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Spring Carnival 2017 Insights on the race that stops a nation

Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

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Page 1: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

Spring Carnival 2017Insights on the race that stops a nation

Page 2: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

Agenda

1.Industryoverview

2.Seasonal

search trendsNext steps

3.

Page 3: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

1. Industry overview

Page 4: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

6 million horse-racing enthusiasts

Source: Nielsen Consumer & Media View National Database Survey 02 2017| Base: 14+.*Horse Racing Enthusiasts: response to interested in horse racing or “must see/always try to watch” Melbourne

Cup on Free to Air TV.

1/4

Page 5: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

We’ve seen

SOURCE:

Microsoft, Internal data analysis, Sep -Nov 2016., Gambling industry, all devices.

Page 6: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

Horserace

betting at

TABs, 40%

Sports

betting, 22%

Other race

betting,

21%

Harness race

betting at TABs,

17%

Products and services segmentation (2016-17)

Total $3.9 bn

Page 7: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

Big changes on the horizon for Australian gambling industry

Page 8: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

2. Seasonal search trends

Page 9: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

While Melbourne Cup gets the most coverage, other key racing days like Caulfield Cup, Cox Plate also offer digital marketers an opportunity to get in front of the punters

SOURCE:

Microsoft, Internal data analysis, Oct– Nov 2016, horse racing related searches, all devices.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13

Horse racing searches indexed to the average

weekly volume

Caulfield Cup Day

(15 Oct)

Cox Plate

(22 Oct)

Victoria Derby

(29 Oct)

Crown Oaks Day

(3 Nov)

Melbourne Cup

(1 Nov)

Caulfield Guineas

(8 Oct)

Emirate Stakes

(5 Nov)

SEARCH TRENDS

NovemberOctober

Page 10: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

100% 105%114%

246%

195%

JUL AUG SEP OCT NOV

Tip: Increase budgets

from August to

November to capture

seasonal demand driven

by the Spring Carnival

enthusiasts

Horse racing related searches increased 3 months prior to the Melbourne Cup in 2016

SEARCH TRENDS

Horse racing related searches indexed to July monthly volume - 2016

SOURCE:

Microsoft, Internal data analysis, Jul– Nov 2016, horse racing related searches, all devices.

Page 11: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

SEARCH TRENDS

NovemberOctober

Suggested budget distribution aligned to search interest during key Spring Carnival weeks

Caulfield Guineas

Week

11%

Caulfield Cup

Week

12%

Cox Plate

Week

13%

Victoria Derby

Week

15%

Melbourne Cup Week

Melbourne Cup Day

21%Crown Oaks Day

2%Emirate Stakes

Darley Classic

3%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13

SOURCE:

Microsoft, Internal data analysis, Oct – Nov 2016, horse racing related searches, all devices.

Remainder of

the period

23%

Page 12: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

Top search days

Predicted top search dates for Spring Carnival 2017

Oct 2017

M Tu W Th F Sa Su

25 26 27 28 29 30 1

2 3 4 5 6 7 8

9 10 11 12 13 14 15

16 17 18 19 20 21 22

23 24 25 26 27 28 29

Nov 2017

M Tu W Th F Sa Su

30 31 1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

27 28 29 30

Top search days by volume

1. 7-Nov. (Melbourne Cup)

2. 4-Nov. (Victoria Derby)

3. 28-Oct. (Cox Plate)

4. 21-Oct. (Caulfield Cup)

5. 14-Oct. (Caulfield Guineas)

6. 9-Nov. (Crown Oaks)

7. 11-Nov. (Emirates Stakes)

SEARCH TRENDS

SOURCE:

Microsoft, Internal data analysis, Oct – Nov 2016, Sport betting related searches, all devices.

Tip: Plan your budgets to cover the key racing days through the Spring Carnival season following Melbourne Cup

Increase in search volume

Page 13: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

Monitor your brand campaign budget and bids to capitalise on consumer awareness

SEARCH TRENDS - BRAND

51% 50%42% 42% 48% 45%

30%16% 19%

42%50%

WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 MELBOURNE

CUP

WEEK 10 WEEK 11

brand generic

Generic

Brand

September October November

SOURCE:

Microsoft, Internal data analysis, Sep – Nov 2016, horse racing related searches, all devices.

Page 14: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

Key racing events fall on Saturdays, however user engagement starts to increase 3 days prior

SEARCH TRENDS - BRAND

Uptick

SOURCE:

Microsoft, Internal data analysis, Oct – Nov 2016, horse racing related searches, all devices, branded searches only.

Horse racing brand search volume

daily

bra

nd

ed

searc

h v

olu

me

Uptick

UptickUptick

Race dayRace day

Melbourne Cup

Race day

Race dayRace day Race day Race day

Uptick Uptick Uptick

Page 15: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

SEARCH TRENDS - BRAND

SOURCE:

Microsoft, Internal data analysis, Sep – Nov 2016, horse racing related searches, all devices , branded searches only.

tab

sportsbet

tattsbet

tab racing

tatts

nsw tab

william hill

tab com au

bet365

ladbrokes

unitab

crownbet

tattsbet racing

tab results

tab sportsbet

Tip: Secure maximum share

of voice for your brand

keywords and consider

conquesting keywords.

Contact your Account

Manager or Bing Ads expert

for detailed competitor

analysis

tab

sportsbet

tattsbet

tab racing

bet365

tatts

tab com au

william hill

tattsbet racing

unitab

nsw tab

crownbet

tab results

vic tab

tab sportsbet

Page 16: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

1 week prior to Melbourne Cup saw the highest search volume increase for generic queries

SEARCH TRENDS - GENERICS

49% 50%58% 58% 52% 55%

70%84% 81%

58%50%

WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 MELBOURNE

CUP

WEEK 10 WEEK 11

brand generic

Brand

September October November

SOURCE:

Microsoft, Internal data analysis, Sep – Nov 2016, horse racing related searches, all devices.

Generic

Page 17: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

Top racing related

generic search terms –

all devices

Tip: Make sure you bid

on “horse racing”

related keywords early

and contact your

Account Manager for

keyword suggestions

1. Horse racing

2. Racing NSW

3. Racing Australia

4. Racing Victoria

5. NSW racing

6. Horse racing results

7. Racing and sports

8. Racing com

9. Perth racing

10.Racing results

1/0

9/2

016

4/0

9/2

016

7/0

9/2

016

10/0

9/2

016

13/0

9/2

016

16/0

9/2

016

19/0

9/2

016

22/0

9/2

016

25/0

9/2

016

28/0

9/2

016

1/1

0/2

016

4/1

0/2

016

7/1

0/2

016

10/1

0/2

016

13/1

0/2

016

16/1

0/2

016

19/1

0/2

016

22/1

0/2

016

25/1

0/2

016

28/1

0/2

016

31/1

0/2

016

3/1

1/2

016

6/1

1/2

016

9/1

1/2

016

12/1

1/2

016

Clicks

SEARCH TRENDS - GENERICS

September October

SOURCE:

Microsoft, Internal data analysis, Sep – Oct 2016, horse racing related searches, all devices.

daily

clic

k vo

lum

e

daily clicks

Top racing related

generic search terms –

all devices

1. Horse racing

2. Racing NSW

3. Racing Australia

4. Racing Victoria

5. NSW racing

6. Horse racing results

7. Racing and sports

8. Racing com

9. Perth racing

10.Racing results

Top racing related

generic search terms –

all devices

1. Horse racing

2. Racing NSW

3. Racing Australia

4. Racing Victoria

5. NSW racing

6. Horse racing results

7. Racing and sports

8. Racing com

9. Perth racing

10.Racing results

Top racing related

generic search terms

2016 – all devices

1. Horse racing

2. Racing NSW

3. Harness racing

4. Racing Australia

5. Racing Victoria

6. NSW racing

7. Horse racing results

8. Racing and sports

9. Harness racing Victoria

10.Perth racing

Page 18: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

Tip: In October, make

sure to allocate

sufficient budget for

“betting” related

campaigns and contact

your Account Manager

or a Bing Ads expert for

keyword suggestions

SEARCH TRENDS - GENERICS

September October

SOURCE:

Microsoft, Internal data analysis, Sep – Oct 2016, betting related searches, all devices.

daily

clic

k vo

lum

e9/1

/2016

9/8

/2016

9/1

5/2

016

9/2

2/2

016

9/2

9/2

016

10/6

/2016

10/1

3/2

016

10/2

0/2

016

10/2

7/2

016

11/3

/2016

11/1

0/2

016

Searches Clicks

Top betting related

generic search terms

2016 – all devices

1. Betting

2. Sports betting

3. Melbourne Cup betting

4. Betting club

5. Online betting

6. Betting sites

7. Online betting

Australia

8. Betting online

9. Betting tips

10.Melbourne Cup 2016

betting

Page 19: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

SEARCH TRENDS – GENERICS

Melbourne cup 2016

Melbourne cup

Melbourne cup 2016 date

Melbourne cup day 2016

Melbourne cup date

Melbourne cup tickets

Melbourne cup winners

Melbourne cup public holiday

Melbourne cup weekend

Melbourne cup dresses

Melbourne cup date

Melbourne cup horses

Melbourne cup field

Melbourne cup winners

Melbourne cup trainers

Melbourne cup

Melbourne cup 2016

Melbourne cup 2016 date

Melbourne cup 2016 horses

Melbourne cup field 2016

Melbourne cup race

Melbourne cup 2016

Melbourne cup

Melbourne cup horses

Melbourne cup winners

Melbourne cup field

Melbourne cup date

Melbourne cup trainers

Melbourne cup 2016 horses

Melbourne cup live

Prepare Action

SOURCE:

Microsoft, Internal data analysis, Oct 2016, Melbourne Cup related searches, all devices.

Tip: Don’t forget to update your keywords and ads to reflect 2017 Melbourne Cup and ensure you have an exhaustive list of

Melbourne Cup related keywords

Page 20: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

SEARCH TRENDS

Sports betting searches volume and device spilt on Melbourne Cup day

76% of searches

happened during

8am- 2:59pm

Mobile searches start to peak

from 7am-10am

24% searches came from

mobile device

SOURCE:

Microsoft, Internal data analysis, Melbourne Cup day 2016, horse racing related searches, all devices.

Monitor budgets closely on the day to capture maximum business. Start as early as 7 am.

Page 21: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

3. Next Steps

Page 22: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

more likely to must see or always try to watch horse racing

more likely to gamble at TAB once or more a week in the past 12 months

more likely to gamble online at least once a month or more in the past 12 months

30% must see or always try to watch Melbourne Cup

Source: Nielsen Consumer & Media View National Database Survey 02 2017

Bing audience matters because they are:

compared to Australian population

Page 23: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

NEXT STEPS

1

• Begin setting up specific

campaigns to target key racing

events

• Ensure you have an exhaustive

list of generic keywords

• Enable App Extensions to

capture and keep Spring

Carnival fans

• Set up Remarketing in Paid

Search campaigns to build

highly engaged user lists

• Plan for budgets to be aligned

with search peaks, like Caulfield

Cup day, Cox Plate, etc.

• Monitor your brand share of

voice closely during this period

when competition increases

• Test ad copy variations and

leverage best performing

combination of ad extensions

• Apply bid boosting across key

racing events to take advantage

of key audiences

• Ensure that you don’t run out of

budget in the last 2 weeks

before Melbourne Cup when the

most clicks and searches happen

• Apply bid modifiers on

Melbourne Cup day and boost

bids between 8 am and 2:59 pm

across all devices

• Be prepared for the increased

demand from last minute

punters to gain day-before &

day-of conversions

October November

Page 24: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

Universal Event Tracking (UET) — Enable for advanced tracking and targeting

Track campaign performance and use Bing Ads’ new features and enhanced capabilities.

Conversion Goal Setup — Create campaigns that are successful from day one

Use the improved campaign creation workflow to make more-informed decisions that meet your business goals.

Remarketing in Paid Search — Reconnect to website visitors

Connect with customers who have visited your website before and may have not converted or are more likely to convert again.

Bid modifiers — Device, location, demographic, time, audiences

Dynamically adjust your bids to help achieve better performance.

App install ads open beta* — Have users install your app

Use this new ad type to send searchers directly to your app. If your app is not currently installed on the device, we’ll take searchers directly to your page in the app

store for easy download.

Offline Conversion Import* — Connect online and offline

Use this feature to know which search queries are converting to store visits and offline purchases. Adjust bids and budgets according to what’s working the best.

In-Market Audiences* — Connect to users ready to purchase

Connect with customers who may or may not have visited your website before, but are more likely to make a purchase in a given category.

Automated bidding – Maximise Conversions*Maximise Conversions is currently in pilot. While this feature is in pilot, customers with tool providers are ineligible to adopt this feature.

Increase conversions

Remarketing

in Paid

Search

Bid

modifiers

Maximise

Conversions*

App install

ads*

Offline

Conversion

Import*

In-Market

Audiences*

Universal

Event

Tracking

Conversion

Goal Setup

* In pilot or piloting soon

NEXT STEPS

Page 25: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

We can help you implement your Spring Carnival strategies

Page 26: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

It’s quick and easy to import your

Google AdWords campaigns directly

into Bing Ads with just a few Searches.

Learn how to import your campaigns

Already advertising

on Google AdWords?

Page 27: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes
Page 28: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes

Tools• Bing Ads Editor for Mac

• Bing Ads app for Andriod and iOS

• Google Import

• Bing Ads Intelligence

• Ad Preview Tool

Extensions• App Extensions

• Call Extensions

• Location Extensions

• Callout Extensions

• Review Extensions

• Sitelink Extensions and

Enhanced Sitelinks

Features & Products• Remarketing in Paid Search

• Universal Event Tracking

• Bing Shopping Campaigns

• Device Targeting

• Demographic Targeting

• Day and Time Targeting

Page 29: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes
Page 30: Spring Carnival 2017 - Microsoft · Sports betting, 22% Other race betting, 21% Harness race betting at TABs, 17% Products and services segmentation (2016-17) Total $3.9 bn. Big changes