driving towards higher clicks - automotive insights for australian digital marketers

Bing Network. Be there.

Driving toward higher clicksAutomotive insights for digital marketers

Rising household disposable incomeReal household disposable income is expected to rise in 2016-17,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.

Decrease in motor vehicle priceFree trade agreements with Japan, Korea and China have effectivelyreduce tariffs for vehicles from these major import markets.

Better infrastructure and less traffic The Government is investing in road and rail upgrades that should improve the motoring experience, which may encourage car Purchases.

Rising household disposable income and low interest rates point to a happy 2017 for automakers

Source: IBISWorld iExpert Industry Summary X0014. Automotive Industry in AustraliaIBISWorld iExpert Industry Summary G3911 Motor Vehicle Dealers in AustraliaSeven automotive implications of the 2016 Federal Budget

Auto revenue is expected to reach $172 billion in 2017With a strong expansion in the past 3 years, dealership revenue is expected to grow further in 2017

Source: IBISWorld iExpert Industry Summary X0014. Automotive Industry in AustraliaIBISWorld iExpert Industry Summary G3911 Motor Vehicle Dealers in Australia

AU auto and dealer industry historical revenue and forecast, 2011–2019 ($B)

2011 2012 2013 2014 2015 2016 2017 2018 20190

50

100

150

200

250

$58 $59 $60 $57 $60 $62 $64 $63 $62

$163 $165 $167 $170 $169 $172 $172 $170 $170

Dealer Automotive

Reve

nue

in B

illion

s

Forecast

How do those sales break down?SUVs and compact cars led sales in November 2016

Source: November 2016 VFACTS: New vehicle sales numbers, winners and losers detailed

2016 vehicle segment sales share34.3

% 25.1

% 17.3

% 9.2% 8.3% 2.3% 2.1% 1.2%0.3%

SUVs (compact, small, midsize, large)Compact and small carsUtes (4x2,4x4)Luxury vehicles Midsize and large carsSports cars (compact, midsize)Minivans and vans (midsize, large)People MoversLight and medium buses

SUVs; 34.3%

Compact and small cars; 25.1%

Utes; 17.3%

Luxury vehicles; 9.2%

Midsize and large cars; 8.3%

Sports cars; 2.3%Vans; 2.1%

People Movers; 1.2%Light/medium buses; 0.3%

Safety is the top priority for Australian car shoppers54% agreed that safety is an important consideration when buying a car

Sources: emma auto trends and insights August 2015

Leading priorities for Australian car buyers when buying their next car

SafetypriceWarrant

y

comfort

performance/handling

features/techreputationdealersh

ip experienceresale

value

country of manufactureenvironmental impact

Source: Digital Drives New Vehicle Choice: Ipsos Study - Car review and comparison websites top the list of new car shopper influences

Buyers are undecided when choosing a vehicle and increased affordability and fragmentation of the market have led to a decline in brand loyalty. TIPSecure top positions for your brand terms and leverage ad extensions to capture potential conversions

Auto industry leads digital display ad spend in 2016Have you reserved enough paid search budget to support your digital campaigns?

Source: eMarketer, Global digital ad spending 2016: A Country by country look by industry

Top 5 industries in Australia, ranked by digital display ad spending share, Q1 2016

Finance

Entertainment and leisure

Retail

Real estate

Automotive

7.9%

8.4%

9.3%

14.0%

17.2%

Bing Network audience behaviours

59%

users are aged25–54

59%hold a

diploma/ bachelor degree or

higher

Bing users are more educated and affluent with more income to spend

SOURCE: Nielsen Online Ratings for November 2016*Total Population = All Australians 18 years and over

$100

+household

income p.a. 22% of users

Source: Nielsen Consumer & Media View National Online Database, Oct '15 - Sep '16 | Base: 14+

Bing users are in the market for a vehicleGreat opportunity for digital marketers to target potential customers in Bing

25%have intentions to purchase a car in the next 2 yearscompared to 23% for Google users

39%would consider to buy used vehicle for their next purchase

44%would consider to buy new vehicle for their next purchase

Source: Nielsen Consumer & Media View National Online Database, Oct '15 - Sep '16 | Base: 14+Nielsen Consumer & Media View National Online Database, Jan-Dec '16 | Base: 14+

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

10% more likely more likely to consider buying compact 4WD

17% more likely to consider buying medium passenger vehicle

9% more likely to consider buying light passenger vehicle

48% more likely to plan to buy in the next 3 -6 months

Source: Nielsen Consumer & Media View National Online Database, Oct '15 - Sep '16 | Base: 14+Nielsen Consumer & Media View National Online Database, Jan-Dec '16 | Base: 14+

40% of Bing Network users own medium to large passenger vehicle

Light Passenger

Small Passenger

Medium Passenger

Large Passenger

Compact 4WD

Medium 4WD

Large 4WD

Van

Ute

8%

15%

23%

17%

13%

4%

3%

1%

1%

All respondents

Size of the vehicles that you drive most often*

Source: Nielsen Consumer & Media View National Database, Oct '15 - Sep '16 | Base: 14+Question: Thinking about the size of vehicles that you drive most often, which of the following best describe the size of the vehicle you drive most often?

Bing Users

Bing Network search and ads performance trends

Non-luxury and luxury makes

Non-luxury models

Online marketplaces and dealerships

Click uplift

+41%growth from 2015 - 2016

Vehicle search volume increases in the lead up to the end of financial year Vehicle searches are growing year on year on the Bing Network

Source: Microsoft internal data 2015 - 2016 all devices, monthly search volume indexed to 2015 monthly average

Search uplift

+27%growth from 2015 - 2016

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%

20%

40%

60%

80%

100%

120%

140%

160%

monthly searches 2015 monthly searches 2016

Monthly search trends for overall vehicle queries

Inde

xed

mon

thly

sear

ches

vol

ume

In January 2017, vehicles related search volume increased by +67% compared to last year

Click icon to add picture

Jan 16 Jul 16 Jan 17

100%113%

167%

monthly searchesSource: Microsoft internal data 2016 -2017 all devices, monthly search volume indexed to Jan 2016

Non-luxury and luxury makes

Non-luxury OEMs lead branded query volumeConsumer interest for luxury OEMs is fairly evenly distributed throughout the whole year 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.

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2015 non-luxury 2016 non-luxury 2015 luxury

Monthly search volume index—brand queries, all devices

mon

thly

sear

ches

vol

ume

Source: Microsoft internal data 2016 all devices*April 2015 spike was contributed by 1 non-luxury OEM**OME stands for original equipment manufacturer

Take advantage of low CPC for brand biddingUse this opportunity to test match type and ad extensions for non-luxury makes to see what combinations work best

Source: Microsoft internal data 2015- 2016 all devices

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.

Jan-15

Mar-15

May-15

Jul-15

Sep-1

5Nov-

15Jan

-16Mar-

16

May-16

Jul-16

Sep-1

6Nov-

160.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

$-

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

CPC CTR

Branded queries, non-luxury makes, Jan 2015–Dec 2016

Mon

thly

CPC

Mon

thly

CTR

The most searched amongst non-luxury makesStay ahead of your competition by owning your brand terms in paid search

Source: Microsoft internal data 2016 all devices, indexed to the top 1 brand

Top 15 non-luxury makes by search volume, all devices, Jan–Dec 2016

PeugeotVolvo

KiaVolkswagen

SuzukiNissanHonda

Hyundai Jeep

MitsubishiSubaruMazda

FordHoldenToyota

67

10111213

1720

243132

5354

85100

Searcher interest is growing for all non-luxury makes

Chevrolet▲ 32.3%

Chrysler▲ 21.5%

Citroen▲ 16.1%

Fiat▲ 41.8%

Ford▲ 39.2%

Honda▲ 55.0%

Hyundai▲ 45.0%

Jeep▲ 27.9%

Kia▲ 46.2%

Mazda▲ 23.8%

Suzuki▲ 40.6%

Mitsubishi▲ 27.3%

Nissan▲ 49.8%

Renault▲ 18.5%

Subaru▲ 36.1%

Toyota▲ 27.6%

Volkswagen▲ 15.1%

Volvo▲ 42.2%

TIP: Monitor interest in your make(s) and adjust your ads and bids accordingly to capture the most searchers.

YoY search volume comparison, non-luxury makes, 2015 vs 2016

Peugeot▲ 12.6%

Holden▲ 4.7%

+26% year on year growth in search volume Top 20 non luxury

makesSource: Microsoft internal data 2015- 2016 all devices

Luxury makes show strong CTR and low CPC in 2016Plan ahead for ad copy optimisation to capture opportunity in the fourth quarter when click through rat 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

Jan-15

Mar-15

May-15

Jul-15

Sep-1

5Nov-

15Jan

-16Mar-

16

May-16

Jul-16

Sep-1

6Nov-

160.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

$-

$0.10

$0.20

$0.30

$0.40

$0.50

$0.60

$0.70

CPC CTR

Branded queries, luxury makes, Jan 2015–Dec 2016

Mon

thly

CPC

Mon

thly

CTR


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

Source: Microsoft internal data 2016 all devices, indexed to the top 1 brand

Top 15 luxury makes by search volume, all devices, Jan–Dec 2016

LotusAston Martin

MaseratiBentley

Alfa RomeoJaguarFerrariLexus

LamborghiniPorschePorsche

Land RoverAudi

BMWMercedes Benz

4667

1212

1721222424

2838

80100

Mercedes Benz▲ 45.7%

Alfa Romeo ▲ 25.1%

Maserati▲ 27.1%

Lexus ▲ 24.7%

Ferrari ▲ 14.1%

Aston Martin ▲ 26.9%

Lamborghini▲ 24.5%

Infiniti ▲ 69.3%

Jaguar ▲50.3%

Audi▲ 28.9%

Land Rover ▲ 30.8%

Bentley ▲ 23.3%

Porsche ▲ 25.9%

BMW▲ 42.2%

TIP: Monitor interest in your make(s) and adjust your ads and bids accordingly to capture the most searchers.

YoY search volume comparison, luxury makes, 2015 vs 2016

Porsche ▲ 25.9%

Lotus▲ 26.1%

+35% year on year growth in search volume

Top 20 luxury makes


Luxury makes see robust growth in search volume

Car segmentation

SUV& 4WD lead in terms of vehicle related researchSmall car is also getting very popular in Australia

2016 Search volume by segments, all devices TIP

Manage and optimise your campaigns by segments and ensure you allocate sufficient budget to popular body types like SUV & 4WD, hatchback & microcar

Trucks; 4%Vans & Minivans; 6%

Convertibles; 8%

Sedans & wagons; 12%

Utes; 15%Microcars & hatchbacks; 17%

SUVs & 4WDs; 35%

Source: Microsoft internal data 2016 all devices

Consumer demand soars for utes and hybrid vehicles Strong growth across all popular segmentations on the Bing NetworkYear on year growth by segments, all devices TIP

For body type, bid on a variety of keyword combinations to capture a wide range of queries. For example: “make model”, “hybrid model”, “model hybrid”, “make hybrid”, “make hybrid model”, and “make model hybrid”.

SUV & 4WD Hatchback & Microcar

Wagon & Sedan

Convertible Hybrid Ute0%10%20%30%40%50%60%70%80%90%

52%41%

56%

41%

70%80%


Source: Microsoft internal data 2015-16 all queries containing “ seater”, all devices,

7 seater related queries are the most commonly searched by Bing users, with 39% year on year increase in search volume

Bing audience is actively researching online in the lead up to end of financial yearIncrease your position and impression share from May–Jul to capture potential conversions

Source: Microsoft internal data 2015-16 all devices

Monthly search trends for price, review and comparison related queries

Jan-16

Feb-16

Mar-16

Apr-16

May-16

Jun-16 Jul-

16Aug

-16Se

p-16

Oct-16

Nov-16

Dec-16

0%20%40%60%80%

100%120%140%160%

price related searches review related searches

Inde

xed

mon

thly

sear

ches

vol

ume

+28% year on year growth

in search volume2015 vs 2016

SUV and 4WD searches start to increase from MarUsers showed higher interest in engaging with ads in Jan-FebMonthly searches index for SUV and 4WD, all devices

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

Monthly clicks index and CTR for SUV and 4WD, all devices

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%20%40%60%80%

100%120%140%160%180%200%

2016

Mon

thly

sear

ches

0%20%40%60%80%

100%120%140%

0.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%8.0%

Monthly Clicks CTR

Mon

thly

clic

ks

CTR

Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average

Jun-Oct period attracts most searches for hatchback and microcar Searchers are more likely to engage with search ads in AutumnMonthly searches index for hatchback, all devices Monthly clicks index and CTR for hatchback, all devices


100%120%140%160%180%

2016

Mon

thly

sear

ches

Mon

thly

clic

ks

CTR

0%20%40%60%80%

100%120%140%

0.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%

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


Searches for ute peak in winterUsers show more interest in search ads towards the end of calendar yearMonthly searches index for ute, all devices Monthly clicks index and CTR for ute, all devices

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%

50%

100%

150%

200%

250%

2016 2015

Mon

thly

sear

ches

Mon

thly

clic

ks

CTR

0%20%40%60%80%

100%120%140%

0.00%

1.00%

2.00%

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6.00%



Sedan and wagon searches start to increase from AprMonthly click through rates are fairly consistent throughout the year Monthly searches index for sedan and wagon, all devices

Monthly clicks index and CTR for sedan and wagon, all devices


100%120%140%160%180%200%

2016

Mon

thly

sear

ches

Mon

thly

clic

ks

CTR

0%20%40%60%80%

100%120%140%

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%



Mar-May attract most searches for convertibleConvertible searchers tend to engage more with ads in summerMonthly searches index for convertible, all devices Monthly clicks index and CTR for convertible all devices


100%120%140%160%180%

2016

Mon

thly

sear

ches

Mon

thly

clic

ks

CTR

0%20%40%60%80%

100%120%140%

0.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%4.00%4.50%



67% of SUV searches come from Generation XHatchback vehicles are been searched more by millennials and baby boomersAll car segments18-24 11%25-34 17%35-49 31%50-64 32%65+ 9%

Hatchback 18-24 12%25-34 18%35-49 28%50-64 31%65+ 11%

Convertible18-24 13%25-34 17%35-49 28%50-64 32%65+ 10%

Sedan18-24 13%25-34 17%35-49 25%50-64 32%65+ 13%

Wagon18-24 11%25-34 17%35-49 29%50-64 34%65+ 10%

Utes18-24 8%25-34 10%35-49 27%50-64 46%65+ 10%

SUV18-24 6%25-34 14%35-49 30%50-64 37%65+ 12%

4WD18-24 10%25-34 18%35-49 31%50-64 33%65+ 8%

Hybrid18-24 11%25-34 17%35-49 30%50-64 30%65+ 12%

TIP Use what works! Get the most out of your campaigns by adding modifiers to the age groups likely to search on your segment.

Search share by age by car segment


Most hatchback related searches are from New South Wales

All car segments New South Wales 34%

Victoria 24% Queensland 21% Western Australia 10%

Others 12%

Hatchback New South Wales 38%


Others 11%

Convertible New South Wales 34%


Others 13%

Sedan New South Wales 35%


Others 12%

Wagon New South Wales 37%


Others 13%

Utes New South Wales 34%


Others 10%

SUV New South Wales 35%


Others 12%

4WD New South Wales 30%


Others 11%

Hybrid New South Wales 34%


Others 11%

TIP Use what works! Get the most out of your campaigns by adding modifiers to the states more likely to search on your segment.

Search share by state by car segment


Males take the lead across all car segment researchFemales are more likely to consider compact cars


4WD

Convertible

Hatchback

Hybrid

Sedan

Wagon

SUV

Utes

36%

39%

43%

37%

37%

37%

42%

40%

64%

61%

57%

63%

63%

63%

58%

60%

Online marketplaces

Consumer interest spikes in the beginning and middle of the yearUsed car related searches registered minor uplift in 2016

Monthly search trends for overall used vehicles queries


100%120%140%160%

Monthly searches 2015 Monthly searches 2016

Inde

xed

mon

thly

sear

ches

vol

ume

+11% year on year growth

in search volume2015 vs 2016


Used car show low CPC in 2016Increase your click share in the beginning of the year to capture your potential customers

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.

0.00%2.00%4.00%6.00%8.00%

10.00%12.00%14.00%16.00%18.00%20.00%

$-

$0.10

$0.20

$0.30

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$0.50

$0.60

CPC CTR

Used car related queries, Jan 2015–Dec 2016

Mon

thly

CPC

Mon

thly

CTR


Carsales.com.au

Carsguide.com.au

Gumtree automotive websites

Autotrader

eBay Motors

Carsales.com.au

Carsguide.com.au

Gumtree automotive websites

Caradvice

Drive.com.au

Carsales tops the charts for most searched websiteMonitor your impression share to stay on top of the competition

Sources: 1.Microsoft internal data 2016 all devices, indexed to the top 1 website2.Nielsen Online Rating Jan 2017, indexed to the top 1 website

Top 5 auto websites by search volume1

Top 5 auto websites by unique visitors volume2

South Australian users show high interest in used carsThe majority of used car research is done by users aged 35-64

New South Wales

Victoria

Queensland

South Australia

Western Australia

Australian Capital Territory

Tasmania

Northern Territory

33%

25%

18%

13%

7%

2%

1%

0%

Used cars No. new car sales Jan 2016

Used car related queries by state1&2

65+50-6435-4925-3418-24

9%

34%30%

16%11%

Used car related queries by age group2

Sources: 1.Sales of new motor vehicles Australia Jan 2017, ABS2.Microsoft internal data 2016 all devices

Demand for private car sales is higher in the 2nd half of the year iDon’t miss the opportunity to gain user engagement in Jan-MarMonthly searches index for private sales related queries, all devices

Monthly clicks index and CTR for private sales related queries, all devices

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0.0%

50.0%

100.0%

150.0%

200.0%

250.0%

2016 2015

Mon

thly

sear

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Mon

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clic

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CTR

0%20%40%60%80%

100%120%140%160%

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4.00%

6.00%

8.00%

10.00%

12.00%

Monthly Clicks CTRTIP: Make the most of your performance by aligning your campaign budget allocation to peak months


Queensland audience shows strong interest in private car salesUsers aged 50+ dominate close to half of the total search queries

New South Wales

Queensland

Victoria

Western Australia

South Australia

Australian Capital Territory

Tasmania

Northern Territory

33%

24%

23%

9%

8%

1%

1%

1%

Private car sales No. new car sales Jan 2016

Private car sales related queries by state

65+50-6435-4925-3418-24

9%

34%30%

16%11%

Private car sales related queries by age group


Automotive consumer decision journey

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, US data

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

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, US data

Automotive page views over the journey

4 in 10 searches are for images45% of consumers viewed more than 36 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. US data

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.

Consumers considered almost 10 makes and 11 models on averageUse Remarketing to target car shoppers from the beginning to the end of their decision journeys.Number of makes and models considered

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. US data

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 US data

TIP: Use Universal Event Tracking and Remarketing to target shoppers and tailor your advertising throughout their journey.

Words that work

Here’s how to read a heatmap

Great Good Insufficient dataPoor

Our study results show that a non-luxury OEM with Brand in the title and a Deals & offers in the description presents high ad quality performance.

Words that work // Non-luxury OEM


Source: Microsoft internal data. Total impressions generated = 3.9 Million, Total ads analyzed = 54k, Analysis period: 04/1/2016–31/8/2016 Note: Categories represent groups of similar keywords.

Find your opportunity!Call to action ( drive), price/ pricing and compare are the 3 key groups of keywords to take advantage of for non-luxury OEM

Words that work // Luxury OEM

Source: Microsoft internal data. Total impressions generated = 1.18 Million, Total ads analyzed = 20k, Analysis period: 04/1/2016–31/8/2016 Note: Categories represent groups of similar keywords.


Find your opportunity!Call to action ( drive), price/ pricing and compare are the 3 key groups of keywords to take advantage of for non-luxury OEM

Why advertise on Bing Ads?

Maximise your presence and performance with ad extensionsReach higher conversion rates with rich ad extensions for your product ads. Reach shoppers when they are at different stages of their decision journey with ad extensions, whether they are researching products, honing in on specific products, looking to see products in-person, or ready to make a purchase.

Where to buyLocation Extensions Call Extensions

What to buyCallout Extensions

Most convenient way to buyAction Link ExtensionsApp Extensions

Why to buyExtended Site Links Review Extensions

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

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

Source: Microsoft Internal data (O&O and Partner Network), Jan – Oct 2016Vertical Categorization: based on internal Bing Ads account categorization

More ad extensions, means better CTR performance.CTR performance increases with incremental ad extensions adoption up to Text Ad +2 ad extensions. TIP

For a quick win, add Extended Sitelinks and Review Extensions to get a boost in CTR.

The winning combination?Text Ad+ Extended Sitelinks yielded the best CTR performance

Adopt the winning combination for ad extensions

Text ads Text ad+ Callout

Text ad+ Sitelink

Text ad+ Multiples

Text ad+ ESL

0%

5%

10%

15%

20%

25%

Text ad Text ad +1

Text ad +2

Text ad +3

Text ad +4

0%2%4%6%8%

10%12%14%16%18%

Measurement

Measure and optimise campaigns more effectively by going beyond impressions and clicks.

Manageability

Tag your entire website once. No need to create new tags or instrument new tags each time a new account, conversion goal, or remarketing listis added.

Remarketing

Increase your ROI by optimising your campaigns to previous visitors of your site.

Get more insights about your customers with Universal Event Tracking

Improved workflow: More intuitive experience and in-line alerts.Unique conversions: Count only unique conversion that happen after an ad click.Account-level goals: Ability to associate conversion goals at the account level and not the customer level.Tag and goal tracking status: Validate if your goals and tags are tracking conversions in the Bing Ads UI.Contains function for custom event: Verifies if the input string is present anywhere in the URL reported by the UET tag.Conversion metrics in goals page: The goals page will now show conversions.

What’s new in Universal Event Tracking

< HTML >

Place Universal Event Tracking (UET) tags across your website.

Create remarketing lists to segment users based on their activity or pages they have visited.

Associate remarketing lists to ad groups and engage with audiences by customising bids, ads and keywords to those who search on the Bing Network.

Getting Started with Remarketing:

Re-engaging with high-value users through Remarketing

Bid on new keywords or expand your match types, targeting these highly qualified audiences.

Broadening keywords

Tailor ads and landing pages based on which remarketing lists users belong to.

Customising ads

Apply bid adjustments to rank higher/lower based on which remarketing lists users belong to.

Adjusting bids

Cake, muffins

Increase by %

Your Ad

Create your winning campaigns with Remarketing

The Bing difference.

Search networksFind out how your ads are performing on individual search networks.

Image extensions*Use Image Extensions to help you increase clicks and grab attention.

Tablet modifiersApply different modifiers on desktop, smartphones and tablets.

Monthly budgetsSet a daily or monthly budget.

Ad group settingsSet/change individual Ad Group settings (language and location, default bids, demographic targeting, device targeting, ad rotations, etc.).

In addition to making our platform as familiar and easy to use as possible, we’re also constantly working to improve on it. Here are just a few examples of the products and features that are exclusive to Bing Ads with more currently in test such as action and social extensions and more.

*Available in all markets except HK & TW.

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

Already advertising

on Google AdWords?

https://help.bingads.microsoft.com/apex/index/3/en-au/51050

https://help.bingads.microsoft.com/apex/index/3/en-au/51050

@bingads

linkedIn.com/company/bing-ads

facebook.com/bingads

blog.bingads.com.au

instagram.com/bingads

slideshare.net/bingads

youtube.com/bingads

Connect with a Search Specialist who can help you get started today. Call 1800 030 716 or check out Getting started

https://twitter.com/BingAds

https://twitter.com/BingAds

http://www.linkedin.com/company/bing-ads

https://www.facebook.com/BingAds

http://advertise.bingads.microsoft.com/en-au/blog

http://instagram.com/bingads

http://www.slideshare.net/bingads

http://www.slideshare.net/bingads

http://www.youtube.com/bingads

http://advertise.bingads.microsoft.com/en-us/get-started
















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