The document provides insights for financial services advertisers on search advertising trends through the Yahoo! Bing network, highlighting its advantages over other networks in terms of lower costs per click and per thousand impressions. It also analyzes audience behaviors and product ownership trends, and discusses strategies to optimize campaigns through ad formats and understanding query trends. The Yahoo! Bing network aims to continue growing search volume and reach through partnerships, acquisitions, mobile and device strategies.
Digital Marketing By Numbers - By Jonathan AldersonLC_Carlsson
The document discusses implementing a data-driven digital marketing culture. It recommends bringing key stakeholders together to identify 5-6 business objectives and define KPIs and targets for each. Objectives should focus on revenue, costs or brand and have a digital context. KPIs should be ultra-specific and track performance by key segments. Targets are set by analyzing historical trends and modifying for predicted activities. The framework establishes a process for ongoing analysis, testing and improvement toward objectives.
The Roles of Analytics in Digital MarketingT.S. Lim
An Introduction to Machine Learning. Boca Raton, FL: CRC Press, 1984.
Hartman, Kevin. Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.
Coursera, n.d. https://www.coursera.org/learn/marketing-analytics/home/info.
Hartman, Kevin. Digital Analytics for Marketing Professionals: Marketing Analytics in Practice.
Coursera, n.d. https://www.coursera.org/learn/digital-analytics/home/info.
Kotler, Philip, and Gary Armstrong. Principles of Marketing. 15th ed. Upper Saddle River, NJ:
Prent
This document provides recommendations for Grist Magazine to increase advertising revenue. It recommends that Grist explore syndication partnerships, partner with advertising networks, offer premium membership packages, and invest in search engine optimization. An analysis of Grist's operations and competitors found that partnerships, sponsored content, and grants are major revenue drivers. Recommendations aim to diversify revenue sources through advertising while maintaining Grist's mission of providing accessible environmental journalism.
A 2019 Content Marketing System for B2B Companieswww.chelsei.com
In this presentation, I look at how to write a whitepaper and turn it into 35+ pieces of additional content for your marketing team. From one writer's perspective, this is a way for your B2B company to make an impact and see impressive results from content marketing in 2019.
This document provides an overview of search engine optimization (SEO) versus pay-per-click (PPC) advertising. It begins by discussing the growth of internet usage and search engines. It then explains that SEO and PPC are two forms of search engine marketing that aim to increase a website's visibility in search engine results pages. Specifically, SEO targets organic/natural results while PPC targets paid/sponsored results. The document hypothesizes that website profitability depends on traffic, which can be increased through SEO and PPC. It aims to determine which strategy is most effective at generating web traffic by analyzing 30 peer-reviewed articles.
Simply Measured provides a full-funnel social analytics solution to help marketers measure the impact of social media across their entire marketing funnel, from awareness to conversions. It offers listening tools to analyze social conversations, engagement tools to measure performance across channels, and web analytics to track content sharing and social referrals. The solution aims to provide marketers with a unified view of social metrics and insights from impressions to conversions in order to optimize strategies and prove social's impact. Pricing starts at $199 per month and packages are customized based on user needs and goals.
The document provides an overview of search engine optimization (SEO) strategies and techniques. It discusses researching keywords, on-page optimization like optimizing titles and content, off-page factors like link building, and advanced topics like international SEO and mobile search optimization. The presentation aims to help websites improve their visibility and rankings in search engines through various on-page and off-page optimization methods.
XWEBSEO provides internet marketing services such as SEO, SEM, and PPC to help businesses tap into online marketing channels. Their mission is to connect clients globally through harnessing the power of the internet. They offer various plans priced from $750 to $10,000 per month that include keywords, articles, press releases, and social bookmarking. Contact information is provided for clients to get started on an effective internet marketing campaign.
Digital Marketing By Numbers - By Jonathan AldersonLC_Carlsson
The document discusses implementing a data-driven digital marketing culture. It recommends bringing key stakeholders together to identify 5-6 business objectives and define KPIs and targets for each. Objectives should focus on revenue, costs or brand and have a digital context. KPIs should be ultra-specific and track performance by key segments. Targets are set by analyzing historical trends and modifying for predicted activities. The framework establishes a process for ongoing analysis, testing and improvement toward objectives.
The Roles of Analytics in Digital MarketingT.S. Lim
An Introduction to Machine Learning. Boca Raton, FL: CRC Press, 1984.
Hartman, Kevin. Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.
Coursera, n.d. https://www.coursera.org/learn/marketing-analytics/home/info.
Hartman, Kevin. Digital Analytics for Marketing Professionals: Marketing Analytics in Practice.
Coursera, n.d. https://www.coursera.org/learn/digital-analytics/home/info.
Kotler, Philip, and Gary Armstrong. Principles of Marketing. 15th ed. Upper Saddle River, NJ:
Prent
This document provides recommendations for Grist Magazine to increase advertising revenue. It recommends that Grist explore syndication partnerships, partner with advertising networks, offer premium membership packages, and invest in search engine optimization. An analysis of Grist's operations and competitors found that partnerships, sponsored content, and grants are major revenue drivers. Recommendations aim to diversify revenue sources through advertising while maintaining Grist's mission of providing accessible environmental journalism.
A 2019 Content Marketing System for B2B Companieswww.chelsei.com
In this presentation, I look at how to write a whitepaper and turn it into 35+ pieces of additional content for your marketing team. From one writer's perspective, this is a way for your B2B company to make an impact and see impressive results from content marketing in 2019.
This document provides an overview of search engine optimization (SEO) versus pay-per-click (PPC) advertising. It begins by discussing the growth of internet usage and search engines. It then explains that SEO and PPC are two forms of search engine marketing that aim to increase a website's visibility in search engine results pages. Specifically, SEO targets organic/natural results while PPC targets paid/sponsored results. The document hypothesizes that website profitability depends on traffic, which can be increased through SEO and PPC. It aims to determine which strategy is most effective at generating web traffic by analyzing 30 peer-reviewed articles.
Simply Measured provides a full-funnel social analytics solution to help marketers measure the impact of social media across their entire marketing funnel, from awareness to conversions. It offers listening tools to analyze social conversations, engagement tools to measure performance across channels, and web analytics to track content sharing and social referrals. The solution aims to provide marketers with a unified view of social metrics and insights from impressions to conversions in order to optimize strategies and prove social's impact. Pricing starts at $199 per month and packages are customized based on user needs and goals.
The document provides an overview of search engine optimization (SEO) strategies and techniques. It discusses researching keywords, on-page optimization like optimizing titles and content, off-page factors like link building, and advanced topics like international SEO and mobile search optimization. The presentation aims to help websites improve their visibility and rankings in search engines through various on-page and off-page optimization methods.
XWEBSEO provides internet marketing services such as SEO, SEM, and PPC to help businesses tap into online marketing channels. Their mission is to connect clients globally through harnessing the power of the internet. They offer various plans priced from $750 to $10,000 per month that include keywords, articles, press releases, and social bookmarking. Contact information is provided for clients to get started on an effective internet marketing campaign.
The Complete Guide to Agile Content MarketingRachel Burger
Rachel Burger details her Agile content marketing strategy from "why" to "how." This presentation is primarily for digital marketers looking to break into new processes for fast team-centric growth. Some specifics have been removed for client privacy.
This document provides advice for business leaders in Africa on digital marketing strategies and budgets for 2020. It recommends that marketing budgets remain consistent with 2019 levels or increase, as digital marketing often provides higher returns than traditional advertising. Specifically, it advises allocating at least $1,000 per month to social media marketing to achieve real business results rather than just impressions. It also recommends choosing a specialized digital marketing agency that understands the business goals and target industry/audience.
The document provides an analytical assessment of Company X's paid search campaign performance from March 2006 through December 2006. It finds that the campaign achieved higher conversion rates and lower costs in the second half of 2006 compared to the first half. It provides recommendations to improve keyword performance, bidding strategies, and balance spending levels to optimize conversions and costs.
Interactive Metrics, What You Really Need to Knowharrisonm10
In this informative presentation, Maria Harrison will take you through the good, the bad and the ugly of interactive metrics. Interactive marketing is a double-edged sword when it comes to metrics.
Just because everything can be counted, doesn’t mean it’s important in making business decisions that will help you have a positive impact on your interactive marketing initiatives.
Ms. Harrison will show you how simplistic interactive metrics can really be, how to set benchmarks, and develop meaningful executive dashboards that will help you make the right decisions to improve your interactive marketing efforts. She will define some basic interactive metric terms and teach you how to immediately apply those metrics to your business.
We surveyed 200 business-to-business (B2B) marketing professionals in order to understand which channels, offers, content types and technologies they were using to fuel their demand generation programs—and which they found most effective.
This document provides an overview of search marketing and how consumers use search engines. It discusses how the majority of UK internet users rely on search engines as their primary means of finding websites. Both paid search advertising and organic search engine optimization are important for businesses to achieve visibility and be found by consumers performing searches. It also outlines best practices for setting up and optimizing paid search and SEO campaigns.
All businesses should be taking advantage of the internet for marketing their brand, generating leads, nurturing their existing customers, and reducing expense. Find out what major components are important for an overall internet marketing strategy.
Search Engine Marketing and The Internet for Distributiontutubitika
Search engine marketing (SEM) involves promoting websites through paid advertising to increase visibility in search engine results pages. SEM incorporates search engine optimization techniques like adjusting website content to achieve higher organic search rankings. In 2012, North American advertisers spent $19.51 billion on SEM, with Google AdWords, Bing Ads, and Baidu being the largest vendors. SEM grew faster than traditional advertising in the 2000s. The document then discusses the history of search engines and paid inclusion, compares SEM and SEO, discusses ethical issues around SEM, and explains how the internet can be used for distribution.
The document discusses various digital marketing strategies including paid search marketing, search engine optimization (SEO), and social media marketing. It provides statistics on online advertising spending from 2008-2014 which increased from $54.2 billion to $96.8 billion. It then discusses key aspects of paid search marketing, SEO, and using social media platforms like Facebook, Twitter, LinkedIn and YouTube to engage customers and build relationships. The document emphasizes that digital marketing requires testing strategies, measuring results, and focusing on goals like awareness, sales and customer loyalty.
The document discusses an SEO campaign for MORE THAN Business, an insurance provider, to increase natural search traffic and sales. The strategy involved creating and disseminating useful, unique content on business insurance topics to build the brand and drive traffic. Content like a daily newsfeed and monthly in-depth features were optimized for SEO. The campaign was successful, resulting in first page rankings for core terms and 30% of traffic from natural search, generating over £380k in sales.
Microsoft Onboarding Bootcamp - Manchester 26 September 2019MSFTAdvertising
Microsoft held an advertising bootcamp that covered several topics:
1. They described their audience and capabilities within the Microsoft Advertising platform and how it has grown.
2. They demonstrated how to import campaigns, keywords, and other settings from Google Ads into Microsoft Advertising.
3. They explained how to set up and optimize Dynamic Search Ads to uncover new business opportunities and drive incremental volume and lower costs compared to standard search campaigns.
4. They discussed how to implement Universal Event Tracking to power features like remarketing lists and automated bidding, and how to optimize ad copies for key remarketing audiences.
Making Multi Million Dollar from WordPress Plugin without Paid MarketingMd Nizam Uddin
This document provides tips and advice for developing successful WordPress plugins without paid marketing. It discusses:
1) Conducting research on market size, trends, and existing plugins to generate ideas and ensure market fit.
2) Steps for the pre-launch phase like content marketing, distribution channels, pricing, and support.
3) Common mistakes to avoid like complex interfaces and unlimited free support.
4) Post-launch considerations like marketing, reviews, and reducing abandonment.
The document emphasizes starting with a minimum viable product, understanding users, and continual improvement based on data.
Unit 1 the search engines - reflecting consciousness and connecting commerceiShore Software Pvt Ltd
This document provides an overview of search engines and how people use them. It discusses the mission of search engines to provide relevant results, the major players and their market shares. It examines the different types of human goals in searching - navigational, informational, transactional. Eye tracking research is summarized that shows users focus most on top left results. The document also discusses how search drives commerce, how users scan and click on results pages, and the differences between natural and paid search listings.
The document discusses Kenshoo, a technology company that provides attribution and optimization solutions for paid search marketing. It provides examples of how Kenshoo helped clients like Accor Hotels improve results by implementing Kenshoo's U-shaped attribution model and enterprise platform. This model more accurately attributes clicks throughout the customer journey, allowing Accor to increase revenues 82% with only a 36% increase in spend. The document also introduces Kenshoo SmartPath, which dynamically adapts attribution based on each individual conversion path, and how it helped clients like Drs. Foster & Smith and Whitefence further optimize spending.
- Analytics can be used to effectively target advertising campaigns through attribution, optimization and allocation of resources.
- BJP's 2014 election win can be attributed to its use of advanced data analytics to segment voters based on demographics and interests. Custom tools analyzed terabytes of data to identify swing areas to focus resources.
- Cookies and tracking online activities allowed highly targeted ads. Funds were spent contacting undecided voters through diverse programs. Advanced analytics allowed optimal resource allocation leading to BJP's victory.
CX is a membership platform for non-profits that provides coaching, training, and resources. This report analyzes CX's membership data to identify effective marketing strategies and prospects. Key findings include: 1) Organic marketing such as the website and blog generate most members; 2) A 2016 initiative significantly grew membership; 3) Five products highly correlate with converting prospects to members. The report recommends targeting prospects engaged with these products, creating a referral program, and repeating effective past initiatives.
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)NewsCred
Google Analytics (GA) provides very powerful analytics tools right out of the box. However, most marketers are not familiar enough with what those tools can do, and are therefore not using them to their full advantage.
Jeff Sauer from Three Deep presented this deck to a class at the Carlson School of Management at the University of Minnesota. Presentation is centered around what Google means to an Online Marketer and to a growing digital agency.
El documento presenta los principios y objetivos de los grupos dialógicos. Un grupo dialógico es una metodología participativa que fomenta el diálogo y la transferencia de conocimientos entre los participantes. Sus fines son compartir experiencias, encontrar puntos de convergencia y formar redes para promover la igualdad de género. Los principios incluyen establecer objetivos comunes, respetar las diferencias y lograr convergencia. Los objetivos son establecer directrices sobre igualdad de género, constituir redes estables y promover la agenda de
The Complete Guide to Agile Content MarketingRachel Burger
Rachel Burger details her Agile content marketing strategy from "why" to "how." This presentation is primarily for digital marketers looking to break into new processes for fast team-centric growth. Some specifics have been removed for client privacy.
This document provides advice for business leaders in Africa on digital marketing strategies and budgets for 2020. It recommends that marketing budgets remain consistent with 2019 levels or increase, as digital marketing often provides higher returns than traditional advertising. Specifically, it advises allocating at least $1,000 per month to social media marketing to achieve real business results rather than just impressions. It also recommends choosing a specialized digital marketing agency that understands the business goals and target industry/audience.
The document provides an analytical assessment of Company X's paid search campaign performance from March 2006 through December 2006. It finds that the campaign achieved higher conversion rates and lower costs in the second half of 2006 compared to the first half. It provides recommendations to improve keyword performance, bidding strategies, and balance spending levels to optimize conversions and costs.
Interactive Metrics, What You Really Need to Knowharrisonm10
In this informative presentation, Maria Harrison will take you through the good, the bad and the ugly of interactive metrics. Interactive marketing is a double-edged sword when it comes to metrics.
Just because everything can be counted, doesn’t mean it’s important in making business decisions that will help you have a positive impact on your interactive marketing initiatives.
Ms. Harrison will show you how simplistic interactive metrics can really be, how to set benchmarks, and develop meaningful executive dashboards that will help you make the right decisions to improve your interactive marketing efforts. She will define some basic interactive metric terms and teach you how to immediately apply those metrics to your business.
We surveyed 200 business-to-business (B2B) marketing professionals in order to understand which channels, offers, content types and technologies they were using to fuel their demand generation programs—and which they found most effective.
This document provides an overview of search marketing and how consumers use search engines. It discusses how the majority of UK internet users rely on search engines as their primary means of finding websites. Both paid search advertising and organic search engine optimization are important for businesses to achieve visibility and be found by consumers performing searches. It also outlines best practices for setting up and optimizing paid search and SEO campaigns.
All businesses should be taking advantage of the internet for marketing their brand, generating leads, nurturing their existing customers, and reducing expense. Find out what major components are important for an overall internet marketing strategy.
Search Engine Marketing and The Internet for Distributiontutubitika
Search engine marketing (SEM) involves promoting websites through paid advertising to increase visibility in search engine results pages. SEM incorporates search engine optimization techniques like adjusting website content to achieve higher organic search rankings. In 2012, North American advertisers spent $19.51 billion on SEM, with Google AdWords, Bing Ads, and Baidu being the largest vendors. SEM grew faster than traditional advertising in the 2000s. The document then discusses the history of search engines and paid inclusion, compares SEM and SEO, discusses ethical issues around SEM, and explains how the internet can be used for distribution.
The document discusses various digital marketing strategies including paid search marketing, search engine optimization (SEO), and social media marketing. It provides statistics on online advertising spending from 2008-2014 which increased from $54.2 billion to $96.8 billion. It then discusses key aspects of paid search marketing, SEO, and using social media platforms like Facebook, Twitter, LinkedIn and YouTube to engage customers and build relationships. The document emphasizes that digital marketing requires testing strategies, measuring results, and focusing on goals like awareness, sales and customer loyalty.
The document discusses an SEO campaign for MORE THAN Business, an insurance provider, to increase natural search traffic and sales. The strategy involved creating and disseminating useful, unique content on business insurance topics to build the brand and drive traffic. Content like a daily newsfeed and monthly in-depth features were optimized for SEO. The campaign was successful, resulting in first page rankings for core terms and 30% of traffic from natural search, generating over £380k in sales.
Microsoft Onboarding Bootcamp - Manchester 26 September 2019MSFTAdvertising
Microsoft held an advertising bootcamp that covered several topics:
1. They described their audience and capabilities within the Microsoft Advertising platform and how it has grown.
2. They demonstrated how to import campaigns, keywords, and other settings from Google Ads into Microsoft Advertising.
3. They explained how to set up and optimize Dynamic Search Ads to uncover new business opportunities and drive incremental volume and lower costs compared to standard search campaigns.
4. They discussed how to implement Universal Event Tracking to power features like remarketing lists and automated bidding, and how to optimize ad copies for key remarketing audiences.
Making Multi Million Dollar from WordPress Plugin without Paid MarketingMd Nizam Uddin
This document provides tips and advice for developing successful WordPress plugins without paid marketing. It discusses:
1) Conducting research on market size, trends, and existing plugins to generate ideas and ensure market fit.
2) Steps for the pre-launch phase like content marketing, distribution channels, pricing, and support.
3) Common mistakes to avoid like complex interfaces and unlimited free support.
4) Post-launch considerations like marketing, reviews, and reducing abandonment.
The document emphasizes starting with a minimum viable product, understanding users, and continual improvement based on data.
Unit 1 the search engines - reflecting consciousness and connecting commerceiShore Software Pvt Ltd
This document provides an overview of search engines and how people use them. It discusses the mission of search engines to provide relevant results, the major players and their market shares. It examines the different types of human goals in searching - navigational, informational, transactional. Eye tracking research is summarized that shows users focus most on top left results. The document also discusses how search drives commerce, how users scan and click on results pages, and the differences between natural and paid search listings.
The document discusses Kenshoo, a technology company that provides attribution and optimization solutions for paid search marketing. It provides examples of how Kenshoo helped clients like Accor Hotels improve results by implementing Kenshoo's U-shaped attribution model and enterprise platform. This model more accurately attributes clicks throughout the customer journey, allowing Accor to increase revenues 82% with only a 36% increase in spend. The document also introduces Kenshoo SmartPath, which dynamically adapts attribution based on each individual conversion path, and how it helped clients like Drs. Foster & Smith and Whitefence further optimize spending.
- Analytics can be used to effectively target advertising campaigns through attribution, optimization and allocation of resources.
- BJP's 2014 election win can be attributed to its use of advanced data analytics to segment voters based on demographics and interests. Custom tools analyzed terabytes of data to identify swing areas to focus resources.
- Cookies and tracking online activities allowed highly targeted ads. Funds were spent contacting undecided voters through diverse programs. Advanced analytics allowed optimal resource allocation leading to BJP's victory.
CX is a membership platform for non-profits that provides coaching, training, and resources. This report analyzes CX's membership data to identify effective marketing strategies and prospects. Key findings include: 1) Organic marketing such as the website and blog generate most members; 2) A 2016 initiative significantly grew membership; 3) Five products highly correlate with converting prospects to members. The report recommends targeting prospects engaged with these products, creating a referral program, and repeating effective past initiatives.
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)NewsCred
Google Analytics (GA) provides very powerful analytics tools right out of the box. However, most marketers are not familiar enough with what those tools can do, and are therefore not using them to their full advantage.
Jeff Sauer from Three Deep presented this deck to a class at the Carlson School of Management at the University of Minnesota. Presentation is centered around what Google means to an Online Marketer and to a growing digital agency.
El documento presenta los principios y objetivos de los grupos dialógicos. Un grupo dialógico es una metodología participativa que fomenta el diálogo y la transferencia de conocimientos entre los participantes. Sus fines son compartir experiencias, encontrar puntos de convergencia y formar redes para promover la igualdad de género. Los principios incluyen establecer objetivos comunes, respetar las diferencias y lograr convergencia. Los objetivos son establecer directrices sobre igualdad de género, constituir redes estables y promover la agenda de
Dokumen tersebut membahas tentang desentralisasi di Indonesia pasca reformasi. Secara garis besar, dokumen menjelaskan latar belakang dan tujuan dilaksanakannya desentralisasi di Indonesia, yaitu untuk meningkatkan pelayanan publik dan pengelolaan sumber daya lokal melalui pengalihan wewenang dan keuangan dari pemerintah pusat ke daerah. Dokumen juga membahas definisi desentralisasi dan pentingnya pemerintahan daerah d
Product Ads are a new ad format from Bing Ads that allows advertisers to showcase products in an engaging format. Product Ads pull information like images, prices, and brand names directly from advertiser product feeds, making them easy to manage. They provide more visual real estate and have been shown to drive stronger performance than text ads. Setting up Product Ads involves creating a Bing Merchant Center store, uploading a product feed, and creating Product Ads campaigns with targeted product bids.
Honored as a SlideShare, "Top Presentation of the Day." We launched an "ambush marketing" campaign during the 2014 World Cup which included promotion of two pieces of primary content that fed smaller "bite sized" pieces of content for our omni-channel marketing campaign. All content and creative completed personally by me without the use of copywriters or designers.
This document summarizes the key findings of a 2008 survey on the UK search engine marketing landscape. It finds that 9% of companies spent over £1 million on paid search and 16% spent at least £50,000 on SEO annually. Over 60% of companies planned to increase their search budgets. The document also discusses Google's continued dominance of the search market, the growing complexity of search marketing, and common challenges cited by marketers like high keyword costs and lack of resources.
4. Microsoft-Yahoo Search Alliance - Search University 3Semetis
The Microsoft-Yahoo! Search Alliance: update and expected impact on the Search Advertising Landscape in Europe: Gilles Rousseau is the European responsible for the famous Search Alliance which is the merge between Microsoft Search Engine, Bing, and Yahoo Search Engine. He will explain the integration of both platforms in terms of technology, audience and advertising. He will then speak more specifically about Belgium and what it means to Belgian online advertisers.
RCI is the leader in vacation exchange, offering the world’s largest vacation exchange network and providing first-to-market innovations, and unrivaled products and services to enhance the vacation ownership experience.
Digital Fundraising Forum
Barry Cahill – Industry Analyst Google AdWords, Cultural Lead
The document provides an agenda and overview for a digital fundraising forum presented by Barry Cahill. The summary includes:
1) An overview of Google Grants and how to optimize campaigns for search and mobile. Key points covered include AdWords basics, quality score, and maximizing performance on mobile.
2) A discussion of the Google Display Network and how to do contextual and behavioral targeting using tools like remarketing and category targeting.
3) Details on YouTube programs for non-profits and how to create engaging content, drive actions through calls-to-action, and measure video performance.
An Assessment Framework for Strategic Digital Marketing EffectivenessSaurabh Kaushik
This document provides an overview of a project that proposes and tests an assessment framework to analyze an organization's digital marketing strategies and effectiveness. The framework is based on a comprehensive digital marketing strategy and planning process.
To test the framework, the author conducted an online survey and consulting exercise with an organization to gather market data and analyze strategic digital marketing parameters like KPIs and ROI. The analysis found that most companies are effective at reaching and engaging customers digitally but fail to convert and nurture them for long-term relationships.
The assessment framework is meant to provide management with a dashboard view of digital marketing performance and enable course corrections to digital strategies. It uses a five-phase planning approach and the RECN strategic framework of
Socius Marketing can improve website effectiveness and increase revenue by setting SMART goals and measuring key performance indicators. Three trends are identified: 1) Product 1 receives more returning visitor views than Product 2; the goal is to increase Product 2 returning views by 200 in a month. 2) Homepage views decrease Fridays; the goal is to increase Friday views by 50 over 30 days through Google and Yahoo campaigns. 3) Transactions are not well segmented; the goal is to segment 50% of transactions over 30 days to improve custom analytics. Meeting these goals through the identified KPIs should optimize the website and increase referrals.
The document discusses campaign tools that could be used to promote a slow selling service for SKY Brasil. It outlines key stages of a digital communications campaign including objective setting, campaign insight, segmentation and targeting, offer/message development, and integrating the campaign across various online communication channels. Specifically, it recommends using microsites, landing pages, blogs, social media marketing, search engine optimization, and email marketing to promote a new HDTV Full package offering. Metrics like click-through rate would be used to measure campaign effectiveness. Overall the proposed digital marketing strategy aims to increase awareness and sales of the slow selling HDTV package through an integrated online campaign.
Digital Media 1,0,1 to help educate and define the channel, explore spend, define SEM/SEO, display advertising, as well as programmatic, campaign tracking/tagging KPIs, and attribution. Education of cross functional teams and leadership leads to greater understanding of the digital plan and request for funding needed.
This document provides an overview and guide to enterprise SEO platforms in 2015. It discusses trends driving adoption of these platforms, including the integration of SEO and content marketing. Major capabilities of the platforms are outlined. Vendor profiles of 12 leading providers are included, such as BrightEdge. The report is intended to help companies evaluate if they need an SEO platform and choose a vendor.
The document provides an introduction to digital marketing, including the key differences between traditional and digital marketing. It then discusses several major digital marketing channels in more detail, including email marketing, pay-per-click advertising, search engine optimization, display advertising, and social media marketing. For each channel, the document outlines strategies, metrics, budget considerations, and examples of how companies can utilize that particular channel in their digital marketing efforts. The overall document serves as a high-level overview of the major components of a comprehensive digital marketing strategy.
Turn: Forrester The Total Economic Impact Of Turn April 2013Brian Crotty
This document summarizes a Forrester Consulting study on the total economic impact of using Turn Audience Suite and Campaign Suite. It interviewed one company that uses these platforms for behavioral targeted advertising. Key findings include:
- The company was able to increase the number of ad campaigns from 100 to over 287 in two years while only increasing staff by two, due to managed services from Turn.
- Click-through rates and cost per action efficiency improved by 25-35% and increased competitive advantage.
- Turn's platforms enabled identifying new audience segments and increasing potential impressions from 250,000 to billions, contributing to top-line growth.
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms, which help brands maximize the returns on their PPC, social media, and display advertising budgets.
The role of a bid management platform has changed significantly over the past decade, in line with the increased sophistication of the digital media industry. With over $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.
The core component of the ClickZ bid management vendor guide is our customer survey, which received over 1,600 responses.
Marketing Services Excellence: Driving Costs Down and Effectiveness UpBest Practices
Marketing organizations today are under increasing pressure to deliver quality services to their internal clients while holding down costs. To remain competitive, Marketing leaders need to understand how their expenses, services scope, resources, organizational structure, and use of off-shore labor sources compare with those at other companies so they can identify and close performance gaps. This cross-industry benchmarking study provides metrics and critical insights for evaluating the effectiveness of the Marketing Services/Operations function, including Creative Services, Support Services and Market Research & Analytics Services.
Improving ROI with Marketing Optimization via SASFlutterbyBarb
This document summarizes a presentation about using marketing optimization to improve return on investment. It discusses how increasing marketing efficiency, better targeting customers, and higher campaign volumes are no longer sufficient to maximize ROI. Optimization uses mathematical modeling to determine the best combination of marketing decisions, objectives, and constraints to achieve the optimal outcome. An example shows how optimization can improve ROI by 4% over prioritizing customers or campaigns alone. The presentation argues that optimization should be applied across the entire marketing process for maximum benefit.
The document discusses pay-per-click (PPC) advertising. It notes that PPC is both simple in concept but complex in practice, and can be an effective advertising method. PPC allows advertisers to display ads in search engines when users search for related terms. Advertisers bid against each other to determine ad placement, with higher bids resulting in higher ad placement. PPC provides trackable results and leads to qualified potential customers.
This document provides a 5-step guide to analyze and eliminate wasted spending on Google Ads. It begins with an introduction on how advertisers can save millions by optimizing bids. Step 1 involves analyzing keyword level efficiency by revealing the percentage of spending on non-converting keywords. Industry benchmarks suggest B2B advertisers typically see 60% of spending this way, while B2C retailers see 15-30%. The document then outlines the other 4 steps to analyze location, time/day, device efficiency and identify opportunities to improve returns.
This document discusses an optimized content marketing strategy called "The Power of 3" that combines content marketing, SEO, and social media. It provides an overview and sections on the importance of SEO, the differences between content marketing and optimized content marketing, leveraging the power of organic search results, metrics to measure, and a case study. The goal is to help businesses outrank competitors in search engines and drive quality traffic through an integrated approach.
This document provides an overview of various online advertising and marketing solutions offered by BOC Partners to help businesses attract local customers. These include search engine optimization to improve local search rankings, paid search advertising, digital display ads, database marketing through email lists, reputation management monitoring online reviews, and promoting used vehicle inventory across a network of auto shopping websites. The solutions described aim to bring qualified local leads to businesses through measurable online channels.
The document discusses ways for advertisers to improve ROI during an economic recession by tracking consumer trends, optimizing keywords, and using Google AdWords tools. It notes that consumers will rely more on online research and promotions in 2009. It recommends using Google Insights for Search to track trends and examine seasonality. It also describes how Conversion Optimizer and the Content Network can help advertisers maximize profits by optimizing bids and increasing high-performing traffic. A case study shows how one company increased conversions and decreased costs using these tools.
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2. 1
Contents
Search Advertising Trends for Financial Services on the Yahoo! Bing Network..........................................................2
Executive Overview..................................................................................................................................................................2
More Reasons to Invest More with the Yahoo! Bing Network.........................................................................................3
Key Metrics.................................................................................................................................................................................3
Audience Behaviors.................................................................................................................................................................4
More Reach, Now.......................................................................................................................................................................6
Get the Most Out of Ad Formats ...........................................................................................................................................8
Sitelink Extensions....................................................................................................................................................................8
Content Ads...............................................................................................................................................................................8
Location Extensions.................................................................................................................................................................9
Long Ad Titles...........................................................................................................................................................................9
Rich Ads in Search (RAIS).......................................................................................................................................................9
Search Traffic by Device......................................................................................................................................................... 10
Improve Ad Copy Quality...................................................................................................................................................... 11
Auto Insurance....................................................................................................................................................................... 12
Banks........................................................................................................................................................................................ 13
Credit Cards............................................................................................................................................................................ 14
Health Insurance.................................................................................................................................................................... 15
Optimize with Search Query Trends................................................................................................................................... 16
Banking.................................................................................................................................................................................... 16
Credit Cards............................................................................................................................................................................ 17
Financial Planning................................................................................................................................................................. 18
Mortgage................................................................................................................................................................................ 18
Tax............................................................................................................................................................................................. 19
In Summary............................................................................................................................................................................... 20
3. 2
1 | Microsoft internal marketplace research, US, PC, Yahoo! and Bing owned and operated sites. Excludes same-advertiser brand queries. March 15, 2012, June 15, 2012, Sept 15, 2012, Dec 15, 2012
2 | AdGooroo Special Report, Yahoo! Bing PPC Performance Metrics: What Search Marketers Need to Know About “The Other Search Engine.” March 2013
Search Advertising Trends for Financial
Services on the Yahoo! Bing Network
Executive Overview
Over the last year, Yahoo! and Microsoft have identified a growing need to examine advertiser industry categories, or verticals,
at a deeper level across the Yahoo! Bing Network. We commissioned a large-scale research study to help gauge our relative
strengths and opportunities, providing a foundation to refine our search offering to meet the unique needs of our advertisers.
As a result, there is a greater understanding of the unique challenges Financial Services marketers face, specifically:
• Managing an ecosystem dominated by expensive and narrow category (generic) terms.
• Testing emerging search advertising trends, device and product offerings to optimize for return on investment (ROI).
• Managing digital marketing strategies, tactics and editorial in an ambiguous and changing regulatory climate.
Our internal research shows the average unique queries comprising 80% of spend for Yahoo! managed accounts in
Financial Services is the narrowest of all verticals at 59, while the average cost-per-click (CPC) is the highest among all
verticals.1
One of the key benefits of our network when compared to Google is a significantly lower cost-per-click for
Financial Services.2
To respond to the challenges posed by this ultra-competitive search advertising marketplace for Financial Services,
this report aims to enhance the value of our search advertising offering by providing deeper insight to help you more
effectively manage expensive and narrow category terms.
Report Highlights
Supported by insights from Yahoo! and Microsoft research teams, comScore and others, this report
will help Financial Services marketers discover:
• What insights from third party reports mean for you.
• The unique benefits of the Yahoo! Bing Network.
• How leveraging key ad formats may help increase campaign performance.
• What combination(s) of words or phrases in ad copy contribute to click performance.
• What our finance audience is searching for, leading to a better understanding of consumer
preference and demand trends.
4. 3
More Reasons to Invest More with
the Yahoo! Bing Network
Over the last year, leading bid management software providers have reported improvements
in clicks, spend and budget increases across the Yahoo! Bing Network.
Marin Online Advertising Report, Q4 2012, Kenshoo, March 2013, RKG Digital Marketing Report Q1 2013
“On [the Yahoo! Bing Network], advertisers saw marked
improvement in clicks. On a year-over-year basis,
advertisers saw 25% higher click volumes.
”
“Bing Ads consistently delivers strong paid search return on
investment and, as a result Kenshoo is seeing 35%+ YoY
budget increases across the Yahoo! Bing Network.
”
“Yahoo! Bing Network spend increased 48% Y/Y as the
engine continued to deliver strong impression growth
on expanded keyword to query matching. Ad Clicks
rose 44%.
”
Given that Financial Services operates in a highly competitive marketplace, taking advantage
of an opportunity to increase return on ad spend (ROAS) by maximizing resources first on
Yahoo! Bing Network is recommended as a central pillar in your search advertising strategy.
Key Metrics
In March 2013, AdGooroo released a study, Yahoo! Bing PPC Performance Metrics: What
Search Marketers Need to Know About “The Other Search Engine”, where they examined
paid search performance on the Yahoo! Bing Network and Google AdWords across six
industry verticals during the third quarter of 2012.
The study highlights some key advantages in the Financial Services vertical:
• Lower Cost Per Click. The average cost-per-click (CPC) on the Yahoo! Bing Network
($1.98) was 31% lower than on AdWords ($2.88). This is true of the vast majority of
advertisers included in the study – 76% to 90% of all advertisers – experienced lower
CPC on the Yahoo! Bing Network. However, this is especially favorable news for Financial
Services since keyword lists are narrow and ultra-competitive; the most competitive of
all verticals.3
• Cost Per Thousand Impressions. The average cost per thousand impression on the
Yahoo! Bing Network ($15.26) was 85% lower than on AdWords ($101.76).4
In June 2013, Kenshoo stated:
“With high quality
inventory delivering
strong conversion
rates, the Yahoo! Bing
Network is a must-buy
for marketers. The Yahoo!
Bing Network spend
managed through
Kenshoo has increased
27% year-over-year for
the past three quarters.“
In March 2013, AdGooroo stated:
“There are fewer paid
search competitors
vying for premium ad
positions on [The Yahoo!
Bing Network] than on
AdWords, improving an
advertiser’s chances of
gaining top ad ranking.
Totaling all six verticals
studied, there are 56%
more competitors
for search marketers
to contend with [on
AdWords].“5
3, 4, 5 | AdGooroo Special Report, Yahoo! Bing PPC Performance Metrics: What Search Marketers Need to Know About “The Other Search Engine.” March 2013
5. 4
We conclude from their report that the Yahoo! Bing Network is uniquely positioned to
provide top ad rankings at 68% of the cost for Financial Services advertisers.Given
the high CPC and narrow keyword sets for this vertical, maximizing search efforts on the
Yahoo! Bing Network could help further maximize your return on search ad spend.
Audience Behaviors
For Financial Services marketers, search advertising on the Yahoo! Bing Network connects
you to an audience that actively searches online for financial content6
, including 21 million
business and finance searchers that are not reached on Google.7
In addition to our exclusive audience of 21 million business and financial searches,
comScore reports the Yahoo! Bing Network’s total share of paid clicks at 25%.8
When
we take a closer look at the Business and Finance category, we start to see that the Yahoo!
Bing Network’s share of paid clicks is significantly higher than the network average at the
category and sub-category levels as illustrated below.
The Yahoo! Bing Network Share of Paid Clicks within Business/Finance9
BUSINESS/FINANCE TOTAL 34%
Online Trading 47%
Taxes 47%
Personal Finance 33%
Banking 34%
Financial Information/Advice 35%
To complement the data on share of paid clicks, comScore also reveals our audience’s
propensity to search for, apply for and own various categories of financial products. When
comparing the Yahoo! Bing Network audience to Google, our audience has some striking
strengths across Financial Services.
Mortgages and Real Estate Ownership10
37%
more likely to have bought a residence/property other than primary
in the last 6 months
19% more likely to have searched for an initial home mortgage
12% more likely to have bought a vacation property in the last 6 months
6% more likely to have sold or changed primary residence in the last 6 months
6% more likely to have searched for a second home mortgage
In March 2013, AdGooroo stated:
”With nearly a third of
every U.S. search query
now being conducted
on either Bing or Yahoo!,
committed paid search
advertisers should be
asking themselves a
number of key questions.
Does Google dominate
in every vertical? How do
the engines compare on
clickthrough rate (CTR)
and cost per click (CPC)?
Are the paid search
auctions as competitive
on [the Yahoo! Bing
Network] as on [Google]
AdWords?”11
6, 11 | AdGooroo Special Report, Yahoo! Bing PPC Performance Metrics: What Search Marketers Need to Know About “The Other Search Engine.” March 2013
7 | comScore US qSearch (custom), June 2013
8, 9 | comScore US Core Search (custom), June 2013
10 | comScore US Plan Metrix, April 2013
6. 5
Insurance Products12
20%
more likely to use their mobile device 1-3 times throughout the month to
access insurance content
13% more likely to access insurance content on their mobile device through an app
9% more likely to have applied for life insurance
9% more likely to have applied for health insurance
8% more likely to access insurance content on their mobile device through a browser
7% more likely to use their mobile device to access insurance content in the last month
4% more likely to have searched for home insurance
Credit Cards13
18% more likely to shop online but apply offline for a credit card
8% more likely to own a hotel points credit card
5% more likely to own a credit card that offers points for other travel services
Cash Reserve14
20% more likely to have applied for a money market account
11% more likely to have applied for a checking account
8% more likely to have searched for a checking account
6% more likely to have searched for a savings account
4% more likely to have searched for a high yield savings account
Education Loans15
52% more likely to have applied for an education loan
6% more likely to personally own an education loan
Brokerage, Retirement and Investments16
17% more likely to have applied for a brokerage account
7% more likely to have searched for 401(k)
6% more likely to have searched for a brokerage account
7. 6
More Reach, Now
Although we’ve increased search volume year-over-year, upward of 8.2% across Financial
Services and clicks are up 15.5% across the Yahoo! Bing Network as a whole, unlocking
search volume will continue to remain a key focus for us.17
We know this is going to take
a multi-faceted, long-term strategy and senior leadership at both Yahoo! and Microsoft
are being thoughtful and aggressive to demonstrate this commitment to growth, while at
the same time, delivering value to our customers, partners and advertisers. Below, we’ve
outlined five primary pillars to this strategy across both Yahoo! and Microsoft.
Syndication Partnerships
Yahoo! and Microsoft have strong technology and distribution partners, which helps us
innovate and connect Financial Services marketers to our active audience, delivering
substantial and cost-effective clicks.18
An example of this is our ongoing syndication partnerships with CNBC.com and The Wall
Street Journal Digital Network, a network that includes trusted finance sites such as The Wall
Street Journal, MarketWatch, BigCharts and Barron’s. These sites deliver high quality ad real
estate to advertisers that are opted into the Content Ads match type.
Corporate Partnerships and Acquisitions
On June 10, 2013 at WWDC, Apple announced iOS 7, which brings Bing web search
integration to Siri, Apple’s breakthrough personal assistant, for the first time. Starting this fall
with iOS 7, Bing will power Siri’s new integrated web search on iPhone, iPad and iPod touch.
In addition to Apple, Yahoo! and Microsoft maintain several strategic partnerships that are
instrumental in growing and diversifying the Yahoo! Bing Network.
• Facebook. Bing powers all web search results on Facebook. These results list websites
and content from across the internet, not just from Facebook.
•Nokia. Windows Phone OS exclusively powers all Nokia smartphone devices with Bing
as the default search engine.
• Amazon. Bing is the official default search engine on all Amazon Kindle HD Fire
devices since its launch in 2012.
• Tumblr. Yahoo!’s acquisition of Tumblr. is anticipated to be instrumental in growing and
diversifying the Yahoo! Bing Network.
17 | Microsoft internal data, US Yahoo! and Bing owned and operated sites, comparing January – March 2012 to January – March 2013
18 | AdGooroo Special Report, Yahoo! Bing PPC Performance Metrics: What Search Marketers Need to Know About “The Other Search Engine.” March 2013; comScore US Core Search (custom), March 2013
8. 7
Mobile / Smartphone Partnerships
Yahoo! offers choice with top mobile partners like ATT, Apple, Chitika and NativeX, allowing
advertisers to reach more mobile consumers across the web. In the coming months, Yahoo!
plans to stay laser-focused on building and offering mobile products to help you expand your
audience across the growing mobile landscape.
Devices and Services
There is no bigger daily habit than mobile and Yahoo! is currently the #1 destination for
Finance information on mobile devices. With engaging mobile content, precise mobile
targeting, a host of advanced creative options and the scale to reach millions of mobile users,
Yahoo! is creating effective mobile advertising solutions for Financial Services brands.
On the device front, people are experiencing search as a seamless service, beginning their
search from wherever they are and assuming search will be smart enough to understand the
context of their situation. This evolution in how people interact with their devices is facilitating
the convergence of search across Microsoft’s product footprint, expanding to audiences on
new surface areas such as Windows 8, Windows Phone and the upcoming Xbox ONE.
Distribution Deals
Lastly, Yahoo! maintains distribution partnerships with high quality software providers like
Mozilla, McAfee and AVG to provide broad reach and additional searchers to the Yahoo! Bing
Network.
Through the independent and collective strategies of both Yahoo! and Microsoft, the Yahoo!
Bing Network is expanding its search capabilities and reach to lead a transformative era of new
devices, interfaces and untapped search volume for our advertisers.
.
9. 8
Get the Most Out of Ad Formats
Sitelink Extensions
If there’s one ad format we’re highly recommending advertisers to take advantage of its
Sitelink Extensions. Sitelink Extensions create richer, more relevant search ads by providing
direct access to site content and more utility for searchers. In a recent internal analysis,
Financial Services advertisers experienced an average 23% higher CTR than with standard
text ads, with a lift in CTR ranging from 20% - 30%.19
You can also run Rich Ads in Search
(RAIS) brand campaigns with Sitelink Extensions to drive performance and brand awareness.
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Content Ads
Content Ads give search advertisers a way to easily extend their reach to potential
customers who are browsing websites. They are text ads displayed next to relevant, high-
quality content on Yahoo! and Microsoft websites, and across our network of partner sites.
Bing Ads analyzes the content of a website and matches relevant, keyword-targeted ads to
display on the page.
In January 2013, our research and analytics team performed an internal study on Content
Ads. For Financial Services, this study found that the cost-per-acquisition was 36% lower
than other match types.20
Lower cost-per-acquisition was also seen in the Automotive,
Retail, Travel and Consumer Packaged Goods (CPG) verticals. Although performance
will vary across verticals, Content Ads can help advertisers maximize cost-effective clicks,
resulting in lower acquisition costs. If you are new to Content Ads or this match type hasn’t
worked well in the past, it could be a good time to re-test, given these new performance
insights. Yahoo! and Microsoft are constantly striving to improve the quality of our
syndication networks and drive performance through partnerships with high-value finance
sites like The Wall Street Journal and Barron’s.
1. stock market 6. forex currency trading 11. investing stock 16. us news
2. research tool 7. financial news 12. day trade stock 17. investments
3. stock price 8. world news 13. stock chart 18. penny stock newsletters
4. breaking news 9. ETF 14. investment program 19. stock quote
5. stock quotes 10. latest market news 15. stock investing 20. economic news
In order to help you optimize Content Ad campaigns, we’re providing the top
20 impression-generating keywords in finance:
36% lower cost-per-
acquisition than other
match types.
20 - 30% higher CTR
than with standard text
ads.
19 | Microsoft internal data, performance study based upon flight data, January 2013
20 | Microsoft internal study on Content Ads, January 2013. Study only includes accounts with conversion tracking enabled
10. 9
Location Extensions
Location Extensions is an important feature for Financial Services marketers that are
wanting to drive foot traffic to local branches or direct response through a phone call. In a
recent study focused on finance advertisers, ads with Location Extensions saw a 46%
increase in average CTR compared to ads without Location Extensions. And for local
intent queries across all industry categories, Location Extensions saw a 34% increase in
average CTR compared to ads without.21
We are continually updating this ad format with
new types of features such as click-to-call and click-to-directions, so check with your Yahoo!
or Microsoft account team or our online resources to learn more about pilot and upcoming
release dates
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Long Ad Titles
Long Ad Titles can help drive more clicks on top position (mainline) search ads, improving
overall ad performance. Advertisers have experienced over 7% increase in CTR for
mainline Long Ad Titles22
Long ad titles is an industry standard and improves performance without an impact to
pricing. The key to adopting this feature is understanding when and how to optimize
campaigns so your ads serve in the top position (mainline). Your Yahoo! or Microsoft
Search Specialist has advanced tools to help seek-out where these opportunities exist
and are readily available if you’d like to take a deeper look.
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Rich Ads in Search (RAIS)
With high competition and cost-per-click, some Financial Services advertisers have been
able to drive performance through utilization of Rich Ads in Search. RAIS allows advertisers
to increase brand presence through display of images or videos, while securing the entire
top position on Yahoo! and Bing search results pages, which may help increase click-
through rates on your brand terms.
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Over 7% increase in CTR
for mainline Long Ad
Titles.
46% increase in
average CTR.
21 | Microsoft internal data, includes US PC searches for Yahoo! and Bing owned and operated sites, 9/10/12 to 10/6/12 and 10/8/12 to 10/28/12. Considered all ads with extensions on mainline where ad is
displayed as: URL + Location, URL + Location + Phone, URL + Phone
22 | Microsoft internal data, compared to mainline ads without long ad title treatment, 2012
11. 10
Search Traffic by Device
The device market is evolving as consumers and businesses increasingly shift their focus to
touch and mobility. And as expected, search volume is increasing steadily on smartphones
and tablets. Since last year, smartphone searches have more than doubled on the Yahoo!
Bing Network and tablet searches are close behind. Generally, we are seeing smartphone
conversion performance for Financial Services lower than that of tablets and PCs; which
is also in line with Ignition One’s Q2 FY12 report. However, with lower CPC, return on ad
spend could fair higher on mobile campaigns, especially for tablets where Financial Services
engagement in search tends to be higher.
In terms of competition, Google recently announced a change to AdWords, called
Enhanced Campaigns, where campaigns will run across desktop, tablet, and mobile devices,
and the process of campaign management and reporting will be simplified. The Yahoo!
Bing Network understands that an advertiser’s search campaign can be optimized across
devices and through various targeting methods. And that’s why we are committed to
providing advertisers the transparency and device-level control to customize campaigns
to maximize their effectiveness. We are focused on evolving our platform to provide you
with functionality that puts you and your campaigns first, such as reducing friction when
importing AdWords campaigns, especially now that Google has changed how campaigns
are structured.
Mobile Device Searches: As % of Total Search Volume23
Banking 14%
Investing 11%
Financial Planning 9%
Insurance 8%
Financial Services: Searches on
Mobile Devices
2012 20122012 2012
+86%
+113%
Smartphone Tablet
Source: Microsoft internal data, US mobile
devices includes Lo-Fi Phones, Smartphones
and Tablets 2/13/13
23 | Microsoft internal data, includes US mobile searches for Yahoo! and Bing owned and operated and syndicated sites, 2/15/13
12. 11
Improve Ad Copy Quality
While search queries give you a view of recent search trends and themes, other analyses,
such as ad copy quality testing, can fine-tune search campaigns. Last month the Bing Ads
research and analytics team conducted an ad copy analysis across seven sub-verticals
within Financial Services, providing directional suggestions for boosting click-through-rate
(CTR). The team analyzed thousands of ads in each sub-vertical and selected one or two-
word phrases that appeared in ads from at least five distinct advertisers. From this data,
they calculated the ad quality, which takes into consideration the clickability of the ad, in
addition to other signals of ad quality. Ads with higher ad quality benefit from higher CTR,
improved ad ranking and lower CPC.24
Key Observations
• What works well for one category (sub-vertical) may perform poorly for another.
• Dollar signs ($) should be used with caution. They were usually associated with poorer
ad quality, with some exceptions (like health insurance).
• Sitelink Extensions consistently had high impact on ad quality; much higher than any
variable of the ad copy.
• There was variability in the analysis, so the data and recommendations should be
used as a guide, and not a substitute, for performing your own ad copy tests.
Interpreting The Data
The ad quality charts below show one and two-word phrases that appeared in at least ten
ads from at least five different advertisers. Searches on brand names were excluded, and
unless the chart specifically mentions Sitelink Extensions, those were excluded to avoid
skewing the results.
Ads without any of these phrases were used as the baseline or index. When the bar is on
the right of the baseline, it means the phrase, on average, had higher ad quality than ads
that didn’t include any of the phrases in the list. When the bar is on the left of the baseline,
it had lower ad quality.
Without
Sitelink
Extensions
With
Sitelink
Extensions
Effect of Sitelink Extensions
on Ad Copy Quality
in Auto Insurance
+73%
24 | US Ad Copy Quality Research, Microsoft, January 2013. Yahoo! and Bing owned and operated PC traffic
Without
Sitelink
Extensions
With
Sitelink
Extensions
Effect of Sitelink Extensions
on Ad Copy Quality
in Financial Services
+23%
13. 12
Auto Insurance
The term car had a positive impact on ad quality, whether in the ad title or ad description,
and outperformed the term auto. Safe saw positive results in the ad title, whereas fast and
savings had strong lift in the ad description. The term safe in the ad title had especially
strong results when paired with free, fast, quote(s), or auto in the ad description.
Auto Insurance: Ad Title Performance Lift
8%
-6%
18%
-42%
-19%
-47%
-20%
8%
-51%
22%
-8%
-24%
80%
-86%
$
auto
car
coverage
discount
free
get
insurance
keyword
param
quote(s)
rate
safe
save
Auto Insurance: Ad Description Performance Lift
$
%
auto
car
could save
coverage
discount
easy
free
get
insurance
keyword
param
policy
quote(s)
rate
safe
save
savings
6%
4%
7%
91%
24%
-21%
-26%
36%
88%
36%
12%
36%
-62%
-45%
-68%
5%
31%
10%
-4%
61%
Ad Copy Quality, Car vs Auto
Auto
Car
Car
+101%
+35%
Ad Title Ad Description
Auto
Without
Sitelink
Extensions
With
Sitelink
Extensions
Effect of Sitelink Extensions
When Term “Car” is Used
in the Ad Title
+410%
Auto Top Ad Title / Ad
Description Combinations
Rank Title Description
1 Car Safe
2 Car Auto
3 Coverage Coverage
4 {Keyword} Save
5 Insurance Safe
14. 13
Banks
The term savings did not perform particularly well in the ad title or ad description.
However, online and find showed strong ad quality, with online and rate having presence
across several top ad title / ad description combinations.
Banks: Ad Title Performance
$
apply
bank
checking
compare
find
keyword
online
open
param
rate
savings
-57%
18%
-9%
36%
-24%
177%
87%
104%
44%
-13%
112%
2%
Banks: Ad Description Performance
$
%
apply
bank
checking
compare
fee(s)
find
free
mobile
now
online
open
rate
savings
yield
2%
55%
40%
7%
7%
16%
47%
46%
46%
4%
22%
106%
17%
35%
-22%
94%
Banks Top Ad Title / Ad
Description Combinations
Rank Title Description
1 Online Free
2 Rate Find
3 Rate Yield
4 Online Online
5 Rate Online
15. 14
Credit Cards
APR and the dollar sign ($) performed better in the ad description than in the ad title.
Approval, bad credit and fee had very strong ad quality. Even though the percent sign
(%) was not the highest performing variable individually, it held three of the top ad title / ad
description combinations.
Credit Cards: Ad Title Performance
APR
$
%
apply
approval
bad credit
best
cash back
fee
interest
keyword
offer(s)
reward(s)
secured
-8%
-81%
137%
81%
345%
186%
52%
28%
196%
73%
82%
-6%
18%
89%
Credit Cards: Ad Description Performance
APR
$
%
apply
approval
bad credit
best
cash back
compare
fee
find
get approved
interest
offer(s)
reward(s)
secured
54%
221%
52%
24%
125%
163%
6%
30%
13%
207%
-27%
140%
51%
3%
-24%
58%
Credit Cards Top Ad Title / Ad
Description Combinations
Rank Title Description
1 % Approval
2 Approval Approval
3 % Bad Credit
4 % Fee
5 Approval $
16. 15
Health Insurance
In health insurance, the dollar sign ($) experienced positive ad quality, counter to the
performance seen in other categories. Dynamic keyword insertion held four of the top title
/ ad description combinations. When describing costs, the analysis reveals that usage of the
term affordable in the ad title yields positive results while the term savings does not.
Health Insurance: Ad Title Performance
$
affordable
cheap
compare
coverage
exam
health
insurance
keyword
low cost
medical
param
plan
plans
quote
save
savings
64%
153%
61%
10%
75%
200%
50%
41%
44%
70%
79%
42%
79%
77%
44%
65%
-21%
Health Insurance: Ad Description Performance
$
affordable
apply
call
cheap
compare
competitive rates
coverage
exam
fast quote
free info
health
insurance
keyword
learn
low cost
medical
param
plan
plans
quote
save
savings
103%
80%
42%
102%
124%
51%
54%
62%
76%
31%
-24%
38%
42%
75%
42%
98%
91%
272%
63%
63%
67%
78%
-20%
Health Insurance
Top Ad Title / Ad Description
Combinations
Rank Title Description
1 Insurance Low Cost
2 Health {Keyword}
3 Low Cost {Keyword}
4 Insurance {Keyword}
5 {Keyword} Compare
17. 16
Health Insurance: Relative Impact of Cost-Related Ad Copy Variables
Ad Title Ad Description
$
Affordable
Cheap
LowCost
Save
Savings
$
Affordable
Cheap
LowCost
Save
Savings
Optimize with Search Query Trends
Since Financial Services searches tend to be heavily concentrated among a small number of expensive keywords, we’re
providing category-level search query trends to help reveal what our audience is searching for, leading to a better
understanding of consumer preference and demand trends.
While some industries within Financial Services bid more heavily on brand name keywords (for instance, banking and tax),
Financial Services is usually more concentrated in non-brand, high-volume generic keyword usage. Because 75% of paid
clicks for Financial Services go to the ads at the top of the page, it’s important to stay competitive on this narrow set of
keywords.
The search query trends provided below can help enable more effective management of your campaigns and these
keyword categories.
Banking
The two main search terms—bank and banks—drive the majority of non-brand search volume. Brand searches dominate
the banking and credit union categories.
Banks
Bank
CD Rates
Banking
Bank Account
12/01
12/08
12/15
12/22
12/29
01/05
01/12
01/19
01/26
02/02
02/09
02/16
02/23
03/02
03/09
03/16
03/23
Top 5 Banking Searches | Not Including Brand Names
Banks
Bank
CD Rates
Banking
Bank Account
12/01
12/08
12/15
12/22
12/29
01/05
01/12
01/19
01/26
02/02
02/09
02/16
02/23
03/02
03/09
03/16
03/23
18. 17
Brand
Manage Me Account
Generic Banking Services
Locations
CDs
Checking
12/01
12/08
12/15
12/22
12/29
01/05
01/12
01/19
01/26
02/02
02/09
02/16
02/23
03/02
03/09
03/16
03/23
Banking Credit Union Searches by Type
Brand
Manage Me Account
Generic Banking Services
Locations
CDs
Checking
12/01
12/08
12/15
12/22
12/29
01/05
01/12
01/19
01/26
02/02
02/09
02/16
02/23
03/02
03/09
03/16
03/23
Credit Cards
Credit card searches were also largely brand-driven, whether it be the major credit card
companies, their affiliates, or store credit cards.
The manage my account category consists of searches related to servicing an existing
account, such as logging in or paying a bill. Generic credit card search includes searches
for credit cards, rates, and attributes.
12/01
12/08
12/15
12/22
12/29
01/05
01/12
01/19
01/26
02/02
02/09
02/16
02/23
03/02
03/09
03/16
03/23
Credit Card Brand
Manage My Account
Store Credit Card
Generic Credit Card Search
Credit Card Searches by Type
12/01
12/08
12/15
12/22
12/29
01/05
01/12
01/19
01/26
02/02
02/09
02/16
02/23
03/02
03/09
03/16
03/23
Credit Card Brand
Manage My Account
Store Credit Card
Generic Credit Card Search
Top 10 Credit Card Queries | Not Including Brand Names
12/01
12/08
12/15
12/22
12/29
01/05
01/12
01/19
01/26
02/02
02/09
02/16
02/23
03/02
03/09
03/16
03/23
Credit Cards
Credit Card
Credit Cards Bad Credit
Secured Credit Cards
Prepaid Credit Cards
Bad Credit Cards
Secured Credit Card
Apply Credit Cards
Credit Card Offers
Credit Cards Rebuild Credit
12/01
12/08
12/15
12/22
12/29
01/05
01/12
01/19
01/26
02/02
02/09
02/16
02/23
03/02
03/09
03/16
03/23
Credit Cards
Credit Card
Credit Cards Bad Credit
Secured Credit Cards
Prepaid Credit Cards
Bad Credit Cards
Secured Credit Card
Apply Credit Cards
Credit Card Offers
Credit Cards Rebuild Credit
19. 18
Financial Planning
Some financial planning queries showed a consistent spike in searches at the end of each
month, while other searches were more stable.
Investment Services
Financial Advisor
Financial Planning
Portfolio
Investment Management
12/01
12/08
12/15
12/22
12/29
01/05
01/12
01/19
01/26
02/02
02/09
02/16
02/23
03/02
03/09
03/16
03/23
Top 5 Financial Planning Searches | Not Including Brand Names
Investment Services
Financial Advisor
Financial Planning
Portfolio
Investment Management
12/01
12/08
12/15
12/22
12/29
01/05
01/12
01/19
01/26
02/02
02/09
02/16
02/23
03/02
03/09
03/16
03/23
Mortgage
Calculators were popular search terms for mortgage, showing steady searches through
the quarter. Searches that were more directly related to mortgage loans and rate
comparisons have had peaks and valleys, but more recently have flattened.
Searches for reverse mortgages stayed fairly constant, with a small dip during the
holiday week.
Reverse Mortage
Reverse Mortgages
Reverse Mortage Calculator
12/01
12/08
12/15
12/22
12/29
01/05
01/12
01/19
01/26
02/02
02/09
02/16
02/23
03/02
03/09
03/16
03/23
Reverse Mortgage Searches | Not Including Brand Names
Reverse Mortage
Reverse Mortgages
Reverse Mortage Calculator
12/01
12/08
12/15
12/22
12/29
01/05
01/12
01/19
01/26
02/02
02/09
02/16
02/23
03/02
03/09
03/16
03/23
20. 19
Tax
Typically we see two peaks in tax season, one after W2s are sent to employees and a shorter peak immediately before the tax filing
deadline.
In 2013, brand name tax software keywords peaked later in the tax season than in the previous year, but still earlier than other
categories within tax. As tax season progressed, brand name keyword searches declined and searches for IRS and refunds rose.
Searches for accountants were a smaller proportion of the searches when compared to 2012.
Accountant
Brand Name
Filing
IRS
Refunds
Tax Form
1/1/2013
1/3/2013
1/5/2013
1/7/2013
1/9/2013
1/11/2013
1/13/2013
1/15/2013
1/17/2013
1/19/2013
1/21/2013
1/23/2013
1/25/2013
1/27/2013
1/29/2013
1/31/2013
2/2/2013
2/4/2013
2/6/2013
2/8/2013
2/10/2013
2/12/2013
2/14/2013
2/16/2013
2/18/2013
Tax Searches by Type
Accountant
Brand Name
Filing
IRS
Refunds
Tax Form
1/1/2013
1/3/2013
1/5/2013
1/7/2013
1/9/2013
1/11/2013
1/13/2013
1/15/2013
1/17/2013
1/19/2013
1/21/2013
1/23/2013
1/25/2013
1/27/2013
1/29/2013
1/31/2013
2/2/2013
2/4/2013
2/6/2013
2/8/2013
2/10/2013
2/12/2013
2/14/2013
2/16/2013
2/18/2013
Tax Category Searches as a % of All Tax Searches10
Tax Category 2012 2013
Brand Name Tax Software 37.42% 39.71%
IRS 28.09% 29.24%
Refunds 12.46% 14.36%
Tax form 7.96% 7.97%
State 2.62% 2.77%
Filing 1.96% 0.99%
EFTPS 1.36% 1.58%
Accountant 1.47% 0.20%
Calculator 0.88% 0.79%
Generic Tax 1.03% 0.44%
Form Questions 0.82% 0.40%
Tax Category 2012 2013
Tax Tables 0.82% 0.36%
Other 0.66% 0.44%
Online Filing 0.41% 0.28%
Deadline 0.58% 0.06%
Extension 0.28% 0.31%
Planning 0.40% 0.02%
Business 0.29% 0.05%
Audit 0.21% 0.01%
Back Taxes 0.21% 0.01%
Stimulus 0.05% 0.02%
Attorney 0.03% 0.01%
21. 20
In Summary
The beginning of this report highlighted several key objectives or focus areas for Financial Services marketers. Based upon third
party research reports, audience insights from comScore, and Yahoo! and Microsoft internal research, we’ve summarized the
most significant ways for you to drive return on ad spend.
The Yahoo! and Microsoft teams are encouraged by the business intelligence we’re uncovering as a result of our vertical
alignment and we need your help in continuing this momentum. This report is one of many initiatives we’re testing and
we would like to hear your thoughts on how we can refine and improve these resources to make them more meaningful
over time. Please email finservmarketing@microsoft.com if you have feedback or input you would like to share.
Wishing you prosperity in search,
Your partners at Yahoo! and Microsoft
Report Takeaways
• With strong momentum in clicks, budget and conversions, the Yahoo! Bing Network delivers
strong return on ad spend as well as the opportunity to secure top ad ranking in a less competitive
marketplace than Google AdWords.
• Traditional search advertising philosophy pivoted on maximizing resources first on Google and
thereafter allocating remaining and incremental budget to the Yahoo! Bing Network. However, with
substantially lower cost-per-click (CPC) for Financial Services compared to Google, the new imperative
for Financial Services marketers is to start actively advertising on the Yahoo! Bing Network and make it
the first place resources are maximized to drive stronger return on ad spend (ROAS).
• The Yahoo! Bing Network delivers 34% of paid clicks within the business and finance category25
,
as well as 21 million business and finance searchers not reached on Google26
. Share of paid
click details from comScore can help inform shifts in budget. For instance, if a regional bank is
currently allocating 20% of their search advertising budget to the Yahoo! Bing Network, increasing
this budget allocation to roughly 34% (aligned to the bank category’s share of paid clicks via
comScore)27
could maximize return on ad spend.
• Leveraging key ad formats, especially Sitelink Extensions, could help improve click-through-rates and
overall campaign performance.
• Using the Ad Copy Quality and Search Query research provided by the Bing Ads research and
analytics team can help fine-tune search campaigns and may help boost click-through-rates on the
Yahoo! Bing Network.
25, 27 | comScore US Core Search (custom), June 2013
26 | comScore US qSearch (custom), March 2013