Success With Microsoft Search Engine Platform
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White Shark Media, the leading digital marketing agency for online marketing solutions tailored for small and medium sized businesses’ needs, proudly co-hosted a free educational webinar with Purna Virji, Senior Bing Ads Training Manager, about the best usage of Bing Ads, and the future of the platform.
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Success With Microsoft Search Engine Platform
- 2. Purna Virji SENIOR PPC TRAINING MANAGER WRITER SPEAKER @PurnaVirji
- 3. Gary Garth @gary_garth CEO, White Shark Media
- 7. 7
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- 10. More personalized experiences Cortana. Siri. Alexa. Paid search is moving out of the search box and into the fabric our lives. Bing is ready to power new personalized searches across the devices of tomorrow. 2000 Query Search Match Types Text Ads 2010 Demographic Search Day Parting Language 2012 Mobile Search Device Bidding Location TOMORROW Personalized Search Actionable Predictive 2016 Voice Search Audience Based Buying 1st and 3rd Party Data BEYOND Artificial Intelligence
- 11. What does that mean for advertisers?
- 12. The State of Bing
- 16. 1. Microsoft Internal Estimates, Jan 2017 2. Estimated based on comScore 1 (custom), October 2016. The Bing Network includes Microsoft Core Search sites, Yahoo (Bing Powered) sites and AOL Core Search sites in the U.S.
- 17. 1. Marin Software: “The Q4 2016 Performance Marketer’s Benchmark Report” Dec 2016 In a multi-device world, PC is still the conversion driver
- 23. Share of Voice Insights
- 25. 2. Our data can guide your strategy .
- 26. Search volume increase after release of TV commercial Up to 98% Search results pages without a mainline ad Search results pages with no impressions from commercial sponsor Up to 31% Up to 56% Bing Search + TV Study Missed opportunities from Superbowl 2016 SOURCE: Microsoft, Internal data analysis, Feb 2016. All Big Game queries containing text related to the TV advertisers were analyzed for 72 hours before and 72 hours after TV ad release. Low volume queries (<100 SRPVs) were removed from the analysis. Increase in search volume compared against average SRPV before TV ad release. Search result page stats relate to the extra volume after the release of the TV ad.
- 27. Bing Back-to-School Trends Study Spend is expected to exceed $70bn in 2017!
- 28. Bing Ads Audience Insights Improve your targeting strategy with additional insights
- 29. 3. Pilots and Betas
- 30. Define audience segments using your remarketing lists. Connect with additional users who are similar. Similar Audiences Better ROI Connect with users who are more likely to convert. Easy setup Define audiences from your remarketing lists. Wider reach Reach a wider set of qualified customers.
- 31. Multi-Image Extensions All-time Great Motorcycles – Top bikes Ad . www.Fabrikam.com/motorcycles - Fabrikam Check out pics as well as performance and technical specs of the best bikes on the market. Take advantage of this unique opportunity, available only on Bing Ads. Image Strip Image Carousel Trucks SUVs Coupes Vans Hatchbacks Contoso Auto – Models Ad . www.Contoso.com - Contoso The home of Contoso premium automobiles. All Contoso vehicles undergo a rigorous 37-point inspection. We only offer the best.
- 32. Bing Intent Ads Reach a high-quality audience through our full native ads solution Native ads spend is expected to reach $21 billion in 2018.* * Business Insider, “Spending on native advertising is soaring,” February 2015. Search history Browse history (Remarketing signals through Universal Event Tracking) Location Time of day Content of page Demographic User platform
- 33. Case study time
- 34. About Our Client •Our client sells skid steer attachments and track loader attachments for tractors. •They have over 30 years of manufacturing experience and are Industry leaders.
- 51. New realities
- 55. “Empower every person and every organization on the planet to achieve more.”
- 58. © 2017 Microsoft Corporation. All rights reserved.
Editor's Notes
- ** Voice search bullets below, we want to talk to ‘what we have learned’ Think about it, what and the ways we communicate and find information has drastically changed. These devices and the capabilities they offer didn’t exist a few years ago. How do you connect with a mindset of a user, let alone millions of users, in a new search and technology environment? Who can blend personal, real world and real time information in a seamless manner to help users accomplish their tasks and for you to reach them? How can you be at the forefront of results based on understanding and intent? And what does it mean to be there, in the mindset of a user? What we have learned: * Understand mobility and search behaviors – the CDJ - and how conducting searches has actually changed Faster to talk, than type (human can speak 4x faster than type**) – so query strings are different than before By 2020, 50% of all searches will be voice New world of search is: Integrated Mobilized Localized People driven Predictive Actionable
- We live in a multi-device world today And you see Bing available across many of the most popular devices in the world Provide web results for Siri and Spotlight search on Apple devices Default search engine on Amazon Kindles native browser Please note that Bing does not power Amazon Echo devices. However, when Alexa does not understand your query, it will provide a link to Bing search results in your Echo app on you phone. Default search on Edge on W10 devices, the intelligence behind cortana We’re also powering search on popular sites, growing our syndication network AOL, Yahoo, CBSi, WSJ Our syndication business is strong: 1 in 5 clicks come from syndication from Q2 FY17 vs. Q2 FY16 4x click growth in Bing syndication from Q2 FY17 vs. Q2 FY16
- While we are bigger than people think, what’s truly differentiated is the make up of our audience. 61 Million searchers that can be found on Google Our searchers spend 23% more online than the average internet searcher And if you’re just porting over Google campaigns to Bing. I want to leave you with two stats on why you should take the time to manage and optimize our search engine differently 25% of the clicks we get come from searches that unique to the Bing Network 16% of the monthly searches we get are brand new searches – never been searched on. You can’t just mirror what you do in Google because our audience and marketplace is unique and different.
- Recognize that it’s a cross device world today – more devices and more screens. Average person owns roughly 4 connected devices. When we look at Bing Network share across all devices – we reach nearly 1 in 4 searches in the US. About 22% based on estimates internally. We can reach half the US population Bing is bigger than you think
- We are proud of the progress we’ve made on PC, especially given the importance it has in the purchase journey. From comScore, 80% of US retail ecommerce sales occur on a desktop device And according to Marin…they see 77% higher convers rates on desktop devices than they do smartphones.
- It’s a multi-device world that we live in today…and the strongest device in our ecosystem is the PC. Bing has not seen a decline in share for 79 months straight! Bing is at 22.3% PC market share in the US [CLICK] Combined with our partners Yahoo and AOL, we reach nearly 1 in 3 PC searches.
- With our strength in PC, we know we have opportunity ahead with mobile. Especially as more and more people use and search on mobile devices The majority of search growth in the industry today does occur on mobile Today, our network traffic is about 27% mobile Google is over 50% We’ve grown our volume through syndication partners And have made improvements in our marketplace – increasing CTR by 31%
- Again, search should not be run in a silo. It works in service to all the other media your marketing teams are running, including social, TV…even out of home. Example: Our teams dug into this recently by looking at one of the biggest advertiser investments in the US every year – the Super Bowl. What we found was that TV Commercials present an opportunity for marketers and their competitors. TV ads generate more traffic and not all of it is defended. After commercials aired, we saw search volume increases of 65% to 98% over pre-commercial averages. 13% to 31% of these search results pages had no mainline ad showing, and 21% to 56% had no impressions from the commercial sponsor. That means that sponsors weren’t adequately defending the queries related to their commercials. This is a hole that competitors can easily exploit, especially since commercials are often released online a week or more ahead of game day. So if you only think about search alone – and not search PLUS (TV, social, display, etc), you are missing opportunities to close the loop for your audiences. <for more information reference the Super Bowl Seasonal insights coming January 2016>. So if Jade is at a Superbowl party and sees your brand’s spot during the big game. 30-second ads last year reportedly costed at least $5 million. How are you going to make sure that Jade’s engagement persists beyond those fleeting 30 seconds? How are you going to the micro-site or app your dev team built? Or the additional video cuts available on YouTube? Search helps you close that loop. So these are just some things you can do today. But what about preparing for Jade 2.0? How do we make sure we are continually investing in our evolution as consumers continue to change their preferences and behaviors. In other words, how do we prepare for the future – the future that’s not even THAT far away.
- Again, search should not be run in a silo. It works in service to all the other media your marketing teams are running, including social, TV…even out of home. Example: Our teams dug into this recently by looking at one of the biggest advertiser investments in the US every year – the Super Bowl. What we found was that TV Commercials present an opportunity for marketers and their competitors. TV ads generate more traffic and not all of it is defended. After commercials aired, we saw search volume increases of 65% to 98% over pre-commercial averages. 13% to 31% of these search results pages had no mainline ad showing, and 21% to 56% had no impressions from the commercial sponsor. That means that sponsors weren’t adequately defending the queries related to their commercials. This is a hole that competitors can easily exploit, especially since commercials are often released online a week or more ahead of game day. So if you only think about search alone – and not search PLUS (TV, social, display, etc), you are missing opportunities to close the loop for your audiences. <for more information reference the Super Bowl Seasonal insights coming January 2016>. So if Jade is at a Superbowl party and sees your brand’s spot during the big game. 30-second ads last year reportedly costed at least $5 million. How are you going to make sure that Jade’s engagement persists beyond those fleeting 30 seconds? How are you going to the micro-site or app your dev team built? Or the additional video cuts available on YouTube? Search helps you close that loop. So these are just some things you can do today. But what about preparing for Jade 2.0? How do we make sure we are continually investing in our evolution as consumers continue to change their preferences and behaviors. In other words, how do we prepare for the future – the future that’s not even THAT far away.
- A highly relevant audience. A variety of signals, such as search history, site remarketing and page content, help deliver ads that are highly relevant to customer intent. Take advantage of these consumer intent signals to target your audience through our premium publishing partners. Boosted volume and more conversions. Scale your ads to a larger audience and increase your chances for conversions. Search-like ROI. Like with search ads, get cost-per-click pricing and a significantly higher click-through rate than display ads. Ease of use. Use familiar setup and campaign management tools that are fully integrated with Bing Ads.
- Excited to talk about a very hot topic right now.
- As we think about where search is going, the construct of the time we live in is influential to how search is going to be shaped. Painting a picture of the future of search inherently relies upon a number of major evolutions taking place in the world of digital. Improvements in AI, Machine Learning, and natural language processing are the transformative forces at play in digital that are rewriting consumer experiences. Combined with new form factors and connected devices, these advances have a direct impact on search, transforming it from a reactive service requiring precise data inputs to produce ranked outputs to an empowered, predictive service leveraging algorithms that tie in incredible amounts of data from a huge array of sources to think ahead of a consumer’s needs that deliver personal results on any device. In the era of Digital Transformation – where businesses are challenged to reimagine existing business models and embrace new ways in engaging customers – search will help play a critical role. The way in which we think about search is grounded in 3Ps. While those who’ve read through any marketing text book may be familiar with the 4Ps of marketing (price, product, promotion, placement) – depending on what textbook you read – We think about the Future of Search in a framework of 3Ps. It’s a framework in which we think about the Future of search and the influences these have on shaping where search is today and where it’s headed. The Future of Search is: Personal, Predictive and Pervasive
- The rise of digital assistants – Cortana, Siri, Alexa, Google Assistant – is a direct manifestation of the future of search being personal. To provide this relevant information that relates to you and only you, they access, with your permission of course, your email, search history, location, interests, the people you care about and more to be able to deliver this predictive and personal experience. Today these digital assistants are more than capable of answering simple questions, such as unit conversions, fact-based questions, or geographic directions. But in the future we can expect to see assistants that can provide answers to more abstract questions. For example, most people are used to asking questions like, “where’s the nearest Italian restaurant?” and getting an objective answer. As digital assistants become more capable of subjective reasoning and personalization, a more intriguing question that it will answer might be, “what Italian restaurant should I eat at tonight?” which would take a number of factors into consideration delivering a perfect personalized recommendation And these assistants are spreading to all form factors and becoming more pervasive. While these assistants today are predominantly in mobile devices, you can begin to seem them in TVs, speakers, homes, wearables, cars and more. Take Cortana, it’s already embedded into devices running Windows 10 – including PCs, Mobile Phones and Mixed Reality devices like HoloLens. You can even find Cortana in devices like Samsung washing machines. It’s also in services like Microsoft Edge, Skype and more. And recently we’ve announced the Cortana Devices SDK and Cortana Skills for device makers and OEMs to build smarter devices. And coming in 2017, we’ve partnered with Harmon Speakers to bring a premium speaker with Cortana to market. It’s this open approach to partnering that makes us unique than some of our competitors. --- http://www.theverge.com/2016/1/7/10730964/microsoft-iot-cortana-windows-10-demo-ces-2016 https://www.youtube.com/watch?v=bikRuaJAv5g Cortana Stats: Over 17 billion questions asked of Cortana since launch 145 million active Cortana users 3.5 Billion web searches since the launch of windows 10
- The center of these predictive and personal experiences can be seen through personal digital assistants. Personal Digital Assistants like Cortana, Google Assistant, Siri are embodiments of what predictive search can be. These assistants can deliver important information about the traffic on your morning commute, your updated flight itinerary, and the results of last night’s football game on your phone, without you even asking or searching. With your permission, assistants like Cortana today leverage the data it collects and aggregates from its users through Search, Mail, Maps, Calendar and more. It understands who you are, what you are doing and where you are doing it to predict what you want based on user behavioral patterns
- Three actors of conversations as a platform
- TRANSITION SLIDE WITH ANIMIATION NO TALK TRACK
- This new platform includes bots, with the capability to take the power of human conversations, and apply it to everything. Think of bots as new applications that you converse with. Instead of looking through multiple apps, or pages and pages of websites, you can call on any application as a bot within this conversational canvas. Search will never again be a constrained to writing in a search box. Instead, search will be a partner that can listen and communicate in dialogue with a consumer on any platform and any device. Thanks to new, more natural interfaces, voice search is becoming increasingly possible and accurate. We imagine a rich ecosystem of conversations, ones that include: people to people, people to your personal digital assistant, people to bots, and even personal digital assistants calling on bots on your behalf. That's the world that you're going to get to see in the years to come. We want to give consumers a canvas where they can communicate and search for information not just in a transactional fashion but in a way where they can have on-going relationships and dialogs. There are a few scenarios in which we believe we can provide value to brands within this new platform. In fact studies have shown, 65% of consumers want to message businesses and 50% of consumers would make a purchase via message. So depending on the specificity of the intent, we can connect users with the right bots to help with task completion. First, we can connect users with specific branded intent with a branded bot. For example, “get me an Uber” would introduce the Uber bot. Second, where there is monetization potential, we can connect users with general category intent to a number of bots in which brands can position themselves in front of. For example, “get me movie tickets” poses an opportunity for multiple brands (e.g. fandango, AMC, etc..) to position themselves in front of the user. CaaP can help brands engage with consumers more deeply across the full cycle of customer engagements. Conversations as a Platform provides an opportunity for brands to build an on-going relationship and dialogue with consumers and we want to provide brands a better understanding of the full cycle of customer engagements across any messaging service – whether it’s through CRM capabilities or analytics We’re in the early stages of exploring these opportunities but our focus today is to create a robust bot ecosystem with developers.
- As more visual-centric technologies emerge in various forms like virtual, augmented, and mixed reality, consumers crave more visually immersive experiences. Coupled with machine learning, AI can even potentially create a search experience that is virtually keyword-less. Brands can begin to prepare by boosting their visual appeal. According to Pixel Road Designs, research has shown that consumers are 80% more willing to engage with content that includes relevant images. In fact, Bing Ads partners have seen overall increases of up to 218% in CTR, when using image extensions on their ads. < https://advertise.bingads.microsoft.com/en-us/blog/post/december-2016/is-a-picture-worth-a-thousand-words >. Steps can be as easy as adding more color and photography to your site.
- Here at Microsoft, our mission is to empower every person and every organization on the planet to achieve more. When we talk about empowering people we mean that with the right tools, anyone can achieve anything. And one of the key tools, at Microsoft, that we believe empowers people to achieve more is search and Bing. With Bing we’re building a platform that gives people “knowledge for doing” in a more natural, predictive and personal way. With Bing we want to empower people to achieve more by becoming the intelligence that makes sense of the vast amount of information available to us today.