K^2 London Presentation: The Bigger The Better - Tor Crockatt


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K^2 London presentation from Tor Crockatt of Microsoft Advertising EMEA on "Leveraging Bing Ad Extensions" presented on April 2nd, 2014.

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K^2 London Presentation: The Bigger The Better - Tor Crockatt

  1. 1. The bigger the better: leveraging ad extensions Tor Crockatt Product Marketing Director, Bing Ads EMEA 2nd April 2014
  2. 2. @JmGagnon | @BingAds You have to point out the details, and make it obvious….
  3. 3. Call Extensions Click to call on mobile, metered numbers Ad extensions a key tool to differentiate your ads Sitelink Extensions Show up to 6 deep links with your ad Location Extensions Shows addresses & phone numbers for properties Rich Ads in Search Image, video & deep links for brand keywords Mainline exclusivity
  4. 4. Ad Extension Analysis Ads can now combine ad extensions 1 in 3 mainline impressions now features a sitelink extension What click-through rate uplifts do we see by adding sitelink extensions? What average click-through rates are we seeing by extension type? What is the performance we are seeing when advertisers use more than one? 1 2 3
  5. 5. Sitelink Extensions UK study Sitelinks vs. text ads click-through rate uplift +16% +25% +22% +19% Overall Finance Travel Tech & Comms • Ads with sitelink extensions show an average of 16% higher mainline CTR vs. text ads with no extensions. • Finance, Travel & Entertainment show particularly strong CTR uplifts. 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
  6. 6. Five formidable sitelink extension tactics Refining Intent Tempt browsers to navigate to more specific, tailored landing pages. 1 Offers, discount, claims - 0% balance transfer - You could save over £800 - Travel insurance from £2 a day - Multi-policy discounts 2 Personal circumstance - CCJ credit cards - Stop lenders demands - 100% mortgages - First time buyers - Luxury short breaks - Low cost holidays - Kids go free 3 Get the Researcher - Check your credit rating - Compare balance transfer cards - Top 100 holiday destinations - Best reviewed hotels 4 Get the Doer - Apply today - Call our specialists - Request a call-back - Book Las Vegas 4* hotels - Reserve your Paris city break 5
  7. 7. • 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. UK ads combining extensions have a stronger CTR 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).
  8. 8. CTRs by Industry: sitelinks plus location extensions 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 • National business with a website • Local network of physical locations • Objectives: drive websites visits + footfall
  9. 9. @JmGagnon | @BingAds “The future is now! Soon everyAmerican home will integrate their television, phone and computer. You'll be able to visit the Louvre on one channel, or watch female wrestling on another. You can do your shopping at home, or play Mortal Kombat with a friend from Vietnam. There's no end to the possibilities!” The Cable Guy, 1996
  10. 10. Not all devices are created equally… Consumer behaviour differs by screen comScore Device Essentials, December 2012
  11. 11. Source: Yahoo Bing Network internal data, 2013 2 out of 10 queries on Yahoo Bing Network in the UK now comes from mobile
  12. 12. 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 Jan 2014 UK: Bing & Yahoo (partner traffic excluded). Based on top queries, Jan 2014
  13. 13. Mobile CPCs are 13% lower than desktop Mobile conversions are 3% higher than desktop 3 Yahoo & Bing only (partner network excluded); Ads serving on mobile devices vs, ads serving on desktops devices, UK Dec 2013 Mobile CTRs are 27% lower than desktop UK Mobile Metrics vs. Desktop Mobile remains lower cost, CTR are lower, but performance is comparable   
  14. 14. Delivering differentiated user experiences
  15. 15. The world’s first search engine with in-browser calling
  16. 16. Types of call extension Device where customer sees your ad Action taken by the customer Resulting charges Smartphone Taps phone number, initiating call Standard text ad click price Desktop, laptop or tablet Clicks phone number, initiating Skype call Standard text ad click price Manually dials number from landline or mobile Free No set up costs No charge under 10 seconds User clicking on URL= normal click costs Campaign level extensions
  17. 17. Bing Ads Integrated in Smart Search Exclusive product. No comparable product in market today. Significantly larger, richer ads: Web previews – visual snapshots of your landing page drives higher engagement with the ad. Integrated extensions – sitelink extensions and location extensions integrated, with more to come. No additional setup required – all advertisers on are eligible for inclusion in Smart Search web results*. *Subject to quality & relevancy thresholds
  18. 18. Questions?