5. Agenda
1. Overview of the Advertising Industry
2. Why Online Adverting?
3. Different Types of Online Advertising
• Search
• Display
• Social
4. Future of Online
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15. Online Statistics
Six Motivations for Web Usage
1. Information
2. Communication
3. Entertainment
4. Creation
5. Transaction
6. Surfing
Canadian Share of Web Session by Motive throughout the Day
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16. Other Online Advertising Stats
Canadians 18 to 48 spent…
• An average of 23.3 hours per week online1
• An average of 19.3 hours a week watching TV1
Short term Offline Sales Lift for CPG
Brands3
9%
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“...digital is more measurable than
anything else we do.”
Benjamin Jankowski
Global Account Director, Omnicom Media Group
8%
TV (BehaviourScan)
Target and Measure
Internet (comScore)
1. http://www.huffingtonpost.ca/2013/04/25/tv-viewership-canada-online_n_3156176.html
2. comScore AdEffx Offline Sales Lift for Internet; IRI BehaviorScan for TV
17. I know half my advertising isn't
working, I just don't know which
half."
William Lever, founder of Unilever
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18. How to think about Online Advertising
Search
• Organic
• Paid
Display
• Web Banners
• Rich Media
Social
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• Twitter, Facebook
• Yelp, Trip Advisor
21. Consumers Seek Local Information
30% of all search queries have local intent
40% of offline transactions start with online search
48% of mobile and 36% of PC searchers visit a local business
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22. Wouldn’t it be great if you
could…
Control your message
Target the right audience
Always appear at position #1
Measure your ROI
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24. Pay Per Click vs. Search Engine Optimization
Search Engine Marketing (SEM)
Also called…
Pay per Click (PPC)
Paid Search
Sponsored Listings
Search Engine Optimization (SEO)
Also called…
Natural Search
Organic Search
Pay-per-click, paid search, denotes a cost paid by
a marketer for every click through of a search
listing
Search engine optimization, natural or organic
search (natural = organic)
Links that appear at the top and to the right of
the search results
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Links that appear in the body of the search results
24
25. Paid vs. Organic Result (Query – Winter Tires)
Paid
Anatomy of a Result
Organic
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1.
2.
3.
4.
Ad Title
Display URL
Ad Copy
Sitelink Extensions
25
27. Search Engine Results Page (SERP) - Local
Paid
Local Listings are:
• Queries based on IP and
Local
Listings
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location keywords
• Part of the SEO or
organic aspect of search
• Beneficial in helping
customers find your store
• Increasing relevancy and
driving traffic to your site
and store
28. Benefits of Bing Places for Business
www.bingplaces.com
Enables businesses to claim listings
and be found by millions of Bing users
Engaging customers searching online
before they step foot in your store
Enriched business information drives
higher online conversion
Easy to use and takes minutes to
complete
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29. Simple Sign Up in 3 Steps
Step 1
•
•
•
Find your business on Bing, OR
Create a new business listing
Support bulk upload
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Step 2
•
•
Verify ownership via mail or phone
Agency verification process
supported
Step 3
•
Listings show up on Bing search results
on PC, tablet and mobile devices
33. Terminology
Acquisition Metrics
Search
•
•
Function of “relevancy” and the bid is your
rank on the paid search area
Amount you bid = Cost Per Click (CPC)
Display
•
•
Anything from text ads, video ads, expandable
ads
CPM = Cost per impression / Cost per Mille
(m = 1000 page views)
• $20 CPM $20 for 1000 views
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Efficiency Metrics
Other Metrics
•
•
•
•
CTR = Click through rate, proxy of how
“effective” your ad is
CPA = Cost per acquisition, used to measure
the marketing spend
ROI = Return on Investment, usually an
internal measure for the effectiveness of the
online advertising campaign
Impressions = How many times your ads has
been seen
35. Oreo’s Social Media Campaign
Quick Cases Study on the SuperBowl Tweet
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36. Because of
rising social
uptake in
Canada, soci
al network
ad spending
will exceed
10% of total
digital ad
investment
by 2015
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40. mCommerce: Canadian internet users are using their
mobile devices for shopping related activities
Internet users in Canada who would use a mobile app
for grocery shopping, Jul 20131
Age Distribution
43%
26%
18-34
35-55
18%
Canadian internet users are
starting to use their mobile for
shopping activities. 28% of
users use a mobile app for
grocery shopping. Users in the
younger age group and high
income brackets tend to use
grocery apps the most.1
Of all mobile shopping
activities, most users research
product information and
check prices of an item on
their phones while in store.2
55+
Mobile Shopping Activities* of Internet
Users in Canada, June 20132
% of respondents
Researched product information
24%
Checked the price of an item in phone while in
store
16%
Downloaded and used and app for a retailer
12%
Used a coupon on phone to save in-store
12%
Purchased a product or service on phone
11%
Used a QR code to find out more information
about the product
11%
Note: “Definitely” and “likely use”
* Conducted on a mobile phone
•
Sources: 1) RetailMeNot.com, “Shoppers Trend Report” conducted by Ipsos Public Affairs, Aug 2013; 2) Ipsos Canada, “eNation”
survey, Aug 2013
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40
43. The tablet
The Explorer
The mobile
phone
The Lover
The PC
Games console
The television
The Sage
The Jester
The Everyman
Pleasureseeking
Communication
Informationseeking
Active
entertainment
Passive
entertainment
Discovery and
exploration
Connection and
belonging
Learning and
depth
Fun and
achievement
Relaxation and
comfort
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45. Takeaways
Online Advertising is one of the most measurable and effective
forms of advertising available
2. Take advantage of the measurability of Online Advertising to drive
the right ROI for your business
3. Do what is RIGHT for your business
1.
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46. - Bing Ads Blog -
http://community.bingads.microsoft.com/ads/en/bingads/b/blog/
- Bing Ads Twitter Handle - @Bing Ads
- Like us on Facebook - facebook.com/BingAds
- Bing Ads Training Materials http://advertise.bingads.microsoft.com/en-ca/courses
- Become an Accredited Professional (free to take)
www.bingadspro.com/ca
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46
Level set some marketing experience. Blah Blahbalh… Promation or advertising isn’t everthhingTarget….Terms like Impression share, unaided reach, etc.. In the end its about the customer.
Won’t spend much time on offline (hence presentation title). Also area of expertise is online
Talk about different types of advertising etc.. Think tradeoffs, your own effectiveness etc… Idea of Engagement, this might be great for awareness and consideration Highlight TV, strengths.. - But this is only one view, doesn’t factor in cost!!!!
Highlight a couple of things:TV still thereFriends and family Internet still does will in the awareness category Hope is at this stage I’ve sold you the value of Internet advertising.. Or why massive brands consider it.
Talk about the Revenue, size of Telus… Industry as a whole has finished its peak of growth.
Talk about the componetns of ad spend. Brutal business of newspapers. Highlight the growth of digital
Explain components of online advertising. Search Paid listing, PPCDisplay banners, rich media, social stuff. Not focusing on mobile messaging, others etc.. b/c very small, declining, I BELIeve it isn’t very effectiveness. Questions???
Pegged roughly 80% YTD. In 2011!Is 45.6 hrs / month higher or lower than television??-- Internet usage has outstripped television!!! If more people are online than on TV, why is spend lower on online?
If we are spending all this time online What on earth are we doing??Talk about time waves.. From 6am to NoonNext wave from 6pm to 10pmishGetting ready for work tomorrow,Relaxation
This data is from a different source than comScore, FYI for reaons why they don’t add up. Measure means improvement…
Dwell on that statement.. Imagine you telling me you know half of your products aren’t selling but you don’t know which half.. This is the state of the advertising industry.
Are we okay with this framework??
Was it a restaurant? Was travel location? New cars? An extremely rare video game? How many of you turned to a search engine? A lot of you turned to search engine.
Quick question anybody want to guess how many times Cdns searched for tire on Bing??Roughly for a total of 285000 queries285k, just on Bing alone! If google has the other 90% of the marketshare, they will have about ~3M searches on these queries alone And this is not including your competitors like Canadian Tire, Costco. Etc…
Now thinking about all the times you searched, and apply that to your business and the message and goals you are trying to achieve.You can do that with Pay per click advertising! Alright everybody that concludes my presentation Can “Pay Per Click” effectively increase business leads & sales.
This is a Search engine results page. Take a look at it. See where does your eyes gravitate towards? Look at the messaging that is there. Some termin
Was it a restaurant? Was travel location? New cars? An extremely rare video game? How many of you turned to a search engine? A lot of you turned to search engine.
Give prize to this!!!Read the names, create a big chuckle, count how many people / positions were involved. Point is many small businesses, running a social media campaign is not a fire and forget. It takes time blah, blah blah….
In our research, we’ve uncovered four patterns or pathways for multi-screening. The first is a separate pathway we call Content Grazing, where different content is consumed on 2 or more devices simultaneously. The second and third is what we called Spider-Webbing, where consumers engage with related content on two or more screens simultaneously. Spider-Webbing has two different need-states underlying it: investigative and social. The last pathway is called Quantum, the same related journey over time, where consumers start an activity on one screen and complete it on another.
How many people have found, certain things jarring. Like watching an online video and then an ad pops up. / Reading an article. A lot of that psychology stems from this. In the morning, consumers tend to be more task focused, orienting themselves to their day. Quantum pathways, some Social Spider-Webbing and Content Grazing are prevalent. Content Grazing is noticeably absent in the afternoon, suggesting that consumers are more focused on a single task and likely absorbed at work or at home. In the evening hours, multi-tasking kicks into high gear, with Investigative Spider-Webbing continuing into the later hours.
On individual screens, first, think of content that resonates within each unique mindset. Give them the right experience on the right device:Be The Everyman on TV: Tell emotional storiesKeep your message accessibleBuild your brand Be The Jester on the console:Keep it interactiveAppeal to the consumers’ sense of funEnable a sense of competition and reward achievement Be The Explorer on the tablet:Take consumers to new places; entice them and appeal to their sense of curiosity Tell stories using visual, evocative tools, such as rich media and videoGive consumers control of the experience … but provide curation Be The Sage on the computer:Provide deeper information, including reviews, ratings and authoritative content from expertsFacilitate analysis; make it easy for consumers to compare and contrastHelp consumers ‘close the deal’ Be The Lover on the mobile:Support consumers; make sure you’re adding value, not interrupting themGive them ideas; this is an ideal place to plant a seed for later explorationFacilitate personal connection and foster a feeling of belonging