.” increase in 65% click-through rate. Juliana Dean Digital marketing manager Vegas.com

decreased cost 20% per conversion. Enhanced CPC Right technology

“The time saved by not having to manually adjust bids 20% means we can concentrate on new account optimizations.” reduced CPA by Mathilde Gady Europcar using Head of digital marketing Enhanced CPC to bid Europcar higher on searches that are more likely to convert. advertising.microsoft.com