LAC 2010 - Bing: The New Search Experience

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Since its launch in June 2009, Bing has established itself as the UK’s best converting search engine. Come and understand the opportunities offered by Microsoft’s new search experience and search trends for the Online Gaming Industry.

Speakers:
- Cedric Chambaz, Microsoft Advertising
- Adam Goodman, Microsoft Advertising

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LAC 2010 - Bing: The New Search Experience

  1. 1. The New Search Experience Cedric Chambaz, Marketing Manager Adam Goodman, Vertical Insight Search Manager
  2. 2. From Online Information Explosion to Bing ‘09 With richer and richer content... 100,000% Growth in Content With more and more links… 40,000% More and Growth in URLs more sites… 2,000% Growth in Sites ‘97 2
  3. 3. Bing Promise: answering unfulfilled consumer needs “A brand new search experience providing rich and engaging search results that help British users make more informed decision, more easily.” 3
  4. 4. Bing – Rich, engaging homepage 4
  5. 5. Bing - Strong on fundamentals 5
  6. 6. Bing - Strong on fundamentals 6
  7. 7. Bing - Improving user experience 7
  8. 8. Bing - Improving user experience 8
  9. 9. Bing – Twitter integration for super-fresh content 9
  10. 10. Bing – Innovative search experience 10
  11. 11. John Battelle “Search engine: the database of intent” 11
  12. 12. Search Insights Adam Goodman Vertical Insight Search Manager, Entertainment & Gambling agood@microsoft.com
  13. 13. Microsoft Advertising has the ability to reach 90% of UK Internet base 90% 13
  14. 14. Targeting Capabilities for MSN & Bing include Age & Gender! Target Your Key Audience 14
  15. 15. Bing – the UK’s best converting search engine Bing searchers are 42.3% more likely to convert than the average UK searcher and Bing searchers 47.4% more engaged than Google searchers! Source Source: NNR UK, Jun-Aug ’09 15
  16. 16. “How are Search Insights helpful?” Before launching a campaign I would ask myself 3 key questions: 1. What do I need before I begin? a) Planning Multi-Media Campaigns b) Preparation for the account i.e. Keywords 2. Who is my Audience? a) When are users interested in my product/service? b) Who is interested in my product/service? 3. What are my ROI objectives? a) How much will it cost? b) What can I expect?
  17. 17. Introducing M.A.I.T (Microsoft Advertising Intelligence Tool) • Free and simple-to-use download for Excel 2007 • Offers quick and easy keyword research • Search query trends, paid search pricing and demographic data • All without leaving Excel! • Leverage this tool to inform planning of multi-media campaigns 17
  18. 18. “How are Search Insights helpful?” 1. What do I need before I begin? a) Preparation b) Planning Multi-Media Campaigns 2. Who is my Audience? a) When are users interested in my product/service? b) Who is interested in my product/service? 3. What are my ROI objectives? a) How much will it cost? b) What can I expect?
  19. 19. Keyword Generation 19
  20. 20. Seasonality: Monthly & Daily 20
  21. 21. Tool enables Seasonality by Product. When Search is combined with Display, Search is almost twice as effective 21
  22. 22. “How are Search Insights helpful?” 1. What do I need before I begin? a) Planning Multi-Media Campaigns b) Preparation for the account i.e. Keywords 2. Who is my Audience? a) Who is interested in my product/service? 3. What are my ROI objectives? a) How much will it cost? b) What can I expect?
  23. 23. Audience: Demographic, Age & Gender 23
  24. 24. Did you know? Keyword: 'Gamble' Keyword: 'Betting' 64% 36% 31% 69% Male Female Male Female Can use this insight for Campaign structure, targeting and ad copy – language use in ad copy to target key audience 24
  25. 25. “How are Search Insights helpful?” 1. What do I need before I begin? a) Planning Multi-Media Campaigns b) Preparation for the account i.e. Keywords 2. Who is my Audience? a) When are users interested in my product/service? b) Who is interested in my product/service? 3. What are my ROI objectives? a) How much will it cost? b) What can I expect?
  26. 26. ROI: Monetization of terms 26
  27. 27. Search – insight into your Consumers 1. What do I need before I begin? a) Planning Multi-Media Campaigns b) Preparation for the account i.e. Keywords 2. Who is my Audience? a) Who is interested in my product/service? 3. What are my ROI objectives? a) How much will it cost? b) What can I expect?
  28. 28. Key take-a-ways from today: 1. M.A.I.T – download at: www.LetSearchMakeYouSmarter.com 2. Phone 0151 212 1219 and quote “LAC” for a £30 free credit on Bing. 3. Resources: www.advertising.microsoft.com/industry-focus

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