Summer Games 2016Bing Ads Insights and Optimisation must-dos to bring home the gold for your brand this season

Make a date with Rio this summerIt’s time to get in on the action – the digital marketing action, that is!

WHAT42 sports showcased 306 medal events

WHERERio de Janeiro, Brazil

WHOThe whole wide world

WHEN5th to 21st August, 2016

Source: Rio 2016, Rio 2016 Olympic Games website, accessed June 21, 2016.

Bing’s Rio 2016 Consumer Experience on bing.com.auAn array of opportunities to stay up to date on the gameso Bing’s prediction of the day

o Rich editorial and latest news

o Most popular athletes

o The day’s biggest events

o Medal counts

… and much more!

Be a part of the Bing Predicts Experience Bing Predicts will host the Summer Games starting July 22

Past experience example 2: Euro 2016Past experience example 1: AFL

Expect a large, live audience

30%The percentage of Australian TV households that viewed the previous summer games

#1Sports is the #1 genre of TV programming that the Australian audience is willing to pay for

95%Of sports viewing happens live with a dip experienced in the case of time-zone challenges

TIP Running a multimedia campaign around your event sponsorship? Be sure to add your search advertising campaigns to the list. It’ll help you capture consumers searching for the products and services you’re advertising during the event.

Source: Nielsen, The Year in Sports Media Report: 2015, February 3, 2016, Foxtel data 2012, Screen Australia 2016Note: TV programming includes both broadcast and cable TV.

Connect with viewers when they’re on the deviceThe most common means of accessing the Summer Games of 2012 were through TV and recorded TV first, and then through PC + Tablet + Mobile

Source: Ofcom: Communications market report 2012 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr12/icmr/ICMR-2012.pdf Sample sizes: UK = 1,065, USA = 1,010, Australia = 1,007.

Source: ACMA March 2013 report on How did Australians follow the London 2012 Olympic Games?

TIPS• Plan your PPC budget around

your TV ad schedule. Searches for TV commercials surge after they air and the next day.

• Use Unified Device Targeting to ensure that you’re reaching customers across all devices and in all times.

• The most popular event in 2012 was swimming despite the low medal haul, apart from the opening ceremony

• Rio 2016 to be the first truly multi-platform Games

• 85% of likely Games viewers to use additional devices as they watch TV

• Advertisers will spend an additional $703M on TV ads for the 2016 games.

• You’ll need to capture viewers who have an eye on the TV and an eye on their phone.

Note: TV ad spending for the 2016 games are in additional to expected TV spend for 2016.Source: Magna Global as cited in RBC Capital Markets, “Making History Online: Social Media & Programmatic Advertising in Politics,” January

14, 2016.eMarketer, chart 203455.

TIP Leverage mobile bid boosters to reach mobile searchers who find a second screen priceless. Optimize your landing pages for mobile traffic.

Plan for both first and second screens

Volume & trends on BingThe knowledge you need to give your brands the power to pack a punch

Bing continues to gain search share in AU

Source: comScore Explicit Core Search (custom), March 2016. Bing Network includes Microsoft Core Search sites and partner sites in AU.

USERS CHOOSE BING INDUSTRY CHOOSES BINGSHARE GROWTH

11.5% Bing Network Share

11.5%

6.0%6.7%

9.4%

10.1%10.8%

5.5%

Mar ‘15 Jun ‘15 Jul ‘15 Aug ‘15 Dec ‘15Dec ’14 Sep ‘15

6.8%

and MicrosoftSearch sites

Launch of

Mar ‘16

4-5x 19%

Increase in Bing syndicated clicks

of Bing clicks from syndication expected in 2016 (U.S.)

¹ Microsoft Internal Data, December 2015² Microsoft Internal Data, March 2016

350M+devices running Windows 10¹in 192 countries

20%of Bing clicks and searches are from Windows 10²

30%more Bing queries with Windows 10 vs. prior versions²

90%Microsoft Edge users retain

Bing as their default²

“Windows 10 is a Bing honeypot —and it’s working”

“Milestone: Bing Now Profitable As Windows 10 Success Boosts Usage”

Growing volume with Windows worldwide

Summer Games Monthly Volume Trends & Share

Source: Internal Microsoft Data June 2016

12%

84%

5%

Volume Share by Device

Mobile PC TabletJul Aug Sep Oct Nov Dec Jan Feb Mar Apr May

Overall Volume

Volume for games-related keywords are trending upwards and have grown over 4x since the start of the year, with majority traffic coming from PC

Age and gender breakup by device-type

Source: Internal Microsoft Data June 2016

Bing’s audience skews towards female on PC/Tablet devices whereas male make up the majority of mobile; with more than half the audience being in the highly affluent demographic of 35+ in age.

Mobile PC Tablet0%

20%

40%

60%

80%

100%

45% 57

% 67%

55% 43

% 33%

Gender & Device Volume SplitFemale Male

13.73%

13.26%15.27%

30.71%

20.82%

6.21%

Volume Share by Age Group13-17 18-24

25-34 35-49

50-64 65+

Position-based average CPC and average CTR

Source: Internal Microsoft Data June 2016

CTRs for summer games keywords have doubled since last year and CPC have been on a steady decline creating unique opportunity to boost ROI

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May $-

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

$1.00

$0.87

$1.12

$0.82

$1.09

$0.96

$0.71

$0.54

$0.68

$0.41 $0.47 4.1%

5.3% 5.1%5.4%

5.7% 5.5% 5.7%5.9%

4.9%

7.1%

8.1%

CPCCTR

The Bing Ads AudienceHit the mark with a deep understanding of the unique audience and their purchase behaviour

More likely to buy sporting event tickets onlineCompared to Google, the Bing Network audience is:

5% more likely to have spent $500 to $999 online on activity tickets (concerts, sports events, museums, etc.) in the last 6 months

42% more likely to have spent $2,500 or more online on activity tickets (concerts, sports events like NRL and/or NFL, museums, etc.) in the last 6 months

Source: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July was chosen to reflect the month prior to the Summer Games.

Compared to Google, the Bing Network audience is:

More likely to have searched online for a pro sports event in the last 6 months

More likely to have attended a pro sports event in the last 6 months

17% more likely to have attended a golf event as a spectator in the last 6 months

Source: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July was chosen to reflect the month prior to the Summer Games.

Most likely to be interested in pro sports

Compared to Google, the Bing Network audience is more likely to:

Have searched online for sports equipment in the last 6 months

Have bought sports equipment, cards, memorabilia in an online auction in the last 6 months

Have bought large sporting equipment online in the last 6 months

Source: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July was chosen to reflect the month prior to the Summer Games.

Most likely to be interested in sports equipment

More likely to be a sports spectatorCompared to Google, the Bing Network audience is more likely to:

Have attended a basketball event as a spectator in last 6 months

Have attended a bicycling event as a spectator in last 6 months

Have attended a volleyball event as a spectator in last 6 months

Source: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July was chosen to reflect the month prior to the Summer Games.

Access quality audience searching for product and services from major industries

1.5 million searchesAUTOMOTIVE

14.6 million searches TECHNOLOGY

4.5 million searchesBUSINESS/FINANCE

3.4 million searches RETAIL including SPORT MERCHANDISE

3 million searchesTRAVEL

$

Source: Microsoft Internal Data, January 2015

Sports & Fitness IndustryRace to the finish line by optimising your keywords and text to bring you results these Summer Games

Prepare for your customers to be inspiredFeats of athleticism turn aspiring viewers into ambitious doers before and after the games.

TIP Optimise your sports apparel and sporting goods campaigns in the lead up to the 2016 games, when consumers first aspire to be more active.

Be proactive and have keywords and ad copy ready to capitalise on a sport’s summer buzz and momentum.

Use Bing Shopping Campaigns to showcase your products in an engaging ad format.

Source: Sport England, Active People Survey: Once-a-week overall participation (factsheet APS9 Q4), accessed April 1, 2016.

A quick primer on ad copy analysisWe start by looking at Sports Apparel and Sporting Goods/Fitness Equipment ads and creating buckets of related or similar phrases used in ad copy.

Bucket examples Sample phrasesOnline “online now”, “online today”Quality “authentic”, “quality”Tournaments “mlb”, “nba”, “NRL”, “NFL”Stores “fan shop”, “store”Local “sydney”, “queensland”Games/Sport “football”, “basketball”, “tennis”Sports Accessories “balls”, “footwear”, “sunglasses”Camping/Hunting “knives”, “tents”, “scopes”Swimming “lake pool”, “swim”, “swim outlet”Superlative “best”, “great”, “quick”, “fantastic”Param Insertion Parameter placeholders, e.g., {param2:15% off}, used in dynamic ads

Source: Microsoft Internal Data (US). Total Impressions Generated = 19 Million, Total Ads Analysed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Note: These categories represent groups of similar keywords.

Top 5 ad combinations by device

Sports Apparel: For PC+Tablet ads, there’s nothing like Quality (e.g., “authentic”, “quality”) for the ad title, which pairs well with various descriptions like % Off, Online (e.g., “online now”, “online today”), or Tournaments (e.g., “mlb”, “nba”). For Mobile ads, % Off is what matters in the ad description, and it pairs well with a variety of titles including Stores (e.g., “fan shop”, “store”) and Local (e.g., “sydney”, “queensland”).Sporting Goods/Fitness Equipment: For PC+Tablet ads, a title with Swimming related keywords (e.g., “lake pool”, “swim”, “swim outlet”) performs well paired with a description of Sports Accessories (e.g., “balls”, “footwear”, “sunglasses”). For Mobile ads, the description Camping/Hunting (e.g., “knives”, “tents”, “scopes”) pairs well with a wide range of titles, including Games/Sport (e.g., “football”, “basketball”, “tennis”) and Biking (e.g., “bikes”, “biking”).

Sports Apparel

Sporting Goods/Fitness EquipmentPC +

Tablet

Services Camping/Hunting Swimming Swimming Golf EquipmentsAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL

Sports Accessories DKI Sales Sports Accessories Styles

MobileOnline Games/Sports Param Insertion Superlatives BikingAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Biking Camping/Hunting Camping/Hunting Camping/Hunting Devices

PC + Tablet

Param Insertion Quality Quality Quality QualityAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL

% Off Online Official Tournaments Call To Action

MobileStores Superlatives % Off DKI LocalAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL % Off % Off Price/Pricing % Off % Off

Source: Microsoft Internal Data (US). Total Impressions Generated = 19 Million, Total Ads Analysed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Note: These categories represent groups of similar keywords.

Next we turn to ad quality

Ad quality factors in an ad’s clickability and other indicators such as ad relevance. The higher the ad quality, the better the CTR and the better the ad ranking. Using the weighted average of positive ad quality, we sort the buckets and create a heatmap.

Note: This study provides insights into average ad quality, which has a lot of variability. This is not a substitute for performing your own ad copy tests.

AD DESCRIPTION

% Off

Baseball

Biking

Brands

Call To Action

Camping / Hunting

Deals / Discounts

Delivery / Shipping

Devices DKI

Equipment

Fishing Equipment

FreeGames / Sports

Golf Equipment

Guarantee

Online

Outdoor

Price / Pricing

Purchase Order

Sales

Services

Sports Accessories

Sports Apparels

Styles

Superlatives

Swimming

AD TITLE

% OffBaseballBikingBrandsCall To ActionCamping / HuntingDeals / DiscountsDKIEquipmentFishing EquipmentGames / SportsGolf EquipmentsGuaranteeOnlineParam InsertionPurchase OrderSalesServicesSports AccessoriesSports ApparelsStylesSuperlativesSwimming

Here’s how to read a heatmap

Our study results show that a Sporting Goods/ Fitness Equipment ad with Devices in the title and Fishing Equipment in the description presents high Ad Quality performance.

Great

Good Bad Insufficient data

Source: Microsoft Internal Data (US). Total Impressions Generated = 19 Million, Total Ads Analysed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Note: These categories represent groups of similar keywords.

Great

Good Bad Insufficient data Words that work // Sports Apparel

Source: Microsoft Internal Data (US). Total Impressions Generated = 19 Million, Total Ads Analysed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Note: These categories represent groups of similar keywords.

Great

Good Bad Insufficient data Words that work // Sporting Goods/Fitness Equipment

Source: Microsoft Internal Data (US). Total Impressions Generated = 19 Million, Total Ads Analysed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Note: These categories represent groups of similar keywords.

Key takeaways for sports & fitness advertisersTo get the highest ad quality, test, test and test again.

Optimise your Sports Apparel and Sporting Goods/Fitness Equipment campaigns in the lead up to the 2016 games, when consumers first aspire to be more active.

For Sports Apparel ads, try Quality terms in the title of PC+Tablet ads, and %Off and Price/Pricing terms in the description of Mobile ads.

For Sporting Goods/Fitness Equipment ads, use activity terms like Swimming, Biking, or Camping/Hunting in the title of PC+Tablet ads, and in the title or description of Mobile ads.

Take advantage of Sitelink Extension categories where there’s high ad quality and low usage.

Plan your PPC budget – for PC/tablet and mobile – around your summer games TV ad schedule. Searches for TV commercials surge after they air and the next day.

Import existing or create new shopping campaigns to increase visibility and maximize the click-through potential of your sporting product ads

Summary of Best Practices Capture attention through the entire period of the games Monitor micro-trends within the season and act quickly to leverage

interest Consider campaigns that run on the sidelines of other larger content

campaigns apart from the key games events themselves Set up UDT to ensure you’re reaching an interested audience across

devices Set up Sitelink Extensions Import your product ads campaigns or create new Bing Shopping

Campaigns Set up UET to capture conversion behaviour and gather live insights for

quick optimisation

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.