November 2014Aaron McGrath
European SMB Search Advertising Lead
Creating and optimising your presence on search engines
Agenda
1. Search – A new Paradigm
2. How to build an online presence to capture your audience
3. Bing’s Audience
4. Get Started!
5. Useful Links
a web of nouns
not social
purely browser-based
independent of place and time
about hyperlinks
focused on surfacing links and information
Old Search Paradigm
Microsoft Confidential
The Digital Universe is Expanding…
2 Billion Facebook updates per day
300 MillionFacebook photos per day
350 MillionSnapchat photos per day
400 MillionTweets per day
5 MillionFoursquare check-ins per day
1 eMarketer, July 20132 xAd/Telemetrics Mobile Path-to-Purchase Study 2013 3 Marin Software “Mobile Search Advertising Around the Globe: 2014 Annual Report
Mobile is the new consumer norm
4 Urban airship Study, 20145Yahoo Bing Network, all traffic Jan –Mar 20143 Kanbtar Worldpanel April 2014
The industry is ‘mobilizing’
Increase in time spent on a mobile device in a day 2012-131
Of mobile conversions happen within 5 hours3
UK ad budget share dedicated to mobile advertising3
The top 2 measures of success in mobile are ‘conversion’ & engagement4
Of searches on the Yahoo Bing Network are now on a mobile device
Increase in mobile clicks on Yahoo Bing Network since 20125
Smartphone CPCs on Yahoo Bing Network are lower on average than desktop5
Current Windows Phone share in 20146
Bing powers next gen mobile search experience with Cortana
Sitelink, location and call extensions are now on all devices.
users notice mobile ads2
users click on mobile ads2
Why mobile on ?
Consumers Seek Local Information
48% of mobile and 36% of PC searchers visit a local business
40% of offline transactions start with online search
30% of all search queries have local intent
How To Build your Presence
The Foundation Steps
Content
Must Do’s
Builds a continuous audience Attracts links – attracts search engines
Benefits
Make your site crawlable
Site Structure
Be Social
Use Webmaster Tools
• Manage online presence & identity, be found by millions of Bing users
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Microsoft Confidential
Existing Markets
Europe AmericasUKFranceIrelandSpainItalyNetherlandsNorway
GermanyAustriaSwitzerland
FinlandSwedenDenmark
USACanadaMexicoArgentina
PeruColombia
VenezuelaChiliBrazil
AsiaIndia China*IndonesiaMalaysiaPhilippinesSingapore
TaiwanHong KongThailandVietnamAustralia*
New Zealand*
* Bing Only1. The Yahoo Bing Network includes Microsoft and Yahoo! sites in Europe. comScore qSearch (custom), June 2014.
Buying Power Index (worldwide)
Together, Yahoo Search and Bing deliver
a competitive search offering
that provides advertisers quality audiences
through a new, enhanced global platform that enables stronger business results with less effort.
Bing Ads: a global platform for a quality reach across 5 continents
Bing Ads features to super-charge your campaigns
Source: Internal Yahoo! Bing Network analysis
• Double the size of your
mainline ads
• Avg CTR uplift of +16%
for UK Retail advertisersSitelink
Extensions
• Enable calls to be connected
directly from your ad through
smartphones or a browser
• Call metered forwarding numbers,
and full call tracking Click to Call
• Make it easier for customers to find
your local businesses with Click to
Map and Click to Directions
• Increase engagement & CTR by up
to +33%!
Capitalize on your social presence
With Twitter annotations, Bing Ads may show:1. The # of followers your business has
2. The number of accounts/users your business is following on Twitter
3. The # of tweets your business has made
Get Started on Bing Today
Call a Coach Import Your Campaign From Google
24/7 Worldwide Chat Support24/7 chat support is now available worldwide for Bing Ads in
English language to help you reach your business goals! Contact us today!
Greater hours of support than our competitors. Your customers are active around the clock and your business model is global? We offer you increased options to contact our friendly support team at a time convenient for you, no matter where you are or in which of our markets you run your search campaigns.
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Questions?
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