Source: Forrester Research Interactive Marketing Forecast By … · 2016-05-26 · Source:...

Source: Forrester Research Interactive Marketing Forecast By Industry, 2011 To 2016 (US)

Conversion Rates by Device

CPC by Device ROI by Device

Source: Marketing Forecast By Industry, 2011 To 2016 (US) 14 Adobe Q2 2012 Global Digital Advertising Update

Source: IRS Filing Season Statistics @ IRS.gov

Sources: The Yahoo! Bing Network includes Microsoft and Yahoo! Core search sites in the US / comScore Core Search 9custom), September

2012 / The Yahoo! Bing Network includes Microsoft and Yahoo! Sites / comScore qSearch (custom), September 2012

Audience Buying Power Index

147

124

118

100

Unique Yahoo!

Bing Network

Total Yahoo!

Bing Network

Google Average

Internet

Source: comScore Core Search (custom), June 2012

-8.2%

-3.8%

-4.9%

0.1%

2.9%

6.0%

-9.3%

-1.3%

-0.6%

4.0%

4.2%

0.8%

-15.0% -10.0% -5.0% 0.0% 5.0% 10.0% 15.0%

<$25K

$25-40K

$40-60K

$60-75K

$75-100K

$100K+

YBN Google

Sources: Urban-Brookings Tax Policy Center Microsimulation Model (version 0412-7), US Census Bureau, distribution of personal income, 2010

comScore Media Metrix Report, Sept 2012. Indexing compared to overall internet population

Yahoo! Bing Network

Audience Strength

Yahoo! Bing Network

-27.0%

17.9%

17.3%

12.0%

6.2%

-4.3%

-19.9%

-54.7%

-15.8%

4.4%

25.2%

26.5%

25.8%

3.2%

-70.0% -50.0% -30.0% -10.0% 10.0% 30.0% 50.0%

<18

18-24

25-34

35-44

45-54

55-64

65+

YBN Google

Source: comScore Media Metrix Report, Sept 2012. Indexing compared to overall internet population

Yahoo! Bing Network

Audience Strength

Yahoo! Bing Network

Applied for a credit card online in last 6

months

Applied for other financial product online in

last 6 months (checking/savings, loan, CD,

401k)

Shopped online for a credit card but applied

offline in last 6 months

“Very likely” to purchase a new home in the

next 6 months98

103

96

101

114

116

106

108

YBN

Google

Source: comScore Plan Metrix Site Audience Profile, August 2012. Composition Index compared to baseline internet users.

Less than 10 10-20 20-30 30-40 40-50 50-75 75-100 100-200 200-500 500-1,000 More than

1,000

Avera

ge T

ax

Rate

Income Level (in thousands)

Zero Tax Liability

38.6% of US

Population

48% of US

population

6.6% of US

population

Tax Advertisers Target Market

Yahoo! Bing Network Audience Strength

Sources: Urban-Brookings Tax Policy Center Microsimulation Model (version 0412-7), US Census Bureau, distribution of personal income, 2010

comScore Media Metrix Report, Sept 2012. Indexing compared to overall internet population

Google

65%

Yahoo! Bing

Network

35%

Google

77%

Yahoo! Bing

Network

23%

Source: comScore Search Categories Report, Jan – May 2012

Source: comScore Search Categories Report, Jan – May 2012

-15%

-10%

-5%

0%

5%

10%

15%

Sh

are

of

Cli

ck

s C

han

ge

+12%

-12%

Yahoo!

Bing

Network

Google

Create richer, more

relevant search ads

by providing direct

access to site

content and more

utility for end

customers

Advertisers in

testing saw +15%

to 25% higher CTR

than with standard

text ads1

Check out the Bing

Ads Blog post to

learn more about

Sitelink Extensions

Leverage Bing Ads

Help to learn how

to enable and edit

Sitelink Extensions

Source: Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance.

*Increase in clicks is dependent on seasonality and advertiser vertical.

http://community.bingads.microsoft.com/ads/en/bingads/b/blog/archive/2012/10/09/new-feature-introducing-sitelink-extensions-in-bing-ads-ppc-sem-advertising.aspx

http://advertise.bingads.microsoft.com/en-us/product-help/bingads/topic?querytype=keyword&query=ext51054

See mainline search

ads drive more

‘clicks’ during tax

season with longer

ad titles improving

overall ad

performance

Initial performance

has resulted in a

+4% – 12% increase

in clicks, while

pricing remains

constant

Check out the Bing

Ads Blog post to

learn more about

Longer Ad Titles

Leverage Bing Ads

Help to learn how

to optimize for

Long Ad Titles



Bing Ads Provides Advertisers with Longer Ad Titles to Promote Improved Click through Rates

http://advertise.bingads.microsoft.com/en-us/product-help/bingads/topic?query=moonshot_conc_aboutads.htm

Drive store

traffic and

local leads via

Location

Extensions in

search

Mainline ads with Location

Extensions saw a +24%

increase in average CTR

compared to mainline ads

without Location Extensions1

according to a recent

internal study

Check out the

Bing Ads Blog

post to learn

more about

Location

Extensions

Leverage Bing

Ads Help to

learn how to

set up Location

Extensions

Source: Yahoo! Bing Network studies include PC searches for Bing and Yahoo! Owned and Operated 1) 9/10/12 to 10/6/1 2)10/8/13 to 10/28/12

Considered all ads with extensions on mainline where ad is displayed as: URL + Location, URL + Location + Phone, URL + Phone

http://community.bingads.microsoft.com/ads/en/bingads/b/blog/archive/2012/03/01/drive-local-leads-with-location-extensions-in-microsoft-advertising-adcenter.aspx

http://advertise.bingads.microsoft.com/en-us/product-help/bingads/topic?query=moonshot_proc_123_adextensions.htm

Use the new Import Campaigns

feature in Bing Ads to import your

search campaigns from Google

AdWords with just a few clicks

Check out the Bing

Ads Blog post to

learn more about

Import Campaigns

Leverage Bing Ads

Help to learn how

to leverage Import

Campaigns to get

your campaigns up

and running

http://community.bingads.microsoft.com/ads/en/bingads/b/blog/archive/2012/09/11/easily-import-your-adwords-campaigns-using-bing-ads-ppc-sem-advertising.aspx

http://advertise.bingads.microsoft.com/en-us/product-help/bingads/topic?query=moonshot_proc_importcampaign.htm

Now you can

exclude locations

where you don’t

want your ad to

run, to make sure

just the right

people see it

Check out the Bing

Ads Blog posts to

learn more about

Location Exclusion

and Nielson DMA

Targeting

Leverage Bing Ads

Help to learn how

to use Location

Exclusion and how

to prep for Nielson

DMA Targeting



Nielson DMA

Targeting offers

more traffic and

better consistency

with other

advertising

http://community.bingads.microsoft.com/ads/en/bingads/b/blog/archive/2012/09/20/location-exclusion-in-bing-ads-how-to-keep-your-ads-from-showing-in-a-specific-geographic-region-ppc-sem-advertising.aspx

http://community.bingads.microsoft.com/ads/en/bingads/b/blog/archive/2012/09/05/microsoft-adcenter-is-migrating-from-metro-to-dma-targeting-.aspx

http://advertise.bingads.microsoft.com/en-us/product-help/bingads/topic?market=en-us&project=adcenter_live_std&querytype=topic&query=moonshot_proc_addexclusions.htm

http://community.bingads.microsoft.com/ads/en/bingads/b/blog/archive/2012/09/05/microsoft-adcenter-is-migrating-from-metro-to-dma-targeting-.aspx

Avg

. A

d C

lick

sSource: Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance. Increase in clicks is

dependent on seasonality and advertiser vertical

Source: Microsoft internal study on Content Ads performance by industry, 2012

62 million unique searchers using Microsoft and Yahoo! Sites and additional

volume through apps, devices and major publishers

19.2% Search Market

Share

55% of Y! Search

volume

15.1% Search Market Share

Apps, Devices &

Partnerships

Source: CompetePulse August 2012

Source: Yahoo! Bing Network Study , Peak 1: Jan 1 - Mar 11. Peak 2: Mar 11 – Apr 29

Plan for the two query

peaks

Brand Name terms

spike early and late in

the season, aligning

to filing habits

Terms involving Filing

have greater presence

during the second tax

peakTax

Seaso

n S

earc

h Q

ueri

es

Source: Forrester Research Interactive Marketing Forecast By … · 2016-05-26 · Source:...

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