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Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
Sempo key note-05.14.2013
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Sempo key note-05.14.2013

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  • 1. |
  • 2. Bing the PlatformYahoo! Bing NetworkAd Copy Research StudyBing Ads Platform EvolutionDEMO – Excel Tools
  • 3. REACH ASIGNIFICANT &LUCRATIVEAUDIENCE30% OF THEU.S. ONLINESEARCH MARKET159 million users in the USAn audience likely to spend20% MORE ONLINE1. comScore qSearch, March 2013.2. comScore qSearch (custom), March 2013.
  • 4. DISTINCTCUSTOMERSYOU WON’T FINDON ANY OTHERSEARCH ENGINE51 million users NOT on Google1. comScore qSearch, March 2013.2. comScore qSearch (custom), March 2013.
  • 5. Slide 5Connect With Searchers You Can’t Reach Elsewhere• 20% of the unique searchersusing Yahoo! Bing Network(including Microsoft and Yahoo!sites) do not use Google inCanada.1• That’s 2.8 million uniquesearchers in Canada that you canonly reach with search adsthrough BingAds.1• 6.2% query share in Canada114MillionYahoo! Bing Networkunique Searchers1Yahoo! BingNetwork searchersthat don’t useGoogle11. comScore qSearch (custom), March 20133Million
  • 6. Slide 6• Our audience is significant inonline purchase activity. Theunique searchers on Bing andYahoo! Search (includingMicrosoft and Yahoo! sites) are:• likely to spend 34% more thanthe average searcher,• and likely to spend 26% morethan Google searchers inCanada.134106 10004080120160Yahoo! andBingGoogle AverageInternet1. comScore qSearch (custom), Dec 2013.Likely to Spend More
  • 7. Slide 7Bing & Yahoo! Search Audience Demographics7%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! Searcherleading the following demographics:• 35 to 44: +2%• 45 to 54: +4%• 55 to 64: +5%1. comScore qSearch (custom), July 2012.
  • 8. Slide 8Bing & Yahoo! Search Household Demographics5%12%22%19% 19%23%0%10%20%Bing & Yahoo! Search Canadian Household Income9%31%24% 23%13%0%10%20%30%HH Size:1HH Size:2HH Size:3HH Size:4HH Size:5+Average HH Size7%19%42%18%15%0%10%20%30%40%50%Atlantic QC ON Prairie BCHH Location1. comScore qSearch (custom), July 2012.
  • 9. Bing Powers the Future
  • 10. |While bringing reality to new levels
  • 11. |
  • 12. |Internet ExplorerBetter search resultsSearch ButtonEasy accessHomepageEnjoy iconic imageryand contentBing VisionScan and searchclickBing MusicQuickly find a songLocal ScoutGet localrecommendationsBe on the go with Windows Phone 8
  • 13. |Optimized for Windows 8
  • 14. Microsoft vertical integration of assets1 BillionUse Office700 Millionregisteredusers30 Millionsubscribers60 Millionconsole sales5.6 Billionsearches amonth60 Millioncopies sold
  • 15. |
  • 16. |What words in ad copy drive betterperformance? Better quality.
  • 17. |Ad Copy Variables: Travel Edition5.6 Billionsearches /month250k Ads300M Impressions
  • 18. |Identified 23 Common Variables
  • 19. |KW Rates FaresBooknow ComparePricePoints Offers Discount % OffCoupon CheapLowcost AffordableLowPriceGuar.SatisGuar.OfficialSite Dest. Reserv.SaveNow Saving param TM sNoVariableKeywordRatesFaresBook nowComparePrice PointsOffersDiscounts% OffCouponCheapLow costAffordableOfficial SiteDestinationReservationSave NowSavingparamTM symbolsNo VariableAd TitlesAdDescriptionGreat Bad No DataGoodPerformance Heatmap by Ad Combination
  • 20. |{KW} Rates FaresBooknowComparePricePoints OffersDiscount % OffCoupon CheapLowcostAffordableLowPriceSatisGuar.Official Site Dest. Reserv.SaveNow Saving {Param}TMs None{Keyword}RatesFaresBook nowComparePrice PointsOffersDiscounts% OffCouponCheapLow costAffordableOfficial SiteDestinationReservationSave NowSaving{Param}TM symbolsNo VariableAd TitlesAdDescriptionWhich Combinations Work?Great Good
  • 21. |Ad Quality: Ads with Variables in Ad Title or AdDescription have higher quality on average
  • 22. |Increased rate of platform releasesFrom annual to semi-annual to quarterly to monthly releases
  • 23. |Import CampaignOpportunities tabBid estimation technologyNew reporting and billing UXImproved location targetingadCenter is now Bing AdsLong Ad TitlesSitelink extensionsDevice OS targetingEditorial exceptions / appealsQuality Score impact metricsShare of voice reportingBing Ads Intelligence (Excel)IP exclusionsBing Ads EditorAd rotation controls
  • 24. |EnableDemandInnovativeAd ProductsGlobalReadinessMarketplaceHorsepowerImproveInfrastructure
  • 25. |Rich visualization and toolsStreamlined campaign management saves timeMore inline management− Search query report in campaign management− Appeal editorial rejections in bulk and inlineBing Ads UXAnalytics andtransparency
  • 26. |Quality Impact ReportingPrioritize Optimization Efforts by Impact3Your ads could gain more than 500 additionalimpressions/day2Your ads could gain 100 - 500 additionalimpressions/day1Your ads could gain up to 100 additionalimpressions/dayBing Ads UXAnalytics andtransparency“Quality impact is a big step toward helpingadvertisers quantify the importance of improvingquality score. And it’s a measure that Googlecurrently lacks.”- Melissa Mackey, Search Engine Watch
  • 27. |Share of Voice ReportingEasily identify impressions and clicks lostBUDGET RANK BIDLANDINGPAGEKEYWORDRELEVANCEBing Ads UXAnalytics andtransparency
  • 28. |Top versus other reportingUnderstand your sidebar vs. mainline performanceBing Ads UXAnalytics andtransparency
  • 29. |Segmentation + Device Strategy@C0rkSegment/Target to the extent that the improvements inperformance are worth the complexities of management
  • 30. DEMO: Excel Tools@C0rkKeywords.com

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