Making the most of search intents
Cedric Chambaz | Head of International Marketing
Bing Ads
@CEDRICtus
The Digital Universe is Expanding…
2 BillionFacebook updates per day
300 MillionFacebook photos per day
350 MillionSnapcha...
…and so are our Tools and Needs
Users
Rising Expectations
Devices
Constraints, Opportunities
Web innovation needs a search revolution
Hi SMX London! How can I
help?
SEARCH REMAINS A DATA BASE OF informational
navigational
transactional
INTENTS
SEARCH REMAINS A DATA BASE OF informationalINTENTS
CAPTURED
LEVERAGED
navigational
transactional
Driving more user engagement with ads
Year over year clicks on the Yahoo Bing Network
Internal data, Yahoo Bing Network Fe...
Not all devices are created equal…
Consumer behaviour differs by screen
comScore Device Essentials, December 2012
41%
27% 23% 23% 23% 21% 16% 16% 16% 11% 11% 10%
57%
67% 70% 69% 69% 70% 78% 80% 76% 84% 84% 84%
2%
6% 7% 8% 8% 9% 6% 4% 9%...
Ad extensions: going beyond the blue links to address intents
Location Extensions
Shows addresses & phone numbers for prop...
• Ads with SiteLinks show an
average of 16% higher mainline
CTR vs. text ads with no
extensions.
• Finance, Travel & Enter...
UK ads combining extensions have a stronger CTR
• Average CTR of a text ad with Ad Extensions is higher than that of a sta...
UK Average CTRs SiteLinks + location extensions by vertical
Internal Microsoft Analysis. 1 Oct - 20-Nov, 2013 Bing and Yah...
Bing Ads and Smart Search
Larger ad formats & web previews –
drive brand recognition and user engagement
No additional ste...
Why Yahoo Bing Network can’t be ignored
-36%
vs. Google’s cost
per conversion
65%
vs. Google’s ROI
-45%
vs. Google’s
Cost ...
News
Sports
Finance
Travel
Weather
New Windows to 8.1
Pre-installed
Food & Drink
Health & Fitness
Coming Soon to
Windows P...
Impressions
Age
Gender
8% 17% 15%
24%
20% 11%
12-17 18-24 25-34 35-49 50-64 65+
63%
36%
Demographic Data Source:
ANID (Int...
5 Anchor Ad Sizes
250x250 300x250
728x90 300x600160x600
INTENTS
CAPTURED
LEVERAGED
Think outside the box with what’s behind the box |
“The right message
to the right people
at the right time…”
Turn Big Data in actionable insights
2 free Excel tools to turn search intents in smart marketing insights
Power Map(download here)
Bing Ads Intelligence (down...
First, who is searching for your brand?
50%
40%
30%
20%
10%
Fosters Heineken Tiger Strongbow
18-24 25-34 35-49 50-64 65+Av...
First, who is searching for your brand?
Example: Who is currently in market for a Citroën C4 in the UK?
Bing searchers
for...
Unwrapping Power Map
What if you could also see
where these customers were?
LIVE DEMO
Together, Yahoo Search and Bing deliver
a competitive search offering
that provides advertisers quality audiences
through ...
Capturing and leveraging search beyond the blue links - SMX London 2014
Capturing and leveraging search beyond the blue links - SMX London 2014
Capturing and leveraging search beyond the blue links - SMX London 2014
Capturing and leveraging search beyond the blue links - SMX London 2014
Capturing and leveraging search beyond the blue links - SMX London 2014
Capturing and leveraging search beyond the blue links - SMX London 2014
Capturing and leveraging search beyond the blue links - SMX London 2014
Capturing and leveraging search beyond the blue links - SMX London 2014
Capturing and leveraging search beyond the blue links - SMX London 2014
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Capturing and leveraging search beyond the blue links - SMX London 2014

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A search engine is a data base of intents and by thinking outside the (search) box, marketers can harness the statistical value of this source of insights. They can offer new advertising stimulus where their audience is searching, but also taking the search insights to the outside world.

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Capturing and leveraging search beyond the blue links - SMX London 2014

  1. 1. Making the most of search intents Cedric Chambaz | Head of International Marketing Bing Ads @CEDRICtus
  2. 2. The Digital Universe is Expanding… 2 BillionFacebook updates per day 300 MillionFacebook photos per day 350 MillionSnapchat photos per day 400 MillionTweets per day 5 MillionFoursquare check-ins per day
  3. 3. …and so are our Tools and Needs Users Rising Expectations Devices Constraints, Opportunities
  4. 4. Web innovation needs a search revolution
  5. 5. Hi SMX London! How can I help?
  6. 6. SEARCH REMAINS A DATA BASE OF informational navigational transactional INTENTS
  7. 7. SEARCH REMAINS A DATA BASE OF informationalINTENTS CAPTURED LEVERAGED navigational transactional
  8. 8. Driving more user engagement with ads Year over year clicks on the Yahoo Bing Network Internal data, Yahoo Bing Network Feb 2014 vs. Feb 2013 +29% +190% MobileAll devices Ongoing focus on traffic and click quality Investments in Relevancy, Matching & Click Prediction New Ad Extensions & annotations: sitelink, local & call extensions & annotations, merchant reviews How?
  9. 9. Not all devices are created equal… Consumer behaviour differs by screen comScore Device Essentials, December 2012
  10. 10. 41% 27% 23% 23% 23% 21% 16% 16% 16% 11% 11% 10% 57% 67% 70% 69% 69% 70% 78% 80% 76% 84% 84% 84% 2% 6% 7% 8% 8% 9% 6% 4% 9% 5% 5% 6% Community, Social, & Charitable Adult & Gambling Entertainment Travel CPG Health & Wellness Autos Tech & Telecom Retail Careers & Education Finance B2C Services Mobile PC Tablet UK searches by Device January 2014 UK: Bing & Yahoo (partner traffic excluded). Based on top queries, Jan 2014 Nearly 3 out of 10 queries on Yahoo Bing Network now comes from a mobile device
  11. 11. Ad extensions: going beyond the blue links to address intents Location Extensions Shows addresses & phone numbers for properties within 50 miles of user; map integration 2 2 Call Extensions Click to call on mobile, metered numbers; Skype integration, vanity local numbers 1 1 Sitelink Extensions Show up to 10 deep links with your ad 3 3 Rich Ads in Search Image, video & deep links for brand keywords Mainline exclusivity 4 4
  12. 12. • Ads with SiteLinks show an average of 16% higher mainline CTR vs. text ads with no extensions. • Finance, Travel & Entertainment show particularly strong CTR uplifts. +16% +25% +22% +19% Overall Finance Travel Tech & Comms Internal Microsoft study, Sep 2013, Bing UK. Analysis focused on advertisers who adopted sitelink extensions, and compared performance on a sample of traffic with sitelinks enabled vs. a sample of traffic with sitelinks capability disabled. +16% Retail +16% Autos +21% Entertainment SiteLinks Extensions UK study SiteLinks vs. text ads click-through rate uplift
  13. 13. UK ads combining extensions have a stronger CTR • Average CTR of a text ad with Ad Extensions is higher than that of a standard text ad without extensions. • Average CTR is higher when advertisers are leverage a combination of Ad extensions 14% 20% Text ads with SiteLinks Text Ads with SiteLinks & location extensions 7% Text Ads Internal Microsoft Analysis. 1 Oct - 20-Nov, 2013 Bing and Yahoo! O&O, UK PC and tablet only. Data represents the average mainline CTR performance for advertisers adopting the ad extension(s).
  14. 14. UK Average CTRs SiteLinks + location extensions by vertical Internal Microsoft Analysis. 1 Oct - 20-Nov, 2013 Bing and Yahoo! O&O, UK PC and tablet only. Data represents the average mainline CTR performance for advertisers adopting the ad extensions. 24% 23% 15% 15% 14% 14% 11% B2C Services Retail Health & Wellness Travel & Transportation Autos Financial Services & Insurance Careers & Education
  15. 15. Bing Ads and Smart Search Larger ad formats & web previews – drive brand recognition and user engagement No additional steps for advertisers – the best quality ads in the Yahoo Bing Network are automatically eligible for inclusion Fewer wasted clicks – web previews let consumers know what they’re getting before they click Integrated Bing Ad Extensions – extra room so consumers can find, call, book, and more with a single tap or click
  16. 16. Why Yahoo Bing Network can’t be ignored -36% vs. Google’s cost per conversion 65% vs. Google’s ROI -45% vs. Google’s Cost per Click 152% vs. Google’s average CTR The cost per click on Yahoo Bing Network is almost half of that on Google, even though our ads appear in significantly higher positions… Yahoo Bing Network brought in 12% of our PPC traffic in 2013, whilst only accounting for 7% of our spend.
  17. 17. News Sports Finance Travel Weather New Windows to 8.1 Pre-installed Food & Drink Health & Fitness Coming Soon to Windows Phone 8 News Sports Finance Weather App available in the store Health & Fitness Food & Drink Travel
  18. 18. Impressions Age Gender 8% 17% 15% 24% 20% 11% 12-17 18-24 25-34 35-49 50-64 65+ 63% 36% Demographic Data Source: ANID (Internal Data), December 2013 Impression Data Source: RROD (Internal Data), December 2013 Female Male 543,335 95,378 118,917 6,018,609 2,463,017 196,792 803,078 FINANCE FOOD & DRINK HEALTH & FITNESS NEWS SPORTS TRAVEL WEATHER
  19. 19. 5 Anchor Ad Sizes 250x250 300x250 728x90 300x600160x600
  20. 20. INTENTS CAPTURED LEVERAGED
  21. 21. Think outside the box with what’s behind the box |
  22. 22. “The right message to the right people at the right time…” Turn Big Data in actionable insights
  23. 23. 2 free Excel tools to turn search intents in smart marketing insights Power Map(download here) Bing Ads Intelligence (download here)
  24. 24. First, who is searching for your brand? 50% 40% 30% 20% 10% Fosters Heineken Tiger Strongbow 18-24 25-34 35-49 50-64 65+Average age: 50% 40% 30% 20% 10%
  25. 25. First, who is searching for your brand? Example: Who is currently in market for a Citroën C4 in the UK? Bing searchers for ‘Citroën C4’ heavily skew male 54% of searchers for Citroën C4 are in the age group 25-49. 27% 73% Source: Microsoft Advertising Internal Reports for UK, Jan 2014 10% 19% 35% 29% 18-24 25-34 35-49 50-64 Deskto ps and laptops 73% Smart phones 15% Tablets 12%
  26. 26. Unwrapping Power Map What if you could also see where these customers were?
  27. 27. LIVE DEMO
  28. 28. Together, Yahoo Search and Bing deliver a competitive search offering that provides advertisers quality audiences through a new, enhanced global platform that enables stronger business results with less effort.
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