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Making the most of search intents
Cedric Chambaz | Head of International Marketing, Bing Ads
OMCap, Berlin – October 9, 2014.
|
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The Digital Universe is Expanding…
2 Billion Facebook updates per day
300 MillionFacebook photos per day
350 MillionSnapchat photos per day
400 MillionTweets per day
5 MillionFoursquare check-ins per day
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…and so are our Tools and Needs
UsersRising Expectations
DevicesConstraints, Opportunities
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Web innovation needs a search revolution
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Hi OMCap! How can I
help?
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SEARCH REMAINS A DATA BASE OF informational
navigational
transactional
INTENTS
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INTENTS
CAPTURED
EXPORTED
LEVERAGED
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Driving more user engagement with ads
Year over year clicks on the Yahoo Bing Network
Internal data, Yahoo Bing Network Feb 2014 vs. Feb 2013
+29% +190%MobileAll devices
Ongoing focus on traffic and click
quality
Investments in Relevancy, Matching &
Click Prediction
New Ad Extensions & annotations:
sitelinks, local & call extensions &
annotations, merchant reviews
How?
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Ad extensions: going beyond the blue links to address intents
Location ExtensionsShows addresses & phone numbers for properties
within 50 miles of user; map integration
2
2
Call ExtensionsClick to call on mobile, metered numbers; Skype
integration, vanity local numbers
1
1
Sitelink ExtensionsShow up to 10 deep links with your ad
3
3
Rich Ads in SearchImage, video & deep links for brand keywords
Mainline exclusivity
4
4
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• Ads with SiteLinks show an
average of 16% higher mainline
CTR vs. text ads with no
extensions.
• Travel and Finance show
particularly strong CTR uplifts.
+16%
+25%
+24%
+19%
Overall Travel FinanceTech &
Comms
Internal Microsoft study, Dec 2013, Bing Germany. Analysis focused on advertisers who adopted sitelink extensions, and compared
performance on a sample of traffic with sitelinks enabled vs. a sample of traffic with sitelinks capability disabled.
+19%
Entertainment
+12%
Retail
+23%
Auto
SiteLinks Extensions German study
SiteLinks vs. text ads click-through rate uplift
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Ads combining extensions have a stronger CTR
• Average CTR of a text ad with Ad Extensions is higher than that of a standard text ad without extensions.
• Average CTR is higher when advertisers are leverage a combination of Ad extensions
14% 20%
Text ads with
SiteLinks
Text Ads with
SiteLinks &
location
extensions
7%
Text Ads
Internal Microsoft Analysis. 1 Oct - 20-Nov, 2013 Bing and Yahoo! O&O, UK PC and tablet only. Data represents the average
mainline CTR performance for advertisers adopting the ad extension(s). @CEDRICtus
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Bing Ads and Smart Search
Larger ad formats & web previews –
drive brand recognition and user engagement
No additional steps for advertisers – the best quality ads in
the Yahoo Bing Network are automatically eligible for inclusion
Fewer wasted clicks – web previews let consumers know what
they’re getting before they click
Integrated Bing Ad Extensions – extra room so consumers can
find, call, book, and more with a single tap or click
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INTENTS
CAPTURED
EXPORTED
LEVERAGED
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There is so much more we can do with insights than letting dust settle on!
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How can advertisers leverage the data available in search
Data science process
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How can advertisers leverage the data available in search
Data science process
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Keyword correlation
Analysis
Example of Valentine’s day
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How can advertisers leverage the data available in search
Data science process
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Visualize and compare key
performance indicators such as
impressions, clicks, avg. CPC and
CTR across thousands of keywords.
Get a set of charts that display “big
picture” performance measures for
your keywords at a glance.
Exclusive report to Bing Ads.
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How can advertisers leverage the data available in search
Data science process
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Optimization for Ad
Copy Variable Analysis
Identify a controlled and common
set of keywords to analyze
thousands of ads in
each vertical.
Control for ad position, user signals,
algorithmic changes, brand terms
and more.
Examine which variables and ad
combinations drive the best ad
quality.
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Ad Titles
Ad
Desc
rip
tio
n
Great Bad No DataGood
KW Rates Fares Book now Compare
Price
Points Offers Discount % Off Coupon Cheap
Low
cost Affordable
Low Price
Guar. Satis Guar.
Official
Site Dest. Reserv.
Save
Now Saving param TM s
No
Variable
Keyword
Rates
Fares
Book now
Compare
Price Points
Offers
Discounts
% Off
Coupon
Cheap
Low cost
Affordable
Official Site
Destination
Reservation
Save Now
Saving
param
TM symbols
No Variable
Great Good
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INTENTS
CAPTURED
EXPORTED
LEVERAGED
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Think outside the box with what’s behind the box |
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“The right message
to the right people
at the right time…”
Turn Big Data in actionable insights
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2 free Excel tools to turn search intents in smart marketing insights
Power Map (download here)
Bing Ads Intelligence (download here)
First, who is searching for your brand?
50%
40%
30%
20%
10%
Fosters Heineken Tiger Strongbow
18-24 25-34 35-49 50-64 65+Average age:
50%
40%
30%
20%
10%
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Desktops
and
laptops,
67%
Smart
phones,
30%
Tablets,
3%
First, who is searching for your brand?Example: Who is currently in market for a VW Polo in Germany?
Bing searchers
for ‘VW Polo’
significantly
skew towards
male
58%of searchers for VW
Polo are in the age
group 35-64.
33% 67%
Source: Bing Ads Intelligence, August 2014
14% 14%
26%
32%
14%
18-24 25-34 35-49 50-64 55-64
Unwrapping Power Map
What if you could also see where these customers were?
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LIVE DEMO
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Together, Yahoo Search and Bing deliver
a competitive search offering
that provides advertisers quality audiences
through a new, enhanced global platform
that enables stronger business results with less effort.
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