PROGRAMMATIC MARKETING SOLUTIONS

Get More Leads: How Diversifying Ad Spend is Better for Business

Our Speakers

David MchInich, Chief Revenue Officer

at Acquisio

Diana FinsterGlobal Channel Development

Leads, Tool Providersat Microsoft

Cam PeggMedia Products

at Sensis

Housekeeping

• The webinar is recorded and will be made available by email

• The slides will also be available by email

• Q&A session at the end of the webinar

• Use the Chat box to submit your questions at any time

Agenda

1. The problem that Sensis faced

2. Bing Ads audience appeal

3. Setting up Bing Ads with Ad Cloner

4. Bid Optimization

Poll QuestionHow many publishers do you advertise with?

a) 1b) 2c) 3d) 4+

About SensisSensis is Australia’s #1 marketing services company. Our purpose is to engage Australian consumers with businesses and we deliver on that promise through our leading digital consumer businesses, search engine marketing and optimization services, website products, social, data and mapping solutions.

The Problem

Google Bing

So we decided to try Bing.

Bing has a smaller market share here, but by expanding to target targeting both publishers allows us to access the entire search market, which improved performance.

But with 8,000+ campaigns, this would be challenging.

We’re always looking to improve the reach and performance of our clients’ search campaigns, but the scope to do so is limited.

June Sept Dec Mar June Sept Dec Mar June Sept Dec Mar June Sept Dec Mar June Sept Dec Mar June Sept Dec Mar June

8.30%9.27%

10.36%11.04%10.98%11.18%11.97%

13.94%14.38%14.71%15.08%15.30%15.62%15.88%16.26%16.85%17.86%17.96%18.20%18.57%19.19%19.45%19.68%20.10%20.30%

2009 2010 2011 2012 2013

2014

Yahoo Search Alliance

Bing Rewards Program

Bing as Siri

search default

Introducing CortanaOn Windows PhoneBing as

Kindle Fire search default

Growing Bing’s market share

Source: comScore qSearch Explicit Core Search.

2015

Bing in Windows 10

Taskbar: Building search and Cortana directly into the Windows 10 desktop.

Microsoft Edge: Only browser with Cortana, to get more done on the web.

Reaching users across the right devices for making things happen

1 Billion Windows 10 Device by 2018

Bing Ads searchers

Source 1. comScore qSearch Explicit Core Search, June 2015. Source 2. comScore Explicit Core Search (custom), June 2015. Microsoft Confidential

109M unique searchers2

102M unique searchers2

168M unique searchers1

13% share2

2.2B monthly searches2

20% share2

3.6B monthly searches2

33% share1

5.8B monthly searches1

Who our searchers areBUYING POWER INDEXOur audience spends more. The unique searchers of Bing:2 • Spend 145% more online than

the average Internet searcher and—• Spend 44% more than Google searchers

worldwide2

Female1HH income >$75K USD1

Attended college+1 35+1

50% 78% 72%51%

Source: 1. comScore Plan Metrix, US, June 2015 2. comScore qSearch (custom), June 2015

Average internet 100Google 170

Bing 243

Exclusive searchers across categories

Source: Audience data represents Bing Web and Yahoo US Web Search from comScore qSearch (custom), US, March 2015. Industry categories based on comScore classifications.

Automotive 16M

Business and finance

22M

Education 24M

Telecom 12M

Travel 25M

Retail 51M

Health 22M

Consumer goods 4M

Microsoft Confidential

Automotive Education Financial Health Home & Garden

Legal Shopping & Classified

Telecom Travel

$1.5

7 $0.9

3

$4.3

0

$2.6

9

$2.6

1

$1.6

5

$2.1

6

$1.6

0

$1.3

0

$0.5

0

$5.8

2

$1.7

6

$0.7

7

$0.3

9

$1.3

5

$0.7

3

$0.9

1

$0.5

5

Bing AdsGoogle AdWords

Source: AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost per Click by Industry, Q1 2015

More cost effective than Google AdWords

Poll Question

Do you see value in cloning AdWords campaigns to Bing?

a) Yesb) No

The SolutionWe’ve worked with Acquisio to roll out a two-pronged solution:

• We took advantage of Acquisio’s Campaign Cloner to recreate all of our customer campaigns with Bing – this saved us weeks of manual labor and enabled us to get up and running relatively quickly.

• After sending the campaigns live, we’ve used Bid & Budget Management (BBM) to optimize the campaigns and regulate spend – pacing and over- and under-spend was a real issue for us on our legacy search platform.

The OutcomeWe’re seeing significant improvements in campaign performance, especially in a couple of areas where Bing outperforms here in Australia.

We can now target essentially the entire Australian search market and in Bing can access an additional channel that offers great value for our customers.

Since starting to advertise with Bing Ads, we’ve seen an overall increase in clicks of 18% with the average CPC reduced by 16%!

Poll Question

Are you interested in learning more about:

a) Bid optimization for Bingb) Ad Cloner for Bing c) I’m ok for now

Faster. Smarter. Better.

Questions?