1 The Big Game Insights for digital marketers
2 Bing SMB Advertisers – Search Ads12/8/2017 Agenda Be there when the players take the field Get in on the action Be there from the play-offs to the after-party Show your team spirit Find the best party & food ideas It’s game time! Fans are on the edge of their seats for the commercials Up your game by syncing your search and TV ads Get to 1st & goal with broad keyword coverage Benefit from the Bing Ads’ bench © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
3 Be there when the players take the fieldBing SMB Advertisers – Search Ads 12/8/2017 Be there when the players take the field Super Bowl LI Feb. 5, 2017 5:30 EST Houston, TX Start times: 5:30 pm EST – US/CA Link: © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
4 As the audience cheers on their favorite teamBing SMB Advertisers – Search Ads 12/8/2017 As the audience cheers on their favorite team On their couch or at the neighborhood bar, Americans and Canadians tune into the Big Game. Be there with the Bing Network audience 33M watched football on TV in a typical week4 12M watched football as a spectator in the last 6 months4 2016 average TV audience 2016 streaming media audience 111.9M U.S. viewers1 1.4M Average minute audience during the game3 8.3M Canadian viewers2 315M Minutes consumed during the game window3 SOURCE: 1. Nielsen, Super Bowl 50 draws million TV viewers and 16.9 million tweets, February 8, 2016. 2. BellMedia, Super Bowl 50 is second-most watched on record in Canada with 8.3 million viewers on CTV and RDS, February 8, 2016. 3. CBS Sports, Average of million viewers watch CBS’s coverage of Super Bowl 50, February 8, 2016. 4. comScore Plan Metrix, US, January 2016, custom measure created using comScore indices and duplication. Bing Network represents unduplicated visitors to Bing Web, Yahoo U.S. Web Search and AOL.COM Web Search. Yahoo U.S. Web Search is at least 50% powered by Bing. January data was used to reflect the month prior to the Super Bowl. © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
5 When the audience looks to a second screenBing SMB Advertisers – Search Ads 12/8/2017 When the audience looks to a second screen Use device targeting to connect with the 82% of viewers who plan to use their smartphones during the game.1* Be there for the play by play 30% of Big Game related searches on the Bing Network in 2016 came from mobile devices2 SOURCE: 1. Salesforce, New research reveals how people will spend time multi-screening during Super Bowl 50, February 4, *By device type: Multi-response question; percentages equal more than 100%. 2. Microsoft, Internal data analysis, Jan 1 – Feb 20, 2016, Big Game related searches. © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
6 Get in on the action There’s never been a better time to investBing SMB Advertisers – Search Ads 12/8/2017 Get in on the action There’s never been a better time to invest © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
7 Be there from the play-offs to the after-partyBing SMB Advertisers – Search Ads 12/8/2017 Be there from the play-offs to the after-party While the Big Game gets the most coverage, the playoff and conference championship games also offer digital marketers an opportunity to get in front of consumers. TIP Plan your budgets to cover the playoffs through the week following the Big Game. For campaigns related to TV commercials shown during the Big Game, plan your budgets primarily for game day and the next 3 days. Big Game related searches span five L1s - 1) Arts & Entertainment, 2) Business & Industrial, 3) Hobbies & Leisure, 4) News, Media & Publications, and 5) Sports & Fitness. The Big Game category is built on a custom query list related to sports, entertainment, news, commercials and entertaining. Traffic on the Bing Network, O&O and Syndication. SOURCE: Microsoft, Internal data analysis, Jan 1 – Feb 20, 2016., Big Game related searches, all devices. Conference championship games were on 1/24/16 and the Big Game on 2/7/16. © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
8 It starts with showing your team spiritBing SMB Advertisers – Search Ads 12/8/2017 It starts with showing your team spirit Searches for team apparel and accessories steadily increase as the field narrows and peak the day after the conference playoffs. Team gear & apparel: Top searched terms1 nfl shop denver broncos women’s apparel carolina panthers jersey cam newton jersey nfl jersey, nfl jerseys broncos jersey nflshop com denver broncos logo, broncos logo carolina panthers logo, panthers logo richard sherman denver broncos jersey denver broncos hat, broncos hat cam newton shirt super bowl 50 logo carolina panthers women’s apparel 11.1% Of viewers will buy new team apparel and/or accessories2 TIP Retailers: Remember the ladies. Women make up about 46% of Big Game viewers.3 What’s more: there were 60% more searches for ‘denver broncos women’s apparel’ than for ‘broncos jersey’ and ‘denver broncos jersey’ combined.1 SOURCE: 1. Microsoft, Internal data analysis, Sports & Fitness > Sports Fan Gear & Apparel, Jan 1 – Feb 20, 2016. 2. National Retail Federation, An estimated 189 million Americans expected to watch Super Bowl 50, January 28, 2016. 3. Nielsen, Super Bowl Sunday is no longer just a beer holiday, February 3, 2016. © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
9 Next there’s the pregame rally for the best party ideasBing SMB Advertisers – Search Ads 12/8/2017 Next there’s the pregame rally for the best party ideas There’s a 2-week window between the conference playoffs and the Big Game to influence CPG purchases and help consumers prep for game day. Party & food ideas: Top searched terms1 super bowl recipes super bowl party foods super bowl party ideas super bowl appetizer recipes super bowl desserts super bowl party food ideas super bowl snack ideas super bowl party food best super bowl appetizers super bowl party recipes easy super bowl appetizers super bowl recipe ideas super bowl snack recipes recipes for super bowl party super bowl snacks and appetizers TIP Use Expanded Text Ads with Sitelink and Enhanced Sitelink Extensions to promote the party and recipe sections of your website. You’ll help searchers find the inspiration and information they’re looking for. Contoso Foods for Every Day - Crowd Pleasing Ideas Ad contoso.com/party/foods Enjoy delicious Contoso recipes at your next game day party. Big Game Recipes Impress your friends with our easy game day recipes Enhanced Sitelink 41% Of Canadians watching the game at home selected pizza as their food item of choice2 20% Selected chicken wings2 SOURCE: 1. Microsoft, Internal data analysis, Jan 1 – Feb 20, 2016, all devices. 2. Pizza Pizza, National poll on Super Bowl eating and viewing habits confirms: pizza remains top choice in 2016, February 4, 2016. © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
10 It’s game time! Search + TV Sync your search and TV campaigns to drive your message farther downfield
11 Fans are on the edge of their seats for the commercialsBing SMB Advertisers – Search Ads 12/8/2017 Fans are on the edge of their seats for the commercials For many viewers, the ads are an integral part of the game day experience. 78.6% of Americans say they view the commercials during the Super Bowl as entertainment 17.5% say they make them aware of advertisers’ brands 10.3% say they influence them to buy products from advertisers SOURCE: National Retail Federation, An estimated 189 million Americans expected to watch Super Bowl 50, January 28, 2016. © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
12 Canadian viewers are excited to see the U.S. ads tooBing SMB Advertisers – Search Ads 12/8/2017 Canadian viewers are excited to see the U.S. ads too This is the first Big Game that Canadian viewers will be able to see the U.S. ads as they’re broadcasted during the game, instead of the Canadian commercials that have been substituted in. This presents a NEW cross-border opportunity for brands operating in both markets. The Canadian Radio-television and Telecommunications Commission (CRTC) ordered a simultaneous substitution ban on swapping Canadian commercials in for the original U.S. ones during the Super Bowl broadcast. If this ban is upheld in court, Canadians viewers will be able to see the U.S. ads as they’re aired during the game. CRTC ordered a simultaneous substitution ban (Aug. 19) this is scheduled to take effect Jan. 1, just ahead of the Feb. 5 game. Bell Media, which owns the exclusive Canadian broadcast rights through the 2019 Super Bowl game, is appealing the formal order (as of Nov. 3). CRTC regulatory policy page and broadcasting order for this ban: TIP Use location targeting to reach a cross‑border audience. SOURCE: CBC, Bell can appeal ban on Canadian ad substitution during Super Bowl, November 3, 2016. © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
13 Up your game by syncing your search and TV adsBing SMB Advertisers – Search Ads 12/8/2017 Up your game by syncing your search and TV ads Bing Network wanted to know how airing TV commercials during the Big Game affects an advertiser’s search volume. To find out, we looked at advertiser related search volume for six Big Game commercials. SOURCE: Microsoft, Internal data analysis, Feb All Big Game queries containing text related to the TV advertisers were analyzed for 72 hours before and 72 hours after TV ad release. Low volume queries (<100 SRPVs) were removed from the analysis. © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
14 Be there to receive the passBing SMB Advertisers – Search Ads 12/8/2017 Be there to receive the pass Once a commercial airs, it’s time for your search campaigns to drive the ball downfield. We found that search volume followed a similar pattern across industries. SOURCE: Microsoft, Internal data analysis, Feb All Big Game queries containing text related to the TV advertisers were analyzed for 72 hours before and 72 hours after TV ad release. Low volume queries (<100 SRPVs) were removed from the analysis. Average before ad release is based on a time window of 72 hours before release to 12 hours before release. © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
15 Be there to receive the pass (cont.)Bing SMB Advertisers – Search Ads 12/8/2017 Be there to receive the pass (cont.) If you’re introducing a new product or service, you may see a higher surge the next day as buzz around the new offering builds. In this example, there’s an advertising trifecta – a new offering, a fun concept and a celebrity endorsement. SOURCE: Microsoft, Internal data analysis, Feb All Big Game queries containing text related to the TV advertisers were analyzed for 72 hours before and 72 hours after TV ad release. Low volume queries (<100 SRPVs) were removed from the analysis. Average before ad release is based on a time window of 72 hours before release to 12 hours before release. © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
16 Let’s go to the field for a better view of the actionBing SMB Advertisers – Search Ads 12/8/2017 Let’s go to the field for a better view of the action Fill the gaps in your offensive line and take advantage of the increased search volume spurred by your Big Game commercial. Of the 2016 commercials we studied: Range of results Search volume increase after release of TV commercial 65% to 98% Search results pages with no mainline ad showing 13% to 31% Search results pages with no impressions from the commercial sponsor 21% to 56% TIP Prepare for game day with Keyword Planner. It’ll help you find keywords related to your products, services and commercials. SOURCE: Microsoft, Internal data analysis, Feb All Big Game queries containing text related to the TV advertisers were analyzed for 72 hours before and 72 hours after TV ad release. Low volume queries (<100 SRPVs) were removed from the analysis. Increase in search volume compared against average SRPV before TV ad release. Search result page stats relate to the extra volume after the release of the TV ad. © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
17 Get to 1st & goal with broad keyword coverageBing SMB Advertisers – Search Ads 12/8/2017 Get to 1st & goal with broad keyword coverage Build a strong offense around the keywords related to your Big Game commercial. Go beyond the basic brand, product, service and commercial keyword combinations. Start with keyword variations of this basic combination: brand ± product/service ± super bowl ± ad/commercial Add in references to:
18 Be there for the touchdown and the extra pointBing SMB Advertisers – Search Ads 12/8/2017 Be there for the touchdown and the extra point Run these plays to make the most of your Big Game commercial campaigns. 1 Team up with phrase match and broad match modifier They’ll help you fill in unexpected gaps in your keyword coverage. 2 Play offense and defense by bidding on your own brand terms You’ll get more clicks and keep competitors at bay. Also bid on competitors’ brand terms to exploit gaps in their offense. 3 Give yourself the best on-field advantage with mainline bidding Bid on the mainline position to show your ad extensions and capture the most clicks. Visit the Opportunities tab to learn more. 4 Plan for more conversions with the Enhanced CPC bid strategy Maximize your conversions while still having control over your bids by using the Enhanced CPC automated bidding strategy, along with Universal Event Tracking (UET). 5 Keep up on the action with the Bing Ads app for Android and iOS devices Whenever you need, wherever you are – including your Big Game party, the Bing Ads app makes it easy for you to access and update your account on the go. Bing Ads app © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
19 Benefit from the Bing Ads’ benchLeverage the Bing Ads platform to help you manage your account, reach your target audience and increase ad engagement. Ease of management Import Campaigns from Google AdWords Bing Ads Editor for PC and Mac Bing Ads App for Android and iOS devices Universal Event Tracking (UET) Automated Rules Target unique audiences Remarketing in Paid Search Device targeting Demographic targeting Location targeting Day and time targeting Audience insights Increase ad engagement App Extensions Call Extensions Location Extensions Callout Extensions Review Extensions Sitelink and Enhanced Sitelink Extensions Structured Snippet Extensions
20 Bing SMB Advertisers – Search Ads12/8/2017 @bingads linkedIn.com/company/bing-ads facebook.com/bingads instagram.com/bingads slideshare.net/bingads youtube.com/bingads Connect with a Search Specialist who can help you get started today. Call or check out Getting started © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
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