#BingAds or #AskBingAds

The Value of Search Engine Marketing (SEM) for your Business.

Erin ZefkelesMicrosoft – Bing Ads@ErinZef

June 2, 2016

Agenda

2

• What is Search and why use it?

• Defining your message

• Key Features

• The Growth of Mobile

• The Future of Search

• Wrap up/Q&A

What is search and why use it?

3

Search is the top way customers find businesses:

4

Source: Google/Ipsos, Industry Multi-Screen Study: Local Services, 2013

74%

Search engines

49%

Map sites or apps

42%

Brand/company sites or apps

39%

Review sites or apps

5

Query, Search term, Keywords

Sponsored results (paid ads)

Organic results (non-paid listing)

Local listing, free tobusinesses that sign up

6

=Better ResultsOrganic Paid Search +

75% of users never scroll past the first page of results.1

60% of all organic clicks go to the top three organic search results.2

SEM is firmly within your control. You choose the key words and pay for the ads

1. HubSpot May 2012; 2. Marketingsherpa, February 2013; 3. Slingshot SEO December 2011

7

One Goal: To move websites to the top of the search results page.

8

75%of customers

EXPECT to FINDwhat they want at the top of a

search page

33%

of customersassociate page placement with

a company’sPROMINENCE

Defining your Message

Creating Keywords • Start by testing basic

keywords • Synonyms, action prefixes

and suffixes, run-ons and misspellings

How to Define Your Message

Audience Targeting • Define your “ideal

consumer” • Ensure targeting is accurate

and makes sense for your business

Building Ads • Have a clear call to action • Synonyms, action prefixes

and suffixes, run-ons and misspellings

Thinking about your business – who is searching for you?

Keyword match types help control which searches can trigger your ad

• Set separate bids for each match type based on performance

• Bid highest on exact, then phrase and then broad

Creating Keywords Exact MatchThe ad displays if the searcher uses only the exact words bid on, in the exact order you bid on them.

Broad MatchYour ad will show on similar phrases and close variations of the keyword a user searches for.

Phrase MatchAllows your ad to show for searches that include the exact phrase and possibly includes other words as well.

11My search: Downtown Detroit steak house

Creating and Testing Your AdsTest – Test – Test –

and Test Again!

• Create multiple ads with varying messages

• Test multiple calls to action• Consider seasonality in your messaging

• Start testing seasonal messaging early so that you can refine your message without losing traffic

• Make it personal • Make it relevant

12

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0

10000

20000

30000

40000

50000

60000

70000

80000

Jan Feb Mar Apr May Jun Jul Aug

Start testing your campaign

Eliminate and adjust underperforming keywords/ads

Continue to monitor performance, run reports, and adjust bids to remain competitive.

SeasonalityEnsure you’re testing long before your high season

13

Source: YBN owned and Operated Properties, PC & Tablet; Jan – Aug 2014

Key Features

Sitelink Extensions• Send searchers directly to a product or sales

page with multiple links in your ad.

• Sitelink Extensions allows you to add additional links to ads so searchers can jump directly to a page that interests them.

Best Practice – Sitelink Extensions

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1. Internal Microsoft study, 818 accounts, 2014

• Include your nearest business location and phone number in your ad.

Best Practice – Location Extensions

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1. Bing.com data for all ads displayed in mainline position in response to local queries, Q1 2014

• Add a Directions link that when clicked, shows the route automatically to your business

Claiming Your Business Listing

17

BingPlaces.com

1. Bing.com data for all ads displayed in mainline position in response to local queries, Q1 2014

Claim Your Business Listing • Add details to show what’s unique about

your business and make it easier for customers to interact with you. • Location, Phone Number, Website• Hours of Operation• Parking Options • Accepted Payment Methods• Photos

Maximize key features to better reach your customers.

Search Market Share in the U.S.

OTHER

Continual market share

growth

31%Bing Network

It’s not just how many that matters, it’s who they are. Always consider your customer demographics.

20

comScore Plan Metrix, US, November 2015, custom measure created using comScore indices and duplication

HH Income >$75K USD 35+ Attended college Female

21The Value of Search Engine Marketing (SEM) for your Business.

= Even Better

The Growth of Mobile

The Value of Search Engine Marketing (SEM) for your Business. 22

It pays to be first

Click Share VS. Rank

Source: Bing Internal Data, January – February 2015.

23LSA Bootcamp

Smartphones

70% of conversions* happen within 5 hours of mobile search

5hrsmobile

7 daysdesktop

Mobile conversions are FAST

24The Value of Search Engine Marketing (SEM) for your Business.

Sources: Microsoft Research & Ipsos OTX: “Mobile in The Consumer Journey”*Conversions include: calls, store visits, and purchases across screens

75% of digital users in the US access the Internet across devices

25The Value of Search Engine Marketing (SEM) for your Business.

Millennial Media; Connected Consumers Gaining Insight Across Screens; June 2015.

No click queryClicked query

Good clicked queryConverted query

Mobile to PC conversion rates vary by vertical

Search and convert on different devices

9.81% 10.46% 10.88%12.24% 12.24% 12.27% 12.48% 13.61% 13.88%

15.20%

22.16%

Tech & Telco Travel Retail Health Financial Service Autos B2B Services Education Entertainment CPG Restaurants

% of PC conversions starting from Mobile

26The Value of Search Engine Marketing (SEM) for your Business.

Bing Ads Internal Data, November 2014.

Mobile search drives multiple types of conversions

Driving to a mobile-friendly experience Conversion rates for smartphone shoppers on

mobile-optimized

sites is 160% higher than on non-optimized sites1

Average order value on smartphones on mobile-

optimized sites is 102% of the average order value for shoppers on PCs of those same retailers’ desktop sites; that number drops to 70% on non-mobile-optimized sites1

28Source: Marketer, Proof that Mobile Optimized Sites Are Necessary, October 2014.

Not mobile-optimized Mobile-optimized

Important information/action is above the fold

Make people scroll down, instead of side-to-side

Not using any Flash

Make sure conversions are easy and clickable

Keep things concise (and short, so that they fit)

If possible, make an m.site or a responsive design and keep things modular

What does Mobile-Optimized Mean?

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Ad Extensions can increase click-throughsby 3 – 10%

Additional search options targeting Mobile users

Call Extensions: Display a phone number directly in your ad and give customers a convenient way to call your business directly from search results.

Location Extensions: Put address and phone number info in your ads so local searchers can easily find your business

App Extensions: Add call-to-action links in your ads to promote downloads of your iOS, Android and Windows apps.

Sitelink Extensions: Direct customers to precise pages on your website by adding this type of extension.

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Mobile searchers use phones to…call!

Call Extensions:

31Source: Ipsos/Google Research Study, September 2013.

Call ExtensionsCall forwarding/ Call metering

61% Of Mobile Callers Ready To Convert

3:1 Local numbers are preferred to toll free numbers

This is why a call extension can help your business grow.

Mobile searchers are local

Local Extensions:

32

Nielsen, the Digital Consumer Report, 2014 Bing Ads Internal DataBing Internal Data, January – February, 2015.comScore, 15Miles, and Neustar: 7th annual Local Search Study, 2014.

One tap to maps & directions

Drive foot traffic, not just web traffic with location extensions for a 7 – 10% better click through rate

25% of smartphone users consider location most important factor when looking for information

40% of mobile searches in Bing Ads are local

3 of 4 purchases resulting from a mobile search actually take a place in a physical store

Mobile users engage heavily with apps

App Extensions:

33Source: Forrester’s US Consumer Technograhics Behavioral Study, October 2014 – December 2014.eMarketer, App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market, March 2015.

85% of mobile users’ time on their smartphones are using native apps

$3B will be spent in 2015 on mobile app install ads

Make it easy for customers to discover and install your app with an app extension

Why use a Sitelink Extension? To increase click-through rates.

Sitelink Extensions:

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30% higher click-through rate to your website using a Sitelink Extension

Sitelink Extensions are additional links you can include in your ads that take customers directly to specific pages on your website. These extra links let you promote distinct products, services or sections of your site and leads searchers to the right information they need to learn more and take action.

Combining extensions on mobile leads to better CTR

Sources: Microsoft Eye-Tracking Study, Bing Ads Internal Data

Ad with Multiple Extensions

Ads without Extensions 0%

2%

4%

6%

8%

10%

12%

14%

Location +SiteLink

Call + SiteLink Location + Call+ SiteLink

SiteLink Call Location Text Ads

Average CTR

35

The Future of Mobile Search

LSA Bootcamp 36

Search started out as this….

37The Value of Search Engine Marketing (SEM) for your Business.

Type here...ALL RESULTS 1–10 of 600,000,000 results

New devices and signals will require…

New ways to search

Gestures Touch Voice Image

Personal assistants

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Cortana: Your truly personal digital assistant, helping you get things done wherever you are

Predictive Search: Anticipating your needs and searches.

Personalization: Information and results tailored just for you.

Natural Language: Understands questions and the context in which they are asked.

US smartphone users who use mobile personal assistants

Voice search is still emerging but will be a growing trend for your business

40

38%

39%

59%

71%

54+

44-53

30-43

18-29

Voice search queries are longer than text, so more search words in the form of a question become key

41

1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words0

5

10

15

20

25

30

Text searches more concentrated around 1–3 words

Speech searches longer through the tail

Voice search is more mobile, local and conversational

42

Where

How

Interested

Ready to act

More mobile

More local

More conversational

More question oriented

Experiences across devices and platforms for your digital work and life

Cortana

Your personal assistant on any device and any platform

Office

Your Office anywhere on any device and any platform

Windows 10

Scaling across form factors and screens of all sizes

43

Wrappingthings up

44

Test mobile page speed:

• Bing - https://www.bing.com/webmaster/tools/mobile-friendliness

• Google - https://developers.google.com/speed/pagespeed/insights

Mobile advertising on Bing - http://advertise.bingads.microsoft.com/en-us/mobile-advertising

Bing Ads Support – www.BingAds.com/support

Keyword Expansion Tools**:

• Bing – http://advertise.bingads.microsoft.com/en-us/bing-ads-intelligence

• Google - https://adwords.google.com/KeywordPlanner** Both tools require you to have an account to use them

Useful Links

:

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1. Your customers are using search to make their buying decisions, so set aside marketing $ for paid search

2. Be where your customers are, and diversify across all devices

3. Use the options available to you maximize the effectiveness of mobile search.

4. Make sure to include Bing in your paid search campaigns, or you are missing out on 1 in 3 searches

Let’s recap

46

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@ErinZef

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Q A

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