Presentation by Microsoft Bing - Search Trends in Canada

Introduction to Online
@bingads | @yang_ers
Advertising

EVERY PIECE OF
INFORMATION IS
WORTH
SOMETHING TO
SOMEBODY

Maor Daniel

Agenda
1. Overview of the Advertising Industry
2. Why Online Adverting?
3. Different Types of Online Advertising
• Display
• Search
• SEO Vs. PPC
4. Why Bing?

Where is the Canadian Advertising
@bingads |
@yang_ers
Market?

Advertiser
confidence in
Canada remains
strong,
as total
advertising
investment in
2012
grew 5.1%
compared to
overall GDP
growth of 1.4%

Search and
display have
consistently
accounted for
more than
three-quarters
of Canada’s
total digital
advertising

Last week in Canada…
Digital ad
spending
growth
surpasses all
other forms of
advertising
media in
Canada

Each Advertising’s medium effectiveness

How do Canadian get their information?
TV & Internet
continue to
perform well
however
internet is
heavily skewed
towards adults
18 to 49.

mCommerce: Canadian internet users are using their mobile devices for
Age Distribution
shopping related activities
11
Sources: 1) RetailMeNot.com, “Shoppers Trend Report” conducted by Ipsos Public
Affairs, Aug 2013; 2) Ipsos Canada, “eNation” survey, Aug 2013
Mobile Shopping Activities* of Internet
Users in Canada, June 20132
% of respondents
12%
12%
11%
* Conducted on a mobile phone
Internet users in Canada who would use a mobile app
for grocery shopping, Jul 20131
43%
26%
18%
18-34 35-55 55+
Note: “Definitely” and “likely use”
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
11%
16%
24%
Researched product information
Checked the price of an item in phone while in
store
Downloaded and used and app for a retailer
Used a coupon on phone to save in-store
Purchased a product or service on phone
Used a QR code to find out more information
about the product

Why online advertising?
@bingads |
@yang_ers

Online Statistics
Six Motivations for Web Usage
Canadian Share of Web Session by Motive
throughout the Day
1. Information
2. Communication
3. Entertainment
4. Creation
5. Transaction
6. Surfing

"I know half my advertising isn't
working, I just don't know which
@bingads |
@yang_ers
half."
William Lever, founder of Unilever

Wouldn’t it be great if you
could…
Control your message
Target the right audience
Always appear on the first page
Measure your ROI

30% of all search queries have local intent
40% of offline transactions start with online search
Consumers Seek Local Information
48% of mobile and 36% of PC searchers visit a local business

Search Engine Results Page (SERP)
Search – Statement of Intent
18
Paid
Organic

Pay Per Click vs. Search Engine Optimization
19
Search Engine Optimization (SEO)
Also called…
Natural Search
Organic Search
Search engine optimization, natural or
organic search (natural = organic)
Links that appear in the body of the search
results
Search Engine Marketing (SEM)
Also called…
Pay per Click (PPC)
Paid Search
Sponsored Listings
Pay-per-click, paid search, denotes a cost
paid by a marketer for every click through of
a search listing
Links that appear at the top and to the right
of the search results

Paid vs. Organic Result (Query – Winter Tires)
20
Anatomy of a Result
1. Ad Title
2. Display URL
3. Ad Copy
4. Sitelink Extensions
Paid
Organic

Why Bing Ads?
@bingads |

1. The Yahoo Bing Network includes Microsoft and Yahoo sites in Canada.
2. comScore qSearch (custom), June 2014.
@bingads | @| @yang_ers

Canada
11M unique searchers2
7.0% share2
236M monthly searches2
7.4M unique searchers2
3.3% share2
114M monthly searches2
2. comScore qSearch, June 2014.

Canada
Buying Power Index2
Buying Power Index
26% more
12% more
Average Internet Google Yahoo Bing Network
1. The Yahoo Bing Network includes Microsoft and Yahoo sites in Canada.

Has high household
incomes; nearly one-third
earn C$100k+ and nearly
one-half earn C$75k+
Falls into mature age
groups of persons, women
and men, those 35 years
and older
Lives in eastern provinces,
especially Ontario and
Quebec
Household Size
Lives in smaller households,
especially two- and three-person
households
Lives in households with no
children
Source: comScore Media Metrix, Canada, January 2014. Note: In comScore, Bing is defined as [C] Bing Web; Google is defined as [S] Google Web Search.

Search Charm:
Easy Access
Tap the Search Charm from anywhere on
Windows 8 to easily search with Bing so you
can quickly get things done
Bing-powered Apps:
Immersive Content
Experiences
Bing powers six deep App experiences including
Sports, Weather, Finance, News, Travel and Maps
Bing is Optimized for Windows 8

Entertainment Search on XBOX

Winning with Bing

- Bing Ads Blog -
http://community.bingads.microsoft.com/ads/en/bingads/b/blog/
- @Bing Ads
- facebook.com/BingAds
- http://advertise.bingads.microsoft.com/en-ca/courses
- Become an Accredited Professional
www.bingadspro.com/ca

@bingads |
@yang_ers
Wrap Up

Takeaways
1. 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

youtube.com/bingads slideshare.net/bingads
Connect with your Account Team
Follow us
Learn
Engage
linkd.in/1evlGtD @bingads
facebook.com/bingads Instagram.com/bingads
blog.bingads.com

Presentation by Microsoft Bing - Search Trends in Canada

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