Lightspeed connect- Ellen Akkerman - Bing - ‘Jouw doelgroep zit op Bing, waarom jij nog niet?’
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De groei van Bing is aanzienlijk toegenomen het afgelopen jaar. Voor bedrijven is Bing Ads nu een onmisbaar marketingkanaal geworden. Deze presentatie laat zien dat jouw doelgroep niet alleen op AdWords zit maar ook op Bing. Ik neem je mee in hoe de groei is onstaan, welke doelgroep er zit, de voordelen van het adverteren op Bing en hoe je makkelijk je Google campagnes toe kunt voegen aan Bing. Meer bereik, doorgaans lagere kosten en hogere conversies op Bing. Waarom zou je het niet doen?
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Lightspeed connect- Ellen Akkerman - Bing - ‘Jouw doelgroep zit op Bing, waarom jij nog niet?’
- 1. Why your customers are on Bing (where are you?) Ellen Akkerman, Microsoft October 24, 2016
- 2. OUR MISSION EMEA GROWTH STORY INNOVATIONS, AND WHY THEY MATTER
- 3. OUR MISSION: Empower every person and every organization on the planet to achieve more
- 4. What we all know search to be… Type here... ALL RESULTS 1–10 of 600,000,000 results
- 5. AUDIENCE BUYING Understand them as a person and not just as a keyword ACTIONS Experiences that make it easy to take action FEEDS AND AUTOMATION Rely on automated technology DIGITAL ASSISTANTS AND PREDICTIONS Intelligently predict what they want next GLOBAL AND MOBILE Always available and with you Search advertising is changing
- 6. CONNECTS YOU TO TECHNOLOGY PEOPLE INFORMATION KNOWLEDGE
- 7. Bing is a part of the every day
- 8. A partner for the industry DEVICE INTEGRATION & DISTRIBUTION DEALS • Powering web results for Siri and Spotlight Search • Default search on Amazon Kindle Devices ENRICHING THE BING EXPERIENCE • Bing utilizes data from Yelp, Twitter, Foursquare and TripAdvisor to enhance search results ENRICHING EXPERIENCES IN APPS • Uber utilizes Bing’s mapping technology • Android developers can leverage Bing’s knowledge graph within their apps • Cyanogen OS includes Microsoft services such as Bing
- 9. Bing network. Be There. A great search engine first We believe in delivering highly competitive, high quality search to customers and partners. 9
- 10. Bing network. Be There. And we are no longer a simple challenger. 10
- 11. Bing network. Be There. 15 billion+ Searches every month, answered around the world 621 million Searchers per month It’s working 11
- 12. Bing network. Be There. 1/2 Of the U.S. consumers uses Bing It’s working 12
- 13. Bing network. Be There. 129M searchers using Bing every month in Europe It’s working 13
- 14. Bing network. Be There. >45% UK searchers on Bing It’s working 14
- 15. Bing network. Be There. 8M searchers in the Netherlands It’s working 15
- 16. Bing network. Be There. The Bing Network Audience in Europe 16 1. comScore qSearch (custom), March 2016. Bing Network includes Microsoft sites, Yahoo sites (searches powered by Bing), and AOL sites in Western Europe. 2. comScore qSearch, March 2016 10.2% 9.0%12.1 % 6.4% 7.9%8.4%20.5% 21M 8M18M 2M 21M9M30M 405M 181M550M 26M 385M213M840M Germany SpainFrance Belgium Western Europe*ItalyUnited Kingdom Market Share Unique Searchers Monthly Searches 9.0% 8M 127M Netherlands
- 17. comScore qSearch (custom), December 2015. Bing Network includes Bing Search and Yahoo Search NL sites. 8M UNIQUE SEARCHERS 9% SHARE 127M MONTHLY SEARCHES 8M Unique Searchers, more volume with less effort in the Netherlands Bing Network — includes Yahoo, Bing, AOL and partner sites
- 19. Growing volume with Windows 10 19 Source: 1. Microsoft Internal Data, Dec 2015 (worldwide numbers); 2. Bing searches on PC and Tablet by Windows 10 and non-Windows 10 devices , Oct 2015 & Jan 2016 4-5x 19% Increase in Bing syndicated clicks of Bing clicks from syndication expected in 2016 (U.S.) 350M+devices running Windows 101 35%+of Bing searches in Europe are from Windows 102 40%+Increase in Bing UK queries with Windows 10 (Dec. vs. Oct.) 2 90%Microsoft Edge users retain Bing as their default1 “Windows 10 is a Bing honeypot —and it’s working” “Milestone: Bing Now Profitable As Windows 10 Success Boosts Usage”
- 20. Bing is a monetization engine for Windows 10 The engine behind Cortana Easy to find on task bar Deep integration with Microsoft Edge Bing as default across multiple touchpoints
- 21. Growing Volume with Microsoft Edge Go from searching to doing New tab page Prominent search/address bar front and center on new tabs Quick answers Displays relevant information in suggestions box to provide quick results Cortana assist Receive relevant information like hours, directions and more about local restaurants Ask Cortana Pull up relevant information from Bing and display it without taking user away from the page
- 22. More than 1 in 3 searches powered by Bing on PC and Tablet are from Windows 10 devices Windows 10 search volume share for Bing Netherlands O&O traffic on PC and Tablet devices, Oct 2015. Windows 10 35% Non-Windows 10 65% What % of Bing Searches in NL are performed on Windows 10 devices?
- 23. Windows 10 Searches by Vertical Top categories in volume of Windows 10 NL searches: CPG, Finance & Insurance and Health – 37% for Retail Windows 10 search volume share for Bing Netherlands O&O traffic on PC and Tablet devices, Oct 2015. Vertical segments based on analysis of top queries. Windows 10Non-Windows 10 Cpg Finance & Insurance Health Adult & Gambling Auto Restaurants & Food B2B Services Retail Travel & Transportation B2C Services Social & Charity Careers & Education Entertainment Reference Tech & Telco 27% 28% 29% 33% 34% 34% 37% 37% 39% 39% 39% 40% 41% 41% 61% 73% 72% 71% 67% 66% 66% 63% 63% 61% 61% 61% 60% 59% 59% 39%
- 24. Audience Demographics on Windows 10 Windows 10 NL searchers complement our existing audience base with a strong representation of Males, over 50 years old Age Group Gender +13% Search volume split by demographics across Windows 10 & non-Windows 10 in the Netherlands 43% 60% 57% 40% Female Male Windows 10 Non-Windows 10 7% 15% 28% 33% 32% 27% 18% 12% 15% 12% 18-24 25-34 35-49 50-64 65+ Bing Netherlands O&O search volume by age and gender on PC and Tablet devices for Windows 10 and non-Windows 10 devices, Oct 2015 Figures may not sum to 100 due to rounding.
- 25. How do we compare to others in the market? 25
- 26. Better CPCs than Google AdWords in key verticals Ensure an efficient use of your budget with Bing Ads 26Sample of the Marin Global Search Index for Eurozone, customers buying in Euros, Q3, 2015. All devices, partner network excluded. Auto Healthcare Retail Average CTR 4.61% 5% 6.08% 5.07% 2.96% 1.82% Average Cost-per-click €0.24 €0.40 €0.71 €0.31 €0.30 €0.12 -40% -58% -61%
- 27. Bing searchers spend 50% more than Google searchers 1.TheYahooBingNetworkincludesMicrosoftandYahoositesinworldwide. 2.comScoreqSearch(custom),March2015. Our audience spends more. Unique searchers on Bing Network: • Spend 156 % more online than the average Internet searcher • Spend 50 % more than Google searchers worldwide Buying Power Index 0 75 150 225 300 Average Internet Google Yahoo Bing Network 256171100
- 28. Bing Ads delivers lower cost per acquisition vs Google “The results we saw with Bing Ads were great for our clients with more than 60 % lower cost per conversion than Google AdWords. Additionally, businesses booked 10 % more revenue from searchers coming from Bing when compared with searchers from Google. This resulted in a 4x return on advertising spend.” – Ethan Anderson, CEO MyTime 2% 3% 50% HIGHER CTR AdWords Bing $39.42 $15.21 51% LOWER CPA $5.18$1.81 4X ROAS Microsoft ConfideConsumentenbondal
- 29. You don’t have to start from scratch. We can import your existing search advertising campaigns that are already working for you with the Google Import tool. Expand successful campaigns Easily import your Google AdWords campaigns to Bing Ads 29
- 30. Making it easy for you 30 Sitelink Extensions Enhanced Sitelink Extensions App Extensions Location Extensions Remarketing Universal Event Tracking Sitelinks Enhanced Ad Sitelinks App Campaigns Location Extensions Remarketing Conversion Tracking Bing Ads Intelligence Google Import Bing Ads Editor Keyword Planner AdWords Editor
- 31. What’s next? That’s now! Sept, 2016
- 32. Bing network. Be There. Hi Ellen!How can I help?Try what’s the forecast? See more
- 33. Bing network. Be There. 33
- 34. Evolution of Search Future Voice SearchBots - Messaging as the new Browser The Future
- 36. Key Take Aways • Rethink your campaign investments as audience grows • Search is rapidly evolving, changing in form and function • Consider leveraging available technologies
- 37. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION.