agile automotive insights for digital marketers

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Driving toward higher clicks Automotive insights for digital marketers

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Page 1: Agile Automotive Insights for Digital Marketers

Driving toward higher clicksAutomotive insights for digital marketers

Page 2: Agile Automotive Insights for Digital Marketers

Strong consumer confidence indexA strong index relates to more disposable income and improved credit, which may increase demand for new cars.

Low interest ratesLow interest rates mean more affordable loan and lease rates, which may increase demand for new cars.

Low fuel pricesLow fuel prices through 2020 encourage sales of larger, less fuel-efficient vehicles like SUVs and trucks.

Ongoing government regulationRegulations, like the Corporate Average Fuel Economy (CAFE) standards, encourage OEMs to build more fuel‑efficient, less polluting, and safer fleets, regardless of demand.

High consumer confidence and low interest rates point to a happy 2016 for automakers

Source: IBISWorld, IBISWorld Industry Report 33611a: Car & Automobile Manufacturing in the U.S., September 2015. IBISWorld, IBISWorld Industry Report 33611b: SUV & Light Truck Manufacturing in the U.S., January 2015.

Page 3: Agile Automotive Insights for Digital Marketers

Auto sales are expected to reach $280 billion in 2016They’re forecasted to grow through 2020.

Source: IBISWorld, IBISWorld Industry Report 33611a: Car & Automobile Manufacturing in the U.S., September 2015. IBISWorld, IBISWorld Industry Report 33611b: SUV & Light Truck Manufacturing in the U.S., January 2015.

U.S. auto industry revenue, 2015–2020 ($B)

Page 4: Agile Automotive Insights for Digital Marketers

How do those sales break down?SUVs and compact cars led sales in 2015.

Source: J.D. Power, Industry Health Report: January 2016, Performance Review: December 2015, January 13, 2016. MPV = multi-passenger vehicle.

2015 retail sales share33.0

% 16.5

% 15.0

% 14.5

% 3.3% 2.6% 1.8% 13.4

%

SUVs (compact, small, midsize, large)Compact and small carsMidsize and large carsPickup trucks (midsize, large)Minivans and vans (midsize, large)Sports cars (compact, midsize)Compact MPVsLuxury vehicles

Page 5: Agile Automotive Insights for Digital Marketers

Connected car sales are starting to take off165% of consumers would switch brands to get the technology features they want.2

Source: 1.BI Intelligence and Scotiabank, “The Connected Car Report,” April 3, 2015. 2.Autotrader.com, Autotrader Study Shows Consumers Want Vehicles with Autonomous Features, January 5, 2016.

Connected vs. non-connected car shipments in North America, 2015–2020 (M)1

Page 6: Agile Automotive Insights for Digital Marketers

Greener vehicles continue to make up less than 5% of new vehicle sales1Younger shoppers trump older shoppers when it comes to interest in hybrid, electric, and diesel vehicles, but many don’t like their higher price.22.5% New vehicle sales for traditional* and plug-in** hybrids1

0.4% New vehicle sales for electric*** vehicles1

57% vs. 43%U.S. Millennial (18–37) vs. Baby Boomer (50–68) Internet users would consider a traditional hybrid for their next lease or purchase2

24% Rate at which buyers of gas-powered vehicles avoid hybrid models due to cost3

TIP Use demographic targeting to reach younger buyers interested in new engines and technology. Use ad copy to highlight discounts and offers to alleviate cost concerns.

Source: 1.HybridCars.com, December 2015 Dashboard, January 6 2015. 2.Harris Interactive, “The Harris Poll” as cited in a press release, August 19, 2015, accessed via eMarketer (chart

195489). 3.J.D. Power, Press Release: Despite Cheap Gas, Fuel Efficiency Still a Primary Concern, January 14, 2015. Notes: *Runs on both gas and electricity, never plugged in; **Can be plugged in to extend electric range; ***Runs only on electricity.

Page 7: Agile Automotive Insights for Digital Marketers

Price is the top priority for U.S. car shoppers16 in 10 car shoppers are influenced by promotions.2

Source: 1.Nielsen and SBD, “Re-defining Success: Are Infotainment Systems Leading to More Satisfied & Loyal Customers?”

conducted by Harris Poll, June 9, 2015; Note: n=14,000; respondents chose their top 3.2.RadiumOne, “Infographic: How Mobile & Social Sharing Drive Car Sales,” October 2, 2015.

Leading priorities for U.S. car buyers when buying their next car, Q2 20151

pricereliability

stylingcomfort

safety

performance/handlingfeatures/

techreputationdealersh

ip experienceresale

value

country of manufactureenvironmental impact

Page 8: Agile Automotive Insights for Digital Marketers

Only 2 in 5 shoppers have an early brand preferenceFew are exposed to digital auto ads early in the purchase process. Use this window to build brand and model awareness.

Source: Facebook, “The Road to Purchase in a Mobile-First World” conducted by Ipsos MediaCT, July 23, 2015.

39%Have a brand preference 6–12 months before purchase

59%Have a brand preference less than 1 month before purchase

35%Are exposed to automotive ads on desktop devices 6–12 months before purchase

21%Are exposed to automotive ads on mobile devices 6–12 months before purchase

Page 9: Agile Automotive Insights for Digital Marketers

Most shoppers do online research before setting foot in a dealershipOnly 4% rely solely on a dealer’s advice. It’s critical that your websites offer shoppers the information and tools they need to make a decision.

Source: Accenture, “Automotive Survey: What Digital Drivers Want” conducted by Coleman Parkes Research, April 16, 2015.

40%Narrow down the choice to 1 or 2 cars via their web info, and then go to the dealer

19%Do their research, and then call to book a test drive

29%Visit a dealer, do additional web-based research, and then make a decision

8%Do their initial research via social media, and then go to the dealer

TIP Use Sitelink Extensions to direct searchers to your website’s most popular pages.

Page 10: Agile Automotive Insights for Digital Marketers

Younger buyers look to family and friends, while older buyers turn to salespeopleTailor your ads to target each demographic.

Source: MaritzCX, “New Vehicle Customer Study (NCVS),” February 25, 2015.

Most important information source used during the car-buying process:23.7%Baby Boomer (53-71) buyers who say it’s the salesperson at the dealership

14.5%Gen Y (<32) buyers who say it’s the salesperson at the dealership

29.1%Gen Y (<32) buyers who say it’s family, friends, and

word-of-mouth

20.6%Gen X (33-52) buyers who say it’s family, friends, and

word-of-mouth

13.5%Buyers who say it’s consumer guides

8.4%Buyers who say it’s dealers’/ manufacturers’ websites

Page 11: Agile Automotive Insights for Digital Marketers

Mobile is part of the auto shopping strategy7 in 10 smartphone users use their mobile device when shopping for a vehicle.1

21%Conduct background checks on used vehicles1

44%Research brands, prices, user reviews, etc., before going to a dealership1

28%Compare prices with other brands or dealers, while at a dealership1

27%Take photos or videos of the vehicles they’re considering1

13%Communicate directly with owners selling their vehicles1

TIP: Make mobile a part of your search marketing and overall marketing strategy.

Source: 1.SessionM, “Refining Your (Auto) Mobile Strategy,” November 2, 2015. 2.G/O Digital, “Appealing to Today’s Auto Buyer,” August 6, 2015.

14%Shoppers who primarily use their smartphones for car research2

Page 12: Agile Automotive Insights for Digital Marketers

Smartphone shoppers cut to the chaseThey’re more likely to view specific cars than PC/tablet shoppers.

Source: Edmunds.com, “Mobile Visitors: Serious Shoppers or Just Playing on their Phones?,” June 19, 2015; note: numbers may not add up do to rounding. *Edmunds.com visitors who did not view at least one specific car.

U.S. car shopper share, by device and car type, Oct 2014–Feb 2015 (% of total Edmunds.com visitors)

TIP Are your website and landing pages optimized for mobile? Do your mobile pages download quickly? If not, you could be losing potential customers.

Page 13: Agile Automotive Insights for Digital Marketers

Source: 1.Nationwide, Nationwide Auto Purchasing

Study infographic, conducted by Harris Interactive, June 29, 2015.

2.Capgemini, “Cars Online 2015: The Selfie Experience” conducted by FreshMinds, September 15, 2015.

A quarter of car buyers find shopping for a car to be as stressful as preparing taxes or buying a home.1

And one fifth are willing to buy a car digitally.2

TIPGot a straightforward buying process? Highlight it in your ad copy.

Page 14: Agile Automotive Insights for Digital Marketers

Auto industry digital ad spend will top $8.4B in 2016Are your campaigns ready for the increase in competition?

Source: eMarketer, The U.S. Automotive Industry 2015: Digital Ad Spending Forecast and Trends, May 2015.

U.S. auto industry digital ad spending, 2015–2019 ($B)

Page 15: Agile Automotive Insights for Digital Marketers

The spend is split between search and display adsAnd between PCs and mobile devices (phones and tablets).

Source: eMarketer, The U.S. Automotive Industry 2015: Digital Ad Spending Forecast and Trends, May 2015.

U.S. auto industry digital ad spending by format, 2015 ($B)

U.S. auto industry digital ad spending by device, 2015 ($B)

Page 16: Agile Automotive Insights for Digital Marketers

Shoppers are influenced by digital ads1Yet, only 36% of auto marketers in the U.S. use paid search advertising.2

Sources: 1.G/O Digital, “Appealing to Today’s Auto Buyer,” August 6, 2015. 2.Direct Marketing Association (DMA) and Demand Metric, “2015 Response Rate Report,” April 2, 2015.

Type of ad that is most influential during the car-shopping process according to U.S. car shoppers1

Page 17: Agile Automotive Insights for Digital Marketers

Bing Ads performance trends

Page 18: Agile Automotive Insights for Digital Marketers

Non-luxury and luxury makes

Non-luxury models

Online marketplaces and dealerships

Page 19: Agile Automotive Insights for Digital Marketers

Non-luxury and luxury makes

Page 20: Agile Automotive Insights for Digital Marketers

Non-luxury OEMs lead branded query volumeLuxury OEMs aren’t far behind with more than a third of branded query volume, while representing about 15% of new car sales.

Source: Microsoft internal query analytics data. Timeframe: 10/1/2014–09/30/2015.

Search volume—brand queries, all devices

TIP Make the most of these aspirational searches for luxury autos. Bid on luxury brand terms for the cars your customers wish to own.Make the biggest investment in your year-round, ongoing campaigns, while having some flexibility to adjust to minor spikes throughout the year.

Page 21: Agile Automotive Insights for Digital Marketers

The most searched for non-luxury makesStay ahead of the competition by bidding on your brand keywords and those of your competitors.

Source: Microsoft internal query analytics data. Timeframe: 10/1/2014–09/30/2015.

Top 10 non-luxury makes by search volume, all devices, Oct 2014–Sep 2015

Page 22: Agile Automotive Insights for Digital Marketers

Take advantage of low CPC Use this opportunity to test new ad copy and landing pages for non-luxury makes to see what combinations work best.

Source: Microsoft internal query analytics data. Timeframe: 10/1/2013–09/30/2015.

Branded queries, non-luxury makes, Oct 2013–Sept 2015 TIP

Use Automated Rules to monitor the performance of your ads and be alerted when an ad group’s CPC falls below a set threshold and invest more.

Page 23: Agile Automotive Insights for Digital Marketers

The most searched for luxury makesKeep pace with the competition by using conquesting keywords to your advantage.

Source: Microsoft internal query analytics data. Timeframe: 10/1/2014–09/30/2015.

Top 10 luxury makes by search volume, all devices, Oct 2014–Sep 2015

Page 24: Agile Automotive Insights for Digital Marketers

Luxury makes show steady CTR and CPCPlan for the small peaks in CTR by optimizing your ads and ad copy in the fourth quarter.

Source: Microsoft internal query analytics data. Timeframe: 10/1/2013–09/30/2015.

Branded queries, luxury makes, Oct 2013–Sept 2015 TIP Use Automated Rules to monitor the performance of your ads and be alerted when an ad group’s CTR or spend climbs above a set threshold. You can also apply rules to respond by automatically adjusting your bids and budget.

Page 25: Agile Automotive Insights for Digital Marketers

Non-luxury models

Page 26: Agile Automotive Insights for Digital Marketers

Searches for SUVs are high, and compacts low1Based on new vehicle sales, search volume for SUVS, trucks, and minivans is higher than expected, while search volume for compact cars is lower than expected.2

Source: 1.Microsoft internal query analytics data. Timeframe: 10/1/2014–09/30/2015. 2.J.D. Power, Industry Health Report: January 2016, Performance Review: December 2015, January 13, 2016.

Search volume by segment, non-luxury models, all devices1 TIP

Pay attention to gas prices. If gas prices stay low, expect SUV, minivan, and truck search volume to remain high. However, if gas prices rise, expect more searches for compacts, sedans, and wagons.

Page 27: Agile Automotive Insights for Digital Marketers

SUVs and minivans have similar click-through ratesAnd seasonality.

Source: Microsoft internal query analytics data. Timeframe: 10/1/2014–09/30/2015.

Search volume for SUVs and minivans, non-luxury models, all devices

TIP: Make the most of your performance by aligning your campaign budget allocation to each segment’s seasonality.

CTR for SUVs and minivans, non-luxury models, all devices

Page 28: Agile Automotive Insights for Digital Marketers

CTR for sedans and wagons rise in the summerSearch volume is fairly consistent for both segments.

Source: Microsoft internal query analytics data. Timeframe: 10/1/2014 – 09/30/2015.

Search volume for sedans and wagons, non-luxury models, all devices

TIP: Test and optimize your ads and campaigns in the spring in preparation for the summer’s higher CTRs.

CTR for sedans and wagons, non-luxury models, all devices

Page 29: Agile Automotive Insights for Digital Marketers

Convertibles attract clicks, while coupes lag behindCompacts and coupes have similar search volume, yet compact searchers are more likely to click on ads than coupe searchers.

Source: Microsoft internal query analytics data. Timeframe: 10/1/2014–09/30/2015.

Search volume for small cars, non-luxury models, all devices

TIP: Tailor and test your ads for each segment to reach the largest audience.

CTR for small cars, non-luxury models, all devices

Page 30: Agile Automotive Insights for Digital Marketers

Searches for new trucks peak around auto showsPay attention to what new models debut at the large auto shows, like Detroit.

Source: Microsoft internal query analytics data. Timeframe: 10/1/2014–09/30/2015.

Search volume for trucks and vans, non-luxury models, all devices

TIP: Know of a new model or model update that will debut at an upcoming auto or technology show? Bid on keywords related to the debut to capture searcher attention during the show.

CTR for trucks and vans, non-luxury models, all devices

Page 31: Agile Automotive Insights for Digital Marketers

Online marketplaces and dealerships

Page 32: Agile Automotive Insights for Digital Marketers

Online marketplaces account for half of automobile related searchesAttract local customers by focusing on keywords for your own dealership and for local pages of popular online marketplaces.

Source: Microsoft internal query analytics data. Timeframe: 10/1/2014–09/30/2015.

Search volume, mobile

Half of automotive related searches are for online marketplaces, including queries like “cars com” and “craigslist cars”.

Search volume, PC + tablet

TIP: Use Location Targeting and Location Extensions, in addition to Call Extensions, to capture nearby searchers.

Page 33: Agile Automotive Insights for Digital Marketers

CTR and CPC on PCs and tablets are fairly steadyTake advantage of this when planning your budgets for long-term and seasonal campaigns.CTR for online marketplaces and dealerships, PC + tablet

TIP: Use Remarketing to target searchers throughout their decision journey.

CPC for online marketplaces and dealerships, PC + tablet

Source: Microsoft internal query analytics data. Timeframe: 10/1/2014 – 09/30/2015.

Page 34: Agile Automotive Insights for Digital Marketers

Dealerships can expect to pay more for mobile clicksPlan mobile budgets accordingly to prevent running out of funds.CTR for online marketplaces and dealerships, mobile

TIP: Use Automated Rules to monitor budgets, to notify you when a budget is low, and to automatically increase budgets as needed.

CPC for online marketplaces and dealerships, mobile

Source: Microsoft internal query analytics data. Timeframe: 10/1/2014–09/30/2015.

Page 35: Agile Automotive Insights for Digital Marketers

Automotive consumer decision journey

Page 36: Agile Automotive Insights for Digital Marketers

Source: Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/2015 to 6/30/2015.

The Bing Network looked at 3,000 users on Automotive Consumer Decision Journeys (CDJ).We found that the average journey lasted 96.3 days.

Page 37: Agile Automotive Insights for Digital Marketers

20% of automotive page views (PVs) were on searchConsumers on Automotive CDJ visited automotive websites every 4.3 days.Average daily page view

Last date of research

Source: Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/2015–6/30/2015. CDJ length varied from 1 day to 150 days.

Automotive page views over the journey

Page 38: Agile Automotive Insights for Digital Marketers

4 in 10 searches are for images45% of consumers viewed more than 36.7 car images on a search engine.

Source: Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/2015–6/30/2015.

Search type distribution TIP Want to add more visual appeal to your ad? Add Image Extensions to grab searcher attention and showcase your latest models.

Page 39: Agile Automotive Insights for Digital Marketers

Consumers considered 9.8 makes and

11.4 models on averageUse Remarketing to target car shoppers from the beginning to the end of their decision journeys.

Source: Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/2015–6/30/2015.

Number of makes and models considered

Page 40: Agile Automotive Insights for Digital Marketers

Visits to OEMs are high at the journey’s start and endShoppers visit search engines throughout the CDJ to help them gather information, compare options, and find local sellers.In the research phase, visits

to OEM, research, and online marketplace websites are high as consumers gather information and start learning about available options.

As consumers shop around and compare options, they’re likely to visit a mix of websites.

As consumers narrow down their final choice, visits to OEM websites increase as shoppers check specs, prices, and availability.

Beginning Middle End

Source: Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/2015–6/30/2015. OEM: Chevrolet, Chrysler, Dodge, Fiatusa, Ford, GMC, HondaUSA, Hyundai, Jeep, Kia, Mazda, MiniUSA, Mitsubishicars, Nissanusa, Scion, Smart, Subaru, Toyota, VW, VolvoCars; Research: MSN Autos, Carfax; Search Engine: Bing, Google, Yahoo; Online Marketplace: Craiglist, eBay, Autotrader, KBB, Cars.com, Cargurus, Edmunds, Carmax, Carsforsale

TIP: Use UET and Remarketing to target shoppers and tailor your advertising throughout their journey.

Page 41: Agile Automotive Insights for Digital Marketers

Let’s look at a real user’s decision journeyUser 1681 from Pennsylvania was in the market for an all-wheel drive car.

Source: Microsoft internal analytics data. PC traffic only. Timeframe: 1/28/2015–2/21/2015.

Legend

Research

OEM

Search Engine

Marketplace/Dealer

Bullet points are data from Internet Explorer (IE) logs.

Other

Type of website:

Search advertising opportunity.

Page 42: Agile Automotive Insights for Digital Marketers

Bing Network audience behaviors

Page 43: Agile Automotive Insights for Digital Marketers

The Bing Network audience is running on all cylinders

Source: comScore qSearch (custom), U.S., June 2015. Industry categories based on comScore classifications..

17M Automotive searchers not reached on Google

22M Total automotive searchers

87MTotal automotive searches

41%of all automotive paid clicks

Page 44: Agile Automotive Insights for Digital Marketers

More likely to be in-market for a vehicleCompared to Google, the Bing Network audience is:

6% more likely to plan to buy compact pickup in the next 6 months.

6% more likely to plan to buy station wagon in the next 6 months.

15% more likely to plan to buy convertible/sports in the next 6 months.

44% more likely to plan to buy convertible/sports luxury in the next 6 months.

Source: comScore Plan Metrix, U.S., June 2015, custom measure created using comScore indices and duplication. June was chosen to reflect the beginning of the automotive season.

Page 45: Agile Automotive Insights for Digital Marketers

More likely to buy a new vehicle and insuranceCompared to Google, the Bing Network audience is:

5%more likely to have purchased new vehicle by self or other household (HH) member.

10%more likely to have bought a new vehicle offline in the last 6 months.

13%more likely to have bought auto insurance offline in the last 6 months.

Source: comScore Plan Metrix, U.S., June 2015, custom measure created using comScore indices and duplication. June was chosen to reflect the beginning of the automotive season.

Page 46: Agile Automotive Insights for Digital Marketers

More likely to own various vehicle typesCompared to Google, the Bing Network audience is:

5% more likely to own minivan.

6% more likely to own large luxury.

8% more likely to own compact pickup.

17% more likely to own station wagon.

Source: comScore Plan Metrix, U.S., June 2015, custom measure created using comScore indices and duplication. June was chosen to reflect the beginning of the automotive season.

Page 47: Agile Automotive Insights for Digital Marketers

More likely to own European makes/modelsCompared to Google, the Bing Network audience is:

15% more likely to own other European import.

20% more likely to own Land Rover.

35% more likely to own Jaguar.

Source: comScore Plan Metrix, U.S., June 2015, custom measure created using comScore indices and duplication. June was chosen to reflect the beginning of the automotive season.

Page 48: Agile Automotive Insights for Digital Marketers

More likely to own Asian makes/modelsCompared to Google, the Bing Network audience is:

10%more likely to own Hyundai.

12%more likely to own Scion.

67%more likely to own other Asian import.

Source: comScore Plan Metrix, U.S., June 2015, custom measure created using comScore indices and duplication. June was chosen to reflect the beginning of the automotive season.

Page 49: Agile Automotive Insights for Digital Marketers

Words that work

Page 50: Agile Automotive Insights for Digital Marketers

Here’s how to read a heatmap

Source: Microsoft internal data. Total impressions generated = 9 Million, Total ads analyzed = 67k, Analysis period: 10/1/2014–09/30/2015. Note: Categories represent groups of similar keywords.

% Off Brand Call to Action

Car Type

Dealers

Deals/Discounts

FindModel/Features

Official

Price/Pricing

Services

Superlative(Adjective/ Adverbs)

Used Cars

Vehicle

Vehicle Type

Website

% OffBrandCall to ActionCar TypeDealersDeals/DiscountsDKI (Dynamic Keyword Insertion)FindModel/FeaturesOfficialPrice/PricingSalesServicesSuperlative (Adjective/Adverbs)Used CarsVehicleVehicle TypeWebsite

Great Good Insufficient dataPoor

Ad Title Ad D

escr

ipti

on

Our study results show that a non-luxury OEM with Car Type in the title and a Dynamic Keyword Insertion in the description presents high ad quality performance.

Page 51: Agile Automotive Insights for Digital Marketers

Source: Microsoft internal data. Total impressions generated = 9 Million, Total ads analyzed = 67k, Analysis period: 10/1/2014–09/30/2015. Note: Categories represent groups of similar keywords.

Words that work // Non-luxury OEM

% Off Brand Call to Action

Car Type

Dealers

Deals/Discounts

FindModel/Features

Official

Price/Pricing

Services

Superlative(Adjective/ Adverbs)

Used Cars

Vehicle

Vehicle Type

Website

% OffBrandCall to ActionCar TypeDealersDeals/DiscountsDKI (Dynamic Keyword Insertion)FindModel/FeaturesOfficialPrice/PricingSalesServicesSuperlative (Adjective/Adverbs)Used CarsVehicleVehicle TypeWebsite

Great Good Insufficient dataPoor

Ad Title Ad D

escr

ipti

on

Page 52: Agile Automotive Insights for Digital Marketers

Words that work // Luxury OEMBrand Call to

ActionCar Type Dealers

Deals/Discounts

FindModel/Features

Official Price/Pricing

Services

Superlative(Adjective/ Adverbs)

Vehicle Vehicle Type

Website

BrandCall to ActionCar TypeDealersDeals/DiscountsDKI (Dynamic Keyword Insertion)FindModel/FeaturesOfficialPrice/PricingSaleServicesSuperlative (Adjective/Adverbs)Used CarsVehicleVehicle TypeWebsite

Ad Title Ad D

escr

ipti

on

Great Good Insufficient dataPoorSource: Microsoft internal data. Total impressions generated = 9 Million, Total ads analyzed = 67k, Analysis period: 10/1/2014–09/30/2015. Note: Categories represent groups of similar keywords.

Page 53: Agile Automotive Insights for Digital Marketers

Words that work // Dealerships% Off Brand Call to

ActionCar Type Dealers

Deals/Discounts

Delivery/Shipping

FindModel/Features

Parts/Accessories

Price/Pricing Sales Service

s

Superlative(Adjective/Adverbs)

Used Cars

Vehicle Type

Website

% OffBrandCall to ActionCar TypeDealersDeals/DiscountsDKI (Dynamic Keyword Insertion)Model/FeaturesParts/AccessoriesPrice/PricingSalesServicesSuperlative (Adjective/Adverbs)Used CarsVehicle TypeWebsite

Ad Title Ad D

escr

ipti

on

Great Good Insufficient dataPoorSource: Microsoft internal data. Total impressions generated = 9 Million, Total ads analyzed = 67k, Analysis period: 10/1/2014–09/30/2015. Note: Categories represent groups of similar keywords.

Page 54: Agile Automotive Insights for Digital Marketers

Top 5 ad combinations across devicesNon-luxury OEM

Deals/Discounts

DKI (Dynamic Keyword Insertion)

% Off Website Price/Pricing

Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Find Used Cars Website Car Type Services

Luxury OEM

Car Type Deals/Discounts

Call to Action Call to Action Find

Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Vehicle Type Find Dealers Price/Pricing Model/Features

Dealerships

Services Services Deals/Discounts

Call to Action Call to Action

Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Parts/Accessories

Model/Features Used Cars Parts/Accessories

Delivery/Shipping

Non-luxury OEM: Shows a diverse range of keyword groups that have good performance across devices such as Deals/Discounts (e.g., “deals”, “savings”, “specials”), Dynamic Keyword Insertion and % Off. Also, we can observe the same diversity in descriptions like Find (e.g., “search”, “browse”, “local”), Used Cars (e.g., “owned”, “used cars”, “used trucks”), as well as Website (e.g., “official”, “online today”, “online inventory”).

Luxury OEM: For Luxury we see a wide spread selection for performing ad titles, like Car Type (e.g., “SUVs”, “classic cars”, “muscle”) and Call to Action (e.g., “buy”, “lease”, “now”). For ad description, we again see a mix, including Vehicle Type (e.g., “car”, “vans”, “truck”) and Dealers (e.g., “dealer”, “dealership”, “OEM”).

Dealerships: Align your dealerships ad copy to what your audience is searching for by using Services (e.g., “financing”, “loans”, “credit”) terms in the ad title, in combinations with Parts/Accessories (e.g., “kits”, “tires”, “leds”) and Model/Features (e.g., “performance”, “quality”, “certified”) in the description.

Source: Microsoft internal data. Total impressions generated = 9 Million, Total ads analyzed = 67k, Analysis period: 10/1/2014–09/30/2015. Note: Categories represent groups of similar keywords.

Page 55: Agile Automotive Insights for Digital Marketers

Top ad combinations by devicePC + tablet

Mobile

Non-luxury OEM

% Off Call to ActionAd · DisplayURL Ad · DisplayURL Website Deals/Discounts

Luxury OEM

Car Type Deals/Discounts

Ad · DisplayURL Ad · DisplayURL Vehicle Type Find

Dealerships

Parts/Accessories

Services

Ad · DisplayURL Ad · DisplayURL Car Type Parts/Accessories

Non-luxury OEM: For PC+Tablet, ads with % Off in the title and Website in the description have high ad quality. While for Mobile, Call To Action (e.g., “visit”, “get”, “shop now”) in the title and Deals/Discounts (e.g., “save”, “guarantee”, “great deals”) in the description is a top combination.

Luxury OEM: PC+Tablet ads with Car Type (e.g., “cars”, “sport”, “cruisers”) in the title and Vehicle Type in the description perform well. Top Mobile ads include Deals/Discounts (e.g., “save big”, “deal”, “compare save”) in the title and Find (e.g., “pictures”, “selection new”, “information”) in the description.

Dealerships: In PC+Tablet ads, Parts/Accessories (e.g., “engine”, “brackets”, “options”) for the title and Car Type (e.g., “cars”, “sport”, “cruisers”) for the description have high ad quality. For Mobile, high-quality ads include Services (e.g., “bad credit”, “inventory”, “listings”) in the title and Parts/Accessories in the description.

Source: Microsoft internal data. Total impressions generated = 9 Million, Total ads analyzed = 67k, Analysis period: 10/1/2014–09/30/2015. Note: Categories represent groups of similar keywords.

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Top ad copy combinations—Sitelink Extensions // Non-luxury OEMsNon-luxury OEM copy combinations Find your opportunity

When ad quality is high and there aren’t very many advertisers showing on these terms.Read—great opportunity!

OpportunitiesThe Non-luxury OEM subcategory presents a few groups of keywords to take advantage of, including the following: • Official • Website• FindThey all present a high ad performance and are underutilized by advertisers.On the other hand, sitelinks for Dealers, Brand, and Call to Action are well utilized by advertisers.

Source: Microsoft internal data. Total impressions generated = 9 Million, Total ads analyzed = 67k, Analysis period: 10/1/2014–09/30/2015. Note: Categories represent groups of similar keywords.

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Top ad copy combinations—Sitelink Extensions // Luxury OEMsLuxury OEM copy combinations Find your opportunity

When ad quality is high and there aren’t very many advertisers showing on these terms. Read—great opportunity!

OpportunitiesThe Luxury OEM subcategory presents a big margin of opportunities to create high ad quality with moderate levels of competition. At the top of these opportunities are:• Find• Superlative (e.g., “new”, “compare“,

“best“)• Official • Price/Pricing (e.g., “low prices”,

“quote”, “starting”)They all present high ad performance for this subcategory and are severely underutilized by advertisers.

Source: Microsoft internal data. Total impressions generated = 9 Million, Total ads analyzed = 67k, Analysis period: 10/1/2014–09/30/2015. Note: Categories represent groups of similar keywords.

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Top ad copy combinations—Sitelink Extensions // DealershipsDealerships copy combinations Find your opportunity

When ad quality is high and there aren’t very many advertisers showing on these terms. Read—great opportunity!

OpportunitiesThe Dealerships subcategory presents a wide range of opportunities to generate high ad quality with a low level of competition. We can consider as the top ones:• Sales (e.g., “engine sale”, “sale”) • Parts/Accessories (e.g., “road leds”,

“leds brackets“)• % OffThese sitelinks represent high ad performance and are greatly underutilized by advertisers.

Source: Microsoft internal data. Total impressions generated = 9 Million, Total ads analyzed = 67k, Analysis period: 10/1/2014–09/30/2015. Note: Categories represent groups of similar keywords.

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Why advertise

on Bing Ads?

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Access searchers not reached on Google

Source: Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), U.S., September 2015. Industry categories based on comScore classifications.

Automotive

Business & Finance

Education

Telecom

Travel

Retail56M

26M

13M

25M

17M

33M

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Looking for a new way to set your ads apart?Image Extensions lets you include an image in your ads to help them stand out to customers. Increase trafficVisually promote your products and get more relevant traffic to your site.

Draw attention Take up more real estate in the search results and stay competitive with a larger ad footprint.

Control image URLUse the option to provide a unique URL for each image.

Image extensions

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Increase your ROI by engaging with high-value visitorsRemarketing in Paid Search gives you a second chance to turn previous visitors into customers.

Easy to get startedUse Universal Event Tracking (UET) tags for both conversion tracking and Remarketing in Paid Search. If you already have a UET tag on your site, you can use the same tag for Remarketing in Paid Search.

High-value audiences Optimize your campaigns based on user activity on your website, like visiting your home page or abandoning a shopping cart.

Increased ROICustomize your bids, ads and keywords to target high-value audiences.

How Remarketing in Paid Search works

User added in remarketing

listYour

website

Former visitor searches on

Bing or YahooYour ad is

served

YOUR AD

Visitor leavesVisitor

USER RETURNS TO YOUR SITE

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Drive more traffic to your website with richer, more relevant adsUse Enhanced Sitelinks to attract more customers with larger, more informative ads.

Achieve better resultsAchieve higher click-through rate by adding two lines of customizable, descriptive text to your sitelink extensions.

Capture attention with a larger formatFor high-quality ads serving in the mainline 1 position, you can create bigger and bolder ads with the addition of up to four Enhanced Sitelinks serving with each ad. Source: Microsoft internal data, 2014.

22%Average higher click-through rate compared to ads without Enhanced Sitelinks.

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Drive even better performance with Ad Extensions

Sitelink Extensions Improve Click-Through Rate (CTR) and conversions by providing direct access to site content and purchase pages.

Location Extensions Drive more in-store conversions with store locator, click-to-call, merchant ratings, and click-to-direction.

Call ExtensionsConnect customers quickly to your business with click-to-call.

20%

10%

13%

Lift in click-through rates

Source: Microsoft internal data, 2014.

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It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks.Learn how to import your campaigns

Already advertising

on Google AdWords?

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© 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.