GroupM and Microsoft Advertising Planning Summit 2019

1. GroupM and
Microsoft Advertising
Planning Summit
Welcome to the
Tuesday 3rd December 2019
Microsoft Advertising. Intelligent connections.

2. Agenda
The Intersection of Search and Creativity - Jason Miller,
Head of Brand Marketing, Microsoft Advertising
Search...Demystified - Nick Marshallsay, Learning and
Engagement Manager, Microsoft Advertising
Search Resources Available - Catherine Nuss, GroupM
BREAK
Welcome and Introduction
Tour of the Customer Experience Centre – Technology
Impact on Consumer Marketing
Close
The Power of Search Data – Thom Arkestaal, EMEA Head
of Insights, Microsoft Advertising
09:15
09:20
10:35
10:55
11:00
12:00
09:50
10:20

4. Microsoft Advertising. Intelligent connections.
The Intersection of
Search and Creativity
Jason Miller
Head of Brand Marketing
Microsoft Advertising

6. Thom Arkestaal
Search
is the most genuine
expression of people’s
thoughts that you’ll find.

9. “If you want to
future-proof your
brain, make it
more creative”
Dr. Michael Bloomfield

12. Creativity as a
DIFFERENTIATOR

16. Creativity is the
highest form of
intelligence
because it goes beyond
knowledge recall and extends
into knowledge creation

17. Creative
EFFECTIVENESS
Giving a brand something
that money can’t buy

18. It’s not an exact
science on measuring
its VALUE

19. How can we apply
these ideas to SEARCH?

20. FOUR
DIMENSIONS
of Creativity in Search

21. Being Creative with
SEARCH MOMENTS
AND MOTIVATIONS
01

23. 709%
increase in the
total volume of
accounts
Online sales
through non-
branded keywords
increased by 200%

25. Approach
• Communicate with customers when
they are hungriest
• Careful product selection to drive
revenue
• Create messaging with appetite
appeal

26. Creative Workshop
Fluffy
Tender
Oozy
Light
Melt in
mouth
Creamy
Perfectly
seasoned
Smothered in
BBQ sauce
Authentic

27. Leveraged location data to open
new stores
+48%
Increase in
Mobile revenue
per click
+139%
Increase in
Profit per
pound spent
Customized
menus for
different
locations

28. Being Creative with
KEYWORDS
02

30. Buisness

31. Buisness
facw
publically
vacum
wierd
definately
amazin
ness
wether

32. 558,589
Ad impressions
in just 2 days
5874
Visitors to the
branded site
with a 1.05 CTR

33. IKEA Retail Therapy

36. Being Creative with
COPY
03

37. Don’t be defined by
SERP POSITION
(A creative approach to headlines)

39. British Airways Christmas
Strike 2009
Chinese New Year 2011
Seizing the search moment
Ann Summers Example
(Newsjacking & Building the Brand w/PPC)

40. 2010 Election
Ann SummersTM Online
We specialise in long, hard,
Elections! Visit us online today.
AnnSummers.com/Election2010
Ann SummersTM Online
Visit Ann Summers & find out why we
believe in a well hung parliamen!
AnnSummers.com/Election2010

41. Ann Summers
- An innovative way
of using paid search
as a branding tool.
 Won the Revolution Awards in 2011
 Ads shown over 1.5m times
 The campaign was picked up by the
mainstream press including The BBC,
The Guardian and The Independent
 Cost was only £4,500
The results

42. Being Creative with
SEARCH DATA
04

43. Kleenex Example - Kleenex Catches Colds

44. Kleenex Example - Kleenex Catches Colds
During the cold and
flu season that year
96%of Kleenex UK’s media spend
went to regions of the country
suffering a live flu outbreak.

45. Kleenex Example - Kleenex Catches Colds
Total sales increased
40%year-on-year in the
first two months.
That’s an extra
432,499
boxes of tissues sold!

46. Kleenex Example - Kleenex Catches Colds
The brand can react
and respond to cold
and flu outbreaks as
they happen in the UK
maximizing investment
and profits.
And they won several
industry awards,
including a Gold Media
Lion at Cannes

47. How can we apply
creativity to the
future of search?
Chatbots
Enhanced with Cognitive Abilities
Visual Search
eCommerce, Skills
New Search Experiences
Marketing within SERPs
Voice
Conversational AI, Skills1
2
3
4

48. Flowers 2 U – Same Day Delivery
www.Flower2U.com/Romantic
Making bots discoverable

49. Get started (quickly) QNAmaker.ai

51. Video Extensions
Create more engaging ads that
resonate with your customers
Highlight your latest video assets
within the SERP
Clickable video inside your ad which
expands to a pop-up overlay

52. Visual Search
Reduce unnecessary step in the
customer purchase journey
Zoom in on different products to
change the ads displayed
Shop directly from an image

53. Book Recommendations
Life 3.0 The creativity code Messy Rules for Maverick

56. George Michael
I watch people who are not driven
by creativity any more, and I think
how dull it must be to produce
the same kind of thing.
If you don't feel you're
reaching something new,
then don't do it.

57. Search…Demystified
Nick Marshallsay
Learning and Engagement Manager
Microsoft Advertising

58. Nick Marshallsay
linkedin.com/in/nickmarshallsay

59. My commitment
• No bullet points …ooops
Fast and furious
No stupid questions

60. By the end of
this session you
will be able to…
Describe what
organic search
and SEO are
Describe what
paid search is
and how it works
Use 5 points of
Microsoft
Advertising data
to enable better
media planning

61. Which search engine do you use?

66. Gen Z helps almost double queries in 1 year?

67. Welcome to the wonderful
world of Search

69. SERP Deconstructed

70. Query
Shopping Ads
Search Ads
Organic Results
Enterprise Search

71. Organic Search

72. What happens when
you click?

73. WHAT is being
searched?

74. How is the index
created?

75. What’s relevant?

76. Who is the most relevant?
VS
easyJet Travel Menorca

77. Who is the most relevant?
VS
Direct Line Nick’s Insurance.com

78. How frequently the keyword appears on
the page (keyword density)
The number of words (any words) on the
page (word count)
How near the start of the page the
keyword appears / page heading
(keyword prominence)
Tags
How does the search engine determine
relevance?...The early days

79. Example: http://www.fulhamfc.com/
Tags in Search Engine Optimization
Control U or Right Click and
view source

80. What’s not to like?

81. An example ‘black hat’ SEO
practice: Keyword stuffing
Car insurance Car insurance
Car insurance Car insurance
Car insurance Car insurance
Car insurance Car insurance
Car insurance Car insurance
Car insurance Car insurance
Car insurance Car insurance
Car insurance Car insurance
Car insurance Car insurance
Car insurance Car insurance
Car insurance Car insurance

82. So what was the ‘Breakthrough’ in
how search engines rank results?
PageRank: The importance and
quantity of websites linking to yours
http://www.fulhamfc.com/ http://www.fulhamfc.com/

83. So what was the ‘Breakthrough’ in
how search engines rank results?
PageRank: The importance and
quantity of websites linking to yours

84. Why was this not a perfect model on its own?
Link Bombs…

86. Brands LOVE being
top of the pile!
What is that process
called?

88. SEO
SEO seeks to adjust the inputs to optimize the
position in organic search results
Links
Keyword
density
Keyword prominence
Coding of the site
Tags
Word count

89. Why is SEO difficult?
Insurance company 1
Insurance company 2
Insurance company 3
Insurance company 4
Insurance company 5
Insurance company 6

90. Slide 90 | 09 December 2019
Algorithms: the Heart of
Search Engines
a search engine algorithm is a set of
rules, or a unique formula, that the
search engine uses to determine the
significance of a web page

91. It’s free…
No need for ads then? ;-)

93. …advertising
Search …

94. How the Auction Works Search ads are delivered based on
a process of ‘matching’ and ad
ranking based on a ‘bid model’
User is sent to
Advertiser’s targeted
landing page
Once user clicks on a paid ad,
Microsoft is paid a ‘Cost per
Click’ for the delivered click
User searches for desired
product or service

95. How does the ad get there?

96. Advertisers bid on ‘keywords’ that
their consumers are searching on
For example: Car insurance
Advertisers could be:
Compare the Market
Direct Line
Confused.com
MoneySupermarket
Eg – CPW might say they would
bid £1 for someone searching
for ‘car insurance’
The magic of keywords

97. Keyword selection

98. Search Volume, Specificity and Conversion Rate
Phone
Buy an iPhone 11 Pro on Vodafone
Mobile Phone
iPhone
iPhone 11

99. Advertiser Bid Position CPC
Blue Bank £2.00 1 £1.72
Red Card £1.71 2 £1.51
Green Credit £1.50 3 £0. 05 * Minimum Bid
Managing Bids: The +1p model
In reality … + relevance, + performance

100. Targeting: A little light relief

101. Clorox “Bleach” Case Study. An oldie but a goodie
Singapore 11%
“Bleach”
Searchers
Guess their
demographic…
Gender?
Age?
Target
Customer

102. So what was going on?

103. They
Wanted
They
Got
Media Planning Intelligence: “Bleach”

104. Acting on Audience Intelligence Insight
Exclude: “anime”, “manga” – Negative keywords
Exclude Singapore +
Adjust creative to target
www.bleach.com → www.cloroxbleach.com
“Everything about bleach…”
→
“Everything on bleach detergent…”
Bidding strategy: ‘bid boost’ your bid for keywords
that match your desired demo

105. Yeah, yeah, very interesting but
what about my world?

106. Why should a media planner care about Search?

107. “I would suggest the USP of Search
would be finding what people’s real
needs and questions are …
…[although that varies along the
purchase journey]”

108. What other Planning Tool can
tell you what consumer needs
are TODAY, by hour?
2019

110. The Search Term Data
e.g. What are your
consumers searching for,
when and on what device
/ operating system
#1 Bread and Butter

111. Over 144,000 pieces of consumer insight data from
yesterday

112. WHAT are their needs? What are they
searching on?
Some example insight WHO is searching on your brand or
products or vertical? (age and gender)
WHERE are they located?
WHEN are they active?
WHAT type of device & OS are
they on?

113. How do consumers needs
vary over the year?
e.g. What stage of the
buying cycle might they
be at, at a given point of
the year? How do search
terms map to that?
#2Seasonality

114. B2B customers? No sweat.
e.g. What Industries and
Job Functions are
searching and engaging
with your brand/s?
#3Professional Demographics

115. Any given platform gives you
intelligence on their consumers
Understand the intent of your
consumers across audiences.
#4 Not just…

116. To empower every person and
every organisation on the
planet to achieve more.

117. Search can help enable
Inclusive Marketing
Your markets and
consumer increasingly
diverse. Are you capturing
that opportunity?
#5 Inclusive Planning

119. What questions do you have?

120. https://aka.ms/MSA372
linkedin.com/in/nickmarshallsay

121. The Power of
Search Data
Microsoft Advertising. Intelligent connections.
Thom Arkestaal | Head of Insights, EMEA

122. World
knowledge
Work
knowledge
User
knowledge
Dynamics 365

123. 380M+ MONTHLY
SEARCHES
ON THE MICROSOFT SEARCH NETWORK IN THE UK – A MASSIVE
SOURCE OF DATA FOR TREND SPOTTING

124. Advising our partners,
highlighting marketplace
opportunities and strategic
direction by combining
industry trends, opportunities
and threats with insights
derived through advanced
analytics using our unique
Microsoft data assets.
Search Insights

125. Can we help you
with direction?

126. What questions do people
have when looking at a
product/service in a new
category?
When do people start
looking for product/service
x before a peak season?
How important is the brand
in a certain category of
products/services?
How is consumer behavior
changing as a response to
external/societal factors?
How well is your campaign
picked up through search
queries?
What factors are becoming
more/less important for a
specific product/service?

127. Insights to highlight
new opportunities,
boost competitiveness
and drive efficiencies
Analysing brand searches and
performance to identify efficiencies
and drive more clicks
B R A N D B I D D I N G
Examine queries to highlight
opportunities for Nationwide within
the context of emerging consumer
trends & search behaviours
C AT E G O R Y A N A LY S I S
Comparing click & coverage share,
position and extension performance
against top competitors to increase
coverage and drive more clicks
B E N C H M A R K I N G
Consumer shopping trends and
general consumer behaviour
analysis to identify retail
opportunities
A U D I E N C E I N S I G H T S

128. Examining industry
trends & disruptors to
help advertisers
develop bettered
informed campaigns
Looking at how ‘the green wave’ is
manifesting itself across verticals and
markets, and how advertisers can compete
S U S TA N I N A B I L I T Y
Helping Three understand consumer
questions and intent as well as brand
performance against 5G queries
5 G Q U E R Y A N A LY S I S
Helping Fort understand consumer
questions and intent as well as brand
performance against AFV queries
A F V O P P O R T U N I T Y
Exploring how lodging advertisers can
compete in the rapidly growing
‘Alternative Accommodation’ segment
A LT. A C C O M M O D AT I O N

129. Questions?

130. Microsoft Advertising. Intelligent connections.
Search Resources
Available
Catherine Nuss
Group M

131. 131
EMEA Search 2019/2020
Nov 3rd 2019

132. What?
• Automated process - build search accounts in
seconds
• Creation of search accounts in line with Search
Excellence
How?
• Creation of an interface which users can
log into, configure the relevant settings,
push a button and receive back an
Excel sheet
• Simple uploads through Google Ads editor
• Uploads through Bing editor to be launched
132
Account Builder Tool ‘SEARCH Wizard’ to save time &
reduce errors on repetitive tasks
AUTOMATION

133. 133
Search Excellence PLAYBOOKS Continue being built
and updated every 6-9 monthsQ1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020
Google - Brilliant Basics
Google - Brilliant Intermediates
Google - Search Excellence V1
Bing - Search Excellence V1
Google - Search Excellence V1.5
(Advanced)
Google - Search Excellence V2
Amazon - Search Excellence V1
Organic - Excellence V1
Google - Search Excellence V3
Shopping - Search Excellence V1
Amazon - Search Excellence V2
Organic - Excellence V2
Shopping - Search Excellence V2
Google - Search Excellence Dashboard
Bing - Search Excellence Dashboard
Amazon - Search Excellence Dashboard
Organic - Excellence Dashboard
Shopping - Search Excellence Dashboard
EXCELLENCE
To get all search updates, join the EMEA Search Leads community on Teams!

134. SOURCE: Lorem Ipsum, 2017
134
Search Excellence playbooks & success stories to date

135. 135
2018 started slowly, but since the implementation of
search excellence we see real results
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31,
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2018
Mar
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2018
Apr
30,
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May
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Jun
30,
2018
Jul 31,
2018
Aug
31,
2018
Sep
30,
2018
Oct
31,
2018
Nov
30,
2018
Dec
31,
2018
Jan
31,
2019
Feb
28,
2019
Mar
31,
2019
Apr
30,
2019
May
31,
2019
Jun
30,
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Jul 31,
2019
Aug
31,
2019
Sep
11,
2019
Global [m]Excellence Score Timeline
APAC EMEA LATAM N.A.
Launch Search
Excellence V1
Highly
competitive!
SCORING

136. WE’VE COME A LONG WAY BUT 2020 IS THE YEAR OF AUTOMATION
AUTOMATION FOCUS
• Scripts Squad Wave 3
• Scripts Library
• Expansion beyond search
TARGETS 2020
• Quality
Playbooks, Dashboards & cross channel integration
• Innovation
Diversification, eCommerce, Voice, AI
• Efficiency
Automation, Commercial re-packaging, Creds, Tools/ reviews
• Knowledge
Certifications, GroupM Uni, non-searchers training
We’ve come a long way, but 2020 is the year of
automation
2020 OUTLOOK

137. Our services leads share regular updates & weekly newsletters with their channel leads community.
137
Join the fun AKA our EMEA groups on Teams
STAY UPDATED
SEARCH
GRM EMEA Search Leads on Teams
GRM EMEA Organic Leads on Teams
SOCIAL & PROGRAMMATIC
GRM EMEA Social Leads on Teams led by Olmo Delorenzi
GRM EMEA Programmatic on Teams led by Russell Miller
Ways to get involved:
➢ Join in on writing or share ready POVs
➢ Share case studies, award entries/ wins – we love to give shout outs on our newsletters!
➢ Ask questions, ask for help/ material/ rates etc. via Teams channel helpline or directly
➢ Share automation ideas & build the business case with us

138. THANK YOU
CATHERINE NUSS
HEAD OF SEARCH, EMEA
CATHERINE.NUSS@GROUPM.COM

139. Tour of the Customer
Experience Centre –
Technology Impact on
Consumer Marketing

140. Microsoft Advertising. Intelligent connections.
Wrap up and close
Theo Theodorou
Sales Director
Microsoft Advertising