sempo key note-05.14.2013
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TRANSCRIPT
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Bing the Platform
Yahoo! Bing Network
Ad Copy Research Study
Bing Ads Platform Evolution
DEMO – Excel Tools
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REACH A
SIGNIFICANT & LUCRATIVE
AUDIENCE30% OF THEU.S. ONLINE
SEARCH MARKET
159 million users in the US
An audience likely to spend20% MORE ONLINE
1. comScore qSearch, March 2013.
2. comScore qSearch (custom), March 2013.
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DISTINCT
CUSTOMERS YOU WON’T FIND
ON ANY OTHER
SEARCH ENGINE
51 million users NOT on Google
1. comScore qSearch, March 2013.
2. comScore qSearch (custom), March 2013.
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Slide 5
Connect With Searchers You Can’t Reach Elsewhere
• 20% of the unique searchers
using Yahoo! Bing Network
(including Microsoft and Yahoo!
sites) do not use Google in
Canada.1
• That’s 2.8 million unique
searchers in Canada that you can
only reach with search ads
through BingAds.1
• 6.2% query share in Canada1
14
Million
Yahoo! Bing Network
unique Searchers1
Yahoo! Bing
Network searchers
that don’t use
Google1
1. comScore qSearch (custom), March 2013
3
Million
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Slide 6
• Our audience is significant in online purchase activity. The unique searchers on Bing and Yahoo! Search (including Microsoft and Yahoo! sites) are:
• likely to spend 34% more than the average searcher,
• and likely to spend 26% more than Google searchers in Canada.
134
106 100
0
40
80
120
160
Yahoo! and
Bing
Google Average
Internet
1. comScore qSearch (custom), Dec 2013.
Likely to Spend More
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Slide 7
Bing & Yahoo! Search Audience Demographics
7%
16%
24%26%
17%
9%
0%
10%
20%
30%
18-24 25-34 35-44 45-54 55-64 65+
Bing & Yahoo! Search Canadian Audience: Age Composition
• Bing & Yahoo! Searcher is 7% more likely to be female than Google
• Age composition is more older with the average Bing & Yahoo! Searcher
leading the following demographics:
• 35 to 44: +2%
• 45 to 54: +4%
• 55 to 64: +5%
1. comScore qSearch (custom), July 2012.
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Slide 8
Bing & Yahoo! Search Household Demographics
5%
12%
22%19% 19%
23%
0%
10%
20%
Bing & Yahoo! Search Canadian Household Income
9%
31%
24% 23%
13%
0%
10%
20%
30%
HH Size:
1
HH Size:
2
HH Size:
3
HH Size:
4
HH Size:
5+
Average HH Size
7%
19%
42%
18%15%
0%
10%
20%
30%
40%
50%
Atlantic QC ON Prairie BC
HH Location
1. comScore qSearch (custom), July 2012.
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Bing Powers the Future
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While bringing reality to new levels
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Internet Explorer
Better search results
Search Button
Easy access
Homepage
Enjoy iconic imagery and content
Bing Vision
Scan and search
click
Bing Music
Quickly find a song
Local Scout
Get local recommendations
Be on the go with Windows Phone 8
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Optimized for Windows 8
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Microsoft vertical integration of assets
1 Billion
Use Office
700 Million
registered
users
30 Million
subscribers
60 Million
console sales
5.6 Billion
searches a
month
60 Million
copies sold
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What words in ad copy drive better performance? Better quality.
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Ad Copy Variables: Travel Edition
5.6 Billion searches /month
250k Ads 300M Impressions
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Identified 23 Common Variables
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KW Rates Fares
Book
now Compare
Price
Points Offers Discount % Off
Coupo
n Cheap
Low
cost Affordable
Low
Price
Guar.
Satis
Guar.
Official
Site Dest. Reserv.
Save
Now Saving param TM s
No
Variable
Keyword
Rates
Fares
Book now
Compare
Price Points
Offers
Discounts
% Off
Coupon
Cheap
Low cost
Affordable
Official Site
Destination
Reservation
Save Now
Saving
param
TM symbols
No Variable
Ad Titles
Ad
Desc
rip
tio
n
Great Bad No DataGood
Performance Heatmap by Ad Combination
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{KW} Rates Fares
Book
now
Comp
are
Price
Points Offers
Discou
nt % Off
Coupo
n Cheap
Low
cost
Afford
able
Low
Price
Satis
Guar.
Officia
l Site Dest. Reserv.
Save
Now Saving {Param} TMs None
{Keyword}
Rates
Fares
Book now
Compare
Price Points
Offers
Discounts
% Off
Coupon
Cheap
Low cost
Affordable
Official Site
Destination
Reservation
Save Now
Saving
{Param}
TM symbols
No Variable
Ad Titles
Ad
Desc
rip
tio
n
Which Combinations Work?
Great Good
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Ad Quality: Ads with Variables in Ad Title or Ad Description have higher quality on average
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Increased rate of platform releasesFrom annual to semi-annual to quarterly to monthly releases
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Import Campaign
Opportunities tab
Bid estimation technology
New reporting and billing UX
Improved location targeting
adCenter is now Bing Ads
Long Ad Titles
Sitelink extensions
Device OS targeting
Editorial exceptions / appeals
Quality Score impact metrics
Share of voice reporting
Bing Ads Intelligence (Excel)
IP exclusions
Bing Ads Editor
Ad rotation controls
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Enable
Demand
Innovative
Ad Products
Global
Readiness
Marketplace
Horsepower
Improve
Infrastructure
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Rich visualization and toolsStreamlined campaign management saves time
More inline management− Search query report in campaign management
− Appeal editorial rejections in bulk and inline
Bing Ads UX
Analytics and
transparency
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Quality Impact ReportingPrioritize Optimization Efforts by Impact
3 Your ads could gain more than 500 additional
impressions/day
2 Your ads could gain 100 - 500 additional
impressions/day
1 Your ads could gain up to 100 additional
impressions/day
Bing Ads UX
Analytics and
transparency
“Quality impact is a big step toward helping
advertisers quantify the importance of improving
quality score. And it’s a measure that Google
currently lacks.” - Melissa Mackey, Search Engine Watch
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Share of Voice ReportingEasily identify impressions and clicks lost
BUDGET RANK BIDLANDING
PAGE
KEYWORD
RELEVANCE
Bing Ads UX
Analytics and
transparency
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Top versus other reportingUnderstand your sidebar vs. mainline performance
Bing Ads UX
Analytics and
transparency
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Segmentation + Device Strategy
@C0rk
Segment/Target to the extent that the improvements in performance are worth the complexities of management
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DEMO: Excel Tools
@C0rk
Keywords.com