Soccer World Cup made by www.aztecasoccer.com

1. Stand out from
the crowd
Sales playbook for the
2014 world soccer championship

2. Just like the world’s most
talented athletes – you
understand the importance
of competing hard. You’re
vying for consumer
mindshare and wallet share
everyday.
The 2014 world soccer
championship attracts a fully
engaged, globally diverse
audience and Bing Ads is
here as your personal sales
coach, helping you move
from the sidelines to get in
the digital game.

3. The world soccer championship
Expected
worldwide
advertising
agency revenue
increase in 20142
Forecasted
e-commerce
boost for Brazil,
with a total of
$16.6 billion in
business
projected in
20143
Projected
increase of
worldwide
advertising
growth fueled
partially by the
world soccer
championship1
Source: 1 Magna Global 2013; 2 Maurice Levy, Publicis CEO, January 2014; 3 Brazilian E-Commerce Association, 2014.

4. Even the US is showing love for the beautiful game
US interest in
soccer is at an all-time
high, which is
still the top market
for most major
advertisers
ESPN showing
more soccer, Fox
has a dedicated
channel, NBC now
carries the English
Premium League
MLS is expanding,
with international
teams regularly
playing in the US
Global
43%
57%
US
36%
62%
AR, BR, FR
>50%
<50%
Who’s
watching
soccer1
Source: 1“Brazil’s World Cup Is a Marketer's Dream, but Also a Potential Nightmare,” Ad Week, October 7, 2013.

5. Get on the offensive with search
Search gained substantial ground in the year of the 2012 London Olympics
Paid search increased 14.5% to £3.17 billion from £2.77 billion
– representing a 58% share of digital advertising.2
Source: 1”2012 London Olympics: How the World Was Searching,” Search Engine Watch, August 13, 2012; 2”UK digital ad spend up 12.5% to almost
£5.5bn,” Internet Advertising Bureau UK, 2012.
Globally
United
Kingdom
Latin
America
Peru
Turkey
1.47 billion searchers, 173 billion searches, increasing 10%
and 12%, year-over-year, equating to 117 searches for every
searcher on the planet.1
162 searchers per searcher, nearly 40% greater than the
worldwide average.1
Within Latin America, Peru was a surprising leader with 217
searches per searcher.1
The heaviest search market of all, with 217 searches per
searcher.1

6. 2010 world
soccer
championship
searches in
the UK
In May, nearly 5% of all searches contained the
words “World Cup” while searches for World
Cup 2010 dates began to increase at the
beginning of April and continued
momentum.1
Travel and beer brands were top-searched. In
terms of World Cup sponsors, South African
Airways and Budweiser, led the way in
searches, respectively.2
Other popular searches included auto, retail,
cellphone, and sports footwear brands.3
Source: 1”Five per cent of internet searches relate to World Cup 2010 as UK goes football mad,” Lakestar McCann, June 2010; 2”Experian Hitwise identifies
the brands topping the World Cup sponsorship league,” Experian Hitwise press release, June 15, 2010; 3”Update: Experian Hitwise identifies the brands
topping the World Cup sponsorship league.,” Experian Hitwise press release, June 22, 2010.

7. Winning UK industries during the
2010 world soccer championship
Flat screen TVs,
up 40 – 100%
Pubs, food and
drinks
Sport apparel
boosted at 4%
Pizza sales up –
40% reported by
Domino’s Pizza
Source: 1 ”World Cup 2010: business winners and losers,” The Guardian, July 13, 2010; 2”World Cup fever turns
up television sales,” New Zealand Herald, July 12, 2011.

8. Develop
a mobile
site
Call to
action
with QR
codes
Target
opt-ins
only
Provide
useful
SMS
alerts
Forego
roaming
charges
Sponsor
games
on
products
Promote
give-aways
Create
virtual
soccer
games
Source: “The Starting 11 – the essential mobile-marketing guide for the 2010 FIFA World Cup,” mobiThinking, 2010.

9. It’s been since
1950
Brazil’s world soccer
championship
homecoming is this year

10. Bringing
home
R$142
Billion
for
Brazil’s
local
sectors
a) Impact on final demand
(world soccer championship related expenditures in Brazil) R$ 29.60 Billion
• Investments
• Operating expenses
• Visitors’ expenses
b) Impact on national production of goods and services
c) Impact on final demand
d) Impact on final demand
e) Impact on final demand
R$ 22.46 Billion
R$ 1.18 Billion
R$ 5.94 Billion
R$ 112.79 Billion
R$ 63.48 Billion
R$ 3.36 Billion
R$ 18.13 Billion
Sectors most benefiting
(economic activities with
major increased output)
Civil
construction
Food &
beverage
Business
services
Electricity and gas,
water, sanitation and
urban cleaning
Information
services
Source: Sustainable Brazil: Social and Economic Impacts of the 2014 World Cup, Ernst & Young Terco (Brazil), 2011.
Tourism &
hospitality

11. Tourism is kicking into high gear, with
dedicated fans that will travel to paradise
Engaging world soccer championship
promotion uses online videos,
targeting potential visitors to Brazil
from key tourism markets
Videos are narrated by natives of the
overseas market who live in Brazil. They
speak to the charm of the city that their
country's team will play its first world soccer
championship game in
Videos admiring Brazil's world soccer championship
cities bring together experiences and storytelling
Digital experience: More than one-third of tourists
choose Brazil based on information on the internet
Life experience: The sensation of being in that place,
adding value to the tourism message
Source: “Brazil Kicks Off Tourism Promotion In World Cup Countries,” Ad Age, December 6, 2013.

12. Coming from far and wide to
arrive from everywhere
Source: Sustainable Brazil: Social and Economic Impacts of the 2014 World Cup, Ernst & Young Terco (Brazil), 2011.

13. Looking for jetsetters ?
We know where you can find them
Compared to Google, the Yahoo Bing Network Audience is:
5%
more likely
have spent
$500 to
$999 online
on travel in
the last 6
months
10% 10%
more likely to
have been
“heavy”
foreign air
travelers in
the last 3
years
25% 20% 9%
more likely
to have
rented a car
from
National for
personal use
in the last 12
months
more likely
to have
rented a car
from Value
for personal
use in the
last 12
months
more likely
to have
rented a car
from Thrifty
for personal
use in the
last 12
months
more likely
to have
spent $5,000
to $7,499
online on
travel in the
last 6
months
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication.

14. Digital media love in Brazil
Advertising growth projections for 2014
Source: MAGNA GLOBAL Advertising Forecasts: 2014.

15. Brazil: The “social media capital of the world”
A branded video around a global event like the world soccer championship,
has the potential for high sharing and as many as a billion views
Total online audience Audience on Social Media
In 2013, time spent on
Facebook grew
46 million 97% 208%
Positive attitude towards
online shopping
Brazilians have a propensity
to share videos, and they will
be more inclined to share
videos related to soccer.
The average share rate of
branded videos is 1.31%; in
Brazil that average
skyrockets to 4.41%.
Source: “Why World Cup Brazil 2014 Is Crucial For Digital Video Advertisers,” Business Insider.com, September 4, 2013;
http://blog.spotistic.com/everything-you-need-to-know-about-social-media-usage-in-brazil/

16. What do they search for?
Since the world soccer championship comes every four years, we’ve
uncovered search trends for the most recent team sporting event, the
2014 Super Bowl

17. Big brands with big impact to search
TV commercials are a catalyst for searches across devices.
Pair your traditional advertising with search for maximum impact.
45,000
40,000
Luxury car brands with
35,000
Super Bowl
30,000
commercials saw an
25,000
early and sustained lift
20,000
in search volume across
15,000
all devices likely due to
10,000
early and day-of
commercial releases 0
5,000
Source: Bing Ads Intelligence. Search data is combined daily searches of all luxury auto make and model keywords which had commercial during the Super Bowl.

18. Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014.
12/1/2013
12/3/2013
12/5/2013
12/7/2013
12/9/2013
12/11/2013
12/13/2013
12/15/2013
12/17/2013
12/19/2013
12/21/2013
12/23/2013
12/25/2013
12/27/2013
12/29/2013
12/31/2013
1/2/2014
1/4/2014
1/6/2014
1/8/2014
1/10/2014
1/12/2014
1/14/2014
1/16/2014
1/18/2014
1/20/2014
1/22/2014
1/24/2014
1/26/2014
1/28/2014
1/30/2014
2/1/2014
2/3/2014
2/5/2014
Searches for football apparel
1/19: Conference
championship
games
2/2: Super Bowl
Game time
Fans buy apparel before and directly after the game

19. Festa means party in Portuguese
. Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014.
12/1/2013
12/3/2013
12/5/2013
12/7/2013
12/9/2013
12/11/2013
12/13/2013
12/15/2013
12/17/2013
12/19/2013
12/21/2013
12/23/2013
12/25/2013
12/27/2013
12/29/2013
12/31/2013
1/2/2014
1/4/2014
1/6/2014
1/8/2014
1/10/2014
1/12/2014
1/14/2014
1/16/2014
1/18/2014
1/20/2014
1/22/2014
1/24/2014
1/26/2014
1/28/2014
1/30/2014
2/1/2014
2/3/2014
2/5/2014
Searches for party planning
Food Games Supplies
2/2: Super Bowl

20. Eat, drink and be merry
comScore reveals that
when compared to
Google, the audience on
the Yahoo Bing Network
is more likely to have
searched for information
online about:
o health foods
o gourmet foods
o organic foods
o gift foods
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication Includes searches in the last 6 months.

21. Searches for tickets went up almost 6x the day after the
conference championship games, but this was far less than
searches following a report by ESPN about falling prices.
12/1/2013
12/3/2013
12/5/2013
12/7/2013
12/9/2013
12/11/2013
12/13/2013
12/15/2013
12/17/2013
12/19/2013
12/21/2013
12/23/2013
12/25/2013
12/27/2013
12/29/2013
12/31/2013
1/2/2014
1/4/2014
1/6/2014
1/8/2014
1/10/2014
1/12/2014
1/14/2014
1/16/2014
1/18/2014
1/20/2014
1/22/2014
1/24/2014
1/26/2014
1/28/2014
1/30/2014
2/1/2014
2/3/2014
2/5/2014
Searches for event tickets
1/22: ESPN reports that
ticket prices are
plummeting
1/19: Conference
championship games
2/2: Super
Bowl
Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014.
That’s the ticket

22. Reaching sports
enthusiasts
Compared to Google, the
Yahoo Bing Network audience
is more likely to have attended
a major sporting event while
on vacation in the last 12
months.
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication.

23. We’ve got you covered.
10%
more likely to have spent $2,500 or
more on activity tickets online
5%
more likely to have bought event tickets
in an online auction
More likely to have bought
pro sports tickets online in
the last 6 months
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication.

24. Catching the big game on television
12/1/2013
12/3/2013
12/5/2013
12/7/2013
12/9/2013
12/11/2013
12/13/2013
12/15/2013
12/17/2013
12/19/2013
12/21/2013
12/23/2013
12/25/2013
12/27/2013
12/29/2013
12/31/2013
1/2/2014
1/4/2014
1/6/2014
1/8/2014
1/10/2014
1/12/2014
1/14/2014
1/16/2014
1/18/2014
1/20/2014
1/22/2014
1/24/2014
1/26/2014
1/28/2014
1/30/2014
2/1/2014
2/3/2014
2/5/2014
2/7/2014
Searches for buying TVs
12/2: Cyber
Monday
2/2: Super Bowl
Searches for buying televisions peaked the Thursday before the
Super Bowl. This was the highest peak since Cyber Monday. The
four days leading up to the Super Bowl had 32% more TV-buying
searches than the same days the previous week.
Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014.

25. Giving credit where credit is due
Credit card advertisers enjoyed significant summertime click-through
gains. Expand your reach this summer to capture searchers
charging up for the global soccer tournament.
Year-over-year click-through rate for PC and tablets
June July August October November December
2012 2013
Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Months: June-December 2012 vs. June-December 2013.
+197%
-9%
+154% +89%
+299%
+203%

26. Charging ahead with online credit card usage
Compared to Google, the Yahoo Bing Network Audience is:
21%
more likely to have
used American
Express Platinum
online
13%
more likely to have
used American
Express Green
online
13%
more likely to have
used MasterCard
World online
10%
more likely to have
used Visa Smart
Card online
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. Credit card usage in the last 30 days
from reporting date.

27. In love with data?
Want to add
some new tactics
to your search
advertising?

28. Here’s how to read a heatmap
Ad description
Ad title
Great Good Poor Insufficient data
Air
Airfares
Airline Brand
Airlines
Book
Call to Action
City
Deals
Destinations
Discount
Fares
Find
Flights
Fly
Guaranteed
Huge/Big
Lowest
Nonstop
Now
Offers
Official Site
Online
Prices
Save
Tickets
Today
Trademark
Travel
Website
Your
Air
Airfares
Airline Brand
Airlines
Area
Book
Call to Action
City
Deals
Discount
Fares
Find
Flights
Fly
Lowest
Nonstop
Official Site
Online
Save
Tickets
Trademark
Travel
Website
Our study results show
that a travel ad with
“airlines” in the title and
“deals” in the description
has high Ad Quality.

29. Airlines and flights:
Ad performance heatmap
Air
Airfares
Airline Brand
Airlines
Book
Call to Action
City
Deals
Destinations
Discount
Fares
Find
Flights
Fly
Guaranteed
Huge/Big
Lowest
Nonstop
Now
Offers
Official Site
Online
Prices
Save
Tickets
Today
Trademark
Travel
Website
Your
Air
Airfares
Airline Brand
Airlines
Area
Book
Call to Action
City
Deals
Discount
Fares
Find
Flights
Fly
Lowest
Nonstop
Official Site
Online
Save
Tickets
Trademark
Travel
Website
Ad description
Ad title
Great Good Poor Insufficient data

30. Airlines and flights:
Top word combos
PC Mobile Tablet
Title Description
City Official/Official Site
Tickets Official/Official Site
City Find
Travel Flights
Tickets Find
Title Description
Find Today
Find City
Book Flights
Flights Airlines
City Lowest
Title Description
Deals Travel
Deals Find
City Travel
Travel Flights
Fares Air
Key insights
- The word “find” in the ad description ranks high when used with almost any travel-related words in the ad title,
from “airfares” to “[city name]” to “deals”.
- PC users are much more interested in ads that include “official site” than either mobile or tablet users, which is
indicative of the different intent depending on device. PC users have a bigger screen and are more willing to
navigate a large, official site. Mobile users go directly to action, clicking on ads that include “book” and “flights”.

31. Hotels:
Ad performance heatmap
Ad description
Ad title
Great Good Poor Insufficient data
Best
Book
Brand
Call to Action
City
Deals
Downtown
Family
Free
Great
Guaranteed
Hotel
Lowest
Luxury
Now
Official
Price Point
Rates
Rental(s)
Resorts
Room(s)
Save
Suites
Today
Trademark
Vacation
Best
Book
Brand
Cabin
Call to Action
City
Deals
Downtown
Great
Guaranteed
Hotel
Luxury
Official
Price Point
Rates
Rental(s)
Resorts
Save
Suites
Trademark
Vacation

32. Hotels:
Top word combos
PC Mobile Tablet
Title Description
City Save
City Room(s)
Rental(s) Save
City Official
Rates Rates
Title Description
City Brand
City Guaranteed
City Great
City Call to Action
Trademark Rates
Title Description
Rental(s) Save
Call to
Action
Room(s)
Rental(s) Rental(s)
Vacation Today
Deals Today
Key insights
- “Luxury”, in either ad title or ad description, gets low marks except when used in combination with a hotel brand
name. This is in line with shifting spending habits across the US since the economic downturn.
- “Family” in the ad description attracts a lot of attention when used with either a brand name or a price point.

33. Car rental:
Ad performance heatmap
Ad description
Ad title
Great Good Poor Insufficient data
Airport
Book
Brand
Call to
Action
Car
Car Size
Cheap
Deals
Free
Great
Hire
Low/Lowest
Now
Off
Official
Online
Price Point
Quick
Rates
Rent/Rental
Reserve
Save
Savings
Specials
Today
Trademark
Upgrade
Weekend
Weekly
Your
Airport
Brand
Call to Action
Car
Cheap
City
Deals
Discounts
Free
Great
Hire
Off
Official
Online
Price Point
Rent/Rental
Savings
Specials
Trademark
Upgrade
Weekend
Weekly

34. Car rental:
Top word combos
PC Mobile Tablet
Title Description
Off Low/Lowest
Weekend Specials
Weekend Online
Weekend Quick
Weekend Price Point
Title Description
Rent/Rental Specials
Brand Specials
Car Specials
Price Point Specials
Car Weekend
Title Description
Weekend Specials
Weekend Online
Weekend Quick
Trademark Deals
Weekend Price Point
Key insights
- Consumers won’t be duped: The words “free” and “upgrade” in any car supplier ad will not be good for clicks.
- “Weekend” is king of the keywords regardless of device when it comes to car supplier PPC ads. For mobile,
“specials” is especially hot.

35. Apparel and Accessories
Great Good Poor Insufficient data Ad description
Black Friday
Brand
Celebrity
Clothing
Cyber Monday
{KeyWord}
Domain
Food
Free
Free Shipping
Furniture
Gift(s)
New
Number
Official Site
Product
Promotion
Purchase
Quality
Resource
Service
Style/Kind
Value
Venue
Web
Other Words
Black Friday
Brand
Celebrity
Clothing
Cyber
Monday
{KeyWord}
Domain
Food
Free
Free
Shipping
Furniture
Gift(s)
New
Number
Official Site
Product
Promotion
Purchase
Quality
Resource
Service
Style/Kind
Value
Venue
Web
Other Words
Ad Title

36. Top word combos for Apparel and Accessories
PC
Title Description
Brand Call to action
Size New
Price/pricing Now
Size Brand
Size Official site
Size Fashion
Free shipping Official site
Free Official site
Official site Official site
Brand [Huge/wide/great] selection
Insights for Apparel and Accessories
 Ad quality is less compelling on PCs
when phrases including “holiday” are used
in the title and description.
 Mobile and Tablet ad copy indexed high
with “official site” in the title combined
with “online” in the description.

37. Top word combos for Apparel and Accessories
Mobile
Title Description
Brand Call to action
Official site Online
% off Size
% off Now
Brand Online
Promotion Gifts
Fashion Promotion
No variable [Huge/wide/great] selection
New Purchase
New Product
Tablet
Title Description
Official site Call to action
Official site Online
Brand Call to action
Brand Online
Style/kind Online
Style/kind Call to action
Free shipping Official site
Gifts Style/kind
Style/kind New
Gifts % off

38. Consumer Electronics
Black
Friday
Brand
Call to
Action
Celebrity
Cyber
Monday
Free
Free
Shipping
Gift
In-Store
Pickup
New
Now
Official
Site
Online
Price/
Pricing
Product
Promo
Purchase
Quality
Resource
Service
Style/ Kind
Value
Other
Words
Black
Friday
Brand
Call to
Action
Celebrity
Cyber
Monday
Free
Shipping
Gift
New
Now
Official Site
Online
Price/
Pricing
Product
Promotion
Purchase
Quality
Resource
Service
Style/ Kind
Other
Words
Ad Title
Great Good Poor Insufficient data Ad description

39. Top word combos for Consumer Electronics
Insights for Consumer Electronics
 People search for electronics primarily by the brand of
item they’re looking for – so ads that include the brand
name in the title with “Cyber Monday” in the description
were very clickable. This is also true for tablets, but not
for mobile.
 On mobile, ads with
“purchase” in the title
and “Cyber Monday”
in the description
were hottest.
PC
Title Description
Cyber Monday Quality
Brand Cyber Monday
New Promotion
Cyber Monday Promotion
No variable In-store pickup
New Cyber Monday
Brand In-store pickup
Online Quality
Promotion Cyber Monday
New In-store pickup

40. Top word combos for Consumer Electronics
Mobile
Title Description
No variable Cyber Monday
Purchase Cyber Monday
Price/pricing Product
Brand Resource
Price/pricing Free shipping
Resource Free shipping
Product Service
Resource Service
Brand Price/pricing
Price/pricing Quality
Tablet
Title Description
Promotion Cyber Monday
Cyber Monday Promotion
Brand Cyber Monday
Cyber Monday Quality
Product Cyber Monday
No variable In-store pickup
Official site Product
Purchase No variable
Brand In-store pickup
Cyber Monday Product

41. Elevate to win
with new ad
formats on
Bing Ads

42. Perform like a champion
with Ad Extensions
Location Extensions Call Extensions Sitelink Extensions Merchant Ratings

43. Up to 15%
higher CTR
using Sitelink
Extensions
than with
standard text
ads
Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance.
Increase in clicks is dependent upon a seasonality and advertiser vehicle.

44. Help fans find your local business with
Location Extensions
• Mobile users are more likely
to be searching for a store
location on their mobile
device, rather than on
desktop or a tablet
• Leverage local features such
as store locator, click-to-call
and Click-to-Direction
• Drive improved conversion
rate from mobile store
locator to in-store visits
Up to 9%
higher CTR
using Location
Extensions
than with
standard text
ads

45. Source: 1comScore Explicit Core Search (custom), US, September 2013.

46. Only the best for your customers

47. Question

48. More Information