Microsoft Advertising Trends and Disruptors A tight race: An insight into car rental bookers

1. Microsoft Advertising Trends & Disruptors
A Tight Race
An insight into car rental bookers

2. Online car rental sales are estimated to exceed £1.5
billion by 2022
Travel revenue by category actuals and forecasts 2017-2022, derived from Statista internal research, UK, 2019
1.3
1.36
1.41
1.46
1.51
1.55
1
1.1
1.2
1.3
1.4
1.5
1.6
2017 2018 2019 2020 2021 2022
OnlineCarRentalRevenue(Billions)
UK Online Car Rental Revenue (Actuals & Forecast)

3. Source: Microsoft Internal data, Consumer Decision Journey based on a sample of 1,000 users, UK, April - Nov 2019
Consumers who visit more domains consider direct car rental
suppliers
Avg. no of domains visited by consumers when the
car rental booking journey contains…
Car rental online bookings are a tight race, relative to other travel
purchases, with the avg. consumer only considering 3 brands
3
7 7
0
1
2
3
4
5
6
7
8
Car Rental Flights Hotels
Avg. no of unique domains visited in booking journey

4. Consumers who visit more
domains consider direct car rental
suppliers
Avg. no of domains visited by consumers when the
car rental booking journey contains…
2
3
4
Reseller
Direct Car Rental Supplier + Reseller
Direct Car Rental Supplier

5. Source: Microsoft Internal data, Consumer Decision Journey based on a sample of 1,000 users, UK, April 2019 – Nov 2019
3
10
26
Flights Car Rental Hotels
Avg. length (days) of booking journey by line of business
Despite considering an avg. of 3 brands in their purchase path,
car rental bookers display intermediate speed when booking

6. Car rental bookers are open
minded buyers, displaying low
brand loyalty in their purchase
path
80%
84%
Entry Point Exit Point
% of entry and exit point searches in a car rental
booking journey that were non branded

7. Price has a limited influence on decision making for car
rental bookers
Source: Microsoft Internal data, Consumer Decision Journey, based on a sample of 1,000 users, UK, April 2019 – Nov 019
3%
11%
23%
Hotels Car Rental Flights
% of queries in booking journey that were price sensitive by line of business

8. Average Page View
Journey Length (0=Beginning to Day 32)
-32 -31 -30 -29 -28 -27 -26 -25 -24 -23 -22 -21 -20 -19 -18 -17 -16 -15 -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0
The key window of influence lies in the first 6 days when
browsing activity is high
Page view browsing activity across the car rental journey

9. 72%
of car rental bookers end up purchasing
from the first brand they visited in their
booking journey
Source: Microsoft Internal data, Consumer Decision Journey, based on a sample of 1,000 users, UK, Oct-Nov 2019
Influencing early can give you a head start in the tight
race to secure car rental bookings
*Excluding single touchpoint paths

10. Top 3 car rental booker characteristics
Source: Microsoft Internal data, Consumer Decision Journey, based on a sample of 1,000 users, UK, April 2019 – June 2019
Focused buyers
Avg. of 3 domains in a booking journey
Low brand loyalty
Over 80% of entry and exit point searches are non branded
Attracted to early influencers
72% of car rental bookers book with the first brand they encountered in their journey

11. Marketing strategies
for car rental bookers

12.  Jan – Mar 2019; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and other
advertisers in that vertical. On average, those clients saw the reported lift in Search Impressions per user and reported lift Search Clicks per user
for exposed users compared to those who were not exposed to an ad on the Microsoft Audience Network.
 This is based on a sample of our pilot advertisers and is not a marketplace lift
 The experienced lift is on a per-user basis for the exposed users, not the advertisers’ full search program
Leverage the power of the Microsoft Audience Network to
increase engagement with car rental bookers
Lift in searches
post-exposure for
travel advertisers1
Lift in clicks post-
exposure for travel
advertisers1
+43%
+74%
Microsoft
Audience
Network
Microsoft
Search
Network

13. User intentUser profile User demographics
Remarketing
Product
Audiences
(dynamic
retargeting)
In-market
Audiences
Custom
Audiences
LinkedIn
Profile
Targeting
(company,
industry,
job
function)*
Age and
gender
targeting
Location
targeting
Device
targeting
Overlay your microsoft audience ads with a wide array of
targeting options to reach car rental bookers
These are your targeting options. Choose one or multiple dimensions to target:
*Three LinkedIn profile dimensions available at pilot kickoff: company, industry and job function, with more to follow.
Similar
Audiences
“I need an easy way to reach my customers — the more dimensions I can target, the better.”

14. In market audiences
drove over
68,500
land transportation
conversions in
Q3 2019
Capture car rental bookers early in their journey with
in market audiences
Source: Microsoft internal data, Q3 2019, UK
1,399
1,585
1,588
1,721
3,645
3,793
4,798
7,754
Motor Vehicles
Credit & Lending
Home Furnishings
Insurance
Home & Garden Services
Transportation & Excursions
Hotels & Accommodations
Air Travel
Top In Market Audience segments for land
transportation conversions, based on conversion volume

15. Target car rental bookers already engaged with your brand
efficiently through remarketing
Source: Microsoft internal data, Q3 2019, UK
328%
RM CTR ▲
20%
RM CPC ▲
101%
RM CVR ▲
-40%
RM CPA
Re-marketing performance for car rental advertisers
6%
25%
Non RM RM CTR
£1.01
£1.21
Non RM RM CPC
5%
11%
Non RM RM CVR
£18.78
£11.22
Non RM RM CPA

16. Secure influence
by targeting top
position
Top ad position is responsible for
over 70% of click volume in the
land transportation vertical
73%
24%
3%
Land Transportation Vertical Click Volume
By Ad Position
Top Ad Position Rest Of Mainline Others

17. Use Dynamic Search ads to boost non brand coverage
Automatically target relevant search queries based on the content of your website with Microsoft Advertising
Reduce burden
of bulky operations
No need to maintain keywords,
ad titles or landing pages.
Find missed
opportunities
Mine new queries to help
drive additional conversions.
Take advantage
of easy targeting
Automatically target specific pages or
categories or your entire website.
Enter your website Choose your targets Specify ad text only
Microsoft Advertising
generates the best title
and landing page
And serves the ad on
relevant search terms
contoso.com
All webpages
Specific webpages
By page category
Custom label (using
page feed)
Last minute travel{Dynamically generated headline}
Ad . contoso.com/Travel
This sample ad demonstrates DSA. You can
have two 90-character ad descriptions.
Last Minute Travel | Find Great Rates | Award Winning Service
Ad. contoso.com/Travel . 780,400+ followers on Twitter
This sample ad demonstrates DSA. You can have two 90-character ad descriptions.

18. Leverage Enhanced CPCs to save time and optimize
efficiency
Data Source: Europcar Bing Ads UK reporting, three months between April 2017 and June 2017
Europcar reduced
CPA by
20%
using enhanced
CPC bidding to
boost their most
effective ads.
The efficiency of Bing Enhanced CPCs has
been brilliant. The time saved not having to
manually adjust bids means we can
concentrate on new account optimisations.
Mathilde GADY, Head of Digital Marketing, Europcar International

19. Key
Lessons
Influence early to
secure sales
72% of car rental bookers go on
to purchase from the first brand
they visited in their journey
Maintain strong non
brand coverage
80% of entry and 84% of exit
searches are non branded for car
rental bookers
Save time with our
automated solutions
Use DSA and enhanced CPCs to
boost non brand coverage and
keep your bid strategy optimised
Target efficiently via
audience marketing
Leverage our audience products
to reach and re-target relevant
audiences

20. advertising.microsoft.com