presentation by microsoft bing - search trends in canada

33
@bingads | @yang_ers Introduction to Online Advertising

Upload: bassem-ghali

Post on 14-Feb-2017

971 views

Category:

Marketing


1 download

TRANSCRIPT

Page 1: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Introduction to Online Advertising

Page 2: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

EVERY PIECE OF INFORMATION IS WORTH SOMETHING TO SOMEBODY

Page 3: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Maor Daniel

Page 4: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Agenda

1.Overview of the Advertising Industry2.Why Online Adverting? 3.Different Types of Online Advertising

• Display• Search• SEO Vs. PPC

4.Why Bing?

Page 5: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Where is the Canadian Advertising Market?

@bingads |

Page 6: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Advertiser confidence in Canada remains strong, as total advertising investment in 2012 grew 5.1% compared to overall GDP growth of 1.4%

Page 8: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Last week in Canada…Digital ad spending growth surpasses all other forms of advertising media in Canada

Page 9: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Each Advertising’s medium effectiveness

Page 10: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

How do Canadian get their information?TV & Internet continue to perform well however internet is heavily skewed towards adults 18 to 49.

Page 11: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers11

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

Page 12: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Why online advertising?

@bingads |

Page 13: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Page 14: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

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

Page 15: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

"I know half my advertising isn't working, I just don't

know which half."

William Lever, founder of Unilever

@bingads |

Page 16: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Wouldn’t it be great if you could…

Control your messageTarget the right audienceAlways appear on the first pageMeasure your ROI

Page 17: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

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.

Page 18: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Search Engine Results Page (SERP)Search – Statement of Intent

18

Paid

Organic

Page 19: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Pay Per Click vs. Search Engine Optimization

19

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

Page 20: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

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

Page 21: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Why Bing Ads?

@bingads |

Page 22: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

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.

@bingads | @yang_ers|

Page 23: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

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.

Page 24: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

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.

Page 25: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

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.

Page 26: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

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

2

Search Charm: Easy AccessTap the Search Charm from anywhere on Windows 8 to easily search with Bing so you can quickly get things done

2

3

Bing-powered Apps: Immersive Content ExperiencesBing powers six deep App experiences including Sports, Weather, Finance, News, Travel and Maps

3

Bing is Optimized for Windows 8

Page 27: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Entertainment Search on XBOX

Page 28: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Winning with Bing

Page 29: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

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

Page 30: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Wrap Up

@bingads |

Page 31: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

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

Page 32: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers

Connect with your Account Team

Follow usLearn

Engage

@bingadslinkd.in/1evlGtD

facebook.com/bingads Instagram.com/bingads

slideshare.net/bingadsyoutube.com/bingads

blog.bingads.com

Page 33: Presentation by Microsoft Bing - Search Trends in Canada

@bingads | @yang_ers