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Spring Carnival 2017Insights on the race that stops a nation
Agenda
1.Industryoverview
2.Seasonal
search trendsNext steps
3.
1. Industry overview
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
We’ve seen
SOURCE:
Microsoft, Internal data analysis, Sep -Nov 2016., Gambling industry, all devices.
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
Big changes on the horizon for Australian gambling industry
2. Seasonal search trends
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
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.
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%
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
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.
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
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
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
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
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
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
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.
3. Next Steps
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
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
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
We can help you implement your Spring Carnival strategies
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?
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