Insights with Bing Ads

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Itir Aloba-Curi, Director of Advertiser Analytics & InsightsAngela Bahreyni, Insight Manager

Itir Aloba-CuriDirector, Advertiser Insights & Analytics Group, Bing Ads, Microsoft

Angela BahreyniInsights Manager, Bing Ads, Microsoft

Today’s Speakers

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Mission: Develop and deliver powerful advertiser-oriented analysis, programs, and insights that compel action

Advertiser Analytics & Insights GroupTe

amSc

ope

Acco

unta

bilit

y

AdvertiserSciences

10 Data ScientistsCentral/Regional

Predictive Modeling, Machine Learning, Algo Design, Experimental Design, etc.

AdvertiserSolutions

11 Analysts/PMsCentral/Regional

Verticals, Product, Partner, Agency and Marketplace Analytics

Insights Management

43 Insights ManagersRegional

Custom insights creation and delivery

• Brand term bidding

• Consumer decision journey

Agenda

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Study: Brand term bidding research from Bing AdsShould SEM campaigns bid on their own brand terms?

Methodology of the study

Study over 3 months

50 MILLION impressions

Financial services vertical

Organic/SEO delivered positive results

70%

Organic Only

You

#BingThere

Yes, some paid clicks you may have received anyway. But you also received 23% incremental clicks!

70%

Organic Only

Brand ad + Organic

51% 19%

Incremental clicks from brand ads

Overlap

You

You

23%

Bidding on your own brand terms = fewer clicks to competitorsOrganic Only

Brand ad + Organic

93%

You Your Competitor

Your CompetitorYou

70% 30%

7%

Financial Services

+33%

Retail+51%

Travel+44%

Results: Branded click gains

And competitor click losses on your Brand

Financial Services

-57%

Retail-43%

Travel-44%

More traffic

Brand Bidding has huge benefits

Keep competition under control

Test offers• Ad copy &

audience targeting

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Online Customer Decision Journey

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Sample size : 1,000 users (US)Time : 2016/03/01 ~ 2016/05/31 Filters• Travel relevant domains : orbitz.com,

Tripadvisor.com, Expedia.com, Priceline.com, etc.

• Keywords : hotel, flight, resort, car rental, etc.

• User action : Hotel review, flight search, package search, etc.

Data Profile

1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 880

10

20

30

40

50

60

70

80

Weighted Average:37 days

Hotel CDJ Length by User Distribution

Number of Users

Search tripadvisor booking expedia hotels priceline hilton trivago kayak marriott orbitz travelocity ihg bookingbuddy0

20

40

60

80

100

120

140

160

180

0

100

200

300

400

500

600

700

800

900

764

672

501 476422

303 287 278 263 257218 204 187

154

Avg_PV Avg_Time (min.) Users

Top Hotel CDJ Domains

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Key Takeaways:

-78 -76 -74 -72 -70 -68 -66 -64 -62 -60 -58 -56 -54 -52 -50 -48 -46 -44 -42 -40 -38 -36 -34 -32 -30 -28 -26 -24 -22 -20 -18 -16 -14 -12 -10 -8 -6 -4 -2 00

50

100

150

200

250

300

search booking expedia hilton hotels orbitz priceline tripadvisor trivago

Location Research Alternatives and Price

Decision

Top Hotel Domains - Average Pageviews

1 2 3 4 5 6 7 8 9 100

20

40

60

80

100

120

140

160

180

200

# of OTA domain visits per user

Upper funnel is important: • Focus on both the

journey and destination

Consumer Decision Journey Key Takeaways

Timing is important:• Leveraging search

strategies like images and re-marketing to reach consumers during different stages

Personalization• Ad copy &

audience targeting

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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 THE INFORMATION IN THIS PRESENTATION.