Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

20140703 that´s hot! search trends 2014 bing ads chambaz

591 views

Published on

That´s hot! Search Trends 2014

Erfahren Sie die neuesten Trends im Search Engine Marketing, über die Sie Bescheid wissen sollten.

Published in: Marketing, Technology, Design
  • Be the first to comment

  • Be the first to like this

20140703 that´s hot! search trends 2014 bing ads chambaz

  1. 1. Capturing modern search intents Cedric Chambaz | Head of International Marketing Bing Ads @CEDRICtus @CEDRICtus
  2. 2. @CEDRICtus
  3. 3. The Digital Universe is Expanding… 2 BillionFacebook updates per day 300 MillionFacebook photos per day 350 MillionSnapchat photos per day 400 MillionTweets per day 5 MillionFoursquare check-ins per day @CEDRICtus
  4. 4. …and so are our Tools and Needs Users Rising Expectations Devices Constraints, Opportunities @CEDRICtus
  5. 5. Web innovation needs a search revolution @CEDRICtus
  6. 6. @CEDRICtus
  7. 7. @CEDRICtus
  8. 8. @CEDRICtus
  9. 9. Hallo Vienna! How can I help? @CEDRICtus
  10. 10. SEARCH REMAINS A DATA BASE OF informational navigational transactional INTENTS @CEDRICtus
  11. 11. 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% MobileAll 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?
  12. 12. 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 Rich Ads in Search Image, video & deep links for brand keywords Mainline exclusivity 4 4 @CEDRICtus
  13. 13. • Ads with SiteLinks show 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 sitelink extensions, and compared performance on a sample of traffic with sitelinks enabled vs. a sample of traffic with sitelinks capability disabled. +19% Entertainment +12% Retail +23% Auto SiteLinks Extensions German study SiteLinks vs. text ads click-through rate uplift @CEDRICtus
  14. 14. 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). @CEDRICtus
  15. 15. 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 Network are automatically eligible for inclusion Fewer wasted clicks – web previews let consumers know what they’re getting before they click Integrated Bing Ad Extensions – extra room so consumers can find, call, book, and more with a single tap or click @CEDRICtus
  16. 16. @CEDRICtus
  17. 17. @CEDRICtus
  18. 18. News Sports Finance Travel Weather New Windows to 8.1 Pre-installed Food & Drink Health & Fitness Coming Soon to Windows Phone 8 News Sports Finance Weather App available in the store Health & Fitness Food & Drink Travel @CEDRICtus
  19. 19. Impressions Age Gender 61% 29% Demographic Data Source: ANID (Internal Data), December 2013 Impression Data Source: RROD (Internal Data), December 2013 Female Male @CEDRICtus 7% 13% 13% 26% 26% 12% 12-17 18-24 25-34 35-49 50-64 65+ 914.855 692.026 421.664 7,724,188 2.701.504 244.216 2.457.418 Finance Food & Drink Health & Fitness News Sports Travel Weather
  20. 20. 5 Anchor Ad Sizes 250x250 300x250 728x90 300x600160x600 @CEDRICtus
  21. 21. 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. @CEDRICtus

×