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Bing UK Finance: Insurance Seasonality

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Prepare your campaigns for the Insurance seasonality on Bing during Q1 2017. The analysis includes a look-back at the volume & consumer trends during 2016 and summarises the advertiser opportunities for 2017.

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Bing UK Finance: Insurance Seasonality

  1. 1. Methodology • UK Market • Top 9k Finance search queries based on volume • Analysis period: Jan-March 2016 (inclusive) Objectives • Identify search behaviours during the period • What does the Bing searcher look like? • What are their behaviours? • Advertiser opportunities
  2. 2. Query Segmentation How we defined our query categories Segmentation Definition Auto Insurance, Car Insurance, Van Insurance User query contains search terms related to a type of Auto (inc car, van, bike) Car Insurance are user queries containing just car insurance terms Van Insurance are user queries containing just van insurance terms Health, Life Insurance User query contains search terms related to health or life insurance Home Insurance User query contains search terms related to home insurance Travel Insurance User query contains search terms related to travel insurance Brand/Generic Queries containing a brand or product name were flagged as Brand Queries containing neither a brand or product name were flagged Generic Mapping applied to all queries, regardless of segmentation
  3. 3. 14% 14% 10% 15% 10% 17% 9% 9% 9% 9% 8% 7% 5% 7% 11% 12% 77% 76% 82% 78% 85% 76% 80% 79% Auto Insurance Car Insurance Van Insurance Health & Life Insurance Health Insurance Life Insurance Home Insurance Travel Insurance Auto Insurance Health & Life Insurance % Volume by Device Mobile Tablet PC Don’t Forget The role of devices in the Insurance vertical PC is still the main device, accounting for over 7/10 searches However Life Insurance over-indexes for mobile search volume Source: Top Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016
  4. 4. UK Internet average base (indexed) Auto Insurance Home Owners Insurance Life Insurance Travel Insurance Bing searchers have higher purchase intent for several types of insurance than the average UK internet user “User Intent to purchase [product] within the next 6 months” Source: GWI Q3 2016. Base: UK Internet Users. Bing user = someone accessing a Bing, Yahoo or AOL service at least once a month
  5. 5. £1.65 £0.90 £1.27 100% 124% 144% Average Insurance CPCs Average Insurance CPC by device, UK Bing & Yahoo Sites, Sept 2016 Insurance CTRs vs. desktop Average CTR for top queries in Insurance, indexed to desktop, UK Bing & Yahoo Sites, Sep 2016 How do Insurance KPIs on Bing Ads compare between devices?
  6. 6. Car & Van Insurance
  7. 7. 40% 60% 80% 100% 120% 140% 160% 1/1/2016 1/8/2016 1/15/2016 1/22/2016 1/29/2016 2/5/2016 2/12/2016 2/19/2016 2/26/2016 3/4/2016 3/11/2016 3/18/2016 3/25/2016 Indexeddailyaverageovertimeperiod.Base=100 Car Insurance Van Insurance Car & Van Insurance: Search Seasonality After the lull in December, we always see Insurance search volume rise on the first Monday of January. In this case 4th January 2016 Van Insurance search volume hits its peak in late March – where indexed volume is greater than Car Insurance Source: Top Car & Van Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016
  8. 8. ..Car Insurance searchers tend to be slightly older than searchers of Van Insurance, whilst Monday is the most popular day for both Who’s in the market? Gender When are they searching? 56% 44% 46% 54% Car Insurance Van Insurance The Car Insurance searcher slightly skews towards Females & 50-64 demographic, whilst Van Insurance tends to be Men & the 35-49 age group Monday is by far the most popular day of the week, with traffic tailing off towards the weekend. Source: Top Car & Van Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016 28% 31% 35% 29% 0% 10% 20% 30% 40% <24 25-34 35-49 50-64 65+ %Trafficby demographic Car Insurance Van Insurance 0% 2% 4% 6% 8% 10% 12% 14% 16% %ofweekdaytraffic Car Van
  9. 9. Almost half of Generic Car Insurance clicks occur in Position 1, with a 25% CTR 46% 26% 16% 9% 3% 15% 15% 13% 12% 46%24.7% 14.5% 10.0% 5.9% 0.6% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Position 1 Position 2 Position 3 Position 4 Sidebar Avg.CTR Clicks&Impressions KPI’s for generic Car Insurance queries by ad position Clicks Impressions Avg. CTR Source: Top Generic Car Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016. Data by average of all devices and match types
  10. 10. Optimise Van Insurance campaigns for Position 1, which captures almost half the clicks & has the highest CTR 46% 25% 16% 10% 3% 14% 13% 12% 12% 49% 23.9% 13.1% 9.1% 6.3% 0.4% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 0% 10% 20% 30% 40% 50% 60% Position 1 Position 2 Position 3 Position 4 Sidebar Avg.CTR Clicks&Impressions KPI’s for generic Van Insurance queries by ad position Clicks Impressions Avg. CTR Source: Top Generic Van Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016. Data by average of all devices and match types
  11. 11. Top 10 Generic Car & Van Insurance searches The majority of top searches contain intent terms such as ‘quote’ or ‘comparison’ Car Insurance 1. Car Insurance 2. Car Insurance quotes 3. Cheap car insurance 4. Compare car insurance 5. Car insurance comparison sites 6. Car insurance comparison 7. Cheapest car insurance 8. Multi car insurance 9. Car insurance quote 10. Cheap car insurance quotes 1. Van insurance 2. Cheap van insurance 3. Van insurance quotes 4. Can insurance comparison site 5. Commercial van insurance 6. Compare van insurance 7. Budget van insurance 8. Cheapest van insurance 9. Van breakdown cover 10. Cheap van insurance quotes Van Insurance Source: Top Car & Van Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016
  12. 12. Health & Life Insurance
  13. 13. 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 1/1/2016 1/8/2016 1/15/2016 1/22/2016 1/29/2016 2/5/2016 2/12/2016 2/19/2016 2/26/2016 3/4/2016 3/11/2016 3/18/2016 3/25/2016 IndexedtoDailyAverageforperiod.Base=100% Health Insurance Life Insurance Health & Life Insurance: Search Seasonality Life Insurance volume spikes the most during the first couple of weeks of January. The up-and-down trend being driven by weekend traffic popularity at the start of he week Searches for Health Insurance remain popular into mid-late March Source: Top Health & Life Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016
  14. 14. ..Consider the type of user that will be clicking your ads with no targeting in place Who’s in the market? Gender When are they searching? 45% 55% 37% 63% Health Insurance Life Insurance Both Health & Life Insurance show a favourability towards Female searchers. Unsurprisingly, Life Insurance tends to be searched by an older demographic than Health Insurance Monday-Thursday are the most popular days, with traffic tailing off towards weekends Source: Top Health & Life Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016 33% 29%28% 37% 0% 10% 20% 30% 40% <24 25-34 35-49 50-64 65+ %Trafficby demographic Health Insurance Life Insurance 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% %ofweekdaytraffic Health Life Insurance
  15. 15. 42% 31% 15% 9% 3%12% 11% 9% 8% 59% 5.1% 4.0% 2.4% 1.5% 0.1% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 0% 10% 20% 30% 40% 50% 60% 70% Position 1 Position 2 Postion 3 Position 4 Sidebar Avg.CTR Clicks&Impressions KPI’s for Generic Health Insurance queries by ad position Clicks Impressions Avg. CTR Over 7/10 Generic Health Insurance clicks occur in the top two positions Source: Top Generic Health Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016. Data by average of all devices and match types
  16. 16. 47% 27% 14% 9% 3% 15% 14% 11% 9% 50% 10.6% 6.7% 4.3% 3.2% 0.2% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 0% 10% 20% 30% 40% 50% 60% Position 1 Position 2 Postion 3 Position 4 Sidebar Avg.CTR Clicks&Impressions KPI’s for Generic Life Insurance queries by ad position Clicks Impressions Avg. CTR On Life Insurance terms, optimise for position 1 which has the highest CTR and captures almost half the clicks Source: Top Generic Life Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016. Data by average of all devices and match types
  17. 17. Top 10 Generic Health & Life Insurance searches Top Health Insurance terms relate to care & cover Health Insurance 1. Health insurance 2. Health care 3. Critical illness cover 4. Private health insurance 5. Private medical insurance 6. Private medical care 7. Medical insurance 8. Dental insurance 9. Health insurance Spain 10. Dental Plans 1. Life insurance 2. Life quotes 3. Quotes life 4. Life insurance advice 5. Life insurance broker 6. Life insurance over 50 7. Over 50 life insurance 8. Compare life insurance 9. Life insurance UK 10. Life insurance quote Life Insurance Source: Top Health & Life Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016
  18. 18. Home Insurance
  19. 19. 0% 20% 40% 60% 80% 100% 120% 140% 160% Indexeddailyaverageovertimeperiod.Base =100% Home Insurance Search volume is highest during January Home Insurance Search Volume remains high throughout January, reaching a peak of +141% for the period on the 2nd Monday Source: Top Home Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016
  20. 20. ..Home Insurance tends to be searched by a Female audience, and people aged 35+ at the start of the week Who’s in the market? Gender When are they searching? 44% 56% Home Insurance 35-64 age group account for 62% of traffic in this category The start of the week is the most popular, before tailing off towards the weekends Source: Top Home Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016 0% 10% 20% 30% 40% <24 25-34 35-49 50-64 65+ %Trafficby demographic 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% %ofweekdaytraffic
  21. 21. Optimise for Position 1, which captures almost half the clicks & has the highest CTR 51% 25% 13% 8% 3% 15% 14% 13% 12% 45% 24.9% 12.8% 7.5% 4.8% 0.5% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 0% 10% 20% 30% 40% 50% 60% Position 1 Position 2 Position 3 Position 4 Sidebar Avg.CTR Clicks&Impressions KPI’s for Generic Home Insurance queries by ad position Clicks Impressions Avg. CTR Source: Top Generic Home Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016. Data by average of all devices and match types
  22. 22. Top 10 Generic Home Insurance searches Several top terms contain intent phrases such as ‘Quotes’ and ‘Compare/comparison’ Home Insurance 1. Home insurance 2. House insurance 3. Contents insurance 4. House insurance quotes 5. Home insurance quotes 6. Home insurance comparison sites 7. Home contents insurance 8. Compare home insurance 9. Compare house insurance 10. Home insurance compare over 50s Source: Top Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016
  23. 23. Travel Insurance
  24. 24. Travel Insurance Search volume is highest mid-late January Home Insurance Search Volume remains high throughout January, reaching a peak of +141% for the period on the 2nd Monday The decline in February coincides with the School half term, but lasts for several weeks afterwards Source: Top Travel Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016 0% 20% 40% 60% 80% 100% 120% 140% 160% Indexeddailyaverageovertimeperiod.Base =100
  25. 25. ..Who’s searching for Travel Insurance and when are they searching? Who’s in the market? When are they searching? 39% 61% Travel Insurance Travel insurance is more popular with Female searchers, and in particular the 50-64 demographic which makes up over a third of searchers Like most types of Insurance, Monday is the most popular day, with volume tailing off towards the end of the week 0% 10% 20% 30% 40% <24 25-34 35-49 50-64 65+ %Trafficby demographic 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% %ofweekdaytraffic Gender Source: Top Travel Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016
  26. 26. Generic Travel Insurance CTR is by far the strongest in position 1, which captures almost half of the total clicks 46% 28% 14% 9% 3% 14% 14% 12% 12% 48% 23.2% 14.9% 8.1% 5.3% 0.5% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 0% 10% 20% 30% 40% 50% 60% Position 1 Position 2 Position 3 Position 4 Sidebar Avg.CTR Clicks&Impressions KPI’s for Generic Travel Insurance queries by ad position Clicks Impressions Avg. CTR Source: Top Generic Travel Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016. Data by average of all devices and match types
  27. 27. Top 10 Generic Travel Insurance searches 3 top terms are related to medical conditions Travel Insurance 1. Travel insurance 2. Holiday insurance 3. Travel insurance medical conditions 4. Travel insurance pre-existing conditions 5. Travel insurance comparison 6. Cheap travel insurance 7. Travel insurance over 70s 8. Holiday insurance medical conditions 9. Compare travel insurance 10. Travel insurance over 65 Source: Top Travel Insurance search queries on Bing, Yahoo & AOL sites in the UK, Jan-Mar 2016
  28. 28. Make your ads shine
  29. 29. Brand & Endorsements CTA Delivery Incentives Token Ad Quality Token Ad Quality Token Ad Quality ™  collect  same day delivery  official  shop  home delivery  Brand Term  get  next day delivery  recommended  buy  free p&p  ®  view  free delivery  as seen on tv  compare  free returns  number 1  call  free shipping  ©  find  enquire  see  check  How to read an ad copy heat map  Strong impact, rarely used  Strong impact, sometimes used  Strong impact, but used often  Fair impact, rarely used  Fair impact, sometimes used  Fair impact, but used often  Limited impact, but rarely used  Limited impact, but sometimes used  Limited impact, but used often Individual Tokens Ad quality explanations Top Tip: The greener and fuller the circle, the more likely your ad will stand out We’ve looked at two dimensions in Bing Ads: . .
  30. 30. Generic Car Insurance Searches Ad Copy Analysis Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality ™  look  {keyword:  extra  in seconds  no claims  courtesy car  right  enquire  !  bargain  today  lady  instant cover  official  view  ?  discount  quick  women  cashback  recommended  check  +  deal  mins  4x4  short term  leader  buy  {param2:  low prices  same day  provisional  amazing  unbeatable  find  &  offer  instant  motorcycle  no fees  award winning  now  affordable  fast  3rd party  miles  ®  pick  savings  early  van  experts  top  protect  save  minutes  premium  great offers  switch  free  over 50  welcome  try  cheap  annual  reward  visit  over 65  trusted  contact  bad credit  best  call  new driver  see  bike  apply  cover  compare  Dynamic Inclusion and Special Symbols Pricing and value perception drivers USPSpeed User NeedsBrand Endorsements CTA Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic car insurance searches. Jan - Feb 2016, across devices on Bing and Yahoo sites in the UK
  31. 31. Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality protect your loved ones  &  from just [£]  policies  mins  save time  top 10  buy  +  from [£]  insurance  quick  aged 50-80  simple  buy online  !  free  cover  instant  premium  guaranteed  call  cheap  plans  minutes  over 50  exclusive  compare  save  fast  save money  easy  protect  affordable  today  seconds  range  get a quote  save%  same day  top 5  free quote  in seconds  best deal  apply now  best  call now  direct  apply  brilliant  find  award  get  check  buy now  contact  get quotes  get your quote today  now  Pricing and value perception drivers User Needs USPProduct SpeedCTA Dynamic Inclusion & Special Symbols Generic Life Insurance Searches Ad Copy Analysis Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic life insurance searches. Jan - Feb 2016, across devices on Bing and Yahoo sites in the UK
  32. 32. Generic Home Insurance Searches Ad Copy Analysis Brand endorsements CTA Dynamic Inclusion and Special Symbols Pricing Speed Value perception USP Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality ©  Apply online today  +  From only £  Same day  Premium  Points  Leader  Check  !  From just £  Today  Low cost  Instant Cover  Brand  Enquire  ?  Just £  Instant  Free quote  Rewards  DEFAQTO  Apply Now  {keywor d:  % off  Mins  Reward  Cashback  Award Winning  Protect  &  Up to £  In seconds  Interest  Unbeatable  Voted Best  Look  From £  Early  Discounts  Best  ™  Find  Discount  Fast  Offer  Exclusive  Recommended  Buy  £  Minutes  Instantly  Special Schemes  Official  Cover  Deal  Quick  Affordable  Guarantee  Trusted  Get  Free  Cheap  Experts  Top  Purchase  As low as £  Save money  No-obligation  Right  Take  Low prices  Comprehensive  Transfer  Explore  No fees  Poor credit  Great Offers  View  Extra  Save time  Amazing  Call  Save up to  Easy  Pick  Save  Apply today  Visit  Switch  Contact  Compare  Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic home insurance searches. Jan - Feb 2016, across devices on Bing and Yahoo sites in the UK
  33. 33. Combined Extensions For Fianance campaigns, Enhanced Sitelinks + Location Extension yields the highest CTR 7% 17% 17% 18% 24% Sitelinks Sitelinks + Call Extension Sitelinks + Location Extension Enhanced Sitelinks Enhanced Sitelinks + Location Extension
  34. 34. Summary

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