Realized Gains : Search Advertising that Pays Dividends this Tax Season

3,619 views
3,321 views

Published on

Tax season is increasingly a digital season. With electronic filing of taxes projected to grow at an annual rate of 22 percent through 2018, these trends make digital advertising a great way to reach potential customers who are actively researching tax-preparing options. Bing connects advertisers to customers when they’re actively seeking tax-related information. In fact, comScore reveals that when compared to Google, searchers on the Yahoo Bing Network are more likely to searched for and own personal finance/tax software. That means tax advertisers can present their services to these ‘hand-raisers’ in the critical moments when consumers are evaluating their options. Check out our insights to help you prepare for search advertising returns this tax season.

For more Bing Ads digital marketing insights, visit bingads.com/industryinsights

Published in: Marketing, Technology, Business
1 Comment
4 Likes
Statistics
Notes
No Downloads
Views
Total views
3,619
On SlideShare
0
From Embeds
0
Number of Embeds
853
Actions
Shares
0
Downloads
26
Comments
1
Likes
4
Embeds 0
No embeds

No notes for slide

Realized Gains : Search Advertising that Pays Dividends this Tax Season

  1. 1. Realized Gains Search advertising that pays dividends this tax season
  2. 2. Health Care Reform and Health Insurance • 20% of Americans will now need to look for health insurance coverage.1 The Fair Share Tax • The tax proposal calls for millionaires to pay at least 30 % of their AGI in income tax.2 Fixed Rate Brackets • The 2013 percentages will remain, but the IRS will draw the lines in slightly different places.2 Follow the Budget Talk • Wrangling continues in Washington. More changes are coming. 1. TurboTax, Sept 2013. 2. CPA Services, Sept 2013.
  3. 3. For individuals: failure to have insurance Source: TurboTax Site, September 30, 2013. For businesses: health insurance tax
  4. 4. Visits to top tax and DIY sites (e.g., as TurboTax, H&R Block and TaxAct) increased from 2012 to 2013. Complexity increases due to the Affordable Care Act, having an impact on personal taxes. DIY filers should find increased value in leveraging online software and brick and mortar services. The Internal Revenue Service on October 22nd announced a delay of approximately one to two weeks to the start of the 2014 filing season to allow adequate time to program and test tax processing systems following the 16-day federal government closure.
  5. 5. Rising tax rates Preparation and engagement via smartphone More electronic filings Meeting preparers virtually Encountering tax identity theft Source: eHow Money 2013.
  6. 6. 4 out of 5 projected number of tax returns submitted electronically in 2012 22% average annual increase from 2012-2018 131.1 Million estimated number of tax returns submitted electronically in 2012 Source: Projections of Federal Tax Returns, 2011 – 2018, IRS.gov.
  7. 7. IRS2Go H&R Block 1040EZ TurboTax SnapTax TaxACT Central Apps
  8. 8. May 2013 5.3 million users June 2013 5.5 million users Percentage change 5 percent growth in users from May to June Source: eMarketer, July 2013.
  9. 9. Online Tax Preparation Provider % of Units through Apr 19, 2011 % of Units through Apr 18, 2012 Intuit (TurboTax) 60% 59.8% InfoSpace (TaxAct) 18.1% 17.7% H&R Block 13.6% 14.7% Other 8.3% 7.9% Source: comScore, April 2011 & April 2012.
  10. 10. Source: comScore, 2012 & 2013.
  11. 11. Average Tax Rate Yahoo Bing Network Audience Strength 6.6% of US population 38.6% of US Population 48% of US population Tax Advertiser Target Market Zero Tax Liability Less than 10 10-20 20-30 30-40 40-50 50-75 75-100 100-200 200-500 500-1,000 More than 1,000 Income Level (in thousands) Sources: Urban-Brookings Tax Policy Center Microsimulation Model (version 0412-7), US Census Bureau, distribution of personal income, 2010 comScore Media Metrix, US, Sept 2012. Indexing compared to overall Internet population. Note: September 2012 data was used because the month is more reflective of when people are filing their tax extensions.
  12. 12. Compared to Google, the Yahoo Bing Network audience is 8% more likely to have bought personal finance/tax software online. Source: comScore Plan Metrix, US, September 2012, custom measure created using comScore indices and duplication. Note: September 2012 data was used because the month is more reflective of when people are filing their tax extensions.
  13. 13. More likely to have bought personal finance/tax software offline More likely to have searched for information on personal finance/tax software online More likely to own personal finance/tax software Source: comScore Plan Metrix, US, September 2012, custom measure created using comScore indices and duplication. Note: September 2012 data was used because the month is more reflective of when people are filing their tax extensions.
  14. 14. 2M 1M Tax searchers not reached on Google Total tax searchers 2M Total tax paid clicks 5M Total tax searches 37% Source: comScore Search Categories Report (custom), US, March 2013. March 2013 is used to reflect tax season. of all tax paid clicks
  15. 15. Yahoo Bing Network marketplace insights
  16. 16. Source: Microsoft internal query data on O&O, PC and Tablet only. Data range: 1/1/2013 to 4/30/2013.
  17. 17. Source: Microsoft internal query data on O&O, PC and Tablet only. Data range: 1/1/2013 to 4/30/2013.
  18. 18. Strong search intent Opportunity to drive additional clicks Source: Microsoft internal query data on O&O, PC and Tablet only. Data range: 1/1/2013 to 5/1/2013.
  19. 19. YoY Click Trends YoY Impression Trends +16% -18% Mobile PC Sep-12 PC Tablet +108% Mobile Tablet +120% Sep-13 Source: Microsoft internal data, 2013. +74% Sep-12 Sep-13 +19%
  20. 20. Bing Ads features to drive performance
  21. 21. One billion use Office One billion use Office 5.6 billion searches per month One billion use Office 700 million registered users
  22. 22. Location Extensions Call Extensions Sitelink Extensions* Merchant Ratings**
  23. 23. Sitelink Extensions gives your ad more dynamic offerings 9.7% higher CTR using Sitelink Extensions than with standard text ads Source: Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle.
  24. 24. Reach 163M unique searchers in three ways with Call Extensions Source: comScore Core Search (custom), US, June 2013 / comScore qSearch (custom), US, June 2013.
  25. 25. Better transactions with Merchant Ratings
  26. 26. Broad match can help you unlock volume and conversions See how broad match performs across Financial Services 46% more clicks 19% more clicks Microsoft internal data, Sept - Oct 2013
  27. 27. Bid on all match types with highest bid on exact match. Use broad match modifier to increase relevance of keyword (Example: “file +tax extension +online”). Bid for top positions for top converting keywords during peak tax season to increase click volume and CTR.
  28. 28. Utilize Bing Ads device targeting options and separate mobile campaigns from PC campaigns. Tailor mobile ad copy to respond to mobile device owners’ primary research intention. For in-store tax help, leverage click-tocall and mapping technology to drive traffic right to your location.
  29. 29. Adding Sitelink Extensions is an imperative and proven tactic to increase CTR. Test ad copy early in January before the first peak and run with the best performing ads. Remember to use dynamic insertions in your ads and have a clear call to action. Update ad copy during the tax season as consumer searches change from branded and research terms early in the season, to refund and tax extensions later.
  30. 30. Incremental bidding is a powerful way for small businesses to compete against industry giants. Know your audience and target by geographic location, day of week, time of day, gender, age and device type/OS. When driving foot traffic, target potential customers who live within a 5to 100-mile radius from your business or other specified locations.
  31. 31. Align budgets & bids to query trends. Peak 1 represents 60% of the tax season with nearly double the search queries of Peak 2.1 Adopt key features. Adopt and optimize for Sitelink Extensions, optimizing for mainline ads with longer ad titles, Click-to-Call and Location Extensions. Consider opting into Content Ads to unlock more clicks. Invest Wisely. Take advantage of a more cost effective surge in tax paid clicks by maximizing your resources first on the Yahoo Bing Network this year.2 1. Yahoo Bing Network Study, Peak 1: January 1 - March 11. Peak 2: March 11 – April. 2. AdGooroo Special Report, Yahoo! Bing PPC Performance Metrics: What Search Marketers Need to Know About “The Other Search Engine.” March 2013.
  32. 32. New to search advertising? Bing Ads Express enables you to find customers easier Want to reach millions of customers looking for businesses like yours? Just tell us about your business and we will do the rest. Getting started with Bing Ads Express
  33. 33. Already advertising online elsewhere? It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks. Learn how to import your campaigns
  34. 34. Get started today Talk to a Search Specialist who can help you today 1-800-518-5689 Get Started LinkedIn: http://linkd.in/1evlGtD Twitter: @bingads Facebook: facebook.com/bingads Blog: blog.bingads.com
  35. 35. © 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

×