bing uk finance: insurance seasonality

Methodology• UK Market• Top 9k Finance search queries based on

volume• Analysis period: Jan-March 2016

(inclusive)

Objectives• Identify search behaviours during the

period• What does the Bing searcher look like?• What are their behaviours?• Advertiser opportunities

Query SegmentationHow we defined our query categories

Segmentation DefinitionAuto Insurance, Car Insurance, Van Insurance

User query contains search terms related to a type of Auto (inc car, van, bike)Car Insurance are user queries containing just car insurance termsVan Insurance are user queries containing just van insurance terms

Health, Life Insurance

User query contains search terms related to health or life insurance

Home Insurance User query contains search terms related to home insurance

Travel Insurance User query contains search terms related to travel insurance

Brand/Generic Queries containing a brand or product name were flagged as BrandQueries containing neither a brand or product name were flagged GenericMapping applied to all queries, regardless of segmentation

Auto

Insu

ranc

e

Car I

nsur

ance

Van

Insu

ranc

e

Hea

lth &

Life

Insu

ranc

e

Hea

lth In

sura

nce

Life

Insu

ranc

e

Hom

e In

sura

nce

Trav

el In

sura

nce

Auto Insurance Health & Life Insurance

14% 14% 10% 15% 10% 17% 9% 9%9% 9% 8% 7%

5%7%

11% 12%

77% 76% 82% 78% 85% 76% 80% 79%

% Volume by Device

Mobile Tablet PC

Don’t Forge

t

The role of devices in the Insurance verticalPC is still the main device, accounting for over 7/10 searches

However Life Insurance over-indexes for mobile search volume

Source: Top Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016

1

1

2

2

UK Internet average base (indexed)

114

101

115

101

117

102

121

102

AutoInsurance

Home Owners Insurance

Life Insurance TravelInsurance

Bing searchers have higher purchase intent for several types of insurance than the average UK internet user

“User Intent to purchase [product] within the next 6 months”

Source: GWI Q3 2016. Base: UK Internet Users. Bing user = someone accessing a Bing, Yahoo or AOL service at least once a month

£1.65

£0.90

£1.27

100%

124%

144%

Average Insurance CPCs

Average Insurance CPC by device, UK Bing & Yahoo Sites, Sept 2016

Insurance CTRs vs. desktop

Average CTR for top queries in Insurance, indexed to desktop, UK Bing & Yahoo Sites, Sep 2016

How do Insurance KPIs on Bing Ads compare between devices?

Car & Van Insurance

1/1/2016

1/4/2016

1/7/2016

1/10/2016

1/13/2016

1/16/2016

1/19/2016

1/22/2016

1/25/2016

1/28/2016

1/31/2016

2/3/2016

2/6/2016

2/9/2016

2/12/2016

2/15/2016

2/18/2016

2/21/2016

2/24/2016

2/27/2016

3/1/2016

3/4/2016

3/7/2016

3/10/2016

3/13/2016

3/16/2016

3/19/2016

3/22/2016

3/25/2016

3/28/2016

3/31/201640%

60%

80%

100%

120%

140%

160%

Car Insurance Van Insurance

Inde

xed

daily

ave

rage

ove

r tim

e pe

riod.

Bas

e =1

00

Car & Van Insurance: Search SeasonalityAfter the lull in December, we always see Insurance search volume rise on the first Monday of January. In this case 4th January 2016Van Insurance search volume hits its peak in late March – where indexed volume is greater than Car Insurance

1

1

2

2

Source: Top Car & Van Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016

..Car Insurance searchers tend to be slightly older than searchers of Van Insurance, whilst Monday is the most

popular day for bothWho’s in the market?

Gender

When are they searching?

56%

44%

46%

54%

CarInsurance

VanInsurance

The Car Insurance searcher slightly skews towards Females & 50-64 demographic, whilst

Van Insurance tends to be Men & the 35-49 age group

Monday is by far the most popular day of the week, with traffic tailing off towards the

weekend.


<24 25-34 35-49 50-64 65+0%5%

10%15%20%25%30%35%40%

28% 31%35%

29%

Car Insurance Van Insurance

% T

raffi

c by

de

mog

raph

ic

Monday

Tuesday

Wednesd

ay

Thursd

ayFri

day

Saturd

ay

Sunday

0%2%4%6%8%

10%12%14%16%

Car Van

% o

f wee

kday

traffi

c

Almost half of Generic Car Insurance clicks occur in Position 1, with a 25% CTR

Position 1 Position 2 Position 3 Position 4 Sidebar0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

46%

26%

16%

9%

3%

15% 15%13% 12%

46%24.7%

14.5%

10.0%5.9%

0.6%

KPI’s for generic Car Insurance queries by ad position

Clicks Impressions Avg. CTR

Clic

ks &

Impr

essio

ns

Avg.

CTR

Source: Top Generic Car Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016. Data by average of all devices and match types

Optimise Van Insurance campaigns for Position 1, which captures almost half the clicks & has the highest CTR


10%

20%

30%

40%

50%

60%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

46%

25%

16%

10%

3%

14% 13% 12% 12%

49%23.9%

13.1%

9.1%

6.3%

0.4%

KPI’s for generic Van Insurance queries by ad position


Clic

ks &

Impr

essio

ns

Avg.

CTR

Source: Top Generic Van Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016. Data by average of all devices and match types

Top 10 Generic Car & Van Insurance searchesThe majority of top searches contain intent terms such as ‘quote’ or

‘comparison’

Car Insurance1. Car Insurance

2. Car Insurance quotes3. Cheap car insurance4. Compare car insurance5. Car insurance comparison

sites6. Car insurance comparison7. Cheapest car insurance8. Multi car insurance9. Car insurance quote10.Cheap car insurance

quotes

1. Van insurance2. Cheap van insurance3. Van insurance quotes4. Can insurance comparison

site5. Commercial van insurance6. Compare van insurance7. Budget van insurance8. Cheapest van insurance9. Van breakdown cover10.Cheap van insurance quotes

Van Insurance


Health & Life Insurance

1/1/2016

1/4/2016

1/7/2016

1/10/2016

1/13/2016

1/16/2016

1/19/2016

1/22/2016

1/25/2016

1/28/2016

1/31/2016

2/3/2016

2/6/2016

2/9/2016

2/12/2016

2/15/2016

2/18/2016

2/21/2016

2/24/2016

2/27/2016

3/1/2016

3/4/2016

3/7/2016

3/10/2016

3/13/2016

3/16/2016

3/19/2016

3/22/2016

3/25/2016

3/28/2016

3/31/20160%

20%

40%

60%

80%

100%

120%

140%

160%

180%

Health Insurance Life Insurance

Inde

xed

to D

aily

Ave

rage

for p

erio

d. B

ase

=100

%

Health & Life Insurance: Search SeasonalityLife Insurance volume spikes the most during the first couple of weeks of January. The up-and-down trend being driven by weekend traffic popularity at the start of he week

Searches for Health Insurance remain popular into mid-late March

1

1

2

2

Source: Top Health & Life Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016

..Consider the type of user that will be clicking your ads with no targeting in place

Who’s in the market?

Gender


45%

55%

37%

63%Health

InsuranceLife

Insurance

Both Health & Life Insurance show a favourability towards Female searchers. Unsurprisingly, Life

Insurance tends to be searched by an older demographic than Health Insurance

Monday-Thursday are the most popular days, with traffic tailing off towards weekends


<24 25-34 35-49 50-64 65+0%5%

10%15%20%25%30%35%40%

33%29%28%

37%

Health Insurance Life Insurance

% T

raffi

c by

de

mog

raph

ic

Monday

Tuesday

Wednesday

Thursd

ayFri

day

Saturd

ay

Sunday

0%2%4%6%8%

10%12%14%16%18%

Health Life Insurance

% o

f wee

kday

traffi

c

Position 1 Position 2 Postion 3 Position 4 Sidebar0%

10%

20%

30%

40%

50%

60%

70%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

42%

31%

15%

9% 3%12% 11% 9% 8%

59%5.1%

4.0%

2.4%

1.5%

0.1%

KPI’s for Generic Health Insurance queries by ad position


Clic

ks &

Impr

essio

ns

Avg.

CTR

Over 7/10 Generic Health Insurance clicks occur in the top two positions

Source: Top Generic Health Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016. Data by average of all devices and match types

Position 1 Position 2 Postion 3 Position 4 Sidebar0%

10%

20%

30%

40%

50%

60%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

47%

27%

14%

9%

3%

15% 14%11% 9%

50%

10.6%

6.7%

4.3%

3.2%

0.2%

KPI’s for Generic Life Insurance queries by ad position


Clic

ks &

Impr

essio

ns

Avg.

CTR

On Life Insurance terms, optimise for position 1 which has the highest CTR and captures almost half the clicks

Source: Top Generic Life Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016. Data by average of all devices and match types

Top 10 Generic Health & Life Insurance searchesTop Health Insurance terms relate to care & cover

Health Insurance

1. Health insurance2. Health care3. Critical illness cover4. Private health insurance5. Private medical insurance6. Private medical care7. Medical insurance8. Dental insurance9. Health insurance Spain10.Dental Plans

1. Life insurance2. Life quotes3. Quotes life4. Life insurance advice5. Life insurance broker6. Life insurance over 507. Over 50 life insurance8. Compare life insurance9. Life insurance UK10.Life insurance quote

Life Insurance


Home Insurance

1/1/2

016

1/4/2

016

1/7/2

016

1/10/2

016

1/13/2

016

1/16/2

016

1/19/2

016

1/22/2

016

1/25/2

016

1/28/2

016

1/31/2

016

2/3/2

016

2/6/2

016

2/9/2

016

2/12/2

016

2/15/2

016

2/18/2

016

2/21/2

016

2/24/2

016

2/27/2

016

3/1/2

016

3/4/2

016

3/7/2

016

3/10/2

016

3/13/2

016

3/16/2

016

3/19/2

016

3/22/2

016

3/25/2

016

3/28/2

016

3/31/2

0160%

20%

40%

60%

80%

100%

120%

140%

160%

Inde

xed

daily

ave

rage

ove

r tim

e pe

riod.

Bas

e =1

00%

Home Insurance Search volume is highest during JanuaryHome Insurance Search Volume remains high throughout January, reaching a peak of +141% for the period

on the 2nd Monday1

1

Source: Top Home Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016

..Home Insurance tends to be searched by a Female audience, and people aged 35+ at the start of the week


Gender


44%

56%

HomeInsurance

35-64 age group account for 62% of traffic in this category

The start of the week is the most popular, before tailing off towards the weekends

Source: Top Home Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016

<24 25-34 35-49 50-64 65+0%5%

10%15%20%25%30%35%40%

% T

raffi

c by

de

mog

raph

ic

Monday

Tuesd

ay

Wednesday

Thursd

ayFri

day

Saturd

ay

Sunday

0%2%4%6%8%

10%12%14%16%18%20%

% o

f wee

kday

traffi

c

Optimise for Position 1, which captures almost half the clicks & has the highest CTR


10%

20%

30%

40%

50%

60%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

51%

25%

13%8% 3%

15% 14% 13% 12%

45%

24.9%

12.8%

7.5% 4.8%

0.5%

KPI’s for Generic Home Insurance queries by ad position


Clic

ks &

Impr

essio

ns

Avg.

CTR

Source: Top Generic Home Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016. Data by average of all devices and match types

Top 10 Generic Home Insurance searchesSeveral top terms contain intent phrases such as ‘Quotes’ and

‘Compare/comparison’

Home Insurance1. Home insurance

2. House insurance3. Contents insurance4. House insurance quotes5. Home insurance quotes6. Home insurance comparison sites7. Home contents insurance8. Compare home insurance9. Compare house insurance10.Home insurance compare over 50s

Source: Top Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016

Travel Insurance

Travel Insurance Search volume is highest mid-late JanuaryHome Insurance Search Volume remains high throughout January, reaching a peak of +141% for the period

on the 2nd MondayThe decline in February coincides with the School half term, but lasts for several weeks afterwards

1

1

Source: Top Travel Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016

1/1/2

016

1/4/2

016

1/7/2

016

1/10/2

016

1/13/2

016

1/16/2

016

1/19/2

016

1/22/2

016

1/25/2

016

1/28/2

016

1/31/2

016

2/3/2

016

2/6/2

016

2/9/2

016

2/12/2

016

2/15/2

016

2/18/2

016

2/21/2

016

2/24/2

016

2/27/2

016

3/1/2

016

3/4/2

016

3/7/2

016

3/10/2

016

3/13/2

016

3/16/2

016

3/19/2

016

3/22/2

016

3/25/2

016

3/28/2

016

3/31/2

0160%

20%

40%

60%

80%

100%

120%

140%

160%

Inde

xed

daily

ave

rage

ove

r tim

e pe

riod.

Bas

e =1

00

2

2

..Who’s searching for Travel Insurance and when are they searching?



39%

61%

Travel Insurance

Travel insurance is more popular with Female searchers, and in particular the 50-64 demographic

which makes up over a third of searchers

Like most types of Insurance, Monday is the most popular day, with volume tailing off

towards the end of the week<24 25-34 35-49 50-64 65+

0%5%

10%15%20%25%30%35%40%

% T

raffi

c by

de

mog

raph

ic

Monday

Tuesday

Wednesd

ay

Thursd

ayFri

day

Saturd

ay

Sunday

0%2%4%6%8%

10%12%14%16%18%20%

% o

f wee

kday

traffi

c

Gender


Generic Travel Insurance CTR is by far the strongest in position 1, which captures almost half of the total clicks


10%

20%

30%

40%

50%

60%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

46%

28%

14%9% 3%

14% 14% 12% 12%

48%

23.2%

14.9%

8.1%

5.3%

0.5%

KPI’s for Generic Travel Insurance queries by ad position


Clic

ks &

Impr

essio

ns

Avg.

CTR

Source: Top Generic Travel Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016. Data by average of all devices and match types

Top 10 Generic Travel Insurance searches3 top terms are related to medical conditions

Travel Insurance1. Travel insurance

2. Holiday insurance3. Travel insurance medical conditions4. Travel insurance pre-existing

conditions5. Travel insurance comparison6. Cheap travel insurance7. Travel insurance over 70s8. Holiday insurance medical

conditions9. Compare travel insurance10.Travel insurance over 65


Make your ads shine

Brand & Endorsements CTA Delivery Incentives

Token Ad Quality Token Ad Quality Token Ad Quality™ º collect � same day delivery �official � shop � home delivery �Brand Term � get � next day delivery �recommended º buy � free p&p º® º view � free delivery �as seen on tv � compare º free returns ºnumber 1 � call º free shipping �© � find � enquire � see º check º

How to read an ad copy heat map

� Strong impact, rarely usedº Strong impact, sometimes used

� Strong impact, but used often� Fair impact, rarely usedº Fair impact, sometimes used� Fair impact, but used often� Limited impact, but rarely usedº Limited impact, but sometimes

used� Limited impact, but used often

Individual Tokens

Ad quality explanations

Top Tip: The greener and fuller the circle, the more likely your ad will stand out

How well tokens impact your ad

quality

How many other

advertisers are actively using

the token

We’ve looked at two dimensions in Bing Ads:1 2

. .

Generic Car Insurance SearchesAd Copy Analysis

Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality

™ look {keyword: extra in seconds no claims courtesy car

right enquire ! bargain today lady instant cover

official view ? discount quick women cashback

recommended check + deal mins 4x4 short term

leader buy {param2: low prices same day provisional amazing

unbeatable find & offer instant motorcycle no fees

award winning now affordable fast 3rd party miles

® pick savings early van experts

top protect save minutes premium great offers

switch free over 50 welcome

try cheap annual reward

visit over 65 trusted

contact bad credit best

call new driver

see bike

apply

cover

compare

Dynamic Inclusion and Special Symbols

Pricing and value perception drivers USPSpeed User NeedsBrand Endorsements CTA

Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic car insurance searches. Jan - Feb 2016, across devices on Bing and Yahoo sites in the UK

Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality

protect your loved ones & from just [£] policies mins save time top 10 buy + from [£] insurance quick aged 50-80 simple buy online ! free cover instant premium guaranteed call cheap plans minutes over 50 exclusive compare save fast save money easy protect affordable today seconds range get a quote save% same day top 5 free quote in seconds best deal apply now best call now direct apply brilliant find award get check buy now contact get quotes get your quote today now

Pricing and value perception drivers User Needs USPProduct SpeedCTA Dynamic Inclusion &

Special Symbols

Generic Life Insurance SearchesAd Copy Analysis

Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic life insurance searches. Jan - Feb 2016, across devices on Bing and Yahoo sites in the UK

Generic Home Insurance SearchesAd Copy Analysis

Brand endorsements CTADynamic

Inclusion and Special Symbols

Pricing Speed Value perception USP

Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality© � Apply online today � + º From only £ º Same day � Premium º Points �Leader º Check º ! � From just £ º Today � Low cost º Instant Cover �Brand º Enquire º ? � Just £ º Instant � Free quote � Rewards �DEFAQTO � Apply Now º {keyw

ord: º % off � Mins � Reward � Cashback ºAward Winning � Protect º & � Up to £ � In seconds � Interest � Unbeatable ºVoted Best � Look º From £ � Early � Discounts º Best �™ � Find � Discount º Fast � Offer º Exclusive �Recommended º Buy � £ � Minutes º Instantly º Special

Schemes �

Official º Cover � Deal � Quick � Affordable � Guarantee ºTrusted � Get � Free � Cheap � Experts �Top � Purchase � As low as £ � Save money � No-obligation �Right � Take � Low prices � Comprehensi

ve � Transfer � Explore � No fees � Poor credit � Great Offers º View º Extra º Save time � Amazing � Call � Save up to � Easy �

Pick � Save �

Apply today �

Visit º

Switch º Contact � Compare �

Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic home insurance searches. Jan - Feb 2016, across devices on Bing and Yahoo sites in the UK

Source: Comparison of average mainline CTR for Finance, UK Bing & Yahoo sites, PC & Tablet (Sep 2016)

Combined ExtensionsFor Fianance campaigns, Enhanced Sitelinks + Location Extension

yields the highest CTR

Sitelinks

Sitelinks + Call Extension

Sitelinks + Location Extension

Enhanced Sitelinks

Enhanced Sitelinks + Location Extension

7%

17%

17%

18%

24%

Summary

Ensure budgets are high enough to

account for traffic at start of week

Consider bids for the top terms in each category,

running as Exact Match

Update your ad copy, using tokens at the top of the

sheet – which drive most impact

Ensure Enhanced Sitelinks + Location

extension are adopted, as

these give the highest CTR

bing uk finance: insurance seasonality

Marketing