Prepare for UK September registration plates launch
Transcript of Prepare for UK September registration plates launch
Globally, 68% of consumers claim the internet is
an important influence when buying a new car
Source: Nielsen Global Survey of New Product Purchase Sentiment: 29,000 consumers, 58 countries
Microsoft has a strong cross over with consumers in the Automotive category in the UK
More than 8/10 people in the UK visiting an Automotive website also visit a Microsoft property during the same month
Source : comScore Segment Metrix January 2016. Automotive 18+ NB: Bing numbers form a part of overall Microsoft numbers which also include other major properties such as MSN, Microsoft.com
All
Automotive
43%
80% 82%
41%
81%
42%
Percentage reach of total unique
visitors in the Automotive category
ManufacturersAutomotive
Resources
Percentage reach of total unique
visitors in the Automotive category
Source: GWI Q3 2015. Base: UK internet average. * TGI GB 2015 Q3. Base: Use internet within the last month
UK Internet average base (indexed)
Purchased a
vehicle within
the last 6 months
Bing searchers have a 45% higher intent to purchase a vehicle in the
next 6 months than Google searchers
Intending to buy a
vehicle within the
next 6 months
Avg. willing to
spend on next car
purchase*
£10
,809
£9,6
56
Methodology
• UK Market
• Top 20,200 Auto search queries based on volume
• Analysis period: Aug 2015 – Oct 2015 (inclusive)
Objectives
• Identify search behaviours last year
• What does the Bing searcher look like?
• What are their behaviours?
• Advertiser opportunities
Query SegmentationHow we defined our query categories
Segmentation Definition
Luxury OEM Auto search query contains either a manufacturer or model belonging to a
Luxury OEM. Includes dealership, repair services, used cars etc
Non-Luxury OEM Auto search query contains either a manufacturer or model belonging to a
Non-Luxury OEM. Includes dealership, repair services, used cars etc
Other Auto More general auto terms. Independent dealerships, servicing, repair & third-
party seller sites
New / Used Auto search query containing either the term ‘New,’ ‘2015,’ ‘2016’ or ‘Used’
Finance / Lease Auto search query containing either the term ‘Finance’ or ‘Lease’ inc. ‘Business
Lease’
FORECAST
Jan Feb Mar Apr May June July Aug Sept Oct
New
All Up
Auto
Luxury OEM
Non-Luxury
OEM
Used
2016
9% 8% 9% 7% 13%
4% 18% 14%
10% 12% 10% 6%
12% 12% 14% 4% 4%
10% 4% 6%
10% 4% 9% 14%
Finance or Lease
query
Annual search query peaks for Autos sub-verticals on Bing Ads in the UK
Source: Internal - Volume of searches indexed to average monthly volume in 2016 on Bing & Yahoo sites in the UK, all devices
62% 64% 64% 60% 68% 71% 64% 60% 67% 71%
14% 14% 14% 14%16% 14%
15%13% 8%
13%
24% 22% 22% 25%16% 14% 21% 26% 25%
16%
All Luxury OEM Non-Luxury OEM Independent/OtherAuto
New Used Branded Generic Lease Finance
Category Purchase type Query type Financing type
% Volume by Device
PC Tablet Mobile
Don’t Forget
The role of devices
PC is still the main device, accounting for over 6/10 searches
Mobile over-indexes against the vertical for Independent/Other Auto, Generic & Lease, accounting for over a ¼ of volume
in these categories
Source: Top Auto search queries on Bing & Yahoo sites in the UK, Aug-Oct 2015
£0.36
£0.31
£0.30
100%
141%
139%
Average Autos CPCs
Average Auto CPC by device, UK Bing & Yahoo Sites, Jun 2016
Autos CTRs vs. desktop
Average CTR for top queries in Auto, indexed to desktop, UK Bing & Yahoo Sites, Jun 2016
How do Autos KPIs on Bing Ads compare between devices?
Source: Top Auto search queries on Bing & Yahoo sites in the UK, June 2016
..Luxury OEM searchers tend to be slightly younger, and are also
more likely to be Male than non-Luxury OEM searchers
Who’s in the market?
Gender
When are they searching?
64%
36%
58%
42%
Non-Luxury
OEM
Luxury
OEM
Although both categories skew towards men, Luxury
vehicles tend to be searched for by a slightly younger
audience than Non-Luxury
Traffic for both categories is slightly higher on Monday
and tails off slightly as the week continues
Source: Top Auto search queries on Bing & Yahoo sites in the UK, Aug-Oct 2015
28%33%
31% 32%
0%
10%
20%
30%
40%
18-24 25-34 35-49 50-64 65+
% T
raff
ic b
y
dem
og
rap
hic
Non-Luxury Luxury
0%
2%
4%
6%
8%
10%
12%
14%
16%
% o
f w
eekd
ay t
raff
ic
Non-Luxury Luxury
How well will my ads perform?
In 2015, the CTR was highest for OEM’s in October meanwhile CPC rose slowly over the
period for both categories – although the variance is minimal across the three months
Source: Based on top search queries on Bing & Yahoo sites in the UK, Aug-Oct 2015. Data based on performance of brand term ads in Mainline positions 1 to 4
£-
£0.02
£0.04
£0.06
£0.08
£0.10
£0.12
£0.14
£0.16
£0.18
£0.20
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
August September October
Luxury OEM
CTR CPC
£-
£0.05
£0.10
£0.15
£0.20
£0.25
0%
2%
4%
6%
8%
10%
12%
14%
August September October
Non-Luxury OEM
CTR CPC
..Who’s searching for new vs used cars and when are they
searching?
0%
5%
10%
15%
20%
% o
f w
eekd
ay t
raff
ic
New Used
Who’s in the market?
Gender
When are they searching?
61%
39%
61%
39%
New Used
Both new and used cars are searched by similar split of men &
women, however used cars searchers tend to be slightly older.
This could be an indication that the status of a new car is
important for younger people
Thursday is the most popular day for new car searches,
meanwhile used car searches are more flat throughout the
week, favouring no day in particular
29%
38%
27%
39%
0%
10%
20%
30%
40%
50%
18-24 25-34 35-49 50-64 65+
% T
raff
ic b
y d
emo
grap
hic
New Used
Source: Top Auto search queries on Bing & Yahoo sites in the UK, Aug-Oct 2015
How well will my ads perform?
In 2015, CPC rose over the period, peaking at £0.68 in October. Meanwhile clicks for Used cars
are most expensive in September. CTR is highest for New & Used cars in October
£-
£0.10
£0.20
£0.30
£0.40
£0.50
£0.60
£0.70
£0.80
0%
2%
4%
6%
8%
10%
12%
August September October
New vehicles
CTR CPC
£-
£0.10
£0.20
£0.30
£0.40
£0.50
£0.60
0%
2%
4%
6%
8%
10%
12%
14%
August September October
Used vehicles
CTR CPC
Source: Based on top search queries on Bing & Yahoo sites in the UK, Aug-Oct 2015. Data based on performance of brand term ads in Mainline positions 1 to 4
Top 10 New & Used car searches
The majority of top New & Used car searches are on generic terms
New
1. Best car deals
2. New Ford Focus
3. New car deals
4. New cars
5. New Vauxhall Astra
6. New car prices
7. New Fiat 500
8. New Ford Fiesta
9. New convertible cars
10. Cheap new cars
1. Used cars
2. Value my car
3. Used cars sale
4. Second hand cars
5. Ebay motors
6. Car auctions
7. Used 4x4
8. Used car prices
9. Second hand cars sale
10. Used Mercedes Benz
Used
Brand & Endorsements CTA Delivery Incentives
Token Ad Quality Token Ad Quality Token Ad Quality
™ collect same day delivery
official shop home delivery
Brand Term get next day delivery
recommended buy free p&p
® view free delivery
as seen on tv compare free returns
number 1 call free shipping
© find
enquire
see
check
How to read an ad copy heat map
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
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:
. .
Non-Luxury OEM searchesAd Copy Analysis
Brand Endorsements CTAPricing and value
perception driversUser Needs USP
Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality
Award
Winning Dealer Deal New Find used
Voted Best Book Free Lease Full Range
Official Call Finance
Offers Our range
Brand Compare Discount
Visit Affordable
Find Save
Locate Offer
Dealership Extra
Now Cheap
Request a
brochure
Internal Source: Based on top search queries on Bing & Yahoo sites in the UK for Non-Luxury OEM ads, Jan-Apr 2015
Luxury OEM searchesAd Copy Analysis
Brand Endorsements CTAPricing and value
perception driversUser Needs USP
Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality
Brand Visit Offer Lease Full Range
Official Locate Free New Our range
Right Dealer Affordable
As seen on
TV Dealership
Finance
Offers
Top Request a
brochure Interest
Book
Now
Find
Internal Source: Based on top search queries on Bing & Yahoo sites in the UK for Luxury OEM ads, Jan-Apr 2015
Combined ExtensionsFor Auto campaigns, Enhanced Sitelinks + Location Extension yields the highest
CTR
10%
13%
14%
19%
21%
Sitelinks
Sitelinks + Metered Call Extension
Sitelinks + Location Extension
Enhanced Sitelinks
Enhanced Sitelinks + Location Extension