SlideShare a Scribd company logo
Introduction to Online 
@bingads | @yang_ers 
Advertising
EVERY PIECE OF 
INFORMATION IS 
WORTH 
SOMETHING TO 
SOMEBODY 
@bingads | @yang_ers
Maor Daniel 
@bingads | @yang_ers
Agenda 
1. Overview of the Advertising Industry 
2. Why Online Adverting? 
3. Different Types of Online Advertising 
• Display 
• Search 
• SEO Vs. PPC 
4. Why Bing? 
@bingads | @yang_ers
Where is the Canadian Advertising 
@bingads | 
@yang_ers 
Market?
Advertiser 
confidence in 
Canada remains 
strong, 
as total 
advertising 
investment in 
2012 
grew 5.1% 
compared to 
overall GDP 
growth of 1.4% 
@bingads | @yang_ers
Search and 
display have 
consistently 
accounted for 
more than 
three-quarters 
of Canada’s 
total digital 
advertising 
@bingads | @yang_ers
@bingads | @yang_ers 
Last week in Canada… 
Digital ad 
spending 
growth 
surpasses all 
other forms of 
advertising 
media in 
Canada
Each Advertising’s medium effectiveness 
@bingads | @yang_ers
@bingads | @yang_ers 
How do Canadian get their information? 
TV & Internet 
continue to 
perform well 
however 
internet is 
heavily skewed 
towards adults 
18 to 49.
mCommerce: Canadian internet users are using their mobile devices for 
Age Distribution 
@bingads | @yang_ers 
shopping related activities 
11 
Sources: 1) RetailMeNot.com, “Shoppers Trend Report” conducted by Ipsos Public 
Affairs, Aug 2013; 2) Ipsos Canada, “eNation” survey, Aug 2013 
Mobile Shopping Activities* of Internet 
Users in Canada, June 20132 
% of respondents 
12% 
12% 
11% 
* Conducted on a mobile phone 
Internet users in Canada who would use a mobile app 
for grocery shopping, Jul 20131 
43% 
26% 
18% 
18-34 35-55 55+ 
Note: “Definitely” and “likely use” 
Canadian internet users are 
starting to use their mobile for 
shopping activities. 28% of 
users use a mobile app for 
grocery shopping. Users in the 
younger age group and high 
income brackets tend to use 
grocery apps the most.1 
Of all mobile shopping 
activities, most users research 
product information and 
check prices of an item on 
their phones while in store.2 
11% 
16% 
24% 
Researched product information 
Checked the price of an item in phone while in 
store 
Downloaded and used and app for a retailer 
Used a coupon on phone to save in-store 
Purchased a product or service on phone 
Used a QR code to find out more information 
about the product
Why online advertising? 
@bingads | 
@yang_ers
@bingads | @yang_ers
@bingads | @yang_ers 
Online Statistics 
Six Motivations for Web Usage 
Canadian Share of Web Session by Motive 
throughout the Day 
1. Information 
2. Communication 
3. Entertainment 
4. Creation 
5. Transaction 
6. Surfing
"I know half my advertising isn't 
working, I just don't know which 
@bingads | 
@yang_ers 
half." 
William Lever, founder of Unilever
Wouldn’t it be great if you 
@bingads | @yang_ers 
could… 
Control your message 
Target the right audience 
Always appear on the first page 
Measure your ROI
30% of all search queries have local intent 
40% of offline transactions start with online search 
@bingads | @yang_ers 
Consumers Seek Local Information 
48% of mobile and 36% of PC searchers visit a local business
@bingads | @yang_ers 
Search Engine Results Page (SERP) 
Search – Statement of Intent 
18 
Paid 
Organic
Pay Per Click vs. Search Engine Optimization 
@bingads | @yang_ers 
19 
Search Engine Optimization (SEO) 
Also called… 
Natural Search 
Organic Search 
Search engine optimization, natural or 
organic search (natural = organic) 
Links that appear in the body of the search 
results 
Search Engine Marketing (SEM) 
Also called… 
Pay per Click (PPC) 
Paid Search 
Sponsored Listings 
Pay-per-click, paid search, denotes a cost 
paid by a marketer for every click through of 
a search listing 
Links that appear at the top and to the right 
of the search results
Paid vs. Organic Result (Query – Winter Tires) 
@bingads | @yang_ers 
20 
Anatomy of a Result 
1. Ad Title 
2. Display URL 
3. Ad Copy 
4. Sitelink Extensions 
Paid 
Organic
@bingads | @yang_ers 
Why Bing Ads? 
@bingads |
1. The Yahoo Bing Network includes Microsoft and Yahoo sites in Canada. 
2. comScore qSearch (custom), June 2014. 
@bingads | @| @yang_ers
Canada 
@bingads | @yang_ers 
11M unique searchers2 
7.0% share2 
236M monthly searches2 
7.4M unique searchers2 
3.3% share2 
114M monthly searches2 
1. comScore qSearch (custom), June 2014. 
2. comScore qSearch, June 2014.
Canada 
@bingads | @yang_ers 
Buying Power Index2 
Buying Power Index 
26% more 
12% more 
Average Internet Google Yahoo Bing Network 
1. The Yahoo Bing Network includes Microsoft and Yahoo sites in Canada. 
2. comScore qSearch (custom), June 2014.
Has high household 
incomes; nearly one-third 
earn C$100k+ and nearly 
one-half earn C$75k+ 
@bingads | @yang_ers 
Falls into mature age 
groups of persons, women 
and men, those 35 years 
and older 
Lives in eastern provinces, 
especially Ontario and 
Quebec 
Household Size 
Lives in smaller households, 
especially two- and three-person 
households 
Lives in households with no 
children 
Source: comScore Media Metrix, Canada, January 2014. Note: In comScore, Bing is defined as [C] Bing Web; Google is defined as [S] Google Web Search.
@bingads | @yang_ers 
Search Charm: 
Easy Access 
Tap the Search Charm from anywhere on 
Windows 8 to easily search with Bing so you 
can quickly get things done 
Bing-powered Apps: 
Immersive Content 
Experiences 
Bing powers six deep App experiences including 
Sports, Weather, Finance, News, Travel and Maps 
Bing is Optimized for Windows 8
Entertainment Search on XBOX 
@bingads | @yang_ers
@bingads | @yang_ers 
Winning with Bing
- Bing Ads Blog - 
http://community.bingads.microsoft.com/ads/en/bingads/b/blog/ 
- @Bing Ads 
- facebook.com/BingAds 
- http://advertise.bingads.microsoft.com/en-ca/courses 
- Become an Accredited Professional 
www.bingadspro.com/ca 
@bingads | @yang_ers
@bingads | 
@yang_ers 
Wrap Up
@bingads | @yang_ers 
Takeaways 
1. Online Advertising is one of the most measurable and effective 
forms of advertising available 
2. Take advantage of the measurability of Online Advertising to 
drive the right ROI for your business 
3. Do what is RIGHT for your business
youtube.com/bingads slideshare.net/bingads 
@bingads | @yang_ers 
Connect with your Account Team 
Follow us 
Learn 
Engage 
linkd.in/1evlGtD @bingads 
facebook.com/bingads Instagram.com/bingads 
blog.bingads.com
@bingads | @yang_ers

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Presentation by Microsoft Bing - Search Trends in Canada

  • 1. Introduction to Online @bingads | @yang_ers Advertising
  • 2. EVERY PIECE OF INFORMATION IS WORTH SOMETHING TO SOMEBODY @bingads | @yang_ers
  • 3. Maor Daniel @bingads | @yang_ers
  • 4. Agenda 1. Overview of the Advertising Industry 2. Why Online Adverting? 3. Different Types of Online Advertising • Display • Search • SEO Vs. PPC 4. Why Bing? @bingads | @yang_ers
  • 5. Where is the Canadian Advertising @bingads | @yang_ers Market?
  • 6. Advertiser confidence in Canada remains strong, as total advertising investment in 2012 grew 5.1% compared to overall GDP growth of 1.4% @bingads | @yang_ers
  • 7. Search and display have consistently accounted for more than three-quarters of Canada’s total digital advertising @bingads | @yang_ers
  • 8. @bingads | @yang_ers Last week in Canada… Digital ad spending growth surpasses all other forms of advertising media in Canada
  • 9. Each Advertising’s medium effectiveness @bingads | @yang_ers
  • 10. @bingads | @yang_ers How do Canadian get their information? TV & Internet continue to perform well however internet is heavily skewed towards adults 18 to 49.
  • 11. mCommerce: Canadian internet users are using their mobile devices for Age Distribution @bingads | @yang_ers shopping related activities 11 Sources: 1) RetailMeNot.com, “Shoppers Trend Report” conducted by Ipsos Public Affairs, Aug 2013; 2) Ipsos Canada, “eNation” survey, Aug 2013 Mobile Shopping Activities* of Internet Users in Canada, June 20132 % of respondents 12% 12% 11% * Conducted on a mobile phone Internet users in Canada who would use a mobile app for grocery shopping, Jul 20131 43% 26% 18% 18-34 35-55 55+ Note: “Definitely” and “likely use” Canadian internet users are starting to use their mobile for shopping activities. 28% of users use a mobile app for grocery shopping. Users in the younger age group and high income brackets tend to use grocery apps the most.1 Of all mobile shopping activities, most users research product information and check prices of an item on their phones while in store.2 11% 16% 24% Researched product information Checked the price of an item in phone while in store Downloaded and used and app for a retailer Used a coupon on phone to save in-store Purchased a product or service on phone Used a QR code to find out more information about the product
  • 12. Why online advertising? @bingads | @yang_ers
  • 14. @bingads | @yang_ers Online Statistics Six Motivations for Web Usage Canadian Share of Web Session by Motive throughout the Day 1. Information 2. Communication 3. Entertainment 4. Creation 5. Transaction 6. Surfing
  • 15. "I know half my advertising isn't working, I just don't know which @bingads | @yang_ers half." William Lever, founder of Unilever
  • 16. Wouldn’t it be great if you @bingads | @yang_ers could… Control your message Target the right audience Always appear on the first page Measure your ROI
  • 17. 30% of all search queries have local intent 40% of offline transactions start with online search @bingads | @yang_ers Consumers Seek Local Information 48% of mobile and 36% of PC searchers visit a local business
  • 18. @bingads | @yang_ers Search Engine Results Page (SERP) Search – Statement of Intent 18 Paid Organic
  • 19. Pay Per Click vs. Search Engine Optimization @bingads | @yang_ers 19 Search Engine Optimization (SEO) Also called… Natural Search Organic Search Search engine optimization, natural or organic search (natural = organic) Links that appear in the body of the search results Search Engine Marketing (SEM) Also called… Pay per Click (PPC) Paid Search Sponsored Listings Pay-per-click, paid search, denotes a cost paid by a marketer for every click through of a search listing Links that appear at the top and to the right of the search results
  • 20. Paid vs. Organic Result (Query – Winter Tires) @bingads | @yang_ers 20 Anatomy of a Result 1. Ad Title 2. Display URL 3. Ad Copy 4. Sitelink Extensions Paid Organic
  • 21. @bingads | @yang_ers Why Bing Ads? @bingads |
  • 22. 1. The Yahoo Bing Network includes Microsoft and Yahoo sites in Canada. 2. comScore qSearch (custom), June 2014. @bingads | @| @yang_ers
  • 23. Canada @bingads | @yang_ers 11M unique searchers2 7.0% share2 236M monthly searches2 7.4M unique searchers2 3.3% share2 114M monthly searches2 1. comScore qSearch (custom), June 2014. 2. comScore qSearch, June 2014.
  • 24. Canada @bingads | @yang_ers Buying Power Index2 Buying Power Index 26% more 12% more Average Internet Google Yahoo Bing Network 1. The Yahoo Bing Network includes Microsoft and Yahoo sites in Canada. 2. comScore qSearch (custom), June 2014.
  • 25. Has high household incomes; nearly one-third earn C$100k+ and nearly one-half earn C$75k+ @bingads | @yang_ers Falls into mature age groups of persons, women and men, those 35 years and older Lives in eastern provinces, especially Ontario and Quebec Household Size Lives in smaller households, especially two- and three-person households Lives in households with no children Source: comScore Media Metrix, Canada, January 2014. Note: In comScore, Bing is defined as [C] Bing Web; Google is defined as [S] Google Web Search.
  • 26. @bingads | @yang_ers Search Charm: Easy Access Tap the Search Charm from anywhere on Windows 8 to easily search with Bing so you can quickly get things done Bing-powered Apps: Immersive Content Experiences Bing powers six deep App experiences including Sports, Weather, Finance, News, Travel and Maps Bing is Optimized for Windows 8
  • 27. Entertainment Search on XBOX @bingads | @yang_ers
  • 28. @bingads | @yang_ers Winning with Bing
  • 29. - Bing Ads Blog - http://community.bingads.microsoft.com/ads/en/bingads/b/blog/ - @Bing Ads - facebook.com/BingAds - http://advertise.bingads.microsoft.com/en-ca/courses - Become an Accredited Professional www.bingadspro.com/ca @bingads | @yang_ers
  • 31. @bingads | @yang_ers Takeaways 1. Online Advertising is one of the most measurable and effective forms of advertising available 2. Take advantage of the measurability of Online Advertising to drive the right ROI for your business 3. Do what is RIGHT for your business
  • 32. youtube.com/bingads slideshare.net/bingads @bingads | @yang_ers Connect with your Account Team Follow us Learn Engage linkd.in/1evlGtD @bingads facebook.com/bingads Instagram.com/bingads blog.bingads.com

Editor's Notes

  1. Do an introduction about yourself.
  2. Won’t spend much time on offline (hence presentation title). Also area of expertise is online
  3. Talk about the Revenue, size of Telus… Industry as a whole has finished its peak of growth.
  4. Explain components of online advertising. Search  Paid listing, PPC Display  banners, rich media, social stuff. Not focusing on mobile messaging, others etc.. b/c very small, declining, I BELIeve it isn’t very effectiveness. Questions???
  5. Talk about different types of advertising etc.. Think tradeoffs, your own effectiveness etc… Idea of Engagement, this might be great for awareness and consideration Highlight TV, strengths.. - But this is only one view, doesn’t factor in cost!!!!
  6. Talk about different types of advertising etc.. Think tradeoffs, your own effectiveness etc… Idea of Engagement, this might be great for awareness and consideration Highlight TV, strengths.. - But this is only one view, doesn’t factor in cost!!!!
  7. Highlight a couple of things: TV still there Friends and family Internet still does will in the awareness category Hope is at this stage I’ve sold you the value of Internet advertising.. Or why massive brands consider it.
  8. Pegged roughly 80% YTD. In 2011! Is 45.6 hrs / month higher or lower than television?? -- Internet usage has outstripped television!!! If more people are online than on TV, why is spend lower on online?
  9. If we are spending all this time online What on earth are we doing?? Talk about time waves.. From 6am to Noon Next wave from 6pm to 10pmish Getting ready for work tomorrow, Relaxation
  10. Dwell on that statement.. Imagine you telling me you know half of your products aren’t selling but you don’t know which half.. This is the state of the advertising industry.
  11. Now thinking about all the times you searched, and apply that to your business and the message and goals you are trying to achieve. You can do that with Pay per click advertising! Alright everybody that concludes my presentation Can “Pay Per Click” effectively increase business leads & sales.
  12. 17
  13. This is a Search engine results page. Take a look at it. See where does your eyes gravitate towards? Look at the messaging that is there. Some termin
  14. .
  15. Guidance: Thank audience for their time Allow time for Q&A