It’s spring againA time for reviving

home and search

campaigns

Kitchens and bathrooms arethe most popular household remodels.2

Home improvement industry sales fluctuate seasonally with spring driving the most searches and sales.4

Appliance shoppers rely on a retailer or brand’s website and are most in search of product information and pricing.3

The housing construction market continues to increase and is projected to grow through 2018.1

Source: 1IBISWorld Business Environment Profiles: Private Spending on Home Improvements; October 2013; 2National Kitchen and Bath

Association 2013 Kitchen & Bath Style Report; 3J.D. Power 2013 Appliance Shopper Website Evaluation Study, September 2013; 4IBISWorld US

Industry Reports: Home Improvement Stores.

The housing construction market is expected to continue growth through 2018, as it continues to recover.

Factors:Rebounding employmentwill place money backin homeowners’ pockets and drive stronger investment in homes. Rising home pricesand greater sales ofexisting homes willsupport demandfor renovations.

Source: IBISWorld Business Environment Profiles: Private Spending on Home Improvements; October 2013.

The spring season drives searches and sales

Highest sales volume: May-June

Lowest sales volume: October – DecemberSevere winter weather conditions and homeowners on vacation drive a drop in home improvement activity.1

Source: 1IBISWorld US Industry Reports: Home Improvement Stores, 2Bing Ads internal data.

Seasonality is reflected in the Yahoo/Bing Network with high search volume early in the year leading to a peak in May. 2

Searches in the Home Improvement Category

Total cost of the average remodel design in 2013:

Kitchen remodel: $47,308

Bathroom remodel: $18,538

Kitchen remodel spending slightly decreased, while bathroom spending remained flat

Source: National Kitchen and Bath Association 2013 Kitchen & Bath Style Report.

Source: National Kitchen and Bath Association 2013 Kitchen & Bath Style Report.

Countertops

Quartz was the second most popular material

used (after granite).

Colors

Gray is the 3rd most popular color – and

growing. (Whites and off-whites are most

popular, used in around 70% of kitchens and

bathrooms, followed by beige.)

Lighting

More LED lighting is used as consumer

awareness of energy efficiency grows.

Faucets

Touch-activated faucets are growing, although

pull out faucets rank first.

Satin Finish

Satin nickel has been the first choice for kitchens

since 2011.

Glass Backsplash:

Demand has spiked, although ceramic or

porcelaintiles are top.

Annual growth in popular remodel materials

Remodel materials insights can help inform ad copy and promotional materials

Product ratings/reviews and pricing are the most important website

features to appliance shoppers.

What appliance shoppers look for using a smartphone and/or tablet

when accessing a retailer or brand site:

• Store location

• Product pricing

• Sales and promotions

75% of appliance shoppers' online research takes place on a

desktop/laptop computer

42% of shoppers used a smartphone and/or tablet to research

appliances while at the physical store

The more useful a website is to appliance shoppers, the more likely they are to visit a store

Source: J.D. Power 2013 Appliance Shopper Website Evaluation Study, September 2013.

Source: comScore Plan Metrix, US, March 2013, custom measure created using comScore indices and duplication. March was

used to reflect spring cleaning season.

More likely to have added other room (exterior addition) in the last 12 months

More likely to have replaced siding or windows in the last 12 months

More likely to have added a deck or patio in the last 12 months

6% more likely to have bought home & garden products in online auctions in the last 6 months.

Compared to Google, the Yahoo Bing Network audience is:

In May 2013, the peak month of the year, the most searched category was “Kitchen and Housewares”

Source: Bing Ads internal data (PC & Tablet only).

Searches in the Home Improvement Category

While the most searched categorywas “Kitchenand Housewares” in May, it saw a lower CTR than most categories.

Highestclick-through rates: “Lawn & Garden” category

Costs per click:Ranged between$0.64 and $0.70across all top5 categories

Source: Bing Ads internal data (PC & Tablet only).

CTR by Category

CPC by Category

Black Frid

ay

Bran

d

Celeb

rity

Clo

thin

g

Cyb

er Monday

{KeyW

ord

}

Dom

ain

Food

Free

Free Ship

pin

g

Furn

iture

Gift(s)

New

Num

ber

Official S

ite

Pro

duct

Pro

motio

n

Purch

ase

Quality

Reso

urce

Service

Style/K

ind

Valu

e

Ven

ue

Web

Oth

er Word

s

Black Friday

Brand

Celebrity

Clothing

Cyber Monday

{KeyWord}

Domain

Food

Free

Free Shipping

Furniture

Gift(s)

New

Number

Official Site

Product

Promotion

Purchase

Quality

Resource

Service

Style/Kind

Value

Venue

Web

Other Words

Our study results show that a retail ad with a celebrity in the title and a product name in the description has high Ad Quality.

Ad

Title

Great Bad No DataGood Ad Description

% O

ff

Bla

ck F

riday

Bra

nd

Cyb

er

Mo

nd

ay

Fo

od

Fre

e

Sh

ipp

ing

Fu

rnitu

re

Gift

Gift(s)

Ho

liday

No

w

Officia

l Site

Pro

du

ct

Pro

mo

tion

Pu

rchase

Qu

ality

Reso

urce

Serv

ice

Size

Sty

le/K

ind

Valu

e

Ven

ue

Web

Oth

er

Wo

rds

% Off

Black Friday

Brand

Cyber Monday

Food

Free Shipping

Furniture

Gift

Gift(s)

Holiday

Now

Official Site

Product

Promo

Purchase

Quality

Resource

Service

Size

Style/Kind

Value

Venue

Web

Other Words

Source: Bing Ads internal data (PC & Tablet only), November 2012.

Great Bad No DataGood Ad Description

Ad

Title

Insights for Home and Garden

˗ Across all devices, “venue” (i.e. home, party, garden) pairings yielded significantly high clickability.

˗ The combination of “venue” with “purchase” on mobile ad copy is the least frequently used but highest indexing.

PC

TITLE DESCRIPTION

Venue Now

Venue Free shipping

Venue Service

Venue Brand

Venue Purchase

Source: Bing Ads internal data (PC & Tablet only), November 2012.

Mobile

TITLE DESCRIPTION

Venue Purchase

Venue Product

Venue Style/kind

Promotion Web

Resource Now

Tablet

TITLE DESCRIPTION

Venue Free shipping

Venue Service

Venue Brand

Venue Value

Venue Product

Source: Bing Ads internal data (PC & Tablet only), November 2012.

The Bing Ads account clean-up list: 15 tips to boost performance

Opportunities to check: Action Explanation

Update your keyword list Ensure you have all new products or

services covered by your keyword list.

Keeping your keyword list up to date is essential to attract

potential customers. You can use the Google Import function

in Bing Ads to migrate keywords that might be missing but are

present in AdWords.

Bid on all match types Increase ad performance by bidding on

exact, phrase, and broad match types.

Each match type has different advantages, so by having each

keyword set to deliver on all three match types offers you the

benefits of them all.

Place highest bid on exact

match

Create a tiered bidding structure with

highest bid on exact, followed by broad

and phrase.

Exact match typically delivers at higher CTR and often CPA.

This action will likely save you money while improving

performance.

Bid for mainline positions Utilize the ‘top vs. other’ column in your

keyword report and average position to

determine which keywords need higher

bids.

Most clicks are generated in the mainline (ads above organic

listings). Mainline ads also see typically much higher click-

through rates. Moving keywords from the sidebar (ads to the

right of the organic listings) to the mainline will increase

volume and improve performance.

Implement broad match

modifier (BMM)

Add a plus sign in front of a keyword

entity to ensure the term is present in a

user’s search (example: Boston +roof

+installation)

Broad match can greatly increase the number of impressions

and clicks you are receiving. BMM ensures that relevance of

your keywords remains high.

Add negative keywords Add negatives on the campaign or ad

group level to control against which

searches your ads should appear.

Negative keywords give you additional control when your ads

should appear. (Example: Your home improvement business is

focused on windows replacement. ‘Download’ would be a

recommended negative keyword for ‘windows’, so your ads

don’t show when someone searches for Windows software

downloads.)

Opportunities to check: Action Explanation

Implement Sitelink

Extensions

Enter up to 10 Sitelink

Extensions for each campaign.

Sitelink Extensions lets you add additional links to

your website within an ad, so searchers can access

the pages that interest them most.

Use Location Extensions Add your address and phone

number to your ad copy to

help local searchers find you.

Location Extensions are a must-have if you have a

physical store because it lets you show both your

address and phone number in your ad. If you have

multiple business locations, Bing Ads will display the

address and phone number for the location closest

to the searcher.

Improve CTR with Dynamic

Keyword Insertion in ads

Have at least one dynamic ad

per ad group and compare

results to static ads.

By implementing dynamic text the ad copy reflects

exactly the search terms the user was looking for,

thus greatly improving relevance and CTR.

Test ad copy frequently Run ad performance reports

frequently and pause or

modify underperforming ads.

Ad copy is what attracts a searcher to your website.

By testing different copies you’ll quickly discover

which elements generate the most clicks.

Opportunities to check: Action Explanation

Target by deviceSeparate your campaigns and target

phones, tablets and PC individually.

mCommerce is the fastest growing online channel. By creating

unique campaigns for each device type you are perfectly set up

to capitalize the different user intentions.

Create a mobile-optimized

website

Ensure your mobile webpage uploads

quickly and accurately and is visually

tailored for smartphone screens.

Navigating on a mobile phone is different than on a PC. Ensure

your webpage uploads quickly and accurately and is visually

tailored for smartphone screens.

Use Location ExtensionsAdd business address and phone

number to your ad.

Mobile searches have a high local intent like finding the nearest

restaurants in the area. Providing your business information is

crucial to attract shoppers to your location.

Opportunities to check: Action Explanation

Leverage incremental

bidding

Increase or decrease bids

based on your customer

profiles.

Incremental bidding is a powerful way for small businesses to compete against

industry giants. You can boost bids for example by gender or location of your

customers.

Radius and geographical

targeting for local stores

Select your business

location and define the

radius or area where

your ads will appear.

Radius or geo-targeting by city or state allows to show your ads only to those

customers that live close to your business. However, you can choose toad

intent targeting for greater reach (Example: A searcher in Boston looking for

yard services in Chicago).

And yes, the perfect time to (spring) clean your Bing Ads account!

Which advertisers should optimize their accounts in spring:

Tools & Hardware Stores

Garden Centers

Nurseries

Appliance Stores

Furniture Stores

Kitchen Designers

Landscape Designers

Lawn & Yard Care Services

Cleaning Services

Contractors

Electricians

Plumbers

Painters

Handyman Services

Windows & Roofing

Services

Add some color to your

search campaigns with

new ad formats

on Bing Ads

Location Extensions Sitelink Extensions Call Extensions Merchant Ratings

Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance.

Increase in clicks is dependent upon a seasonality and advertiser vehicle.

Up to 13%higher CTR using Sitelink Extensions than with standard text ads

Up to 9%higher CTR using Location Extensions than with standard text ads

Source: 1. comScore Explicit Core Search (custom), US, September 2013.

New to search advertising?

Bing Ads Express enables you to find customers easier

Want to reach millions of

customers looking for businesses

like yours?

Just tell us about your business

and we will do the rest.

Getting started with Bing Ads

Express

Already advertising online elsewhere?

It’s quick and easy to import your Google AdWords

campaigns directly into Bing Ads with just a few clicks.

Learn how to import your campaigns

Connect with a Search Specialist who can help you get started today

1-800-518-5689 or check out Getting started

@bingads

http://linkd.in/1evlGtD

facebook.com/bingads

blog.bingads.com

Instagram.com/bingads

slideshare.net/bingads

youtube.com/bingads

© 2013 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 to be a commitment on

the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.