Bing Network. Be there.
Driving toward higher clicksAutomotive insights for digital marketers
Rising household disposable incomeReal household disposable income is expected to rise in 2016-17,which may increase demand for new cars.
Low interest ratesLow interest rates mean more affordable loan and lease rates, which may increase demand for new cars.
Decrease in motor vehicle priceFree trade agreements with Japan, Korea and China have effectivelyreduce tariffs for vehicles from these major import markets.
Better infrastructure and less traffic The Government is investing in road and rail upgrades that should improve the motoring experience, which may encourage car Purchases.
Rising household disposable income and low interest rates point to a happy 2017 for automakers
Source: IBISWorld iExpert Industry Summary X0014. Automotive Industry in AustraliaIBISWorld iExpert Industry Summary G3911 Motor Vehicle Dealers in AustraliaSeven automotive implications of the 2016 Federal Budget
Auto revenue is expected to reach $172 billion in 2017With a strong expansion in the past 3 years, dealership revenue is expected to grow further in 2017
Source: IBISWorld iExpert Industry Summary X0014. Automotive Industry in AustraliaIBISWorld iExpert Industry Summary G3911 Motor Vehicle Dealers in Australia
AU auto and dealer industry historical revenue and forecast, 2011–2019 ($B)
2011 2012 2013 2014 2015 2016 2017 2018 20190
50
100
150
200
250
$58 $59 $60 $57 $60 $62 $64 $63 $62
$163 $165 $167 $170 $169 $172 $172 $170 $170
Dealer Automotive
Reve
nue
in B
illion
s
Forecast
How do those sales break down?SUVs and compact cars led sales in November 2016
Source: November 2016 VFACTS: New vehicle sales numbers, winners and losers detailed
2016 vehicle segment sales share34.3
% 25.1
% 17.3
% 9.2% 8.3% 2.3% 2.1% 1.2%0.3%
SUVs (compact, small, midsize, large)Compact and small carsUtes (4x2,4x4)Luxury vehicles Midsize and large carsSports cars (compact, midsize)Minivans and vans (midsize, large)People MoversLight and medium buses
SUVs; 34.3%
Compact and small cars; 25.1%
Utes; 17.3%
Luxury vehicles; 9.2%
Midsize and large cars; 8.3%
Sports cars; 2.3%Vans; 2.1%
People Movers; 1.2%Light/medium buses; 0.3%
Safety is the top priority for Australian car shoppers54% agreed that safety is an important consideration when buying a car
Sources: emma auto trends and insights August 2015
Leading priorities for Australian car buyers when buying their next car
SafetypriceWarrant
y
comfort
performance/handling
features/techreputationdealersh
ip experienceresale
value
country of manufactureenvironmental impact
Source: Digital Drives New Vehicle Choice: Ipsos Study - Car review and comparison websites top the list of new car shopper influences
Buyers are undecided when choosing a vehicle and increased affordability and fragmentation of the market have led to a decline in brand loyalty. TIPSecure top positions for your brand terms and leverage ad extensions to capture potential conversions
Auto industry leads digital display ad spend in 2016Have you reserved enough paid search budget to support your digital campaigns?
Source: eMarketer, Global digital ad spending 2016: A Country by country look by industry
Top 5 industries in Australia, ranked by digital display ad spending share, Q1 2016
Finance
Entertainment and leisure
Retail
Real estate
Automotive
7.9%
8.4%
9.3%
14.0%
17.2%
Bing Network audience behaviours
59%
users are aged25–54
59%hold a
diploma/ bachelor degree or
higher
Bing users are more educated and affluent with more income to spend
SOURCE: Nielsen Online Ratings for November 2016*Total Population = All Australians 18 years and over
$100
+household
income p.a. 22% of users
Source: Nielsen Consumer & Media View National Online Database, Oct '15 - Sep '16 | Base: 14+
Bing users are in the market for a vehicleGreat opportunity for digital marketers to target potential customers in Bing
25%have intentions to purchase a car in the next 2 yearscompared to 23% for Google users
39%would consider to buy used vehicle for their next purchase
44%would consider to buy new vehicle for their next purchase
Source: Nielsen Consumer & Media View National Online Database, Oct '15 - Sep '16 | Base: 14+Nielsen Consumer & Media View National Online Database, Jan-Dec '16 | Base: 14+
They are more likely to be in-market for a vehicleCompared to Google, the Bing Network audience is:
10% more likely more likely to consider buying compact 4WD
17% more likely to consider buying medium passenger vehicle
9% more likely to consider buying light passenger vehicle
48% more likely to plan to buy in the next 3 -6 months
Source: Nielsen Consumer & Media View National Online Database, Oct '15 - Sep '16 | Base: 14+Nielsen Consumer & Media View National Online Database, Jan-Dec '16 | Base: 14+
40% of Bing Network users own medium to large passenger vehicle
Light Passenger
Small Passenger
Medium Passenger
Large Passenger
Compact 4WD
Medium 4WD
Large 4WD
Van
Ute
8%
15%
23%
17%
13%
4%
3%
1%
1%
All respondents
Size of the vehicles that you drive most often*
Source: Nielsen Consumer & Media View National Database, Oct '15 - Sep '16 | Base: 14+Question: Thinking about the size of vehicles that you drive most often, which of the following best describe the size of the vehicle you drive most often?
Bing Users
Bing Network search and ads performance trends
Non-luxury and luxury makes
Non-luxury models
Online marketplaces and dealerships
Click uplift
+41%growth from 2015 - 2016
Vehicle search volume increases in the lead up to the end of financial year Vehicle searches are growing year on year on the Bing Network
Source: Microsoft internal data 2015 - 2016 all devices, monthly search volume indexed to 2015 monthly average
Search uplift
+27%growth from 2015 - 2016
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%
20%
40%
60%
80%
100%
120%
140%
160%
monthly searches 2015 monthly searches 2016
Monthly search trends for overall vehicle queries
Inde
xed
mon
thly
sear
ches
vol
ume
In January 2017, vehicles related search volume increased by +67% compared to last year
Click icon to add picture
Jan 16 Jul 16 Jan 17
100%113%
167%
monthly searchesSource: Microsoft internal data 2016 -2017 all devices, monthly search volume indexed to Jan 2016
Non-luxury and luxury makes
Non-luxury OEMs lead branded query volumeConsumer interest for luxury OEMs is fairly evenly distributed throughout the whole year TIP
Make the most of these aspirational searches for luxury autos. Bid on luxury brand terms for the cars your customers wish to own.Make the biggest investment in your year-round, ongoing campaigns, while having some flexibility to adjust to minor spikes throughout the year.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2015 non-luxury 2016 non-luxury 2015 luxury
Monthly search volume index—brand queries, all devices
mon
thly
sear
ches
vol
ume
Source: Microsoft internal data 2016 all devices*April 2015 spike was contributed by 1 non-luxury OEM**OME stands for original equipment manufacturer
Take advantage of low CPC for brand biddingUse this opportunity to test match type and ad extensions for non-luxury makes to see what combinations work best
Source: Microsoft internal data 2015- 2016 all devices
TIP Use Automated Rules to monitor the performance of your ads and be alerted when an ad group’s CPC falls below a set threshold and invest more.
Jan-15
Mar-15
May-15
Jul-15
Sep-1
5Nov-
15Jan
-16Mar-
16
May-16
Jul-16
Sep-1
6Nov-
160.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
$-
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
CPC CTR
Branded queries, non-luxury makes, Jan 2015–Dec 2016
Mon
thly
CPC
Mon
thly
CTR
The most searched amongst non-luxury makesStay ahead of your competition by owning your brand terms in paid search
Source: Microsoft internal data 2016 all devices, indexed to the top 1 brand
Top 15 non-luxury makes by search volume, all devices, Jan–Dec 2016
PeugeotVolvo
KiaVolkswagen
SuzukiNissanHonda
Hyundai Jeep
MitsubishiSubaruMazda
FordHoldenToyota
67
10111213
1720
243132
5354
85100
Searcher interest is growing for all non-luxury makes
Chevrolet▲ 32.3%
Chrysler▲ 21.5%
Citroen▲ 16.1%
Fiat▲ 41.8%
Ford▲ 39.2%
Honda▲ 55.0%
Hyundai▲ 45.0%
Jeep▲ 27.9%
Kia▲ 46.2%
Mazda▲ 23.8%
Suzuki▲ 40.6%
Mitsubishi▲ 27.3%
Nissan▲ 49.8%
Renault▲ 18.5%
Subaru▲ 36.1%
Toyota▲ 27.6%
Volkswagen▲ 15.1%
Volvo▲ 42.2%
TIP: Monitor interest in your make(s) and adjust your ads and bids accordingly to capture the most searchers.
YoY search volume comparison, non-luxury makes, 2015 vs 2016
Peugeot▲ 12.6%
Holden▲ 4.7%
+26% year on year growth in search volume Top 20 non luxury
makesSource: Microsoft internal data 2015- 2016 all devices
Luxury makes show strong CTR and low CPC in 2016Plan ahead for ad copy optimisation to capture opportunity in the fourth quarter when click through rat TIP
Use Automated Rules to monitor the performance of your ads and be alerted when an ad group’s CTR or spend climbs above a set threshold. You can also apply rules to respond by automatically adjusting your bids and budget
Jan-15
Mar-15
May-15
Jul-15
Sep-1
5Nov-
15Jan
-16Mar-
16
May-16
Jul-16
Sep-1
6Nov-
160.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
$-
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
CPC CTR
Branded queries, luxury makes, Jan 2015–Dec 2016
Mon
thly
CPC
Mon
thly
CTR
Source: Microsoft internal data 2015- 2016 all devices
The most searched amongst luxury makesKeep pace with the competition by using conquesting keywords to your advantage.
Source: Microsoft internal data 2016 all devices, indexed to the top 1 brand
Top 15 luxury makes by search volume, all devices, Jan–Dec 2016
LotusAston Martin
MaseratiBentley
Alfa RomeoJaguarFerrariLexus
LamborghiniPorschePorsche
Land RoverAudi
BMWMercedes Benz
4667
1212
1721222424
2838
80100
Mercedes Benz▲ 45.7%
Alfa Romeo ▲ 25.1%
Maserati▲ 27.1%
Lexus ▲ 24.7%
Ferrari ▲ 14.1%
Aston Martin ▲ 26.9%
Lamborghini▲ 24.5%
Infiniti ▲ 69.3%
Jaguar ▲50.3%
Audi▲ 28.9%
Land Rover ▲ 30.8%
Bentley ▲ 23.3%
Porsche ▲ 25.9%
BMW▲ 42.2%
TIP: Monitor interest in your make(s) and adjust your ads and bids accordingly to capture the most searchers.
YoY search volume comparison, luxury makes, 2015 vs 2016
Porsche ▲ 25.9%
Lotus▲ 26.1%
+35% year on year growth in search volume
Top 20 luxury makes
Source: Microsoft internal data 2015- 2016 all devices
Luxury makes see robust growth in search volume
Car segmentation
SUV& 4WD lead in terms of vehicle related researchSmall car is also getting very popular in Australia
2016 Search volume by segments, all devices TIP
Manage and optimise your campaigns by segments and ensure you allocate sufficient budget to popular body types like SUV & 4WD, hatchback & microcar
Trucks; 4%Vans & Minivans; 6%
Convertibles; 8%
Sedans & wagons; 12%
Utes; 15%Microcars & hatchbacks; 17%
SUVs & 4WDs; 35%
Source: Microsoft internal data 2016 all devices
Consumer demand soars for utes and hybrid vehicles Strong growth across all popular segmentations on the Bing NetworkYear on year growth by segments, all devices TIP
For body type, bid on a variety of keyword combinations to capture a wide range of queries. For example: “make model”, “hybrid model”, “model hybrid”, “make hybrid”, “make hybrid model”, and “make model hybrid”.
SUV & 4WD Hatchback & Microcar
Wagon & Sedan
Convertible Hybrid Ute0%10%20%30%40%50%60%70%80%90%
52%41%
56%
41%
70%80%
Source: Microsoft internal data 2015- 2016 all devices
Source: Microsoft internal data 2015-16 all queries containing “ seater”, all devices,
7 seater related queries are the most commonly searched by Bing users, with 39% year on year increase in search volume
Bing audience is actively researching online in the lead up to end of financial yearIncrease your position and impression share from May–Jul to capture potential conversions
Source: Microsoft internal data 2015-16 all devices
Monthly search trends for price, review and comparison related queries
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16 Jul-
16Aug
-16Se
p-16
Oct-16
Nov-16
Dec-16
0%20%40%60%80%
100%120%140%160%
price related searches review related searches
Inde
xed
mon
thly
sear
ches
vol
ume
+28% year on year growth
in search volume2015 vs 2016
SUV and 4WD searches start to increase from MarUsers showed higher interest in engaging with ads in Jan-FebMonthly searches index for SUV and 4WD, all devices
TIP: Make the most of your performance by aligning your campaign budget allocation to each segment’s seasonality.
Monthly clicks index and CTR for SUV and 4WD, all devices
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%20%40%60%80%
100%120%140%160%180%200%
2016
Mon
thly
sear
ches
0%20%40%60%80%
100%120%140%
0.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%8.0%
Monthly Clicks CTR
Mon
thly
clic
ks
CTR
Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average
Jun-Oct period attracts most searches for hatchback and microcar Searchers are more likely to engage with search ads in AutumnMonthly searches index for hatchback, all devices Monthly clicks index and CTR for hatchback, all devices
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%20%40%60%80%
100%120%140%160%180%
2016
Mon
thly
sear
ches
Mon
thly
clic
ks
CTR
0%20%40%60%80%
100%120%140%
0.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%
Monthly Clicks CTRTIP: Make the most of your performance by aligning your campaign budget allocation to each segment’s seasonality.
Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average
Searches for ute peak in winterUsers show more interest in search ads towards the end of calendar yearMonthly searches index for ute, all devices Monthly clicks index and CTR for ute, all devices
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%
50%
100%
150%
200%
250%
2016 2015
Mon
thly
sear
ches
Mon
thly
clic
ks
CTR
0%20%40%60%80%
100%120%140%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Monthly Clicks CTRTIP: Make the most of your performance by aligning your campaign budget allocation to each segment’s seasonality.
Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average
Sedan and wagon searches start to increase from AprMonthly click through rates are fairly consistent throughout the year Monthly searches index for sedan and wagon, all devices
Monthly clicks index and CTR for sedan and wagon, all devices
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%20%40%60%80%
100%120%140%160%180%200%
2016
Mon
thly
sear
ches
Mon
thly
clic
ks
CTR
0%20%40%60%80%
100%120%140%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Monthly Clicks CTRTIP: Make the most of your performance by aligning your campaign budget allocation to each segment’s seasonality.
Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average
Mar-May attract most searches for convertibleConvertible searchers tend to engage more with ads in summerMonthly searches index for convertible, all devices Monthly clicks index and CTR for convertible all devices
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%20%40%60%80%
100%120%140%160%180%
2016
Mon
thly
sear
ches
Mon
thly
clic
ks
CTR
0%20%40%60%80%
100%120%140%
0.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%4.00%4.50%
Monthly Clicks CTRTIP: Make the most of your performance by aligning your campaign budget allocation to each segment’s seasonality.
Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average
67% of SUV searches come from Generation XHatchback vehicles are been searched more by millennials and baby boomersAll car segments18-24 11%25-34 17%35-49 31%50-64 32%65+ 9%
Hatchback 18-24 12%25-34 18%35-49 28%50-64 31%65+ 11%
Convertible18-24 13%25-34 17%35-49 28%50-64 32%65+ 10%
Sedan18-24 13%25-34 17%35-49 25%50-64 32%65+ 13%
Wagon18-24 11%25-34 17%35-49 29%50-64 34%65+ 10%
Utes18-24 8%25-34 10%35-49 27%50-64 46%65+ 10%
SUV18-24 6%25-34 14%35-49 30%50-64 37%65+ 12%
4WD18-24 10%25-34 18%35-49 31%50-64 33%65+ 8%
Hybrid18-24 11%25-34 17%35-49 30%50-64 30%65+ 12%
TIP Use what works! Get the most out of your campaigns by adding modifiers to the age groups likely to search on your segment.
Search share by age by car segment
Source: Microsoft internal data 2016 all devices
Most hatchback related searches are from New South Wales
All car segments New South Wales 34%
Victoria 24% Queensland 21% Western Australia 10%
Others 12%
Hatchback New South Wales 38%
Victoria 24% Queensland 19% Western Australia 8%
Others 11%
Convertible New South Wales 34%
Victoria 25% Queensland 19% Western Australia 9%
Others 13%
Sedan New South Wales 35%
Victoria 25% Queensland 20% Western Australia 8%
Others 12%
Wagon New South Wales 37%
Victoria 23% Queensland 18% Western Australia 9%
Others 13%
Utes New South Wales 34%
Victoria 26% Queensland 22% Western Australia 8%
Others 10%
SUV New South Wales 35%
Victoria 23% Queensland 22% Western Australia 9%
Others 12%
4WD New South Wales 30%
Victoria 26% Queensland 21% Western Australia 12%
Others 11%
Hybrid New South Wales 34%
Victoria 25% Queensland 19% Western Australia 11%
Others 11%
TIP Use what works! Get the most out of your campaigns by adding modifiers to the states more likely to search on your segment.
Search share by state by car segment
Source: Microsoft internal data 2016 all devices
Males take the lead across all car segment researchFemales are more likely to consider compact cars
Source: Microsoft internal data 2016 all devices
4WD
Convertible
Hatchback
Hybrid
Sedan
Wagon
SUV
Utes
36%
39%
43%
37%
37%
37%
42%
40%
64%
61%
57%
63%
63%
63%
58%
60%
Online marketplaces
Consumer interest spikes in the beginning and middle of the yearUsed car related searches registered minor uplift in 2016
Monthly search trends for overall used vehicles queries
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%20%40%60%80%
100%120%140%160%
Monthly searches 2015 Monthly searches 2016
Inde
xed
mon
thly
sear
ches
vol
ume
+11% year on year growth
in search volume2015 vs 2016
Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average
Used car show low CPC in 2016Increase your click share in the beginning of the year to capture your potential customers
TIP Use Automated Rules to monitor the performance of your ads and be alerted when an ad group’s CTR or spend climbs above a set threshold. You can also apply rules to respond by automatically adjusting your bids and budget.
0.00%2.00%4.00%6.00%8.00%
10.00%12.00%14.00%16.00%18.00%20.00%
$-
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
CPC CTR
Used car related queries, Jan 2015–Dec 2016
Mon
thly
CPC
Mon
thly
CTR
Source: Microsoft internal data 2015- 2016 all devices
Carsales.com.au
Carsguide.com.au
Gumtree automotive websites
Autotrader
eBay Motors
Carsales.com.au
Carsguide.com.au
Gumtree automotive websites
Caradvice
Drive.com.au
Carsales tops the charts for most searched websiteMonitor your impression share to stay on top of the competition
Sources: 1.Microsoft internal data 2016 all devices, indexed to the top 1 website2.Nielsen Online Rating Jan 2017, indexed to the top 1 website
Top 5 auto websites by search volume1
Top 5 auto websites by unique visitors volume2
South Australian users show high interest in used carsThe majority of used car research is done by users aged 35-64
New South Wales
Victoria
Queensland
South Australia
Western Australia
Australian Capital Territory
Tasmania
Northern Territory
33%
25%
18%
13%
7%
2%
1%
0%
Used cars No. new car sales Jan 2016
Used car related queries by state1&2
65+50-6435-4925-3418-24
9%
34%30%
16%11%
Used car related queries by age group2
Sources: 1.Sales of new motor vehicles Australia Jan 2017, ABS2.Microsoft internal data 2016 all devices
Demand for private car sales is higher in the 2nd half of the year iDon’t miss the opportunity to gain user engagement in Jan-MarMonthly searches index for private sales related queries, all devices
Monthly clicks index and CTR for private sales related queries, all devices
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0.0%
50.0%
100.0%
150.0%
200.0%
250.0%
2016 2015
Mon
thly
sear
ches
Mon
thly
clic
ks
CTR
0%20%40%60%80%
100%120%140%160%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Monthly Clicks CTRTIP: Make the most of your performance by aligning your campaign budget allocation to peak months
Source: Microsoft internal data 2015-16 all devices, monthly search volume indexed to 2015 monthly average
Queensland audience shows strong interest in private car salesUsers aged 50+ dominate close to half of the total search queries
New South Wales
Queensland
Victoria
Western Australia
South Australia
Australian Capital Territory
Tasmania
Northern Territory
33%
24%
23%
9%
8%
1%
1%
1%
Private car sales No. new car sales Jan 2016
Private car sales related queries by state
65+50-6435-4925-3418-24
9%
34%30%
16%11%
Private car sales related queries by age group
Source: Microsoft internal data 2016 all devices
Automotive consumer decision journey
Source: Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/2015 to 6/30/2015, US data
The Bing Network looked at 3,000 users on Automotive Consumer Decision Journeys (CDJ) in the U.S.We found that the average journey lasted 96.3 days.
20% of automotive page views (PVs) were on searchConsumers on Automotive CDJ visited automotive websites every 4.3 days.Average daily page view
Last date of research
Source: Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/2015–6/30/2015. CDJ length varied from 1 day to 150 days, US data
Automotive page views over the journey
4 in 10 searches are for images45% of consumers viewed more than 36 car images on a search engine.
Source: Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/2015–6/30/2015. US data
Search type distribution TIP Want to add more visual appeal to your ad? Add Image Extensions to grab searcher attention and showcase your latest models.
Consumers considered almost 10 makes and 11 models on averageUse Remarketing to target car shoppers from the beginning to the end of their decision journeys.Number of makes and models considered
Source: Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/2015–6/30/2015. US data
Visits to OEMs are high at the journey’s start and endShoppers visit search engines throughout the CDJ to help them gather information, compare options, and find local sellers.
In the research phase, visits to OEM, research, and online marketplace websites are high as consumers gather information and start learning about available options.
As consumers shop around and compare options, they’re likely to visit a mix of websites.
As consumers narrow down their final choice, visits to OEM websites increase as shoppers check specs, prices, and availability.
Beginning Middle End
Source: Microsoft internal analytics data. Sample: 3,000 users on an Automotive Consumer Decision Journey, with at least 50 page views on automotive related domains. PC traffic only. Timeframe: 1/1/2015–6/30/2015. OEM: Chevrolet, Chrysler, Dodge, Fiatusa, Ford, GMC, HondaUSA, Hyundai, Jeep, Kia, Mazda, MiniUSA, Mitsubishicars, Nissanusa, Scion, Smart, Subaru, Toyota, VW, VolvoCars; Research: MSN Autos, Carfax; Search Engine: Bing, Google, Yahoo; Online Marketplace: Craiglist, eBay, Autotrader, KBB, Cars.com, Cargurus, Edmunds, Carmax, Carsforsale US data
TIP: Use Universal Event Tracking and Remarketing to target shoppers and tailor your advertising throughout their journey.
Words that work
Here’s how to read a heatmap
Great Good Insufficient dataPoor
Our study results show that a non-luxury OEM with Brand in the title and a Deals & offers in the description presents high ad quality performance.
Words that work // Non-luxury OEM
Great Good Insufficient dataPoor
Source: Microsoft internal data. Total impressions generated = 3.9 Million, Total ads analyzed = 54k, Analysis period: 04/1/2016–31/8/2016 Note: Categories represent groups of similar keywords.
Find your opportunity!Call to action ( drive), price/ pricing and compare are the 3 key groups of keywords to take advantage of for non-luxury OEM
Words that work // Luxury OEM
Source: Microsoft internal data. Total impressions generated = 1.18 Million, Total ads analyzed = 20k, Analysis period: 04/1/2016–31/8/2016 Note: Categories represent groups of similar keywords.
Great Good Insufficient dataPoor
Find your opportunity!Call to action ( drive), price/ pricing and compare are the 3 key groups of keywords to take advantage of for non-luxury OEM
Why advertise on Bing Ads?
Maximise your presence and performance with ad extensionsReach higher conversion rates with rich ad extensions for your product ads. Reach shoppers when they are at different stages of their decision journey with ad extensions, whether they are researching products, honing in on specific products, looking to see products in-person, or ready to make a purchase.
Where to buyLocation Extensions Call Extensions
What to buyCallout Extensions
Most convenient way to buyAction Link ExtensionsApp Extensions
Why to buyExtended Site Links Review Extensions
Increase trafficVisually promote your products and get more relevant traffic to your site.
Draw attention Take up more real estate in the search results and stay competitive with a larger ad footprint.
Control image URLUse the option to provide a unique URL for each image.
Image extensions
Looking for a new way to set your ads apart?Image extensions lets you include an image in your ads to help them stand out to customers
Source: Microsoft Internal data (O&O and Partner Network), Jan – Oct 2016Vertical Categorization: based on internal Bing Ads account categorization
More ad extensions, means better CTR performance.CTR performance increases with incremental ad extensions adoption up to Text Ad +2 ad extensions. TIP
For a quick win, add Extended Sitelinks and Review Extensions to get a boost in CTR.
The winning combination?Text Ad+ Extended Sitelinks yielded the best CTR performance
Adopt the winning combination for ad extensions
Text ads Text ad+ Callout
Text ad+ Sitelink
Text ad+ Multiples
Text ad+ ESL
0%
5%
10%
15%
20%
25%
Text ad Text ad +1
Text ad +2
Text ad +3
Text ad +4
0%2%4%6%8%
10%12%14%16%18%
Measurement
Measure and optimise campaigns more effectively by going beyond impressions and clicks.
Manageability
Tag your entire website once. No need to create new tags or instrument new tags each time a new account, conversion goal, or remarketing listis added.
Remarketing
Increase your ROI by optimising your campaigns to previous visitors of your site.
Get more insights about your customers with Universal Event Tracking
Improved workflow: More intuitive experience and in-line alerts.Unique conversions: Count only unique conversion that happen after an ad click.Account-level goals: Ability to associate conversion goals at the account level and not the customer level.Tag and goal tracking status: Validate if your goals and tags are tracking conversions in the Bing Ads UI.Contains function for custom event: Verifies if the input string is present anywhere in the URL reported by the UET tag.Conversion metrics in goals page: The goals page will now show conversions.
What’s new in Universal Event Tracking
< HTML >
Place Universal Event Tracking (UET) tags across your website.
Create remarketing lists to segment users based on their activity or pages they have visited.
Associate remarketing lists to ad groups and engage with audiences by customising bids, ads and keywords to those who search on the Bing Network.
Getting Started with Remarketing:
Re-engaging with high-value users through Remarketing
Bid on new keywords or expand your match types, targeting these highly qualified audiences.
Broadening keywords
Tailor ads and landing pages based on which remarketing lists users belong to.
Customising ads
Apply bid adjustments to rank higher/lower based on which remarketing lists users belong to.
Adjusting bids
Cake, muffins
Increase by %
Your Ad
Create your winning campaigns with Remarketing
The Bing difference.
Search networksFind out how your ads are performing on individual search networks.
Image extensions*Use Image Extensions to help you increase clicks and grab attention.
Tablet modifiersApply different modifiers on desktop, smartphones and tablets.
Monthly budgetsSet a daily or monthly budget.
Ad group settingsSet/change individual Ad Group settings (language and location, default bids, demographic targeting, device targeting, ad rotations, etc.).
In addition to making our platform as familiar and easy to use as possible, we’re also constantly working to improve on it. Here are just a few examples of the products and features that are exclusive to Bing Ads with more currently in test such as action and social extensions and more.
*Available in all markets except HK & TW.
It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few Searches.Learn how to import your campaigns
Already advertising
on Google AdWords?
@bingads
linkedIn.com/company/bing-ads
facebook.com/bingads
blog.bingads.com.au
instagram.com/bingads
slideshare.net/bingads
youtube.com/bingads
Connect with a Search Specialist who can help you get started today. Call 1800 030 716 or check out Getting started
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Bing Network. Be there.
© 2017 Microsoft Corporation. All rights reserved.