Melbourne Cup 2016 - Bing Ads Australia

Melbourne Cup 2016Bing Ads Australia

Overview

1.Overall industry impact2.Sports betting3.Air travel and

accommodation4.Apparel and accessories5.Tips and actions

Impact of theSpring Carnival2015-2016

There are 6 million horse-racing enthusiasts in Australia (30.2% of Australians).They’re 13% more likely to be Bing users compared to the Australian population

70% are age 40+78% gambled in past 12 months

Source: Nielsen Consumer & Media View National Database, Apr '15 - Mar '16 | 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.

1/2 prefer internet when they need information2/3 prefer ads give them pricing point71% check internet to plan trips39% use internet to plan shopping

Bing continues to gain search share in AU

USERS CHOOSE BING INDUSTRY CHOOSES BINGSHARE GROWTH

11.4% Bing Network share

11.4%

6.0%6.7%

9.4%

10.1%10.8%

5.5%

March ‘15 June ‘15 July ‘15 Aug. ‘15 Dec. ‘15Dec. ’14 Sept. ‘15

6.8%

Bing and Microsoftsearch sites

Launch of Windows 10

June ‘16

Source: comScore Explicit Core Search (custom), June 2016. Bing Network includes Microsoft Core Search sites and partner sites in AU.

IncomeMajority with household incomes over $75K

Education70% attended University or hold degrees from University or higher

AgeMature user base with 81% older than 35

The Bing audience profile

Source: Nielsen Online Ratings – Hybrid, Jan 2016 (previously NetView, MarketView, Answers, NetRatings or Online Ratings).

Sept Oct Nov Dec

2013 2014 2015

+54% 2014

+91% 2015

Click volume in relevant “Melbourne Cup” terms during the Spring Carnival season1

Clicks

AVG.CPC

Keyword Bing CPC

GoogleCPC

Bing is more cost effective by %

Melbourne Cup Race $1.43 $3.20 124%

Spring Carnival $0.92 $1.97 114%

Horse racing $0.91 $9.66 962%

Cost-per-click comparison2

Spring Carnival: Click volume nearly doubled same time last year

1. Microsoft internal data, AU search volume and CPC (AUD), 2013-2015. 2. Suggest bids on Google Keyword Planner Tool in AUD Sep-Nov 2015.

Bing predictsBing curates the best content from across the web, draws on exclusive data from our partners and makes powerful predictions on the sports that Aussie consumers love. For the Melbourne Cup, our predictions drive up user engagement on Bing for the race that stops the nation. Consumer marketingOur Melbourne Cup marketing campaign will bring users to Bing at scale. Native ads, CRM, social and display advertising will capitalise on the interest in the race in the lead up to the big day.

The Melbourne Cup on Bing.com

Sports betting2015-2016

Last year, Bing.com gained 60% increase in click volume from the Bing sports betting audience. With 18% mobile share (smartphone +tablet) sports betting industry experiences up to 3x search growth through season.

82%

14%

4%

Source: Microsoft internal data, AU search volume (including CPC, clicks, device share) Sep-Dec 2015.

+297%

+23%+37%+6%

31 Aug. - 6

Sept.

7-13Sept.

14-20

Sept.

21-27

Sept.

28 Sept. -4 Oct.

3 Nov.-8 Nov.

5-11Oct.

12 Oct.-18

Oct.

19 Oct.-25

Oct.

26 Oct. -

2 Nov.

9-15Nov.

16-22

Nov.

Sports betting searches indexed to the average weekly volume

+56%+19%

+297%

Consumer interest begins in October and peaks on Melbourne Cup Day

Search shareby device

+6%

Turnbull

Stakes

Melb. Cup

Caulfield Cup

Cox Plate

VIC Derby

CTRCPC

Top three search-driving events: Melbourne Cup, Victoria Derby Day and Turnbull Stakes Day.Melbourne Cup week generated the largest search volume growth (+297%) as well as the highest level of competition among advertisers.

31 Aug. - 6

Sept.

7-13Sept.

14-20Sept.

21-27Sept.

28 Sept. -4

Oct.

3 Nov.-8 Nov.

5-11Oct.

12 Oct.-18

Oct.

19 Oct.-25

Oct.

26 Oct. -

2 Nov.

Sports bettingSearch volume index

+56%

Gambling searches peak on Melbourne Cup Day

Source: Microsoft internal data, AU search volume Sep-Dec 2015.

TIP: Ensure you have budget early on and increase your bids on key racing days to take advantage of Spring Racing Carnival peaks.

+297%+23%+19%+6%+37%+6%

Turnbull Stakes

Melb. Cup

Caulfield Cup

Cox Plate

VIC Derby

Monitor budget and bids at peak hours


TIPS: Utilise bid modifiers to tailor your bidding strategy on time and device.Increase campaign budgets on Melbourne Cup Day to embrace the huge traffic gain.

Melbourne Cup Day

10:30 a.m. – 2:00 p.m. growth in search traffic

Searches CTR

6.8x 13%

6.4x 8%

4.1x 11%

Other racing days2:00 p.m. – 4:00 p.m.

growth in search traffic

Searches CTR

2.9x 13%

2.8x 10%

1.9x 9%

Monitor budget and bids by States

Mobile matters

Source: Microsoft internal data, AU search volume Sep-Dec 2015

Tailor your mobile strategy by state:Utilise bid modifiers to tailor your bidding strategy on device and location

6.4x

CTR

11%

8%29

/Oct/

15

30/O

ct/15

31/O

ct/15

1/Nov

/15

2/Nov

/15

Melbou

rne C

up D

ay

4/Nov

/150%

5%

10%

15%

20%

25%

30%

35%

Click Share by Mobile Devices (includ-ing tablets)

VIC Non-VIC

Weekends

Weekends

Melbourne Cup day

• All states –up to 33% mobile click share

• VIC -20% mobile click share

Spring Carnival season search queries - Generic search share

91% 91% 92%92%

93%92% 92% 92% 92%

95%

88%89%

31 Aug.- 6 Sept.

7-13Sept.

14-20Sept.

21-27Sept.

28 Sept.-4

Oct.

3 Nov.-8 Nov.

5-11Oct.

12 Oct.-18

Oct.

19 Oct.-25 Oct.

26 Oct.-2 Nov.

9-15Nov.

16-22Nov.

Generic searches are heightened on Melbourne Cup Day


92% of searches in sports betting industry are non-branded terms. Generic search share becomes the highest (95%) on Melbourne Cup Day.

TIP: Make sure your ads stand out from generic searches during the whole Melbourne Cup Carnival period. Expand your keywords list to cover key racing event names, horse names, trainers, etc.

Turnbull Stakes

Melb. Cup

Caulfield Cup

Cox Plate

VIC Derby

1.1x 1.7x 3.2x 5.3x 8.2x 35x 245x

1.3x 1.2x 3.7x 27x 23x9.7x 4.5x

1.5x 5.3x 4.3x 14x 87x

Racing related query searches indexed to non-Melbourne Cup season

+Melbourne Cup

+other racing event names

+horse names

Turnbull Stakes Week

Melbourne Cup Week

5-11Oct.

Caulfield Cup Week

Cox Plate Week

VIC Derby Week

Spring Carnival related terms surge up to 245x more in demand

Source: Microsoft internal data, AU search volume Sep-Dec

2015.

• “+Melbourne Cup” related terms receive the largest search traffic gains when it approaches to Melbourne Cup Day.• All racing event related queries surge in interest at least three weeks before the racing day.• Searches around horse names start from early Oct. and explode during Melbourne Cup Week.

TIPS: Create campaigns for key racing events to capture the spikes.Set budgets and finalise campaigns at least 3 week before each race day.

28 Sept.-4 Oct.

3 Nov.-

8 Nov.

12 Oct.-18 Oct.

19 Oct.-25 Oct.

26 Oct.-2 Nov.

21-27Sept.

Text Ad Only + Sitelink Extensions + Enhanced Sitelinks

+9%

+3%5%

Unlock your click-through rate potential with ad extensions-PC

Source: Microsoft internal data, ad extension insights Sep-Nov 2015.

TIP: Equip your PC campaigns with Enhanced Sitelinks to boost click-through rate.

5%

+15%

Unlock your click-through rate potential with ad extensions-Mobile & Tablet


TIPS: Equip your mobile campaigns with Sitelink Extensions and Call Extensions to boost click-through rate.Get App Extensions enabled to turn one-off punters into lifelong customers.

+6% +6%

+22%

Top non-branded search queries, Sept.-Nov. 2015

Top 10 queries Search share

melbourne cup 2015 34%melbourne cup 33%melbourne cup results 7%melbourne cup field 5%melbourne cup horses 4%horses 4%melbourne cup 2015 results

4%

melbourne cup field 2015

3%

race results 3%melbourne cup winners 3%

92% of searches are non-branded,

terms featuring “odds”, ‘’horse” and “bet” are

crucial.

“+Melbourne Cup” is the must-have keyword

Source: Microsoft internal data, AU search volume, Sep-Nov 2015.*Search share is calculated for top 10 generic queries.

“+Melbourne Cup” related terms hold the greatest opportunity for driving traffic as 8 of the top 10 generic search queries are “Melbourne Cup” related.

TIP: Expand your keyword list to capture the demand. Talk to your Account Manager to see how we can help.

Text

Ad Only

+ Sitel

ink Ex

tensio

ns

+ Sitel

ink Ex

tensio

ns

+ App

Exten

sions

+ Enha

nced S

itelink

s

+ Enha

nced S

itelink

s

+

App Ex

tensio

ns

+ Call Ex

tensio

ns

+4%

Unlock click-through rate potential with Bing Ads ad extensions


TIPS: Equip your campaigns with Enhanced Sitelinks and Call Extensions to boost click-through rate.Get App Extension enabled to turn one-off punters into lifelong customers.

5%+6%

+9%

+15%

+19%

8% 16% 27% 37% 12%

18-24 25-34 35-49 50-64 65+

NT<1 %

SA6 % NSW

&ACT33%

QLD20%

VIC29 %

TAS2 %

WA10 %

Clicks by state

Sports betting audience demographics

Source: Microsoft internal data, AU clicks by demographic Sep-Nov 2015.

TIP: Use demographic bidding modifier to maximise your reach and convert potential.

56%44%

Clicks by gender

64% of sports betting clicks are generated by 35-64 age group.

Clicks by age

• Victoria is over-indexed (116)

• SA is under-indexed (84)

Air travel andaccommodation2015-2016

31 Aug. -6 Sept.

7-13Sept.

14-20Sept.

21-27Sept.

28 Sept.-4 Oct.

3 Nov.-8 Nov.

5-11Oct.

12 Oct.-18 Oct.

19 Oct.-25 Oct.

26 Oct.-2 Nov.

9-15Nov.

16-22Nov.

+8% +6%+5%+11%

+14%+6%

+16%+14%+6% +10%

Melbourne Cup related travel research starts with flight queries

Source: Microsoft internal data, AU search volume (including CPC, clicks, device share), Sep-Dec 2015.*Melbourne Cup Travel: flights queries contain” to Melbourne” while accommodation queries contains “Melbourne”.

• Travel industry has experienced a 10% year-on-year growth in clicks, with PC remaining the main device of choice.• Flight searches start in September, while hotel searches intensify in October. +10%

Annual growth (clicks)

Average CPC Branded: $0.82Generic: $1.26


87%

9%4%

86%

10%5%

Melbourne Cup travel searches indexed to the average weekly volume

Air travel

Turnbull Stakes

Melb. Cup

Caulfield Cup

Cox Plate

VIC Derby

Hotel & accommodations

CTRCPC

31 Aug. - 6 Sept.

7-13Sept.

14-20Sept.

21-27Sept.

TurnbullStakes

Melb.Cup

5-11Oct.

Caulfield Cup

Cox Plate

VICDerby

Interstate fans plan air travel through September


Audience engagement is the highest throughout mid-late October, indicating the high potential of a purchase action due to the urgency.

TIPS – September: Reserve 15% budget increase in August for September to capture demand. Set up Remarketing in Paid Search campaigns for Oct.TIPS – October: Include race event names in your ads to promote quick conversions for last-minute buyers.

28 Sept.-4 Oct.

3 Nov.-8

Nov.

12 Oct.-18 Oct.

19 Oct.-25 Oct.

26 Oct.-2 Nov.

Air travel (to Melb.)Search volume index

+16% +14%+6%+14%+10%+6%

CTR

Melbourne Cup fans finalise accommodation through October


October receives the largest “Melbourne accommodation” related searches, with highest engagement (CTR) and relatively low competition (CPC).

TIPS: Make sure your campaigns are set up and ready before October.Provide one-stop solutions (e.g. package deal) for interstate fans in your ad copies to promote quick conversions.

31 Aug. - 6 Sept.

7-13Sept.

14-20Sept.

21-27Sept.

TurnbullStakes

Melb.Cup

Caulfield Cup

Cox Plate

VICDerby

3 Nov.-8

Nov.

12 Oct.-18 Oct.

19 Oct.-25 Oct.

26 Oct.-2 Nov.

28 Sept.-4 Oct.

5-11Oct.

Accommodation (Melb.)Search volume index

+5% +6%+11%+8%

+3%+3%

Sydney Adelaide Darwin Perth Brisbane Others

42%

32%

8% 7% 5% 6%

Top originating cities and accommodation related queries

Source: Microsoft internal data, AU search volume Sep-Nov 2015.

• Over 40% of “to Melbourne” flight clicks originate from Sydney during Melbourne Cup season.

• “+Melbourne +accommodation” is the top searched term from interstate fans.

TIP: Use demographic bidding modifier to reach more relevant potential customers.

Top 10 generic Melbourne accommodation queries by searches, Sept.-Nov. 2015


accommodation melbourne 27%

melbourne accommodation 21%

melbourne hotels 12%

hotels melbourne 9%

hotels in melbourne 6%

accommodation melbourne cbd 5%

accommodation in melbourne 5%

cheap accommodation melbourne

5%

melbourne accommodation cbd 5%

melbourne cbd accommodation 4%


Source: Microsoft internal data, AU ad extension insights Sep-Nov 2015.

TIP: Equip your campaigns with Enhanced Sitelinks to boost click-through rate.

4%+4%

+5%

+6%

+22%

9% 16% 30% 35% 10%

18-24 25-34 35-49 50-64 65+

Clicks by state

Travel audience demographics



39%

61%

Clicks by gender

65% of travel clicks are generated by 35-64 age group.

Clicks by age

• NSW/ACT is over-indexed (126)• VIC (89) and TAS (68) are under-

indexed

NT<1 %

SA6 % NSW

&ACT

43%

QLD18%

VIC22 %

TAS1 %

WA10 %

Apparel and accessories2015-2016

+44%

+7%

+25%+20%+20%

31 Aug. -6 Sept.

7-13Sept

14-20Sept.

21-27Sept.

5-11Oct.

9-15Nov.

16-22Nov.

Racing fashion searches begin one month before Melbourne Cup

Source: Microsoft internal data, AU search volume (including CPC, clicks, device share), Sep-Dec 2015.*Racing fashion: apparel & accessory searches contain ”fascinator/hat/headpiece/Melbourne cup/spring carnival, etc.”

• The fashion industry gained 15% more clicks throughout the 2015 Spring Carnival season compared to 2014.

• Racing fashion interest ramps up from October and peaks at Victoria Derby Day. +15% Annual growth

(clicks)Average CPC

Branded: $0.47Generic: $0.60

82%

12%

6%


Racing fashion searches indexed to the average weekly volume

Turnbull

Stakes

Melb.Cup

Caulfield Cup

Cox Plate

VICDerby

3 Nov.-8 Nov.

12 Oct.-18 Oct.

19 Oct.-25 Oct.

26 Oct.-2

Nov.

28 Sept.-4 Oct.

CTRCPC

Competition starts

Competition among advertisers starts early in racing fashion industry


• Advertisers become active in September (one month before consumers) to build brand awareness.• Engagement with fashion customers grows as it gets closer to Melbourne Cup Day, while competition

is lowest during Caulfield Cup and Cox Plate week.

TIPS: Ensure your campaigns are ready in September.Use Product Ads to grab attention and turn browsing into buying.

31 Aug. - 6 Sept.

7-13Sept.

14-20Sept.

21-27Sept.

TurnbullStakes

Melb.Cup

Caulfield Cup

Cox Plate

VICDerby

3 Nov.-8

Nov.

12 Oct.-18 Oct.

19 Oct.-25 Oct.

26 Oct.-2 Nov.

28 Sept.-4 Oct.

5-11Oct.

Apparel and accessories (Melb. Cup related)Search volume index

+20% +25%+44%+20%+7%

Top generic Melbourne Cup fashion queries by clicks, Sept.-Nov. 2015

+race

+ fasci

nator

+ melb

ourne

cup

+brand

+outfit

+ hat

9% 8% 8%5% 5%

3%

Click-through rate of top aggregated terms

“+Fascinator” and “+hat” are the top searched and clicked terms

Source: Microsoft internal data, AU search volume Sep-Nov 2015.

• In top 10 generic queries 54% are related to “fascinator” and 46% are related to hats.

• Terms featuring “race”, “Melbourne Cup” and “fascinator” receive higher customer engagement compared to general terms like “hats.”

TIPS: Include race names and “fascinator” in your ad copy to improve click-through rate.Use negative keywords to bring in the highest qualified searchers.


fascinators 30%

hats 23%

fascinator 14%

hat 13%

fascinators for races 6%

melbourne cup hats 4%

men's hats 3%

hats online 3%

fascinators online 2%

fascinators Australia 2%


Source: Microsoft internal data, AU ad extension insights Sep-Nov 2015.

TIP: Equip your campaigns with Enhanced Sitelinks and Location Extensions to boost click-through rate. 7%

+4%

+4%

+19%

+21%

+3%

14% 20% 30% 28% 7%

18-24 25-34 35-49 50-64 65+

Clicks by state

Apparel and accessories audience demographics



28%

72%

Clicks by gender

58% of apparel and accessories clicks are generated by 35-64 age group.

Clicks by age

• NSW/ACT (109) and VIC (102) are over-indexed

• TAS is under-indexed (78)

NT<1 %

SA7 % NSW

& ACT37%

QLD18%

VIC25 %

TAS2 %

WA11 %

• Include key racing event names in your ads, and test different ad copy combinations to find the best-performing ads for your brand and products

• Set up Remarketing in Paid Search campaigns

• Prepare budgets along with search peaks, like Caulfield Cup day, Cox Plate, etc.

• Utilise bid modifiers and boost bids in the afternoon (2 p.m.-4p.m.) on racing days across all devices

• Start to set up specific campaigns to target each racing event

• Enable App Extensions to capture and keep Spring Carnival fans

• Ensure you have an exhaustive list of Melbourne Cup related keywords

• Campaign budgets on Melbourne Cup day should be set to their maximum with daily acceleration enabled.

• Apply bid modifiers on Melbourne Cup day and boost bids between 10 a.m. and 2 p.m. across all devices

Planning and research

Early punters Punters Punters

September Early October Mid-late October November

Main audience

Keyactions

Best practices• Plan early and optimise for devices from September to November• Improve CTR with Enhanced Sitelinks (ESL) • Make sure budgets accommodate traffic surges on key event days

Make the most out of the Bing Network Sports Betting audience with Bing Ads this Spring Carnival

• Test different ad copy combinations to find the best-performing ads for your brand and locations

• Leverage the right combination of ad extensions (e.g. Review Extensions) to promote your products and services with trusted third-party reviews

• Provide last-minute solutions in your ads like flights and accommodation package deals.

• Include race event names in your ads to promote quick conversions for last-minute buyers

• Consider “plan early and save…” and trip package campaigns for interstate fans

• Use demographic bidding modifier to reach more relevant potential customers from Sydney, Darwin, Adelaide and Perth

Flights planning Accommodation planning Last-minute travelers

September Early-Mid October Late October-Early November

Main audience

Keyactions

Best practices• Plan early and optimise for devices from September to November• Improve CTR with Enhanced Sitelinks (ESL) • Make sure budgets accommodate traffic surges on key event days• Set up Remarketing in Paid Search campaigns in Sept. to encourage the second chance for a conversion

Make the most out of the Bing Network Travel audience with Bing Ads this Spring Carnival

• Increase bids to take the advantage of the most cost-effective weeks (searches start with the highest CTR and lowest CPC)

• Utilise Product Ads to grab attention and turn browsing into buying

• Set budget for Victoria Derby week and Melbourne Cup week when the search volume is the largest throughout the season

• Include race event names in your ads to promote quick conversions

• Set up campaigns and test different ad copy combinations to find the best-performing ads for your brand and products

• Opt in to broad match to capture new queries and add negatives as needed

Racing fashion planning Shoppers Shoppers

September Early-mid October Late October-early November

Main audience

Keyactions

Best practices• Plan early and optimise for devices from September to November• Improve CTR with Enhanced Sitelinks (ESL)• Make sure budgets accommodate traffic surges on key event days

Make the most out of the Bing Network Fashion audience with Bing Ads this Spring Carnival

Melbourne Cup 2016 Calendar

Oct 2016M Tu W Th F Sa Su

1 23 4 5 6 7 8 9

10 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30

Nov 2016M Tu W Th F Sa Su31 1 2 3 4 5 67 8 9 10 11 12 1314 15 16 17 18 19 2021 22 23 24 25 26 2728 29 30

Top 10 search days1. 1-Nov. (Melbourne Cup)2. 31-Oct. Monday3. 29-Oct. (Victoria Derby Day)4. 2-Oct. Sunday5. 15-Oct. (Caulfield Cup Day)6. 22-Oct. (Cox Plate)7. 1-Oct. (Turnbull Stakes Day)8. 30-Oct. Sunday9. 2-Nov. Wednesday10.3-Nov. (Crown Oaks Day)

Source: Microsoft internal data; AU search volume by day Sep-Nov 2015.*2016 calendar is based on 2015 search volume studies.

Gambling activities start from Oct. and grow significantly when it gets closer to Melbourne Cup• 2/3 of searches (from top 10 search days) fall in Melbourne Cup week• More than half of the top 10 search days fall on weekends

TIP: Search queries on the top 10 days quintuple (5x). Prepare budgets accordingly for the Melbourne Cup Carnival.

Thank you

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THE INFORMATION IN THIS PRESENTATION.

Marketing

Melbourne Cup 2016 - Bing Ads Australia