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Ellen Akkerman - Maak je website succesvoller met Bing Ads

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Denk je aan een zoekmachine, dan denk je waarschijnlijk aan Google. Maar wist je dat 9% van het Nederlandse zoekverkeer plaatsvindt via zoekmachine Bing? Veel ondernemers hebben Bing echter nog niet ontdekt. Adverteren in Bing biedt dus nieuwe kansen, en daar kun jij van profiteren.

Ellen Akkerman is werkzaam als SMB Lead Noord-Europa bij Bing Search Advertising. In haar functie bij Bing Ads is zij verantwoordelijk voor de mkb-markt. In totaal heeft Ellen 13 jaar ervaring in de search-branche. Zij begon haar carrière in 2005 bij Google, en is daarnaast werkzaam geweest bij Greetz en online marketingbureau Traffic4u.

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Ellen Akkerman - Maak je website succesvoller met Bing Ads

  1. 1. Hostnet Academy
  2. 2. Introductions
  3. 3. Mobile ad products that increase clicks Make investments in relevancy, matching, click prediction & user engagement Microsoft Internal Data, mobile devices only
  4. 4. ENRICHING EXPERIENCES IN APPS
  5. 5. And we are no longer a simple challenger. Bing network. Be There. 8
  6. 6. Data source: comScore (custom), Jun 2017. NL, PC The Bing Network includes Microsoft Core Search sites, Yahoo (Bing Powered) sites. Bing is bigger than you think
  7. 7. 9% 25% 18% 12% 10% 9% 12% 100M searchers across our top 7 European markets making 3 billion searches a month Our PC audience is growing comScore qSearch (custom), Jun 2017 Bing Network includes Bing, Yahoo Search (searches powered by Bing), and AOL Search Network.
  8. 8. • 19% 10%12% 9% 9%10%25% 19M 10M21M 8M 23M8M29M 729M 216M479M 145M 3B216M905M France ItalyGermany Netherlands EuropeSpainUnited Kingdom Market Share Unique Searchers Monthly Searches Growing market share across Europe
  9. 9. • 8M UNIQUE SEARCHERS 9% SHARE 145M MONTHLY SEARCHES 8M Unique Searchers, more volume with less effort in the Netherlands Bing Network — includes Yahoo, Bing, AOL and partner sites
  10. 10. 4-5x 19% Increase in Bing syndicated clicks of Bing clicks from syndication expected in 2016 (U.S.) Source: 1. Microsoft Internal Data, Dec 2016 (worldwide numbers); 2. Bing NL searches on PC and Tablet by Windows 10 and non-Windows 10 devices , Oct 2015. 101 Windows 102 2 default1 “Windows 10 is a Bing honeypot —and it’s working” “Milestone: Bing Now Profitable As Windows 10 Success Boosts Usage”
  11. 11. Transparent Controllable High quality Bing’s Syndication Network is growing and… 14Bing network. Be There. Source: Microsoft Internal, Dec 2015. Bing Syndication Only, excludes Yahoo and Yahoo Syndication Data
  12. 12. | DASH
  13. 13. More than 1 in 3 searches powered by Bing on PC and Tablet are from Windows 10 devices Windows 10 search volume share for Bing Netherlands O&O traffic on PC and Tablet devices, Oct 2015. Non-Windows 10 65% Windows 10 35%
  14. 14. Top categories in volume of Windows 10 NL searches: CPG, Finance & Insurance and Health 37% for Retail Windows 10 search volume share for Bing Netherlands O&O traffic on PC and Tablet devices, Oct 2015. Vertical segments based on analysis of top queries. Windows 10Non-Windows 10 73% 72% 71% 67% 66% 66% 63% 63% 61% 61% 61% 60% 59% 59% 39% 27% 28% 29% 33% 34% 34% 37% 37% 39% 39% 39% 40% 41% 41% 61% Tech & Telco Reference Entertainment Careers & Education Social & Charity B2C Services Travel & Transportation Retail B2B Services Restaurants & Food Auto Adult & Gambling Health Finance & Insurance Cpg
  15. 15. Windows 10 NL searchers complement our existing audience base with a strong representation of Males, over 50 years old Age Group Gender +13% Search volume split by demographics across Windows 10 & non-Windows 10 in the Netherlands 57% 40% 43% 60% Female Male 15% 12% 18% 12% 32% 27% 28% 33% 7% 15% Non-Windows 10 Windows 10 18-24 25-34 35-49 50-64 65+ Bing Netherlands O&O search volume by age and gender on PC and Tablet devices for Windows 10 and non-Windows 10 devices, Oct 2015 Figures may not sum to 100 due to rounding.
  16. 16. How do we compare to others in the market? 19
  17. 17. Bing searchers spend 50% more than Google searchers 1.TheYahooBingNetworkincludesMicrosoftandYahoositesinworldwide. 2.comScoreqSearch(custom),March2015. Our audience spends more. Unique searchers on Bing Network: • Spend 156 % more online than the average Internet searcher • Spend 50 % more than Google searchers worldwide 100 171 256 Average Internet Google Yahoo Bing Network Buying Power Index
  18. 18. Bing Ads delivers lower cost per acquisition vs Google 60 % lower cost per conversion than Google AdWords 10 % more revenue from searchers 3% $15.21 $5.18 Microsoft ConfideConsumentenbondal
  19. 19. Better CPCs than Google AdWords in key verticals Ensure an efficient use of your budget with Bing Ads 22Sample of the Marin Global Search Index for Eurozone, customers buying in Euros, Q3, 2015. All devices, partner network excluded. Auto Healthcare Retail Average CTR 4.61% 5% 6.08% 5.07% 2.96% 1.82% Average Cost-per-click €0.24 €0.40 €0.71 €0.31 €0.30 €0.12 -40% -58% -61%
  20. 20. You don’t have to start from scratch. We can import your existing search advertising campaigns that are already working for you with the Google Import tool. Expand successful campaigns Easily import your Google AdWords campaigns to Bing Ads 23
  21. 21. Audience matters
  22. 22. Age Gender Income ChildrenEducation are male and female of Bing users are under the age of 45 Network Audience Demographics In Netherlands What Does the Bing Audience look like? are in their country’s top earning of the audience are degree educated have at least one child in the household 54% 52% 48% 21% 30% 56%
  23. 23. Data source: Microsoft Internal data January 2017, Bing Network clicks and search data is a worldwide statistic. Embedded in Windows 10 500M Windows 10 devices worldwide Unique Searches 25% of the clicks on the Bing Network are on searches not found on Google Powering Digital Assistants Bing powers the search for Siri, Alexa and Cortana Our audience is unique

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