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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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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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