The value of Microsoft adCenter

Nick DrewSearch Research Lead, EMEA Trade Marketing

Our research

Understanding:- Searchers and search behaviour- Perceptions of the search environment- How to enhance the experience for searchers and maximise the

value of search for advertisers

Through:- Exploring industry data in established and new ways- Partnering with advertisers and agencies in research projects- Developing our own studies to fill in the gaps

Examining value

• Reach is not the only measure!• Advertisers pay for engagement and sales• ...and care about value and return on investment

We worked with Nielsen to understand how we could explore engagement and value.

- Using the data they produce we can see what happens after a consumer clicks on a link from a search engine results page

-...including how long they spend on the destination site and whether they go through to the purchase pages

- This can also be broken down by sector

Average time spent on destination retail sites after clicking through from... (mins: secs)

Engagement on retail sites

Live Searchers are...

Source: NNR UK, Jan-Mar ‘08

% of clickthroughs leading to secure pagesLive Searchers are...

Conversions on retail sites

Source: NNR UK, Jan-Mar ‘08

to convert on a retail site

Searcher attitudes

Source: MDAS UK searcher attitudes study 2007

Q. How much do you agree or disagree with the following statements?“I trust the search engine” / “The search engine would only list websites that are reliable and trustworthy” (% agree/ strongly agree, based on users of each engine)

It’s not just us saying this…

“Microsoft Adcenter converts better than Google in Paid Search

A recent study by IndexTools has reinforced Microsoft's claim that their paid search product converts better than Google's across a broad range of search verticals. It was no small study either... covering over 15 Million visitors from paid search, the study found that Microsoft adCenter adverts converted into sales better than Google's AdWords product.”

(from receptional.com/newsroom , 4/3/08)

The value of adCenter

Nick DrewSearch Research Lead, EMEA Trade Marketing