roi summit bing
TRANSCRIPT
@purnavirji
Thinking outside of the search box
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6m 6m 6m
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Purna VirjiSenior Client Dev. and Training ManagerBing Ads, Microsoft
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Ready to Bing it on?
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The Bing evolution
I’ll walk you through:
Google and Bing: Key differences
Super cool Bing research
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Thinking outside of the box.
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Bing is everywhere @ Microsoft
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What does this mean?
More volume
More intelligence
Improved targeting
Improved relevancy
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In the past, Bing was a traditional search engine.
Type here...ALL RESULTS 1–10 of 600,000,000
results
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Then search evolved to encompass social and entities
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Today search is advancing
To integrate more data sources and the ability to deliver actionable results
To allow users to express themselves in natural, intuitive ways — not just punch keywords
To become an ecosystem of connected devices that serve relevant information
To be the bridge between a user’s intent and the experiences the world has to offer
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Bing helps you reach your audience at the right time and in the right place
“Windows search box”
XboxOffice Form factors
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Bing/Cortana in Windows 10
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“Hey Cortana, what’s the
status of QF flight 12?”
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With the industry Across Microsoft
Hi, I’m Cortana.
Across devices
Bing is the industry’s intelligence platform
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Bing continues to gain search share
28.6 29.6 29.0 28.7 28.732.8
13.915.3
16.9 18.6 20.1
11.7
8.3
MAR ‘11 MAR ‘12 MAR ‘13 MAR ‘14 MAR ‘15MAR ’10MAR ‘09
1 Source: comScore, Mar-15. Bing Launch May-09
20.1% U.S. search share1
%
%
32.8% Bing and Yahoo(powered by Bing)
Users choose Bing Share growth Industry chooses Bing
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2010
Yahoo Search Alliance
11%
2012
Bing as Kindle Fire
search default
16.9%
2013
Bing as Siri search default
18.2%
2014
Introducing Cortana on
Windows Phone
19.2%
Through the years
comScore qSearch Explicit Core Search, October 2015.
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1 in 3searches
Partnerships
market share
comScore qSearch (custom), June 2015.
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Bing takes an open partnership approach to search
Bing powers web search in Siri and Spotlight on Apple devices, and search on Amazon Fire devices and Echo.
Bing partners with leaders across the industry.
Users choose Bing Share growth Industry chooses Bing
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Bing powers
search on Windows Phone
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Bing is the default search
engine on Amazon devices
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Bing on Xbox One and Xbox
360 through 100s of
millions of consoles
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Windows 10
15 million installs in the first
week
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Bing powers web search results for Siri and
Spotlight
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Cortana in Windows
10is powered
by Bing
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We’re always making new friendsBeginning January 1, 2016
Exclusive provider of search for AOL’s owned and operated properties in the U.S., UK, Canada and Australia.
Available across all devicesBing will power search traffic across all devices for AOL – mobile, tablet and PC.
Growing volume
comScore estimates AOL’s U.S. desktop search share to
be 1.3%.
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> In general, you can anticipate an increase in click volume of 5-8% with additional AOL search traffic available through Bing Ads. Make sure your budget allows you to take advantage of growing volume availability.
AOL Search powered by BingHelping you tap into more high-quality volume. Reach a valuable audience while maintaining control.
Bing will power web search traffic across all devices for AOL (PC, tablet and mobile) and on properties such as AOL.com, AOL Mail, AOL Desktop, Autoblog, MapQuest and more. 43M
unique searchers1
240M monthly searches1
1.. comScore qSearch Explicit Core Search (custom), June 2015. 2. comScore Plan Metrix, U.S., June 2015.
The AOL audience is similar to the quality Bing Ads audience you trust, and both spend more than the average Internet searcher.
116 Buying Power Index of AOL searchers1
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35countri
es
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We’re active524M
10.6B
Worldwide2
Unique searche
rs
Monthly searche
s
United States1
170M
5.5B
Unique searche
rs
Monthly searche
s
1. comScore Explicit Core Search (custom), September 2015.2. comScore qSearch, September 2015.
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2016 and beyond
Richer campaign insights
Enhanced targeting capabiliti
es
Ad formats
that drive volume
Enriching consumer engageme
nt
Platform speed and
efficiencies
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Diversify advertising dollars
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Distinctive demographic
Attended
college
HH income>$75K USD
Female Age 35+
71% 48% 52% 72%
comScore qSearch (custom), March 2015.
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Buying Power IndexThe Bing Network audiences spends:
• 145% more online than average Internet searcher
• 44% more online than Google searchers worldwide
comScore qSearch (custom), June 2015; includes Microsoft and Yahoo sites worldwide.@purnavirji
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170Munique searchers
30% search market share5.5B monthly
searches
The reach of the Bing Network
comScore Explicit Core Search (custom), September 2015. The Bing Network includes Microsoft Core Search sites and Yahoo (Bing Powered) sites in the U.S.
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Retail
88M
Reach exclusive searchers across categories
Education
34M Automotive
22M
comScore qSearch (custom), U.S., June 2015. Industry categories based on comScore classifications.
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Friendly competition
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Demographic-bidding
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More control
• Hour of day• Ad group override• Tablet mid mods
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• Easily break out Syndicated Networks separately
• Pull website publisher performance reports
• Exclude poor performers on an individual basis
Search partner transparency
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Bing is social
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Read more
http://bit.ly/GoogBingDiff
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We’ve got the data
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Insights only available through Microsoft
Case studiesAudience Account
Marketplace Vertical Seasonal
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Mobile + local
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70% of digital users access the Internet across multiple devices*
*Study done by Millennial Media in May, 2014.**Similarity metrics in appendix.
Top peaking queries by hour
• Progression from task completion to entertainment on both mobile and PC.
• As long as we are awake, we are always shopping on both devices.
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Intent Action• Different intent = people will take different actions.
• For same keyword, rotate ad copy to adapt to intent.
Morning: call to action Evening: exploratory
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Multiple extensions drive greatest engagement with mobile ads
Multiple extension
s
No extensio
ns
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Mobile searchers expect local results
xAd/Telmetrics Mobile Path to Purchase, 2014.
Consumers expect locations to be within 5 miles of their location when searching from smartphone or tablet
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But very few advertisers target 5 miles or fewer in their radius targeting
Bing internal data
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The true power of brand-term bidding
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RetailWithout brand ad, the brand received 60% of clicks on SERPs – from organic listings.
“travel brand” flight“retail brand”.com
No brand ad
60%People clicked the top organic positions
Source: Bing Ads Internal Data, December 2014.
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RetailWow! That’s 31% clicks gained as a result of brand term bidding.
Brand ad in main line position 1 and top organic listings.Source: Bing Ads Internal Data, December 2014.
Gain
Brand ad + organic
31%
No brand ad
60% 60%
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RetailHere’s where the clicks go:
Brand ad in main line position 1 and top organic listings.Source: Bing Ads Internal Data, December 2014.
49%
Brand ad + organic
42%To brand ad
To organic
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“retail brand”.com
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What about cannibalization?
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RetailYes, some paid clicks you may have received anyway. But you also received:
Brand ad in main line position 1 and top organic listings.Source: Bing Ads Internal Data, December 2014.
Incremental (paid) clicks from the brand ad
Brand ad + organic
49%No brand ad
60%Overlap: Paid clicks you may have received free anyway from organic listing
11%31%
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RetailCompetitors are getting 40% of clicks when no brand ad is present.
91%
No brand ad
60%
Brand ad + organic
40%9%Your
competitor
You
Your competitor
You
Brand ad in main line position 1 and top organic listings.Source: Bing Ads Internal Data, December 2014.
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RetailGreat question. Clicks on competitors’ ads decreased from 34% to 4% when a brand ad was present.
91%
No brand ad
60%
Brand ad + organic
6%
5%
34%4%
Competitor ad
Competitor organic
Competitor adCompetitor organic
You You
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Brand ad in main line position 1 and top organic listings.Source: Bing Ads Internal Data, December 2014.
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Brand term bidding has huge benefits
Keep competition under control
More traffic
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Embracing voice search
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How is voice search being used?
43%38%
31%
Teens
Ask for direc-tions
Dictate texts Call someone
40% 39%31%
Adults
Northstar Mobile Voice Study for Google October 2014.
Cortana natural language conversational queries, voice:
Are we all confused?
What does the fox say?
Weather
What time is it?
Where am I?
Microsoft internal data April 2015@purnavirji
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How is voice search different from text search?
More conversation
alMore localMore mobile
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Question phrases are more likely to be voice search
Who What When Where Why How Total0%20%40%60%80%
100%120%140%160%
Growth in question phrases year over year
Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014.
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Question phrases = voice search degree of intent
Where
When
How
What/whoInterested
Ready to act
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More clicks via personal assistant go to brand names
30of the top clicks went to brand names30
Microsoft internal data April 2015.
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Speech searches longer through the tail
Search queries from speech have more words than text
Text searches more concentrated around 1-3 words
Microsoft internal data April 2015.
1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words
Speech Text
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Bid on your own brand terms
Modify bids based on intent
Use question words in your keywords
Adapt for voice search
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Key takeaways
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Market share Audience Cost Data + +
+
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Thank you
@purnavirjiFor an event recap, visit:Slideshare.net/bingads
© 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.