That´s hot! Search Trends 2014 Erfahren Sie die neuesten Trends im Search Engine Marketing, über die Sie Bescheid wissen sollten.

1. Capturing modern search intents
Cedric Chambaz | Head of International Marketing
Bing Ads
@CEDRICtus
@CEDRICtus

2. @CEDRICtus

3. The Digital Universe is Expanding…
2 BillionFacebook updates per day
300 MillionFacebook photos per day
350 MillionSnapchat photos per day
400 MillionTweets per day
5 MillionFoursquare check-ins per day
@CEDRICtus

4. …and so are our Tools and Needs
Users
Rising Expectations
Devices
Constraints, Opportunities
@CEDRICtus

5. Web innovation needs a search revolution
@CEDRICtus

7. @CEDRICtus

8. @CEDRICtus

9. @CEDRICtus

10. Hallo Vienna! How can I
help?
@CEDRICtus

11. SEARCH REMAINS A DATA BASE OF informational
navigational
transactional
INTENTS
@CEDRICtus

12. 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?

13. Ad extensions: going beyond the blue links to address intents
Location Extensions
Shows addresses & phone numbers for properties
within 50 miles of user; map integration
2
2
Call Extensions
Click to call on mobile, metered numbers; Skype
integration, vanity local numbers
1
1
Sitelink Extensions
Show up to 10 deep links with your ad
3
3
Rich Ads in Search
Image, video & deep links for brand keywords
Mainline exclusivity
4
4
@CEDRICtus

14. • 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 Finance
Tech &
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
@CEDRICtus

15. 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

16. 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
@CEDRICtus

17. @CEDRICtus

18. @CEDRICtus

19. News
Sports
Finance
Travel
Weather
New Windows to 8.1
Pre-installed
Food & Drink
Health & Fitness
Coming Soon to
Windows Phone 8
News
Sports Finance
Weather
App available in the store
Health & Fitness
Food & Drink
Travel
@CEDRICtus

20. Impressions
Age
Gender
61%
29%
Demographic Data Source:
ANID (Internal Data), December 2013
Impression Data Source:
RROD (Internal Data), December 2013
Female
Male
@CEDRICtus
7%
13% 13%
26% 26%
12%
12-17 18-24 25-34 35-49 50-64 65+
914.855
692.026
421.664
7,724,188
2.701.504
244.216
2.457.418
Finance
Food & Drink
Health & Fitness
News
Sports
Travel
Weather

21. 5 Anchor Ad Sizes
250x250 300x250
728x90 300x600160x600
@CEDRICtus

22. 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.
@CEDRICtus