The new marketing paradigm. What searchers can do to transform our business
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Transcript of The new marketing paradigm. What searchers can do to transform our business
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Data source: Bing Ads Intelligence top 50 “how to” search terms June 2015.
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14
Source: Microsoft Internal. May 2014 projection based on queries to date.
Local
Elections
Question Time appearance
G20 Summit
speech
Cabinet Shuffle
Energy Price Freeze
Debate
LBC Interview
European
Elections
IPSA
Proposals
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
80
85
90
95
100
105
110
115
120
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130
1998 2000 2002 2004 2006 2008 2010
Correlating Swimming Pool Drownings with Nicolas Cage Movies
Number of people who drowned by falling into a swimming pool (US Deaths)
Number of films Nicolas Cage appeared in
Data source US department of national statistics and IMDB
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0
10000
20000
30000
40000
50000
60000
Seasonality of Contact Lense searches
Source: Bing Ads Intelligence September 2012 – July 2014
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Of mobile queries contain a local intent compared to just
30% of desktop searches.
Data Source: Bing Internal data Jan-Feb 2015
Data Source: xAd/Telmetrics Mobile Path to Purchase, 2014
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Average baby nap times vs CTR on Baby Product Ads
Nap times Baby Product CTR
A Nikon digital camera search
nikon d3200 bundle
nikon d3200 bundle
nikon d3200 bundle deals
nikon d5000
nikon d5100 black friday deals
nikon d5100 black friday
deals
nikon d5100 dslr camera
nikon d5100 dslr camera nn2 lens
bundle
nikon d5100 dslr camera
nn2 lens bundle deals
nikon d5300 deals usa
nikon d7100
nikon d5100 body only deals
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18:29 10:58 11:17 11:18 14:26 14:27 10:11 10:13 10:18 20:56 12:07 10:18
11-27-14 11-28-14
Organic clicked query
Ad clicked query
Good Ad clicked query
Converted query
BLACK FRIDAYTHANKSGIVING
Microsoft Internal Data, April 2015
Your website
User searches on Yahoo or
BingYour ad is
servedUser
USER RETURNS TO YOUR SITE
Bing Native AdsNative advertising with the Power of Search
Target by User Intent
Ease of Use
Relevant & Impactful Native Experience
Why Bing Native Ads?
Content of Page & Placement
*Launching early 2016.
User Search History
Powerful signals
Site remarketing
Autos
Money
TravelTechnology
Retail
Lifestyle
Entertainment
Scale to Native effortlessly using your existing assets in the Bing Ads platform
Disney |
Sponsored
Porsche |
Sponsored
Microsoft Confidential
Bing Shopping CampaignsUK, FR, DE
1
Custom images from your product catalog
Includes promotional text, pricing and company name
1Ignition One Digital Marketing Report, Q4 2013
Easier Management intuitive hierarchical
structure
View your catalogue in the campaign UI
Prioritize across campaigns with a single
priority setting
Deeper Insights & Competitive intelligence
view performance data for all of your products,
irrespective of campaign structure
Custom labels - Bestseller, seasonal, special
offer, high margin item
Google import with a single click
*Piloting
Source: Thrive Analytics, “Is the Personal Assistant the Successor to Search?” October 2014
Bing delivers just 6% of our total clicks,
however, this comes at half the cost while
at the same time delivering 13% of our
total sales.
These are the results of a search engine
that is screaming efficiency and one that
everyone (including you) should be taking
advantage of.
+3,604%vs. Google’s
Click Through Rate
+109%vs. Google’s
Conversion Rate
The Bing differentiator for success
Alex Hyndman, Paid Search Planner, iProspect
+361%vs. Google’s
ROI
-56%vs. Google’s
Cost per Click
Talk to Mahon Digital about optimising your campaigns on Bing.
Use search intelligence to really understand what is important to
your customers.
Become a Search Hero by thinking about
device, context, user journey and the
weather.
Don’t be stuck in old ways of thinking. Get
ahead of the competition!
