November 2014 - download.microsoft.comdownload.microsoft.com/.../futuredecoded/...Bing.pdf · Bing...

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November 2014 Aaron McGrath European SMB Search Advertising Lead Creating and optimising your presence on search engines

Transcript of November 2014 - download.microsoft.comdownload.microsoft.com/.../futuredecoded/...Bing.pdf · Bing...

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November 2014Aaron McGrath

European SMB Search Advertising Lead

Creating and optimising your presence on search engines

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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

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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

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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

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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 ?

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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

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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

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• 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

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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

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Get Started on Bing Today

Call a Coach Import Your Campaign From Google

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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.

Monday – Sunday 0:00 – 24:00

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2. Reach and sales data is US specific.

www.bingiton.com

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Questions?