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#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
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
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
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
Los Angeles #1 Floristwww.LAFlorist.comLargest selection of flowers in Los Angeles!
Los Angeles Florist - $10 off special offerwww.LAFlorist.com/SpecialOfferHuge selection of fresh flowers - $10 off with every order. Order now!
Discount Los Angeles Floristwww.LAFlorist.com/BestPricesBest prices and largest selection in town – visit us now!
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
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
15
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
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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
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
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.
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?
29
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.
30
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:
34
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
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
Personal assistants
39
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
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
:
45
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
Bing Ads Blog: BingAds.com/blog
#AskBingAdsWe blog answers monthly!
@ErinZef
Stay in touch
47
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.
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