presentation by microsoft bing - search trends in canada
TRANSCRIPT
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Introduction to Online Advertising
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EVERY PIECE OF INFORMATION IS WORTH SOMETHING TO SOMEBODY
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Maor Daniel
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Agenda
1.Overview of the Advertising Industry2.Why Online Adverting? 3.Different Types of Online Advertising
• Display• Search• SEO Vs. PPC
4.Why Bing?
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Where is the Canadian Advertising Market?
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Advertiser confidence in Canada remains strong, as total advertising investment in 2012 grew 5.1% compared to overall GDP growth of 1.4%
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Search and display have consistently accounted for more than three-quarters of Canada’s total digital advertising
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Last week in Canada…Digital ad spending growth surpasses all other forms of advertising media in Canada
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Each Advertising’s medium effectiveness
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How do Canadian get their information?TV & Internet continue to perform well however internet is heavily skewed towards adults 18 to 49.
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mCommerce: Canadian internet users are using their mobile devices for shopping related activities
Sources: 1) RetailMeNot.com, “Shoppers Trend Report” conducted by Ipsos Public Affairs, Aug 2013; 2) Ipsos Canada, “eNation” survey, Aug 2013
* Conducted on a mobile phone
29%28%
Internet users in Canada who would use a mobile app for grocery shopping, Jul 20131
Household Income
<$60K >$60K+27%31%
18-34 35-55 55+
43%
26%18%
Age Distribution
Note: “Definitely” and “likely use”
Canadian internet users are starting to use their mobile for shopping activities. 28% of users use a mobile app for grocery shopping. Users in the younger age group and high income brackets tend to use grocery apps the most.1
Of all mobile shopping activities, most users research product information and check prices of an item on their phones while in store.2
11%
11%
12%
12%
16%
24%Researched product information
Checked the price of an item in phone while in store
Downloaded and used and app for a retailer
Used a coupon on phone to save in-store
Purchased a product or service on phoneUsed a QR code to find out more information about the product
Mobile Shopping Activities* of Internet Users in Canada, June 20132
% of respondents
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Why online advertising?
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Online StatisticsSix Motivations for Web Usage
Canadian Share of Web Session by Motive throughout the Day
1. Information2. Communication
3. Entertainment 4. Creation
5. Transaction6. Surfing
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"I know half my advertising isn't working, I just don't
know which half."
William Lever, founder of Unilever
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Wouldn’t it be great if you could…
Control your messageTarget the right audienceAlways appear on the first pageMeasure your ROI
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Consumers Seek Local Information
48% of mobile and 36% of PC searchers visit a local business
7 out of 10 consumers look online first for local business info
40% of offline transactions start with online search
30% of all search queries have local intent
*Data based in US market.
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Search Engine Results Page (SERP)Search – Statement of Intent
18
Paid
Organic
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Pay Per Click vs. Search Engine Optimization
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Search Engine Optimization (SEO)Also called…Natural SearchOrganic Search
Search engine optimization, natural or organic search (natural = organic)
Links that appear in the body of the search results
Search Engine Marketing (SEM)Also called…Pay per Click (PPC) Paid SearchSponsored Listings
Pay-per-click, paid search, denotes a cost paid by a marketer for every click through of a search listing
Links that appear at the top and to the right of the search results
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Paid vs. Organic Result (Query – Winter Tires)
20
Anatomy of a Result
1. Ad Title2. Display URL3. Ad Copy4. Sitelink
Extensions
Paid
Organic
1
1
2
2
3
3
4
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Why Bing Ads?
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1. The Yahoo Bing Network includes Microsoft and Yahoo sites in Canada. 2. comScore qSearch (custom), June 2014.
With one ad buy through Bing Ads, you are able to reach 15 million unique searchers on the Yahoo Bing Network1 who represent 350 million monthly searches. This accounts for 10% of the search market in Canada.2
Our audience is also significant in online purchase activity. The unique searchers on the Yahoo Bing Network spend 26% more online than the average Internet searcher and 12% more than Google searchers.2
1. The Yahoo Bing Network includes Microsoft and Yahoo sites in Canada. 2. comScore qSearch (custom), June 2014.
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More volume with less effortCanada
15M unique searchers1
10% share1
350M monthly searches1
11M unique searchers2
7.0% share2
236M monthly searches2
7.4M unique searchers2
3.3% share2
114M monthly searches2
1. comScore qSearch (custom), June 2014. 2. comScore qSearch, June 2014.
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Our searchers spend moreCanada
Buying Power Index2
Average Internet Google Yahoo Bing Network0
20
40
60
80
100
120
140
100 113 126
Buying Power Index
26% more
12% more
Our audience is also significant in online purchase activity. The unique searchers on the Yahoo Bing Network:1 • spend 26% more online than
the average Internet searcher and –
• spend 12% more than Google searchers in Canada.2
1. The Yahoo Bing Network includes Microsoft and Yahoo sites in Canada.2. comScore qSearch (custom), June 2014.
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Audience Demographics Summary - CanadaIn terms of audience composition, the Bing audience…
Age GeographyIncomeHas high household incomes; nearly one-third earn C$100k+ and nearly one-half earn C$75k+
Falls into mature age groups of persons, women and men, those 35 years and older
Lives in eastern provinces, especially Ontario and Quebec
Household SizeLives in smaller households, especially two- and three-person households
Presence of ChildrenLives in households with no children
Source: comScore Media Metrix, Canada, January 2014. Note: In comScore, Bing is defined as [C] Bing Web; Google is defined as [S] Google Web Search.
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1
Bing Search App: Designed for TouchUse the reimagined Bing Search App to swipe, tap, pinch and snap your way through search results and images
1
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Search Charm: Easy AccessTap the Search Charm from anywhere on Windows 8 to easily search with Bing so you can quickly get things done
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Bing-powered Apps: Immersive Content ExperiencesBing powers six deep App experiences including Sports, Weather, Finance, News, Travel and Maps
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Bing is Optimized for Windows 8
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Entertainment Search on XBOX
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Winning with Bing
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Where to go for resources
- Bing Ads Blog - http://community.bingads.microsoft.com/ads/en/bingads/b/blog/- @Bing Ads- facebook.com/BingAds- http://advertise.bingads.microsoft.com/en-ca/courses
- Become an Accredited Professional www.bingadspro.com/ca
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Wrap Up
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Takeaways
1. Online Advertising is one of the most measurable and effective forms of advertising available
2. Take advantage of the measurability of Online Advertising to drive the right ROI for your business
3. Do what is RIGHT for your business
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