realized gains: search advertising that pays dividends this tax season
Post on 20-Aug-2015
2.694 Views
Preview:
TRANSCRIPT
Realized Gains Search advertising that pays dividends this tax season
Health Care Reform and Health Insurance
• 20% of Americans will now need to look for health insurance coverage.1
The Fair Share Tax
• The tax proposal calls for millionaires to pay at least 30 % of their AGI in income tax.2
Fixed Rate Brackets
• The 2013 percentages will remain, but the IRS will draw the lines in slightly different places.2
Follow the Budget Talk
• Wrangling continues in Washington. More changes are coming.
1. TurboTax, Sept 2013. 2. CPA Services, Sept 2013.
For individuals: failure to have insurance
Source: TurboTax Site, September 30, 2013.
For businesses: health insurance tax
Visits to top tax and DIY sites (e.g., as TurboTax, H&R Block and TaxAct) increased from 2012 to 2013.
Complexity increases due to the Affordable Care Act, having an impact on personal taxes. DIY filers should find increased value in leveraging online software and brick and mortar services.
The Internal Revenue Service on October 22nd announced a delay of approximately one to two weeks to the start of the 2014 filing season to allow adequate time to program and test tax processing systems following the 16-day federal government closure.
Source: eHow Money 2013.
Rising tax rates
Preparation and engagement via smartphone
More electronic filings
Meeting preparers virtually
Encountering tax identity theft
Source: Projections of Federal Tax Returns, 2011 – 2018, IRS.gov.
4 out of 5 projected number of tax returns submitted electronically in 2012
22% average annual increase from 2012-2018
131.1 Million estimated number of tax returns submitted electronically in 2012
TurboTax SnapTax
TaxACT Central
IRS2Go
H&R Block 1040EZ
Apps
Source: eMarketer, July 2013.
May 2013 5.3 million users
June 2013 5.5 million users
Percentage change 5 percent growth in users from May to June
Source: comScore, April 2011 & April 2012.
18.1% 17.7%
60% 59.8% Intuit (TurboTax)
InfoSpace (TaxAct)
H&R Block
Other 8.3% 7.9%
13.6% 14.7%
% of Units through Apr 19, 2011
% of Units through Apr 18, 2012
Online Tax Preparation Provider
Source: comScore, 2012 & 2013.
Sources: Urban-Brookings Tax Policy Center Microsimulation Model (version 0412-7), US Census Bureau, distribution of personal income, 2010
comScore Media Metrix, US, Sept 2012. Indexing compared to overall Internet population. Note: September 2012 data was used because the month is
more reflective of when people are filing their tax extensions.
Less than
10
10-20 20-30 30-40 40-50 50-75 75-100 100-200 200-500 500-1,000 More than
1,000
Avera
ge T
ax
Rate
Income Level (in thousands)
Zero Tax Liability
38.6% of US
Population
48% of US
population
6.6% of US
population
Tax Advertiser Target Market
Yahoo Bing Network Audience Strength
Source: comScore Plan Metrix, US, September 2012, custom measure created using comScore indices and duplication. Note: September 2012 data was
used because the month is more reflective of when people are filing their tax extensions.
Compared to Google, the Yahoo Bing Network audience is
8%
more likely to have bought personal finance/tax software online.
Source: comScore Plan Metrix, US, September 2012, custom measure created using comScore indices and duplication. Note: September 2012 data was
used because the month is more reflective of when people are filing their tax extensions.
More likely to have bought personal finance/tax software offline
More likely to have searched for information on personal finance/tax software online
More likely to own personal finance/tax software
Source: comScore Search Categories Report (custom), US, March 2013. March 2013 is used to reflect tax season.
Total tax paid clicks
Total tax searchers 2M
2M of all tax paid clicks
Total tax searches 5M
37%
Tax searchers not reached on Google 1M
Yahoo Bing Network marketplace insights
Source: Microsoft internal query data on O&O, PC and Tablet only. Data range: 1/1/2013 to 4/30/2013.
Source: Microsoft internal query data on O&O, PC and Tablet only. Data range: 1/1/2013 to 4/30/2013.
Source: Microsoft internal query data on O&O, PC and Tablet only. Data range: 1/1/2013 to 5/1/2013.
Strong search intent Opportunity to drive additional clicks
Sep-12 Sep-13
Mobile
PC
Tablet
+108%
+16%
+120%
Sep-12 Sep-13
Mobile
PC
Tablet
+74%
-18%
+19%
YoY Click Trends YoY Impression Trends
Source: Microsoft internal data, 2013.
Bing Ads features to drive performance
One billion use Office
700 million registered users
5.6 billion searches per month
One billion use Office
One billion use Office
Location Extensions Sitelink Extensions* Call Extensions Merchant Ratings**
Source: Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance. Increase in clicks is dependent
upon a seasonality and advertiser vehicle.
9.7% higher CTR using Sitelink Extensions than with standard text ads
Sitelink Extensions gives your ad more dynamic offerings
Source: comScore Core Search (custom), US, June 2013 / comScore qSearch (custom), US, June 2013.
Reach 163M unique searchers in three ways with Call Extensions
Better transactions with Merchant Ratings
46% more clicks
19% more clicks
Microsoft internal data, Sept - Oct 2013
Broad match can help you unlock volume and conversions
See how broad match performs across Financial Services
Bid on all match types with highest bid on exact match.
Use broad match modifier to increase relevance of keyword (Example: “file +tax extension +online”).
Bid for top positions for top converting keywords during peak tax season to increase click volume and CTR.
Utilize Bing Ads device targeting options and separate mobile campaigns from PC campaigns.
Tailor mobile ad copy to respond to mobile device owners’ primary research intention.
For in-store tax help, leverage click-to-call and mapping technology to drive traffic right to your location.
Adding Sitelink Extensions is an imperative and proven tactic to increase CTR.
Test ad copy early in January before the first peak and run with the best performing ads. Remember to use dynamic insertions in your ads and have a clear call to action.
Update ad copy during the tax season as consumer searches change from branded and research terms early in the season, to refund and tax extensions later.
Incremental bidding is a powerful way for small businesses to compete against industry giants.
Know your audience and target by geographic location, day of week, time of day, gender, age and device type/OS.
When driving foot traffic, target potential customers who live within a 5- to 100-mile radius from your business or other specified locations.
Align budgets & bids to query trends. Peak 1 represents 60% of the tax season with nearly double the search queries of Peak 2.1
Adopt key features. Adopt and optimize for Sitelink Extensions, optimizing for mainline ads with longer ad titles, Click-to-Call and Location Extensions. Consider opting into Content Ads to unlock more clicks.
Invest Wisely. Take advantage of a more cost effective surge in tax paid clicks by maximizing your resources first on the Yahoo Bing Network this year.2
1. Yahoo Bing Network Study, Peak 1: January 1 - March 11. Peak 2: March 11 – April. 2. AdGooroo Special Report, Yahoo! Bing PPC Performance
Metrics: What Search Marketers Need to Know About “The Other Search Engine.” March 2013.
New to search advertising?
Bing Ads Express enables you to find customers easier
Want to reach millions of
customers looking for businesses
like yours?
Just tell us about your business
and we will do the rest.
Getting started with Bing Ads
Express
Already advertising online elsewhere?
It’s quick and easy to import your Google AdWords
campaigns directly into Bing Ads with just a few clicks.
Learn how to import your campaigns
Get started today
Talk to a Search Specialist
who can help you today
1-800-518-5689
Get Started
Twitter: @bingads
LinkedIn: http://linkd.in/1evlGtD
Facebook: facebook.com/bingads
Blog: blog.bingads.com
© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market
conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
top related