adidas with bing ads, partnering for optimal digital fitness · adidas with bing ads, partnering...

Adrian Cutler @ACutlerUK

Sam Benson @SamBenson80

#Fos16 #BingAds

adidas with Bing Ads, Partnering for Optimal Digital FitnessFriends of Search

Amsterdam – 11th February 2016

Our Bing Ads Audience in EuropeKey adidas Markets

France ItalyGermany Netherlands WesternEurope*

SpainUnited Kingdom

comScore Explicit Core Search (custom), Sept 2015; Bing Ads includes Microsoft and Yahoo sites worldwide and Yahoo Core Search Sites*comScore Explicit Core Search (custom), Sept 2015; Western Europe includes Microsoft and Yahoo Core Search Sites in Italy, Spain, Netherlands, Denmark, Norway, Sweden, Finland

Market Share

Unique Searchers

Monthly Searches

7%

20M

347M

7.2%

6M

93M

16.3%

28M

752M

3.8%

6M

82M

7.8%

10M

219M

6.3%

18M

274M

10.7%

19M

459M

75% Free upgrade1.5 billion

One billion

adidas has always been an innovator – its in our DNA to think differently

Jesse Owens 1936 - 4 Gold Medals in the Berlin Olympics

Micro Pacer 1984 - Wearable Tech innovator

Boost 2013

adidas with Bing Ads, Partnering for Optimal Digital Fitness

@SamBenson80 @ACutlerUK #fos16 #BingAds

UK• CPCs down 25% coupled with a

130% increase in Impressions

and a 53% increase in Clicks

Bing makes a difference in our key markets

DE• 10% increase in Conversion Rate

• 22% more Revenue

FR• 53% Revenue Growth vs 44% in

Google

• 300%+ Impression Growth

adidas with Bing Ads, Partnering for Optimal Digital Fitness@SamBenson80 @ACutlerUK #fos16 #BingAds

CPCs are lower on Bing, consistently



• For our most important KW in 2 of our largest markets Bing indexes lower on a CPC basis all year round

0

20

40

60

80

100

120

UK CPC Index

UK Google

UK Bing

0

20

40

60

80

100

120

France CPC Index

FR Google

FR Bing

2015 The “Middle Child” Year

“We're the middle children of history, man. No purpose or place. We have no Great War. No Great Depression.”

– Tyler Durden, Fight Club



2014 was the World Cup in Brazil



2016 is the European Championships and the Olympics


2015 was a quiet year for major sporting events, the “Middle Child” year



“Just invest in Generics in Google, even if the last click costs are high the incremental and attributed value will drive sales”• This is true and intuitively makes sense!

However…. • Attribution is hard

• Attribution takes time, resource, money

• Attribution is still a developing science playing catch up to the

myriad of ways that consumers purchase across numerous

touch points and devices

Solution



So Why Not Change The Game?adidas with Bing Ads, Partnering for Optimal Digital Fitness


France Case Study for Bing differentiation

Complete GAP analysis of Bing vs Google and ensured there was a complete mirror for our BMMCampaigns

Used the new BMM to campaigns to identify Bing high volume terms, not just simply a mirror of the same queries used on Google

Focused bid strategies on Products and models that have an affinity with the Bing audience


Bing FR grew Impressions by148% YoY/ 53% clicks YoY

Despite this Conversion Rate in FR only dropped by 2%

Conversion grew 50%

Results for Bing in France



H2

For 4 of our key categories

The impact of this strategy was to increase their

share of revenue across all Paid Search activity.

Key categories BingOriginals Football

mi adidas Basketball

H1

Google share

Bing Share



Overall France results and performance

All UP positive results

Growth for lower CPC

0

20

40

60

80

100

120

140

Impr. Clicks Pub. Cost CPC Conv. Revenue

2014

2015


Adopting a position of ‘engine neutrality‘ can drive both intra-account growth and overall Channel Growth

Bing market efficiency for key areas can be offset against more expensive experimentation, higher funnel and early purchase funnel activities

Summary of France case study



Benefits of Bing for generics all markets

CPC 19% Lowerzapatillas +futbol in ES

20% Lower CPC but 30% higher Conversion Rate for Tracksuits in UK


Impact on our strategy - Generics

Efficiency allied to aggression



Hero demographics for adidas

17-20yr Old Girls, Sport and fashion enthusiasts

25+ Male, fitness enthusiasts Male, 22 – 25, Male sneaker enthusiasts


3%

2%

2%

11%

7%

11%

14%

12%

32%

27%

29%

34%

33%

42%

19%

12%

7%

3%

PC

Tablet

Mobile

Retail Click share by age group on Yahoo and Bing Sites

13-17 18-24 25-34 35-49 50-64 65+

40%

26%34%

60%

74%66%

0%

20%

40%

60%

80%

100%

120%

PC Tablet Mobile

Retail Click share by gender on Yahoo and Bing Sites

Male Female

Bing demographic targeting for a perfect fit

Source: Internal analysis based on performance of top queries on Yahoo and Bing Sites



Boost efficiency



Thank You




#Fos16 #BingAds

APPENDIX

www.fashionbombdaily.co.uk

www.sport-locker.net

www. sanzarrugby.com

www.bing.com

www.sport.net

www.Britannica.com

25adidas with Bing Ads, Partnering for Optimal Digital Fitness

Souces

http://www.fashionbombdaily.co.uk/

http://www.sport-locker.net/

http://www.sanzarrugby.com/therugbychampionship/news/the-rugby-championship-round-one-preview-wallabies-v-all-blacks1/

http://www.bing.com/

http://www.sport.net/

http://www.britannica.com/

© 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 as 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–

REGARDING THEI NFORMATION IN THIS PRESENTATION.



adidas with bing ads, partnering for optimal digital fitness · adidas with bing ads, partnering...

Documents