This presentation was given to an audience of small businesses at the LSA Bootcamp in Detroit 6/1/16 which was an event to help small businesses learn the fundamentals of digital marketing. For more on the event, visit: http://www.marketingbitz.com/marketing/boot-camp.aspx

1. #BingAds or #AskBingAds
The Value of
Search Engine Marketing
(SEM) for your Business.
Erin Zefkeles
Microsoft – Bing Ads
@ErinZef
June 2, 2016

2. Agenda
2
• What is Search and why use it?
• Defining your message
• Key Features
• The Growth of Mobile
• The Future of Search
• Wrap up/Q&A

3. What is search
and why use it?
3

4. Search is the top way customers find businesses:
4
Source: Google/Ipsos, Industry Multi-Screen Study: Local Services, 2013
74%
Search
engines
49%
Map sites or
apps
42%
Brand/company
sites or apps
39%
Review sites
or apps

5. 5
Query, Search term, Keywords
Sponsored results
(paid ads)
Organic results
(non-paid listing)
Local listing, free to
businesses that sign up

6. 6
=Better ResultsOrganic Paid Search+

7. 75% of
users never
scroll past the
first page of
results.1
60% of all
organic clicks
go to the top
three organic
search results.2
SEM is firmly
within your
control.
You choose the
key words and
pay for the ads
1. HubSpot May 2012; 2. Marketingsherpa, February 2013; 3. Slingshot SEO December 2011
7
One Goal: To move websites to the top of the search results page.

8. 8
75%
of customers
EXPECT to FIND
what they want at the top of a
search page
33%
of customers
associate page placement with
a company’s
PROMINENCE

9. Defining your
Message

10. Creating
Keywords
• Start by testing basic
keywords
• Synonyms, action prefixes
and suffixes, run-ons and
misspellings
How to Define Your Message
Audience
Targeting
• Define your “ideal
consumer”
• Ensure targeting is accurate
and makes sense for your
business
Building Ads
• Have a clear call to action
• Synonyms, action prefixes
and suffixes, run-ons and
misspellings
Thinking about your business – who is searching for you?

11. Keyword match types help
control which searches can
trigger your ad
• Set separate bids for each match type based on
performance
• Bid highest on exact, then phrase and then
broad
Creating Keywords Exact Match
The ad displays if the searcher uses only the
exact words bid on, in the exact order you bid on
them.
Broad Match
Your ad will show on similar phrases and close
variations of the keyword a user searches for.
Phrase Match
Allows your ad to show for searches that include
the exact phrase and possibly includes other
words as well.
11My search: Downtown Detroit steak house

12. Creating and Testing Your Ads
Test – Test – Test –
and Test Again!
• Create multiple ads with varying
messages
• Test multiple calls to action
• Consider seasonality in your messaging
• Start testing seasonal messaging early so that
you can refine your message without losing
traffic
• Make it personal
• Make it relevant
12
Los Angeles #1 Florist
www.LAFlorist.com
Largest selection of flowers in Los
Angeles!
Los Angeles Florist - $10 off special offer
www.LAFlorist.com/SpecialOffer
Huge selection of fresh flowers - $10 off with
every order. Order now!
Discount Los Angeles Florist
www.LAFlorist.com/BestPrices
Best prices and largest selection in
town – visit us now!

13. 0
10000
20000
30000
40000
50000
60000
70000
80000
Jan Feb Mar Apr May Jun Jul Aug
Start testing your
campaign
Eliminate and adjust
underperforming
keywords/ads
Continue to monitor
performance, run
reports, and adjust bids
to remain competitive.
Seasonality
Ensure you’re testing long before your high season
13
Source: YBN owned and Operated Properties, PC & Tablet; Jan – Aug 2014

14. Key Features

15. Sitelink Extensions
• Send searchers directly to a product or sales
page with multiple links in your ad.
• Sitelink Extensions allows you to add additional
links to ads so searchers can jump directly to a
page that interests them.
Best Practice – Sitelink Extensions
15
1. Internal Microsoft study, 818 accounts, 2014

16. • Include your nearest business location and
phone number in your ad.
Best Practice – Location Extensions
16
1. Bing.com data for all ads displayed in mainline position in response to local queries, Q1 2014
• Add a Directions link that when clicked, shows the
route automatically to your business

17. Claiming Your Business Listing
17
BingPlaces.com
1. Bing.com data for all ads displayed in mainline position in response to local queries, Q1 2014
Claim Your Business Listing
• Add details to show what’s unique about
your business and make it easier for
customers to interact with you.
• Location, Phone Number, Website
• Hours of Operation
• Parking Options
• Accepted Payment Methods
• Photos

18. Maximize key
features to better
reach your
customers.

19. Search Market Share in the U.S.
OTHER
Continual
market share
growth
31%
Bing
Network

20. It’s not just how many that matters, it’s who they are. Always
consider your customer demographics.
20
comScore Plan Metrix, US, November 2015, custom measure created using comScore indices and duplication
HH Income >$75K USD 35+ Attended college Female

21. 21The Value of Search Engine Marketing (SEM) for your Business.
= Even
Better

22. The Growth
of Mobile
The Value of Search Engine Marketing (SEM) for your Business. 22

23. It pays to be first
Click Share VS. Rank
Source: Bing Internal Data, January – February 2015.
23LSA Bootcamp
Smartphones

24. 70% of conversions* happen within
5 hours of mobile search
5hrs
mobile
7 days
desktop
Mobile conversions are FAST
24The Value of Search Engine Marketing (SEM) for your Business.
Sources: Microsoft Research & Ipsos OTX: “Mobile in The Consumer Journey”
*Conversions include: calls, store visits, and purchases across screens

25. 75% of digital users in the US
access the Internet across devices
25The Value of Search Engine Marketing (SEM) for your Business.
Millennial Media; Connected Consumers Gaining Insight Across Screens; June 2015.
No click query
Clicked query
Good clicked query
Converted query

26. Mobile to PC conversion rates vary by vertical
Search and convert on different devices
9.81% 10.46% 10.88%
12.24% 12.24% 12.27% 12.48%
13.61% 13.88%
15.20%
22.16%
Tech & Telco Travel Retail Health Financial Service Autos B2B Services Education Entertainment CPG Restaurants
% of PC conversions starting from Mobile
26The Value of Search Engine Marketing (SEM) for your Business.
Bing Ads Internal Data, November 2014.

27. Mobile search drives multiple types of conversions

28. Driving to a mobile-friendly
experience Conversion rates for smartphone shoppers on
mobile-optimized
sites is 160% higher than on
non-optimized sites1
Average order value on smartphones on mobile-
optimized sites is 102% of the average order
value for shoppers on PCs of
those same retailers’ desktop sites; that number
drops to 70% on
non-mobile-optimized sites1
28
Source: Marketer, Proof that Mobile Optimized Sites Are Necessary, October 2014.
Not mobile-optimized Mobile-optimized

29.  Important information/action is above the fold
 Make people scroll down, instead of side-to-side
 Not using any Flash
 Make sure conversions are easy and clickable
 Keep things concise (and short, so that they fit)
 If possible, make an m.site or a responsive design and keep things modular
What does Mobile-Optimized Mean?
29

30. Ad Extensions can
increase click-throughs
by 3 – 10%
Additional search options
targeting Mobile users
Call Extensions:
Display a phone
number directly in your
ad and give customers
a convenient way to
call your business
directly from search
results.
Location Extensions:
Put address and phone
number info in your
ads so local searchers
can easily find your
business
App Extensions:
Add call-to-action links
in your ads to promote
downloads of your iOS,
Android and Windows
apps.
Sitelink Extensions:
Direct customers to
precise pages on your
website by adding this
type of extension.
30

31. Mobile searchers use phones to…call!
Call Extensions:
31
Source: Ipsos/Google Research Study, September 2013.
Call ExtensionsCall forwarding/
Call metering
61% Of Mobile Callers
Ready To Convert
3:1 Local numbers
are preferred to
toll free numbers
This is why a call extension can help your
business grow.

32. Mobile searchers are local
Local Extensions:
32
Nielsen, the Digital Consumer Report, 2014 Bing Ads Internal Data
Bing Internal Data, January – February, 2015.
comScore, 15Miles, and Neustar: 7th annual Local Search Study, 2014.
One tap
to maps &
directions
Drive foot traffic, not just web traffic with
location extensions for a 7 – 10% better
click through rate
25% of smartphone users consider
location most important
factor when looking for
information
40% of mobile searches in
Bing Ads are local
3 of 4 purchases resulting from a
mobile search actually take
a place in a physical store

33. Mobile users engage heavily with apps
App Extensions:
33
Source: Forrester’s US Consumer Technograhics Behavioral Study, October 2014 – December 2014.
eMarketer, App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market, March 2015.
85% of mobile users’
time on their
smartphones are
using native apps
$3B will be spent in
2015 on mobile
app install ads
Make it easy for customers to discover
and install your app with an app
extension

34. Why use a Sitelink Extension? To increase click-
through rates.
Sitelink Extensions:
34
30% higher click-
through rate to
your website using
a Sitelink Extension
Sitelink Extensions are additional links you
can include in your ads that take
customers directly to specific pages on
your website. These extra links let you
promote distinct products, services or
sections of your site and leads searchers
to the right information they need to
learn more and take action.

35. Combining extensions on mobile leads to better CTR
Sources: Microsoft Eye-Tracking Study, Bing Ads Internal Data
Ad with Multiple
Extensions
Ads without Extensions
0%
2%
4%
6%
8%
10%
12%
14%
Location +
SiteLink
Call + SiteLink Location + Call
+ SiteLink
SiteLink Call Location Text Ads
Average CTR
35

36. The Future
of Mobile Search
LSA Bootcamp 36

37. Search started out as this….
37The Value of Search Engine Marketing (SEM) for your
Business.
Type here...
ALL RESULTS 1–10 of 600,000,000 results

38. New devices and signals will require…
New ways to search
Gestures Touch Voice Image

39. Personal assistants
39
Cortana: Your truly personal digital
assistant, helping you get things done
wherever you are
Predictive Search: Anticipating your
needs and searches.
Personalization: Information and
results tailored just for you.
Natural Language: Understands
questions and the context in which
they are asked.

40. US smartphone users
who use mobile personal
assistants
Voice search is still emerging
but will be a growing trend
for your business
40
38%
39%
59%
71%
54+
44-53
30-43
18-29

41. Voice search queries are longer than text, so more search
words in the form of a question become key
41
1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words
0
5
10
15
20
25
30
Text searches
more concentrated
around 1–3 words
Speech searches longer
through the tail

42. Voice search is more mobile, local and conversational
42
Where
How
Interested
Ready to act
More mobile
More local
More
conversational
More question
oriented

43. Experiences across devices and platforms for your digital
work and life
Cortana
Your personal assistant on any
device and any platform
Office
Your Office anywhere on any
device and any platform
Windows 10
Scaling across form factors and
screens of all sizes
43

44. Wrapping
things up
44

45. Test mobile page speed:
• Bing - https://www.bing.com/webmaster/tools/mobile-friendliness
• Google - https://developers.google.com/speed/pagespeed/insights
Mobile advertising on Bing - http://advertise.bingads.microsoft.com/en-us/mobile-advertising
Bing Ads Support – www.BingAds.com/support
Keyword Expansion Tools**:
• Bing – http://advertise.bingads.microsoft.com/en-us/bing-ads-intelligence
• Google - https://adwords.google.com/KeywordPlanner
** Both tools require you to have an account to use them
Useful Links
:
45

46. 1. Your customers are using search to make their
buying decisions, so set aside marketing $ for
paid search
2. Be where your customers are, and diversify
across all devices
3. Use the options available to you maximize the
effectiveness of mobile search.
4. Make sure to include Bing in your paid search
campaigns, or you are missing out on 1 in 3
searches
Let’s recap
46

47. Bing Ads Blog:
BingAds.com/blog
#AskBingAds
We blog answers monthly!
@ErinZef
Stay in touch
47

48. Q A

49. Thank You

50. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
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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.