Make the most of the Finance

Season in the New Yearwith Bing Ads (UK)

AGENDA

1. Marin Software & finance growth search metrics

2. Yahoo Bing Network trends

3. Optimising your campaigns for the New Year

Although CTRs are slightly lower, Bing Ads UK is cheaper than Google AdWords in Finance

Average CTR

4.03%

3.48%

£1.26

Average Cost-per-click

*Sample of the Marin Global Search Index, customers buying in GBP, Q2 2014 indexed vs. Q2 2013. All devices, partner network excluded.

-32%£0.86 -14%

Microsoft Confidential

How do finance KPIs on Yahoo Bing Network compare between devices?

£0.95

£1.08

£0.81

100%

113%

113%

Average Finance CPCs

Average finance CPC by device, UK Bing & Yahoo Sites, Sept 2014

Finance CTRs vs. desktop

Average CTR for top queries in finance, indexed to desktop, UK Bing & Yahoo Sites, Sept 2014

Microsoft Confidential

+72%Growth in mobile

Finance clicks year-over-year

+51%Growth in tablet

Finance clicks year over-year

+10%Growth in Finance

clicks year-over-year

Yahoo Bing Network UK, Yahoo, Bing & Partner sites, comparing top Finance queries in the UK Sept 2013 vs. Sept 2014

Finance

Growth of

Finance on Yahoo Bing Network

(Sept 2014)

Microsoft Confidential

50%

60%

70%

80%

90%

100%

110%

120%

130%

11/7

/2013

11/1

4/2

013

11/2

1/2

013

11/2

8/2

013

12/5

/2013

12/1

2/2

013

12/1

9/2

013

12/2

6/2

013

1/2

/2014

1/9

/2014

1/1

6/2

014

1/2

3/2

014

1/3

0/2

014

2/6

/2014

2/1

3/2

014

2/2

0/2

014

2/2

7/2

014

Banking

Insurance

Loans and Mortgages

Others

Investments

44%

21%

11%

10%

9%

Overall Finance Searches on Yahoo Bing Network in the UK (Nov 2013 - Feb 2014)

+10% peak in

Jan from Nov

Boxing Day

Breakdown of Search Finance Queries

Credit Cards

5%

Microsoft Confidential

July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June

+24% +5%Credit Cards +10%

+9% +6%Banking +6%

Insurance +24%+9%

Loans

Investments

+16%+5%

+7% +27% +6%

Tax +26%+8% +11%+35%+7%

Query peak trending for

the Finance sub-

categories on the Yahoo

Bing Network

2013 2014

Annual Search Query Peaks for Financial Sub-verticals

Search volume data, indexed to annual average UK Yahoo, Bing & partner sites, all devices

What do consumers use their mobile phones for?

Search Engines; 8%

Mobile service provider; 3%

Travel; 3%

Sports; 4%

News; 7%

Celebrity/Entertainment; 2%

Gaming; 3%

Gambling; 1%

Job search; 2%

Weather; 8%

E-mail sites; 10%

Instant Messenger sites; 4%

Local information sites; 2%

Social Networking sites; 10%

Property; 2%

Map or travel directions; 6%

E-commerce sites (e.g. Ebay); 5%

Dating; 1%

Blogs; 2%

Chat rooms/ Forums; 1%

Portals (e.g. Yahoo/MSN); 2%

Finance/Business; 2%

Health, fashion, beauty sites; 2%

Cooking/recipe; 3%

Music/Video sharing sites; 3%

Deal of the day websites (e.g. Groupon); 2%Auction; 4%

Source: GB TGI Clickstream 2014 Q1 (October 2012 – September 2013)

Microsoft Confidential

Roughly ¼ of Yahoo Bing Network finance queries are on a mobile and tablet device

Loans, Tax and Banking are the most mobile-prevalent categories, whilst Insurance and Loans top tablet searches.

Device share of Finance queries, Bing & Yahoo sites, based on top queries, Sept 2014

81% 79% 77% 77% 76% 70%

12%8% 14% 12%

7% 14%

8% 13% 8% 11% 17% 16%

Investments Banking Insurance Credit Cards Tax Products

And Services

Loans

PC Tablet Mobile

40%

50%

60%

70%

80%

90%

100%

110%

120%

130%

140%

150%

11/7

/2013

11/1

4/2

013

11/2

1/2

013

11/2

8/2

013

12/5

/2013

12/1

2/2

013

12/1

9/2

013

12/2

6/2

013

1/2

/2014

1/9

/2014

1/1

6/2

014

1/2

3/2

014

1/3

0/2

014

2/6

/2014

2/1

3/2

014

2/2

0/2

014

2/2

7/2

014

Finance queries on mobile peaks earlier then PC and tablet• Finance queries on mobile upticks in late December, and peaks at +30% during the first week of January, ahead of the

back to work. This continues to steadily grow into February.

• Finance queries on tablet trend up by 10% towards the first week of January.

• However, after an early January recovery, PC searches get to +10% later in the month.

Device search financial query trends on Bing and Yahoo Sites, UK (Nov 2013 - Feb 2014)

+30%

+10%+10%

Device and % share of searches

11%

12%

77%

Which device do Yahoo Bing Network users click on the most for Finance sub-categories?

Device share of finance clicks, Bing and Yahoo sites in the UK, based on top clicks Sept 2014

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Banking Investments Credit Cards Insurance Loans Tax Products And

Services

16%

14%

70%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%

11/7

/2013

11/1

4/2

013

11/2

1/2

013

11/2

8/2

013

12/5

/2013

12/1

2/2

013

12/1

9/2

013

12/2

6/2

013

1/2

/2014

1/9

/2014

1/1

6/2

014

1/2

3/2

014

1/3

0/2

014

2/6

/2014

2/1

3/2

014

2/2

0/2

014

2/2

7/2

014

Cash

Advance

Loans

Mortgage

Loans

Others

Mortgages take the rise amongst Loans for clicks in January

• Mortgage clicks trend down from Early December, and see the high increases mid-January at +70%,

• Cash Loans stay strong in December longer, at 10% higher than November levels, lasting until Christmas. New Year brings a

small uptick, and then a larger uplift +30% at the end of January. Could this be consumer overspending, or the difficulty in

managing a long January with an early Christmas payday?

Click volume on UK Bing and Yahoo sites (Nov 2013 – Feb 2014)

+70% peak mid-Jan

+30% peak

from end of Jan

Pea

ks s

tart

Microsoft Confidential

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%

220%

11/1

0/2

…

11/1

7/2

…

11/2

4/2

…

12/1

/20…

12/8

/20…

12/1

5/2

…

12/2

2/2

…

12/2

9/2

…

1/5

/2014

1/1

2/2

0…

1/1

9/2

0…

1/2

6/2

0…

2/2

/2014

2/9

/2014

2/1

6/2

0…

2/2

3/2

0…

Auto Insurance

Health & Life Insurance

Travel Insurance

Home,Renters & Property

Insurance

Travel Insurance clicks take off

Travel insurance clicks soar up 80% in January, at their highest end of monthClicks for other types of insurance start to return to normal as of Boxing Day, and peak up 20% as of the

second week of January, as folks are back in the office.

Insurance click volume trends on UK Bing and Yahoo sites (Nov 2013 - Feb 2014)

+80% peak

from Jan

+20% peak

from Jan

Boxi

ng D

ay

What are the top incentives for finance queries & most searched Credit Card brands?

Top ten most searched credit card brand on the Yahoo Bing Network September 2014

1. Barclaycard

2. MBNA3. Capital One4. Tesco5. Vanquis

6. American Express

7. Virgin8. Luma9. Aqua10. Mint

Based on the top queries showing credit card intent, UK Bing & Yahoo sites, Sept 2014

What drives users to choose credit cards?We looked at top searches and pulled out the top themes

1. Balance Transfer

2. Bad Credit

3. Rewards/Miles/Cashback

4. Best deals/APR/0%

5. Business

6. Prepay

7. Quick & Easy sign up

8. Forex / International

9. Student

10. No fees on application

Microsoft Confidential

Take your ad copy to the next level

Microsoft Confidential

Insurance Credit Cards Loans

Most impactful ad copy tactics to help you differentiate your ad quality, by sub-category (all devices)

Financial Ad Copy Analysis – High Level Observations

Recognize userneeds

Use dynamic insertions

Include APRs& costs

Use dynamic insertions

Demonstrate speed

Highlight unique selling points

Use dynamic insertions

We recommend that you build and test different ad copy combinations to find the strongest performing ad for your brand and product.

Highlight unique selling points

Microsoft Confidential

How to Read an Ad Copy Heat Map

User Needs Unique Selling Point Calls to Action Pricing/Costs

Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality

Female Reward Buy Online

Now Great price

Over 65 Instant

Cover Buy today Affordable

No claims No-

obligation Enquire Low prices

New driver Guarantee Protect Reductions

Income

protection Trusted View from only £

Provisional Easy Buy now From £

Motorcycle Unbeatable Switch Bargain

Learners Short term Visit As low as £

Annual Quick Check Offer

Women Price Cover Extra

Strong impact, rarely used

Strong impact, sometimes used

Strong impact, but used often

Fair impact, rarely used

Fair impact, sometimes used

Fair impact, but used often

Limited impact, but rarely used

Limited impact, but sometimes used

Limited impact, but used often

Categories from left to right are the most differentiating

(1 being most impactful and 6 being limited impact)

Individual Tokens

Ad Quality Explanations

Top Tip: The greener and fuller the

circle, the more likely your ad will

stand out

We’ve looked at two dimensions in Bing Ads:

1 2 3 4

Token Categories and Impact Rank

Insurance Ad Copy Analysis on all devices

User needs Dynamic inserts Unique Selling Point Calls to Action Pricing Incentives Brand & Endorsements

Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality

Lady {param1: Reward Buy Online

Now Great price Recommended

Over 65 {keyword Instant Cover Buy today Affordable Brand

No claims {param2: No-obligation Enquire Low prices Official

New driver Guarantee Protect Reductions As seen on TV

Income

protection Trusted View from only £ Official Site

Provisional Easy Buy now From £ Award Winning

Motorcycle Unbeatable Switch Bargain Unbeatable

Learners Short term Visit As low as £ ©

Annual Quick Check Offer ™

Women Price

Comparison Cover Extra Voted best

4x4 Price

Guarantee Pick From just £

Over 80 Daily Buy Low cost

Medical

condition Courtesy Car Try £

Landlord Call now Deal

Van Get Just £

Bike Call Cheap

3rd party Compare % off

Backpackers See Savings

Find Free,

Save

From £

Discount

Ad Copy Analysis from Bing & Yahoo Sites UK, December 2013

1 2 3 4 5 6

Credit Cards Ad Copy Analysis (all devices) A

Pricing incentives Unique Selling Point Dynamic Inserts User Needs Call to Action Brand & Endorsements

Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality TokenAd

QualityToken Ad Quality

Interest Guarantee {keyword Platinum View As seen on TV

APR Great Range {param2 Credit Rating Purchase Official

0% Instant Approval Premium Pick Award Winning

Save Deal Gold Apply Today Brand

% Balance

Transfers Poor credit Compare ™

Airlines Bad Credit Check Top

Miles Call now ©

Great Offers Look Official site

Right Earn Recommended

Minutes Find

Rewards Try

Mins Explore

Exclusive Enquire

Best Apply Online Now

Amazing Visit

Purchases Apply Now

Offer Take

Today Get

Points Call

Seconds Apply

Instantly Reduce

See

Ad Copy Analysis from Bing & Yahoo Sites UK, December 2013

1 2 3 4 5 6

Loans Ad Copy Analysis on all devices

Dynamic inserts Speed Products Brand & Endorsements Call to Action Pricing Incentives Unique Selling Point

TokenAd

QualityToken

Ad

QualityToken

Ad

QualityToken Ad Quality Token

Ad

QualityToken

Ad

QualityToken Ad Quality

{param2 In seconds Purchases Leader Enquire Repayments Any Credit

{keyword Same day Holiday As seen on TV Contact From just No fees

Mins Homeowner Brand Pick Low rates Deal

Immediatel

y Auto Recommended

Apply Online

Now Representative Miles

Sameday Application Award Winning Apply Now Interest Cashback

Minutes Guarantor © Check Affordable Points

Instant Secured Top Call now APR Welcome

Early Self Employed Official site Try Low rate Accepted

Today Personal Right Settle Rates Unbeatable

Fast Unsecured ™ Borrow 0% Offer

Quick Bad Credit Official Compare % Experts

Poor Credit Apply Save Several Payments

Bridging Call Variable Guarantee

Payday Get Calculator

Consolidation Find Late fees

House See

Business View

Short Term Apply Today

Homeowner Repay

Car

Finance

Any Purpose

Ad Copy Analysis from Bing & Yahoo Sites UK, December 2013

1 2 3 4 5 6 7

How to optimise those peaks with Bing Ads in the New YearAd extensions to help you drive user engagement

Sitelink

Extensions

+16% CTR1

Show up to 10

Additional deep links

with you ad, now on

mobile

Location

Extensions

+15% CTR2

Shows address &

phone numbers for

properties within 50

miles of the user

Call

Extensions

Most Valuable

Lead type3

Call metering, Skype-

enabled calling*.

Phone numbers in

mobile ads in a

clickable format.

1. Yahoo Bing Network data PC UK, Sep2013

2.Yahoo Bing Network data PC UK, Sept 2013

3.BIA/Kelsey 2012

*Skype enabled calling on Bing only

Microsoft Confidential

New opportunities to drive engagement with your ad

Average CTR uplift from Merchant Ratings, by vertical

*Based on Merchant Rating UK Bing, PC & Tablet sample of customers July-Aug 2014

1.1%

1.8%

2.0%

2.4%

2.5%

2.7%

Home & Garden

Travel

Health

Gambling

Financial Services

Retail

Merchant RatingsEnhanced Sitelinks

• PC & tablet only

• 4 enhanced site link extensions

• Triggers first position for high-quality ads

• Two additional lines of text

• Google parity on format

• Free, no charge when merchant ratings shows

• Draws attention to your ad

• Reinforces trust with your brand

1. Keep the headings short

2. High quality ads get shown more often

so optimise carefully.Top Tip

Prepare before the Christmas holidays,

especially as searches tend to increase after Boxing

day.

Don’t leave it until January to prepare for the New

Year in Finance

Try testing different ad copy in December, and

run with the best performing ads in January.

Remember to test the recommended tokens for

each category to help make your ad stand out.

Don’t forget to target

mobile searchers who are

particularly active from

mid-December until

January, especially if your

campaigns are Loans

related.

Make sure budgets are set

to last throughout January.

How to make the most of Bing Ads

1 2 3

Interested in finding out more?

@bingads

linkedIn.com/company/bing-ads

facebook.com/bingads

blog.bingads.com

slideshare.net/bingads

Follow us online