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ROI Summit Bing
- 1. @purnavirji Thinking outside of the search box @purnavirji
- 2. @purnavirji 6m 6m 6m @purnavirji Purna Virji Senior Client Dev. and Training Manager Bing Ads, Microsoft
- 4. @purnavirji Ready to Bing it on?
- 5. @purnavirji@purnavirji The Bing evolution I’ll walk you through: Google and Bing: Key differences Super cool Bing research
- 6. @purnavirji Thinking outside of the box.
- 7. @purnavirji
- 8. @purnavirji
- 9. @purnavirji Bing is everywhere @ Microsoft @purnavirji
- 10. @purnavirji What does this mean? More volume More intelligence Improved targeting Improved relevancy
- 11. @purnavirji In the past, Bing was a traditional search engine. ALL RESULTS 1–10 of 600,000,000 results @purnavirji
- 12. @purnavirji Then search evolved to encompass social and entities
- 13. @purnavirji Today search is advancing To integrate more data sources and the ability to deliver actionable results To allow users to express themselves in natural, intuitive ways — not just punch keywords To become an ecosystem of connected devices that serve relevant information To be the bridge between a user’s intent and the experiences the world has to offer
- 14. @purnavirji Bing helps you reach your audience at the right time and in the right place “Windows search box” XboxOffice Form factors
- 17. @purnavirji
- 18. @purnavirji
- 19. @purnavirji “Hey Cortana, what’s the status of QF flight 12?”
- 21. @purnavirji Bing continues to gain search share 1 Source: comScore, Mar-15. Bing Launch May-09 Share growth
- 22. @purnavirji 2010 Yahoo Search Alliance 11% 2012 Bing as Kindle Fire search default 16.9% 2013 Bing as Siri search default 18.2% 2014 Introducing Cortana on Windows Phone 19.2% Through the years comScore qSearch Explicit Core Search, October 2015.
- 24. @purnavirji Bing takes an open partnership approach to search Bing powers web search in Siri and Spotlight on Apple devices, and search on Amazon Fire devices and Echo. Bing partners with leaders across the industry. Industry chooses Bing
- 26. @purnavirji Bing is the default search engine on Amazon devices @purnavirji
- 27. @purnavirji Bing on Xbox One and Xbox 360 through 100s of millions of consoles @purnavirji
- 28. @purnavirji Windows 10 15 million installs in the first week @purnavirji
- 29. @purnavirji Bing powers web search results for Siri and Spotlight @purnavirji
- 30. @purnavirji Cortana in Windows 10 is powered by Bing @purnavirji
- 31. @purnavirji We’re always making new friends Beginning January 1, 2016 Exclusive provider of search for AOL’s owned and operated properties in the U.S., UK, Canada and Australia. Available across all devices Bing will power search traffic across all devices for AOL – mobile, tablet and PC. Growing volume comScore estimates AOL’s U.S. desktop search share to be 1.3%. @purnavirji
- 32. @purnavirji > In general, you can anticipate an increase in click volume of 5-8% with additional AOL search traffic available through Bing Ads. Make sure your budget allows you to take advantage of growing volume availability. AOL Search powered by Bing Helping you tap into more high-quality volume. Reach a valuable audience while maintaining control. Bing will power web search traffic across all devices for AOL (PC, tablet and mobile) and on properties such as AOL.com, AOL Mail, AOL Desktop, Autoblog, MapQuest and more. The AOL audience is similar to the quality Bing Ads audience you trust, and both spend more than the average Internet searcher. 116 Buying Power Index of AOL searchers1
- 34. @purnavirji@purnavirji We’re active 524M 10.6B Worldwide2 Unique searchers Monthly searches United States1 170M 5.5B Unique searchers Monthly searches 1. comScore Explicit Core Search (custom), September 2015. 2. comScore qSearch, September 2015.
- 35. @purnavirji@purnavirji 2016 and beyond Richer campaign insights Enhanced targeting capabilities Ad formats that drive volume Enriching consumer engagement Platform speed and efficiencies
- 37. @purnavirjiAcademy @purnavirji Distinctive demographic Attended college HH income >$75K USD Female Age 35+ 71% 48% 52% 72% comScore qSearch (custom), March 2015.
- 38. @purnavirji Buying Power Index The Bing Network audiences spends: • 145% more online than average Internet searcher • 44% more online than Google searchers worldwide comScore qSearch (custom), June 2015; includes Microsoft and Yahoo sites worldwide.@purnavirji
- 39. @purnavirjiAcademy @purnavirji 170M unique searchers 30% search market share 5.5B monthly searches The reach of the Bing Network
- 40. @purnavirji Retail 88M Reach exclusive searchers across categories Education 34M Automotive 22M comScore qSearch (custom), U.S., June 2015. Industry categories based on comScore classifications.
- 45. @purnavirji@purnavirji More control • Hour of day • Ad group override • Tablet mid mods @purnavirji
- 46. @purnavirji • Easily break out Syndicated Networks separately • Pull website publisher performance reports • Exclude poor performers on an individual basis Search partner transparency
- 53. @purnavirji 70% of digital users access the Internet across multiple devices* *Study done by Millennial Media in May, 2014. **Similarity metrics in appendix.
- 54. Top peaking queries by hour • Progression from task completion to entertainment on both mobile and PC. • As long as we are awake, we are always shopping on both devices.
- 55. @purnavirji Intent Action • Different intent = people will take different actions. • For same keyword, rotate ad copy to adapt to intent. Morning: call to action Evening: exploratory
- 56. @purnavirji Multiple extensions drive greatest engagement with mobile ads Multiple extensions No extensions
- 57. @purnavirji Mobile searchers expect local results xAd/Telmetrics Mobile Path to Purchase, 2014. Consumers expect locations to be within 5 miles of their location when searching from smartphone or tablet
- 58. @purnavirji But very few advertisers target 5 miles or fewer in their radius targeting Bing internal data
- 59. @purnavirji The true power of brand-term bidding @purnavirji
- 60. @purnavirji Retail Without brand ad, the brand received 60% of clicks on SERPs – from organic listings. “travel brand” flight“retail brand”.com No brand ad 60% People clicked the top organic positions Source: Bing Ads Internal Data, December 2014. @purnavirji
- 61. @purnavirji Retail Wow! That’s 31% clicks gained as a result of brand term bidding. Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014. Gain Brand ad + organic 31% No brand ad 60% 60% @purnavirji
- 62. @purnavirji Retail Here’s where the clicks go: Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014. 49% Brand ad + organic 42% To brand ad To organic @purnavirji “retail brand”.com
- 64. @purnavirji Retail Yes, some paid clicks you may have received anyway. But you also received: Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014. Incremental (paid) clicks from the brand ad Brand ad + organic 49% No brand ad 60% Overlap: Paid clicks you may have received free anyway from organic listing 11% 31% @purnavirji
- 65. @purnavirji Retail Competitors are getting 40% of clicks when no brand ad is present. 91% No brand ad 60% Brand ad + organic 40% 9%Your competitor You Your competitor You Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014. @purnavirji
- 66. @purnavirji Retail Great question. Clicks on competitors’ ads decreased from 34% to 4% when a brand ad was present. 91% No brand ad 60% Brand ad + organic 6% 5% 34% 4% Competitor ad Competitor organic Competitor ad Competitor organic You You @purnavirji Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014.
- 67. @purnavirji Brand term bidding has huge benefits Keep competition under control More traffic @purnavirji
- 69. @purnavirji How is voice search being used? 43% 38% 31% Call someone Ask for directions Help with homework Teens 40% 39% 31% Ask for directions Dictate texts Call someone Adults Northstar Mobile Voice Study for Google October 2014.
- 70. Cortana natural language conversational queries, voice: Are we all confused? What does the fox say? Weather What time is it? Where am I? Microsoft internal data April 2015@purnavirji
- 71. @purnavirji How is voice search different from text search? More conversational More localMore mobile
- 72. @purnavirji Question phrases are more likely to be voice search 0% 20% 40% 60% 80% 100% 120% 140% 160% Who What When Where Why How Total Growth in question phrases year over year SearchEngineWatch,JasonTabeling,“HowWillVoiceSearchImpactASearchMarketer’sWorld?”December2014.
- 73. @purnavirji Question phrases = voice search degree of intent Where When How What/whoInterested Ready to act
- 74. @purnavirji More clicks via personal assistant go to brand names 30 of the top clicks went to brand names 30 MicrosoftinternaldataApril2015.
- 75. @purnavirji Speech searches longer through the tail Search queries from speech have more words than text Text searches more concentrated around 1-3 words MicrosoftinternaldataApril2015. 1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words Speech Text
- 76. @purnavirji Bid on your own brand terms Modify bids based on intent Use question words in your keywords Adapt for voice search @purnavirji
- 78. @purnavirji@purnavirji Market share Audience Cost Data+ + +
- 79. @purnavirji@purnavirji Thank you @purnavirji For an event recap, visit: Slideshare.net/bingads
- 80. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.
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