Broadband & PackagesUK Bing Network 2016

Agenda: Methodology• Market: UK• Analysis period: Jun 2015 – Jul 2016

(inclusive)• Analysed: Nearly 2,000 generic broadband &

packages related queries• Acronyms used: Broadband (BB), Phone (Ph)

Objectives• Identify Broadband & Packages related

trends• What does the Bing searcher look like?• What are their behaviours?• Advertiser opportunities

Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-1660%70%80%90%

100%110%120%130%140%150%

BB BB + Ph BB + Ph + TVInde

xed

to a

vera

ge m

onth

ly v

olum

e

* UK Bing and Yahoo sites, across all devices for the time period Jun 2015 – Jul 2016

Broadband & packages related searches tend to peak by nearly 20% between Oct-Nov and by over 30% during the month of Jan.

January offers slightly bigger opportunity than October-November for broadband & packages providers

Telco search queries related to new broadband & packages upgrade indexed to the average monthly volume*

Packages includes BB + Ph and BB + Ph + TV

Packages

Mobile devices are critical to your online success

Packages related searches are more popular on mobile devices accounting to 30 – 40% of the total

searches, compared to broadband only searches (20%).

*A mobile device is defined as a small portable internet enabled smartphone and/or tablet

Telco search queries related to broadband & packages across devices and categories*

BB only BB + Ph BB + Ph + TV

80% 73% 63%

13%14% 22%

7% 14% 14%

Tablet Smartphone PC

* UK Bing and Yahoo sites, all devices for the time period Oct-Nov 2015 & Jan 2016

Packages includes BB + Ph and BB + Ph + TV

Packages

* UK Bing and Yahoo sites, all devices for the time period Jun 2015 – Jul 2016

M Tu W Th F Sa Su

18%14% 14% 14% 14% 13% 13%

Telco search queries related to broadband & packages by days of the week*

Nearly 1 out of 5 telco searches relating to broadband and packages are made on Mondays

Start the week right, Mondays are important

* UK Bing and Yahoo sites, all devices for the time period Oct-Nov 2015 & Jan 2016Packages includes BB + Ph and BB + Ph + TV

10% 14% 28% 32% 15%

<24 25-34 35-49 50-64 65+

BB + Ph + TV

BB + Ph

BB only

51%

49%

39%

49%

51%

61%

Female Male

Telco search queries related to broadband & packages by demographics*

All up Across categori

es

35 – 64s account to 60% of total searches. This was a common trend observed across all 3 categories. Men lead with over 60% of the searches for Broadband only queries, but women takeover men on package related

searches

Broadband searches are popular with men but women take a lead when searching for broadband

packages

* UK Bing and Yahoo sites, all devices for the time period Oct-Nov 2015 & Jan 2016

Packages includes BB + Ph and BB + Ph + TV

Packages

KPIs for generic Telco searches related to broadband & packages by ad position*

60% of the clicks are made on position 1 ads. Optimise for Position 1: For just 79% more avg. CPC, reap the benefit to be at position 1 (compared to position 2)

Stay on top to stay ahead in competition

£2.18

£1.22

£0.75

£0.55

£0.36

Avg. CPC

* UK Bing and Yahoo sites, all devices for the time period July 2016Packages includes BB + Ph and BB + Ph + TV

Position 1 Position 2 Position 3 Position 4 Sidebar position0%

10%

20%

30%

40%

50%

60%

70%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

60% 22% 11% 5%17% 12% 10% 7% 55%

28.7%

15.1%

9.3%6.2%

0.3%

Clicks Impressions Avg. CTR

Clic

ks &

Impr

essi

ons

Avg.

CTR

BB + Ph + TVBB

1. broadband deals2. broadband3. best broadband deals4. broadband choices5. cheap broadband6. internet providers7. fibre broadband8. broadband providers9. unlimited broadband10. compare broadband

1. best broadband phone deals2. broadband phone deals3. best broadband deals including line rental4. broadband phone packages5. cheap broadband line rental6. phone broadband packages7. compare phone broadband packages8. broadband phone9. phone broadband deals new customers10. broadband only deals no phone line

1. compare broadband tv packages2. broadband tv deals3. best tv broadband phone packages uk4. tv broadband phone packages5. broadband tv phone packages6. broadband tv packages7. best broadband tv packages8. tv phone broadband packages9. best broadband tv deals10. best tv broadband packages

BB + Ph

Top 10 generic keywords (by category)

* Top 10 Telco search queries relating to Broadband & packages, all devices & demographics, UK Bing and Yahoo sites, July-16

Packages

Make your ads stand outA deep dive into ads on Bing Network

Brand & Endorsements CTA Delivery Incentives

Token Ad Quality Token Ad Quality Token Ad Quality™ º collect � same day delivery �official � shop � home delivery �Brand Term � get � next day delivery �recommended º buy � free p&p º® º view � free delivery �as seen on tv � compare º free returns ºnumber 1 � call º free shipping �© � find �        enquire �        see º        check º               

How to read an ad copy heat map

� Strong impact, rarely usedº Strong impact, sometimes used

� Strong impact, but used often� Fair impact, rarely usedº Fair impact, sometimes used� Fair impact, but used often� Limited impact, but rarely usedº 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

How well tokens impact your ad

quality

How many other

advertisers are actively using

the token

We’ve looked at two dimensions in Bing Ads:1 2

Have different ad copy tokens to make your ads stand outAd Copy Analysis

CTA

Contact usSign up

Broadband & Packages

Review & Revise your ads. Have atleast 3 – 5 active ads per ad group with different

combinations of the below high impact ad tokens.

Order now

Demonstrating value, pricing & offers£[xx] voucher Online exclusiveGifts

Descriptive Adjectives

Top

ExclusiveGreat

© 2016 Microsoft Corporation. All rights reserved.