Stand out from the crowd

Sales playbook for the 2014 world soccer championship

Just like the world’s most talented athletes – you understand the importance of competing hard. You’re vying for consumer mindshare and wallet share everyday.

The 2014 world soccer championship attracts a fully engaged, globally diverse audience and Bing Ads is here as your personal sales coach, helping you move from the sidelines to get in the digital game.

The world soccer championshipKicking the global economy in high gear

3%Expected worldwide advertising agency revenue increase in 20142

27%Forecasted e-commerce boost for Brazil, with a total of $16.6 billion in business projected in 20143

6.5%Projected increase of worldwide advertising growth fueled partially by the world soccer championship1

Source: 1 Magna Global 2013; 2 Maurice Levy, Publicis CEO, January 2014; 3 Brazilian E-Commerce Association, 2014.

Even the US is showing love for the beautiful gameUS interest in soccer is at an all-time high, which is still the top market for most major advertisers

ESPN showing more soccer, Fox has a dedicated channel, NBC now carries the English Premium League

MLS is expanding, with international teams regularly playing in the US

Global

43%

57%

US

36%

62%

AR, BR, FR>50%

<50%

Who’s watching soccer1

Source: 1“Brazil’s World Cup Is a Marketer's Dream, but Also a Potential Nightmare,” AdWeek, October 7, 2013.

Microsoft ConfidentialMicrosoft ConfidentialSource: 1”2012 London Olympics: How the World Was Searching,” Search Engine Watch, August 13, 2012; 2”UK digital ad spend up 12.5% to almost £5.5bn,” Internet Advertising Bureau UK, 2012.

Get on the offensive with search

GloballyUnited Kingdom

Latin AmericaPeru

Turkey

1.47 billion searchers, 173 billion searches, increasing 10% and 12%, year-over-year, equating to 117 searches for every searcher on the planet.1

162 searchers per searcher, nearly 40% greater than the worldwide average.1

Paid search increased 14.5% to £3.17 billion from £2.77 billion – representing a 58% share of digital advertising.2

Within Latin America, Peru was a surprising leader with 217 searches per searcher.1

The heaviest search market of all, with 217 searches per searcher.1

Search gained substantial ground in the year of the 2012 London Olympics

2010 world soccer championship searches in the UK

Source: 1”Five per cent of internet searches relate to World Cup 2010 as UK goes football mad,” Lakestar McCann, June 2010; 2”Experian Hitwise identifies the brands topping the World Cup sponsorship league,” Experian Hitwise press release, June 15, 2010; 3”Update: Experian Hitwise identifies the brands topping the World Cup sponsorship league.,” Experian Hitwise press release, June 22, 2010.

In May, nearly 5% of all searches contained the words “World Cup” while searches for World Cup 2010 dates began to increase at the beginning of April and continued momentum.1

Travel and beer brands were top-searched. In terms of World Cup sponsors, South African Airways and Budweiser, led the way in searches, respectively.2

Other popular searches included auto, retail, cellphone, and sports footwear brands.3

Winning UK industries during the 2010 world soccer championship

Source: 1 ”World Cup 2010: business winners and losers,” The Guardian, July 13, 2010; 2”World Cup fever turns up television sales,” New Zealand Herald, July 12, 2011.

Flat screen TVs, up 40 – 100%

Pubs, food and drinks

Sport apparel boosted at 4%

Pizza sales up – 40% reported by Domino’s Pizza

Breakaway with mobile branding tactics

Call to action with QR codes

Develop a mobile site

Target opt-ins only

Provide useful SMS alerts

Forego roaming charges

Sponsor games on products

Promote give-aways

Source: “The Starting 11 – the essential mobile-marketing guide for the 2010 FIFA World Cup,” mobiThinking, 2010.

Create virtual soccer games

It’s been since

1950Brazil’s world soccer championship homecoming is this year

Bringing home R$142 Billion for Brazil’s local sectors Source: Sustainable Brazil: Social and Economic Impacts of the 2014 World Cup, Ernst & Young Terco (Brazil), 2011.

a) Impact on final demand(world soccer championship related expenditures in Brazil)

R$ 29.60 Billion

• Investments

• Operating expenses

• Visitors’ expenses

b) Impact on national production of goods and servicesc) Impact on final demand

d) Impact on final demand

e) Impact on final demand

R$ 112.79 BillionR$ 63.48 Billion

R$ 3.36 Billion

R$ 18.13 Billion

Sectors most benefiting(economic activities with major increased output)

Civil construction

Food & beverage

Business services

Electricity and gas, water, sanitation

and urban cleaning

Information services

Tourism & hospitality

R$ 1.18 Billion

R$ 5.94 Billion

R$ 22.46 Billion

Engaging world soccer championship promotion uses online videos, targeting potential visitors to Brazil from key tourism markets

Videos are narrated by natives of the overseas market who live in Brazil. They speak to the charm of the city that their country's team will play its first world soccer championship game in

Videos admiring Brazil's world soccer championship cities bring together experiences and storytelling

Digital experience: More than one-third of tourists choose Brazil based on information on the internet

Life experience: The sensation of being in that place, adding value to the tourism message

Source: “Brazil Kicks Off Tourism Promotion In World Cup Countries,” Ad Age, December 6, 2013.

Tourism is kicking into high gear, with dedicated fans that will travel to paradise

Coming from far and wide to arrive from everywhere

A spending frenzy by tourists visiting Brazil is predicted during June-July. This is the perfect opportunity to capture your share of wallet across key industries.

Source: Sustainable Brazil: Social and Economic Impacts of the 2014 World Cup, Ernst & Young Terco (Brazil), 2011.

Looking for jetsetters ? We know where you can find them

more likely have spent $500 to $999 online on travel in the last 6 months

5%

more likely to have

been “heavy”

foreign air travelers in the last 3

years

10% 10%

more likely to

have rented a car from National

for personal use in the

last 12 months

more likely to

have rented a car from Value for personal use in the

last 12 months

more likely to

have rented a car from

Thrifty for personal use in the

last 12 months

9% 20% 25%

more likely to

have spent

$5,000 to $7,499

online on travel in the last 6 months

Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication.

Compared to Google, the Yahoo Bing Network Audience is:

20% Digital media advertising

14% TV advertising

13% Overall advertising

12% Outdoor media

advertising

Digital media love in BrazilAdvertising growth projections for 2014

Source: MAGNA GLOBAL Advertising Forecasts: 2014.

Brazil: The “social media capital of the world”

Source: “Why World Cup Brazil 2014 Is Crucial For Digital Video Advertisers,” Business Insider.com, September 4, 2013; http://blog.spotistic.com/everything-you-need-to-know-about-social-media-usage-in-brazil/

A branded video around a global event like the world soccer championship, has the potential for high sharing and as many as a billion views

46 million 97%

208% 77%

Total online audienceAudience on Social Media

In 2013, time spent on Facebook grew

Positive attitude towards online shopping

Brazilians have a propensity to share videos, and they will be more inclined to share videos related to soccer.

The average share rate of branded videos is 1.31%; in Brazil that average skyrockets to 4.41%.

Microsoft Confidential

What do they search for?Since the world soccer championship comes every four years, we’ve uncovered search trends for the most recent team sporting event, the 2014 Super Bowl

Big brands with big impact to search

Luxury car brands with Super Bowl commercials saw an early and sustained lift in search volume across all devices likely due to early and day-of commercial releases

1/24

/201

4

1/25

/201

4

1/26

/201

4

1/27

/201

4

1/28

/201

4

1/29

/201

4

1/30

/201

4

1/31

/201

4

2/1/

2014

2/2/

2014

2/3/

2014

2/4/

2014

2/5/

2014

2/6/

2014

2/7/

2014

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

Source: Bing Ads Intelligence. Search data is combined daily searches of all luxury auto make and model keywords which had commercial during the Super Bowl.

TV commercials are a catalyst for searches across devices. Pair your traditional advertising with search for maximum impact.

Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014.

Searches for football apparel

1/19: Conference championship

games

2/2: Super Bowl

Game time Fans buy apparel before and directly after the game

Festa means party in Portuguese Searches for recipes and food increased sharply in the week

. Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014.

12/1

/201

3

12/4

/201

3

12/7

/201

3

12/1

0/20

13

12/1

3/20

13

12/1

6/20

13

12/1

9/20

13

12/2

2/20

13

12/2

5/20

13

12/2

8/20

13

12/3

1/20

13

1/3/

2014

1/6/

2014

1/9/

2014

1/12

/201

4

1/15

/201

4

1/18

/201

4

1/21

/201

4

1/24

/201

4

1/27

/201

4

1/30

/201

4

2/2/

2014

2/5/

2014

Searches for party planning

Food Games Supplies

2/2: Super Bowl

Eat, drink and be merry

comScore reveals that when compared to Google, the audience on the Yahoo Bing Network is more likely to have searched for information online about:

o health foodso gourmet foods o organic foodso gift foods

Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication Includes searches in the last 6 months.

Searches for tickets went up almost 6x the day after the conference championship games, but this was far less than searches following a report by ESPN about falling prices.

Searches for event tickets

1/22: ESPN reports that ticket prices are

plummeting

1/19: Conference championship games

2/2: Super Bowl

Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014.

That’s the ticket

Reaching sports enthusiasts

Compared to Google, the Yahoo Bing Network audience is more likely to have attended a major sporting event while on vacation in the last 12 months.

Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication.

Searching for customers that buy tickets online? We’ve got you covered.

Compared to Google, in the last six months the Yahoo Bing Network Audience is:10% more likely to have spent $2,500 or more on activity tickets online

5% more likely to have bought event tickets in an online auction

Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication.

More likely to have bought pro sports tickets online in the last 6 months

Catching the big game on television

Searches for buying TVs

12/2: Cyber Monday

2/2: Super Bowl

Searches for buying televisions peaked the Thursday before the Super Bowl. This was the highest peak since Cyber Monday. The four days leading up to the Super Bowl had 32% more TV-buying searches than the same days the previous week.

Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014.

Giving credit where credit is dueCredit card advertisers enjoyed significant summertime click-through gains. Expand your reach this summer to capture searchers charging up for the global soccer tournament.

Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Months: June-December 2012 vs. June-December 2013.

June July August October November December

Year-over-year click-through rate for PC and tablets

2012 2013

+197%

-9%

+89%+154%

+299%+203%

21% more likely to have used American Express Platinum online

13% more likely to have used American Express Green online

13% more likely to have used MasterCard World online

10% more likely to have used Visa Smart Card online

Charging ahead with online credit card usage Compared to Google, the Yahoo Bing Network Audience is:

Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. Credit card usage in the last 30 days from reporting date.

In love with data?

We’ve got ad copy tips to make the crowd go wild

Want to add some new tactics to your search advertising?

Here’s how to read a heatmap

Ad description

Ad t

itle

Great Good Insufficient dataPoor

Air Airfares

Airline Brand

Airlines

Book

Call to Action

City Deals

Destinations

Discount

Fares Find Flights

Fly

Guaranteed

Huge/Big

Lowest

Nonstop

Now

Offers

Official Site

Online

Prices

Save Tickets

Today

Trademark

Travel

Website

Your

Air

Airfares

Airline Brand

Airlines

Area

Book

Call to Action

City

Deals

Discount

Fares

Find

Flights

Fly

Lowest

Nonstop

Official Site

Online

Save

Tickets

Trademark

Travel

Website

Our study results show that a travel ad with “airlines” in the title and “deals” in the description has high Ad Quality.

Airlines and flights:Ad performance heatmap

Air Airfares

Airline Brand

Airlines

Book

Call to Action

City Deals

Destinations

Discount

Fares Find Flights

Fly

Guaranteed

Huge/Big

Lowest

Nonstop

Now

Offers

Official Site

Online

Prices

Save Tickets

Today

Trademark

Travel

Website

Your

Air

Airfares

Airline Brand

Airlines

Area

Book

Call to Action

City

Deals

Discount

Fares

Find

Flights

Fly

Lowest

Nonstop

Official Site

Online

Save

Tickets

Trademark

Travel

Website

Ad description

Ad t

itle

Great Good Insufficient dataPoor

Airlines and flights:Top word combos

PC Mobile Tablet

Title Description

City Official/Official Site

Tickets Official/Official Site

City Find

Travel Flights

Tickets Find

Title Description

Find Today

Find City

Book Flights

Flights Airlines

City Lowest

Title Description

Deals Travel

Deals Find

City Travel

Travel Flights

Fares Air

Key insights

- The word “find” in the ad description ranks high when used with almost any travel-related words in the ad title, from “airfares” to “[city name]” to “deals”.

- PC users are much more interested in ads that include “official site” than either mobile or tablet users, which is indicative of the different intent depending on device. PC users have a bigger screen and are more willing to navigate a large, official site. Mobile users go directly to action, clicking on ads that include “book” and “flights”.

Hotels:Ad performance heatmap

Ad description

Ad t

itle

Great Good Insufficient dataPoor

Best

Book

Brand

Call to Action

City Deals

Downtown

Family

Free Great Guaranteed

Hotel Lowest

Luxury

Now Official

Price Point

Rates Rental(s)

Resorts

Room(s)

Save Suites

Today Trademark

Vacation

Best

Book

Brand

Cabin

Call to Action

City

Deals

Downtown

Great

Guaranteed

Hotel

Luxury

Official

Price Point

Rates

Rental(s)

Resorts

Save

Suites

Trademark

Vacation

Hotels:Top word combos

PC Mobile Tablet

Title Description

City Save

City Room(s)

Rental(s) Save

City Official

Rates Rates

Title Description

City Brand

City Guaranteed

City Great

City Call to Action

Trademark Rates

Title Description

Rental(s) Save

Call to Action

Room(s)

Rental(s) Rental(s)

Vacation Today

Deals Today

Key insights

- “Luxury”, in either ad title or ad description, gets low marks except when used in combination with a hotel brand name. This is in line with shifting spending habits across the US since the economic downturn.

- “Family” in the ad description attracts a lot of attention when used with either a brand name or a price point.

Car rental:Ad performance heatmap

Ad description

Ad t

itle

Great Good Insufficient dataPoor

Airport

Book

Brand

Call to Action

Car Car Size

Cheap

Deals

Free Great

Hire Low/Lowest

Now

Off Official

Online

Price Point

Quick

Rates

Rent/Rental

Reserve

Save

Savings

Specials

Today

Trademark

Upgrade

Weekend

Weekly

Your

Airport

Brand

Call to Action

Car

Cheap

City

Deals

Discounts

Free

Great

Hire

Off

Official

Online

Price Point

Rent/Rental

Savings

Specials

Trademark

Upgrade

Weekend

Weekly

Car rental:Top word combos

PC Mobile Tablet

Title Description

Off Low/Lowest

Weekend Specials

Weekend Online

Weekend Quick

Weekend Price Point

Title Description

Rent/Rental

Specials

Brand Specials

Car Specials

Price Point Specials

Car Weekend

Title Description

Weekend Specials

Weekend Online

Weekend Quick

Trademark Deals

Weekend Price Point

- Consumers won’t be duped: The words “free” and “upgrade” in any car supplier ad will not be good for clicks.

- “Weekend” is king of the keywords regardless of device when it comes to car supplier PPC ads. For mobile, “specials” is especially hot.

Key insights

Black Friday

Bran

d

Celeb

rity

Cloth

ing

Cyber Monday

{KeyWord}

Domain

Food Free

Free Shippin

g

Furnit

ure

Gift(

s)

New

Number

Offici

al Site

Produc

t

Promo

tion

Purch

ase

Qual

ity

Resource

Service

Style/Kind

Valu

e

Venu

e

Web

Other Words

Black Friday

Brand

Celebrity

Clothing

Cyber Monday

{KeyWord}

Domain

Food

Free

Free Shipping

Furniture

Gift(s)

New

Number

Official Site

Product

Promotion

Purchase

Quality

Resource

Service

Style/Kind

Value

Venue

Web

Other Words

Apparel and AccessoriesGreat Poor Insufficient dataGood Ad description

Ad

Tit

le

PC

Title Description

Brand Call to action

Size New

Price/pricing Now

Size Brand

Size Official site

Size Fashion

Free shipping

Official site

Free Official site

Official site Official site

Brand [Huge/wide/great] selection

Top word combos for Apparel and Accessories

Insights for Apparel and Accessories

Ad quality is less compelling on PCs when phrases including “holiday” are used in the title and description.

Mobile and Tablet ad copy indexed high with “official site” in the title combined with “online” in the description.

Mobile

Title Description

Brand Call to action

Official site Online

% off Size

% off Now

Brand Online

Promotion Gifts

Fashion Promotion

No variable [Huge/wide/great] selection

New Purchase

New Product

Top word combos for Apparel and Accessories

Tablet

Title Description

Official site Call to action

Official site Online

Brand Call to action

Brand Online

Style/kind Online

Style/kind Call to action

Free shipping Official site

Gifts Style/kind

Style/kind New

Gifts % off

Consumer Electronics

 

Black Frida

y

Bran

d

Call to

Action

Celeb

rity

Cyber Mond

ay

Free Free

Shipping

Gift

In-Store Picku

p

New Now

Offici

al Site

Onlin

e

Price/ Pricin

g

Produ

ct

Prom

o

Purch

ase

Qualit

y

Resource

Servi

ce

Style/ Kind

Value

Other Word

s

Black Friday

Brand

Call to Action

Celebrity

Cyber Monday Free Shipping

Gift

New

Now Official Site Online

Price/ Pricing

Product

Promotion

Purchase

Quality

Resource

Service

Style/ Kind

Other WordsA

d T

itle

Great Poor Insufficient dataGood Ad description

Top word combos for Consumer Electronics

Insights for Consumer Electronics People search for electronics primarily by the

brand of item they’re looking for – so ads that include the brand name in the title with “Cyber Monday” in the description were very clickable. This is also true for tablets, but not for mobile.

On mobile, ads with “purchase” in the title and “Cyber Monday” in the description were hottest.

PC

Title Description

Cyber Monday Quality

Brand Cyber Monday

New Promotion

Cyber Monday Promotion

No variable In-store pickup

New Cyber Monday

Brand In-store pickup

Online Quality

Promotion Cyber Monday

New In-store pickup

Mobile

Title Description

No variable Cyber Monday

Purchase Cyber Monday

Price/pricing Product

Brand Resource

Price/pricing Free shipping

Resource Free shipping

Product Service

Resource Service

Brand Price/pricing

Price/pricing Quality

Tablet

Title Description

Promotion Cyber Monday

Cyber Monday

Promotion

Brand Cyber Monday

Cyber Monday

Quality

Product Cyber Monday

No variable In-store pickup

Official site Product

Purchase No variable

Brand In-store pickup

Cyber Monday

Product

Top word combos for Consumer Electronics

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Call Extensions Merchant Ratings

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• Display up to four site links to your mobile search ads on smartphones.Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a

guarantee of performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle.

Up to 15%higher CTR using Sitelink Extensions than with standard text ads

Keep your ads on the offensive with Sitelink Extensions

For mobile consumers, it is all about taking immediate action in real-time and on-the-go.

Help fans find your local business with Location Extensions

• Mobile users are more likely to be searching for a store location on their mobile device, rather than on desktop or a tablet

• Leverage local features such as store locator, click-to-call and Click-to-Direction

• Drive improved conversion rate from mobile store locator to in-store visits

Up to 9%higher CTR using Location Extensions than with standard text ads

Source: 1comScore Explicit Core Search (custom), US, September 2013.

Reach 168M unique searchers in multiple ways with Call Extensions1

Smartphones• Tap phone

number in the result

• Call is initiated

Offline• See phone

number on web

• Dial landline or mobile manually

Skype on PC or tablet• Click phone

number • Free Skype call

initiates in browser

• On Bing only. No Skype client is required

Only the best for your customers Merchant Ratings for the win

• Mobile users are more likely to be searching for a store location on their mobile device, rather than on desktop or a tablet

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Connect with a Search Specialist who can help you get started today 1-800-518-5689 or check out Getting started

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