2. Bing the Platform
Yahoo! Bing Network
Ad Copy Research Study
Bing Ads Platform Evolution
DEMO – Excel Tools
3. REACH A
SIGNIFICANT &
LUCRATIVE
AUDIENCE
30% OF THE
U.S. ONLINE
SEARCH MARKET
159 million users in the US
An audience likely to spend
20% MORE ONLINE
1. comScore qSearch, March 2013.
2. comScore qSearch (custom), March 2013.
4. DISTINCT
CUSTOMERS
YOU WON’T FIND
ON ANY OTHER
SEARCH ENGINE
51 million users NOT on Google
1. comScore qSearch, March 2013.
2. comScore qSearch (custom), March 2013.
5. Slide 5
Connect With Searchers You Can’t Reach Elsewhere
• 20% of the unique searchers
using Yahoo! Bing Network
(including Microsoft and Yahoo!
sites) do not use Google in
Canada.1
• That’s 2.8 million unique
searchers in Canada that you can
only reach with search ads
through BingAds.1
• 6.2% query share in Canada1
14
Million
Yahoo! Bing Network
unique Searchers1
Yahoo! Bing
Network searchers
that don’t use
Google1
1. comScore qSearch (custom), March 2013
3
Million
6. Slide 6
• Our audience is significant in
online purchase activity. The
unique searchers on Bing and
Yahoo! Search (including
Microsoft and Yahoo! sites) are:
• likely to spend 34% more than
the average searcher,
• and likely to spend 26% more
than Google searchers in
Canada.
134
106 100
0
40
80
120
160
Yahoo! and
Bing
Google Average
Internet
1. comScore qSearch (custom), Dec 2013.
Likely to Spend More
7. Slide 7
Bing & Yahoo! Search Audience Demographics
7%
16%
24%
26%
17%
9%
0%
10%
20%
30%
18-24 25-34 35-44 45-54 55-64 65+
Bing & Yahoo! Search Canadian Audience: Age Composition
• Bing & Yahoo! Searcher is 7% more likely to be female than Google
• Age composition is more older with the average Bing & Yahoo! Searcher
leading the following demographics:
• 35 to 44: +2%
• 45 to 54: +4%
• 55 to 64: +5%
1. comScore qSearch (custom), July 2012.
12. |
Internet Explorer
Better search results
Search Button
Easy access
Homepage
Enjoy iconic imagery
and content
Bing Vision
Scan and search
click
Bing Music
Quickly find a song
Local Scout
Get local
recommendations
Be on the go with Windows Phone 8
14. Microsoft vertical integration of assets
1 Billion
Use Office
700 Million
registered
users
30 Million
subscribers
60 Million
console sales
5.6 Billion
searches a
month
60 Million
copies sold
19. |
KW Rates Fares
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now Compare
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Points Offers Discount % Off
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n Cheap
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cost Affordable
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Price
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Guar.
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No
Variable
Keyword
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% Off
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Official Site
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param
TM symbols
No Variable
Ad Titles
AdDescription
Great Bad No DataGood
Performance Heatmap by Ad Combination
20. |
{KW} Rates Fares
Book
now
Comp
are
Price
Points Offers
Discou
nt % Off
Coupo
n Cheap
Low
cost
Afford
able
Low
Price
Satis
Guar.
Officia
l Site Dest. Reserv.
Save
Now Saving {Param}TMs None
{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
Ad Titles
AdDescription
Which Combinations Work?
Great Good
21. |
Ad Quality: Ads with Variables in Ad Title or Ad
Description have higher quality on average
22. |
Increased rate of platform releases
From annual to semi-annual to quarterly to monthly releases
23. |
Import Campaign
Opportunities tab
Bid estimation technology
New reporting and billing UX
Improved location targeting
adCenter is now Bing Ads
Long Ad Titles
Sitelink extensions
Device OS targeting
Editorial exceptions / appeals
Quality Score impact metrics
Share of voice reporting
Bing Ads Intelligence (Excel)
IP exclusions
Bing Ads Editor
Ad rotation controls
25. |
Rich visualization and tools
Streamlined campaign management saves time
More inline management
− Search query report in campaign management
− Appeal editorial rejections in bulk and inline
Bing Ads UX
Analytics and
transparency
26. |
Quality Impact Reporting
Prioritize Optimization Efforts by Impact
3
Your ads could gain more than 500 additional
impressions/day
2
Your ads could gain 100 - 500 additional
impressions/day
1
Your ads could gain up to 100 additional
impressions/day
Bing Ads UX
Analytics and
transparency
“Quality impact is a big step toward helping
advertisers quantify the importance of improving
quality score. And it’s a measure that Google
currently lacks.”
- Melissa Mackey, Search Engine Watch
27. |
Share of Voice Reporting
Easily identify impressions and clicks lost
BUDGET RANK BID
LANDING
PAGE
KEYWORD
RELEVANCE
Bing Ads UX
Analytics and
transparency
28. |
Top versus other reporting
Understand your sidebar vs. mainline performance
Bing Ads UX
Analytics and
transparency
29. |
Segmentation + Device Strategy
@C0rk
Segment/Target to the extent that the improvements in
performance are worth the complexities of management
