The document discusses how advertisers can leverage data from search to better target ads and understand customer search intents. It provides examples of how data analysis can be used, such as analyzing correlated keywords or different ad copy variables. It also introduces two free Excel tools, Power Map and Bing Ads Intelligence, that can help turn search data into actionable marketing insights through visualization of customer demographics and location.

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Making the most of search intents
Cedric Chambaz | Head of International Marketing, Bing Ads
OMCap, Berlin –October 9, 2014.
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The Digital Universe is Expanding…
2 Billion
Facebook updates per day
300 Million
Facebook photos per day
350 Million
Snapchatphotos per day
400 Million
Tweets per day
5 Million
Foursquare check-ins per day

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…and so are our Tools and Needs
Users
Rising Expectations
Devices
Constraints, Opportunities

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Web innovation needs a search revolution

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Hi OMCap! How can I
help?

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SEARCH REMAINS A DATA BASE OF
informational
navigational
transactional
INTENTS

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INTENTS
CAPTURED
EXPORTED
LEVERAGED

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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%
Mobile
All devices
Ongoing focus on traffic and click quality
Investments in Relevancy, Matching & Click Prediction
New Ad Extensions & annotations: sitelinks, local & call extensions & annotations, merchant reviews
How?

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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
RichAds in Search
Image, video & deep links for brand keywords
Mainline exclusivity
4
4

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•Ads with SiteLinksshow an average of 16% higher mainline CTR vs. text ads with no extensions.
•Travel and Finance show particularly strong CTR uplifts.
+16%
+25%
+24%
+19%
Overall
Travel
Finance
Tech & Comms
Internal Microsoft study, Dec 2013, Bing Germany. Analysis focused on advertisers who adopted sitelinkextensions, and compared performance on a sample of traffic with sitelinksenabled vs. a sample of traffic with sitelinkscapability disabled.
+19%
Entertainment
+12%
Retail
+23%
Auto
SiteLinksExtensions German study
SiteLinksvs. text ads click-through rate uplift

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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).

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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 Networkare automatically eligible for inclusion
Fewer wasted clicks –web previews let consumers know what they’re getting beforethey click
Integrated Bing Ad Extensions –extra room so consumers can find, call, book, and more with a single tap or click

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INTENTS
CAPTURED
EXPORTED
LEVERAGED

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There is so much more we can do with insights than letting dust settle on!

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How can advertisers leverage the data available in search
Data science process

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How can advertisers leverage the data available in search
Data science process

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Keyword correlation Analysis
Example of Valentine’s day

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How can advertisers leverage the data available in search
Data science process

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Visualize and compare key performance indicators such as impressions, clicks, avg. CPC and CTR across thousands of keywords.
Get a set of charts that display “big picture” performance measures for your keywords at a glance.
Exclusive report to Bing Ads.

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How can advertisers leverage the data available in search
Data science process

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Optimization for Ad Copy Variable Analysis
Identify a controlled and common set of keywords to analyze thousands of ads ineach vertical.
Control for ad position, user signals, algorithmic changes, brand terms and more.
Examine which variables and ad combinations drive the best ad quality.

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KW
Rates
Fares
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Coupon
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Affordable
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Satis Guar.
Official Site
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Keyword
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Price Points
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Discounts
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Coupon
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Low cost
Affordable
Official Site
Destination
Reservation
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param
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Ad Titles
Ad Description
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Bad
No Data
Good
Book now
Off
Low PriceGuar.
Satis Guar.
param
s
NoVariable
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

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INTENTS
CAPTURED
EXPORTED
LEVERAGED

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Think outside the box with what’s behind the box
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“The right messageto the right peopleat the right time…”
Turn Big Data in actionable insights

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2 free Excel tools to turn search intents in smart marketing insights
Power Map(download here)
Bing Ads Intelligence (download here)

36. First, who is searching for your brand?
50%
40%
30%
20%
10%
Fosters
Heineken
Tiger
Strongbow
18-24 25-3435-49 50-64 65+
Average age:
50%
40%
30%
20%
10%

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Desktops and laptops, 67%
Smart phones, 30%
Tablets, 3%
First, who is searching for your brand?
Example: Who is currently in market for a VW Polo in Germany?
Bing searchers for ‘VW Polo’ significantly skew towards male
58%
of searchers for VW Polo are in the age group 35-64.
33%
67%
Source: Bing Ads Intelligence, August 2014
14%
14%
26%
32%
14%
18-24
25-34
35-49
50-64
55-64

38. Unwrapping Power Map
What if you could also see
where these customers were?

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LIVE DEMO

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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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