New Year, New YouSearch advertising to capture

New Year’s resolutions

The New Year rings in opportunity for marketers

35% of digital consumers plan to spend $25 or more per month initially on their New Year’s resolutions

45% of Americans usually

make a New Year’s resolution

39% of people in their

twenties more likely to achieve their yearly resolution

University of Scranton, Journal of Clinical Psychology, December 13, 2012

Health and lifestyle resolutions take the cake

Health & Wellness-related resolutions rank among the top New Year’s resolutions - 38% of people made weight-related resolutions in 2012.

University of Scranton, Journal of Clinical Psychology, December 13, 2012

• Lose weight

• Getting organized

• Spend less, save more

• Enjoy life to the fullest

• Staying fit and healthy

• Learn something exciting

• Quit smoking

• Help others achieve their

dreams

• Fall in love

Top 2012 New Year’s Resolutions

The life span of a New Year’s resolution is fleeting

75% maintain their goals through

the first week

64% maintain past one month

46% maintain past six months

45%of Americans

usually make

a New Year’s resolution

University of Scranton, Journal of Clinical Psychology, December 13, 2012

Social Vibe, New Year’s Resolutions Study, 2013

$5.6 billion estimated annual

spend on New

Year’s resolutions

Sharing New Year’s goals keeps us on track

9% by sharing goals broadly

7% by charity component

Social Vibe, New Year’s Resolutions Study, 2013

39% of digital consumers feel that deeper engagement with their resolutions

through various social channels will aid in their New Year’s resolution performance:

17% by collaborating and competing

with family, friends or online groups

Social Vibe, New Year’s Resolutions Study, 2013

The Health and Diet industry is not so slim

The Health and Wellness industry is expected to grow to $1 trillion retail value (US)

Euromonitor International

John LaRosa of MarketData; National Weight Control Registry; American Society for Metabolic and Bariatric Surgery

$20BAnnual revenue of the U.S.

weight-loss industry, including

diet books, diet drugs and

weight-loss surgeries

108M people on

diets in the U.S.

220,000 in the

U.S. who were morbidly obese and had bariatric surgery in 2009

85% of weight-

loss products and services consumers are female

Consumers seek diet program information online

Top searches included both brand name and generic diet programs

Source: Experian Marketing Services, week ending January 5, 2013

Search engines are the top research tool for health information

Most people seek health information online – and start with search

77% of the consumers

looking

for health and

wellness information

start with a search

engine

Where did online health seekers start their last search?

Pew Internet & American Life Project, January 2013

Participation in sports and related activities is growing

The participation increase in sports and related activities is a key driver in the steady growth the Sporting Goods/Equipment category is seeing.

Marketresearch.com – TechNavio forecast

Reuters.com

$21B The 2011 value of the U.S. Sporting Goods &

Equipment industry; projected to reach $23B in 2016.

In 2012, 33M people aged 16+, participated in

the sport fishing activity and spent USD $48B on equipment, licenses, trips and other fishing-related

items or events.

Millennials prefer to research and buy sports equipment online

eMarketer, May 2013

66% of Millennial internet

users prefer to research online

or buy sports equipment and

accessories online

Sites must close the gap for

the 21% of online researchers

who purchase in-store with

trackable offers and

promotions to drive online

purchases

Sports industry tops mobile ad spend growth

11% of Sporting/Fitness Equipment was purchased through Smartphones

and 10% on Tablets1

eMarketer, June 24, 20131 ,eMarketer, May 2013

The Yahoo Bing Network delivers an audience more likely than Google to spend on healthy grocery items in the last 30 days

Compared to Google, the Yahoo Bing Network audience is:

comScore Plan Metrix, US, September 2013, custom measure createdusing comScore indices and duplication

23% more likely to have spent $50 to $99 on health foods (online)

20% more likely to have spent $25 to $49 on vitamins (online or offline)

8%more likely to have spent $25 to $49 on canned or instant soup (online or offline)

9% more likely to have spent $25 to $49 on energy drinks (online or offline)

17% more likely to have spent $50 to $99 on vitamins (online or offline)

The Yahoo Bing Network delivers an audience more likely than Google to spend on health items in the last 6 months

Compared to Google, the Yahoo Bing Network Audience is:

7%more likely to have spent $500 to $999 on health

products online

19% more likely to have spent $1,000 to $2,499 on health

products online

comScore Plan Metrix, US, September 2013, custom measure created using comScore indices and duplication

The Yahoo Bing Network delivers an audience more likely than Google to be involved in quitting smoking

comScore Plan Metrix, US, September 2013, custom measure created using comScore indices and duplication

42% more likely to own Kawasaki

21%more likely to have bought a prescription from an online pharmacy in the last 6 months for a smoking habit (nicotine addiction)

12% more likely to be a caregiver for someone/other member of household who has a smoking habit (nicotine addiction)

10%more likely to have bought an OTC remedy for a

smoking habit (nicotine addiction)

Compared to Google, the Yahoo Bing Network Audience is:

Bla

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ay

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pin

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New

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Pro

mo

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Quality

Reso

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Style

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Venue

Web

Oth

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Black Friday

Brand

Celebrity

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Cyber Monday

{KeyWord}

Domain

Food

Free

Free Shipping

Furniture

Gift(s)

New

Number

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Product

Promotion

Purchase

Quality

Resource

Service

Style/Kind

Value

Venue

Web

Other Words

Here’s how to read a heatmapA

d T

itle

Great Bad No DataGood Ad Description

Our study results show that a retail ad with a celebrity in the title and a product name in the description has high Ad Quality.

Diet and exercise ad performance heatmap

%

% O

ff

Bra

nd

Call

to A

ctio

n

Co

mp

are

Die

t

Fre

e

Lose

/Lo

ss

Mill

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No

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Off

icia

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Pers

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Pill

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lans

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Savi

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To

day

To

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dem

ark

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ork

Out

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our

No

Var

% Off

Brand

Call to Action

Cash

Compare

Diet

Enhancers

Free

Lose/Loss

Official

Online

Pills

Plan/Plans

Top

Trademark

Try

Weight

Women's

Work/Work

Out

Year

You/Your

NoVar

Source: Microsoft internal data, December 2013

Ad

title

Ad description

New Year’s search optimization tips – ads and keywords

Revisit Ad Groups that have keywords and ad text related to your promotional items. Be sure to leverage

the most relevant destination URL per keyword or product target (for Product Ads).

“Call to Action”, “flash sales”, and “countdown promotions” in the ad title or description can leverage the

clicks. Give time for engines to Index and rank your terms and product targets to serve more actively.

Bid Early and often during your promotional time period.

Highlight “Free” and “Expedited Shipping” in Titles and Descriptions with contributing Keywords.

Use Ad Scheduling and incremental bidding strategies.

Utilize Ad Extensions, Sitelinks, Incremental bidding, Broad Match Modifier, Dynamic Keyword Insertions

and other Bing Ads product features.

Don’t forget to adopt Bing Ads features to drive performance this New Year

Location Extensions Sitelink Extensions* Call Extensions Merchant Ratings**

Source: 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.

Up to 8%higher CTR using SitelinkExtensions than with standard text ads

Source: comScore Core Search (custom), US, June 2013 / comScore qSearch (custom), US, June 2013.

Quality

70%more clicks

27%more clicks

Microsoft internal data, Oct 2013

Learn how broad match stacks up

Broad match best practices to take your campaigns to new heights

Ensure your campaigns are opted into broad match to get maximum reach without sacrificing quality with other match types

1.

Dial broad match

up or down match

type depending on

conversion value by

bidding explicitly

for each relative to

performance

2.

To further enhance

control, use

negative keywords

to block unwanted

query matches.

Refine with

additional negative

keywords as needed

3.

As a last resort,

leverage broad

match modifier to

set restrictive limits,

keeping in mind

that broad match

modifier can block

up to 90% of broad

match potential

volume

4.

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