Prepare for the new UK vehicle registration plate launchFebruary 2016
Microsoft’s cross-over reach with internet users on Automotive sites
Microsoft has a strong cross over with consumers in the Automotive category in the UK
Source : comScore Segment Metrix January 2016. Automotive 18+ NB: Bing numbers form a part of overall Microsoft numbers which also include other major properties such as MSN, Microsoft.com
All Automotiv
e
43%
80% 82%
41%
81%
42%
Percentage reach of total unique visitors in the Automotive category
Manufacturers
Automotive
Resources
Percentage reach of total unique visitors in the Automotive category
Source: GWI Q3 2015. Base: UK internet average. * TGI GB 2015 Q3. Base: Use internet within the last month
UK Internet average base (indexed)
116102
Purchased a vehicle within
the last 6 months
Bing searchers have a high purchase intent for new cars
Intending to buy a vehicle within the
next 6 months
Avg. willing to spend on next car
purchase*
145
100 £10,
809
£9,6
56
Methodology• UK Market• Top 20,200 Auto search queries based on
volume• Analysis period: Jan 2015– Apr 2015
(inclusive)
Objectives• Identify search behaviours last year• What does the Bing searcher look like?• What are their behaviours?• Advertiser opportunities
Query SegmentationHow we defined our query categories
Segmentation DefinitionLuxury OEM Search query contains either a manufacturer or model belonging to
a Luxury OEM. Includes dealership, repair services, used cars etcNon-Luxury OEM Search query contains either a manufacturer or model belonging to
a Non-Luxury OEM. Includes dealership, repair services, used cars etc
Other Auto More general auto terms. Independent dealerships, servicing, repair & third-party seller sites
New / Used Search query contains either the term ‘New,’ ‘2015,’ ‘2016’ or ‘Used’
Finance / Lease Search query contains either the term ‘Finance’ or ‘Lease’ inc. ‘Business Lease’
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
New
All Up Auto
Luxury OEM
Non-Luxury OEM
Used
2015Annual search query peaks for Autos sub-verticals on Bing Ads in the UK
Source: Internal - Volume of searches indexed to average monthly volume in 2015 on Bing & Yahoo sites in the UK, all devices.
Mal
eFe
mal
e
Lease
Non-Luxury OEM
NewOther Auto
Finance
Bing Auto vertical average
55 years old
35 years old
The average Auto searcher is a 47 year old male. Luxury OEM searches have a slightly younger skew, although still in the favour of men. Queries containing the term Finance tend to be searched for by a much younger audience and are less gender-specific.
Source: Internal based on top auto search queries on Bing & Yahoo sites in the UK, Jan-Apr 2015, Bubble size = volume.
50:50 Male to Female
70:30 Male to Female
UsedLuxury OEM
What does the average Auto searcher look like on Bing Ads?
Older40:60 Male to Female
Average Auto searcher on Bing
65% Male, aged 47 yearsBing Auto vertical average
Don’t Forge
t
The role of devices• Mobile & Tablet account for 40% of auto searches on the Bing Network• Searches containing the term ‘new’ have a slight skew towards Mobile, whilst the opposite is true for terms containing
‘Used’• Interestingly, nearly a third of searches related to Auto financing occur on the mobile device – the most of any category
Internal Source: Based on top search queries on Bing & Yahoo sites in the UK, Jan-Apr 2015. Numbers may not sum to 100% due to rounding
All Luxury OEM Non-Luxury OEM
Other New Used Branded Generic Lease Finance
Category Purchase type Query type Financing type
23% 24% 24% 22% 21% 18% 23% 23% 18%31%
17% 18% 17% 18% 18% 21%18% 17%
17%
11%
60% 58% 59% 61% 60% 62% 59% 60% 65%58%
% Volume by Device
Mobile Tablet PC
£0.26
£0.25
£0.21
100%
142%
173%
Average Autos CPCs
Average Auto CPC by device, UK Bing & Yahoo Sites, Jan 2016
Autos CTRs vs. desktop
Average CTR for top queries in Auto, indexed to desktop, UK Bing & Yahoo Sites, Jan 2016
How do Autos KPIs on Bing Ads compare between devices?
Internal Microsoft Data, 2015
Don’t Forge
t
OEM searches over the period
CES
1/1/2015
1/4/2015
1/7/2015
1/10/2015
1/13/2015
1/16/2015
1/19/2015
1/22/2015
1/25/2015
1/28/2015
1/31/2015
2/3/2015
2/6/2015
2/9/2015
2/12/2015
2/15/2015
2/18/2015
2/21/2015
2/24/2015
2/27/2015
3/2/2015
3/5/2015
3/8/2015
3/11/2015
3/14/2015
3/17/2015
3/20/2015
3/23/2015
3/26/2015
3/29/2015
4/1/2015
4/4/2015
4/7/2015
4/10/2015
4/13/2015
4/16/2015
4/19/2015
4/22/2015
4/25/2015
4/28/201560%
70%
80%
90%
100%
110%
120%
130%
140%
Luxury Non-Luxury
Daily
Inde
xed
volu
me.
Bas
e =
100
North American
Motor Show
(Detroit)
Geneva
Motor Show
Plates Launch
Internal Source: Based on top search queries on Bing & Yahoo sites in the UK, Jan-Apr 2015. Based on brand term only
1
2
3
1 Manufacturer searches first over-index during the North American Motor show. The initial interest comes from Luxury vehicles, which coincided with the announcement of several Luxury OEM vehicles during the show
2 Consumer interest intensifies two weeks before the plates launch, initially from Luxury manufactures, and later from the Non-Luxury manufacturers3 Cars are not front-of-mind for consumers during the Easter break, but interest rises for Luxury manufacturers from mid April, coinciding with the summer weather
..The average Luxury OEM searcher is 2 years younger than Non-Luxury OEM searcher
Who’s in the market?
Gender
When are they searching?
69%
31%
63%
37%
Non-Luxury OEM
Luxury OEM
Although both categories skew towards men, Luxury vehicles tend to be searched for by a slightly younger
audience than Non-Luxury manufacturers
Traffic is flat over the week, but with small spikes on Monday’s & Thursday’s for both
categories
Monda
y
Tuesd
ay
Wedne
sday
Thurs
day
Frida
y
Satur
day
Sund
ay0%2%4%6%8%
10%12%14%16%
Non-Luxury Luxury
% o
f wee
kday
traffi
cInternal Source: Based on top search queries on Bing & Yahoo sites in the UK, Jan-Apr 2015. Based on brand term only
18-24 25-34 35-49 50-64 65+0%
10%
20%
30%
40%30% 32%35%
28%
Non-Luxury Luxury
% T
raffi
c by
de
mog
raph
ic
FemalesMales
How well will my ads perform?
The CTR on Luxury OEM terms is higher than Non-Luxury OEM throughout the period, and also marginally cheaper. The CPC for both categories peaks
in March coinciding with the new plates launch & Geneva Motor Show
Internal Source: Based on top search queries on Bing & Yahoo sites in the UK, Jan-Apr 2015. Data based on performance of brand term ads in Mainline positions 1 to 4
January February March April0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
£-
£0.05
£0.10
£0.15
£0.20
£0.25
Luxury OEM
CTR CPC
January February March April0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
£-
£0.05
£0.10
£0.15
£0.20
£0.25
Non-Luxury OEM
CTR CPC
Don’t Forge
t
New car searches are popular until mid March, after which used cars gain popularity
CES North American
Motor Show
(Detroit)
Geneva
Motor Show
Plates Launch
Internal Source: Based on top search queries on Bing & Yahoo sites in the UK, Jan-Apr 2015
1/1/2015
1/4/2015
1/7/2015
1/10/2015
1/13/2015
1/16/2015
1/19/2015
1/22/2015
1/25/2015
1/28/2015
1/31/2015
2/3/2015
2/6/2015
2/9/2015
2/12/2015
2/15/2015
2/18/2015
2/21/2015
2/24/2015
2/27/2015
3/2/2015
3/5/2015
3/8/2015
3/11/2015
3/14/2015
3/17/2015
3/20/2015
3/23/2015
3/26/2015
3/29/2015
4/1/2015
4/4/2015
4/7/2015
4/10/2015
4/13/2015
4/16/2015
4/19/2015
4/22/2015
4/25/2015
4/28/201560%
80%
100%
120%
140%
160%
180%
200%
New Used
Daily
Inde
xed
Volu
me
(Bas
e =
100)
1
2
3
1 Initially, used cars are more popular than new cars at the start of the New Year. Interest in new cars rises coincides with the opening day of the North American Motor Show, where search volume hits 130%
2 On 15th February new car searches peak at 178%. Queries containing the term ‘new car deals’ account for the surge, indicating that price is still front-of-mind in the consideration journey
3 Used cars are back on the minds of consumers by mid March, although the indexed volume is often lower than the base (100) for the remainder of the period
Monda
y
Tuesd
ay
Wedne
sday
Thurs
day
Frida
y
Satur
day
Sund
ay0%
4%
8%
12%
16%
New Used
% o
f wee
kday
traffi
c
..Who’s searching for new vs used cars and when are they searching?
Who’s in the market?
Gender
When are they searching?
67%
33%
66%
34%
New Used
New and used vehicles are searched by similar split of men & women. However used cars searchers tend to be
slightly older indicating that the status of an expensive car is preferred by younger people.
Thursday is the most popular day for new car searches, meanwhile used car searches are
more flat throughout the week, favouring no day in particular
Internal Source: Based on top search queries on Bing & Yahoo sites in the UK, Jan-Apr 2015
FemalesMales
18-24 25-34 35-49 50-64 65+0%
10%
20%
30%
40%
31%34%34% 34%
New Used
% T
raffi
c by
de
mog
raph
ic
How well will my ads perform?
The CTR for new car terms remains between 11-12% over the period, meanwhile used car terms have a slightly higher CTR range (13-15%). The
cheaper CPC on New terms is attributed to the fact that majority of terms in this category also contain brand terms e.g. ‘new Audi’
January February March April0%
2%
4%
6%
8%
10%
12%
14%
£0.30
£0.32
£0.34
£0.36
£0.38
£0.40
£0.42
New
CTR CPC
Clic
k Th
roug
h Ra
te
Cost
per
Clic
k
January February March April0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
£0.40
£0.42
£0.44
£0.46
£0.48
£0.50
£0.52
£0.54
£0.56
Used
CTR CPC
Clic
k Th
roug
h Ra
te
Cost
per
Clic
k
Internal Source: Based on top search queries on Bing & Yahoo sites in the UK, Jan-Apr 2015. Data based on performance of ads in Mainline positions 1 to 4
Brand & Endorsements CTA Delivery Incentives
Token Ad Quality Token Ad Quality Token Ad Quality™ º collect � same day delivery �official � shop � home delivery �Brand Term � get � next day delivery �recommended º buy � free p&p º® º view � free delivery �as seen on tv � compare º free returns ºnumber 1 � call º free shipping �© � find � enquire � see º check º
How to read an ad copy heat map
� Strong impact, rarely usedº Strong impact, sometimes used
� Strong impact, but used often� Fair impact, rarely usedº Fair impact, sometimes used� Fair impact, but used often� Limited impact, but rarely usedº Limited impact, but sometimes
used� Limited impact, but used often
Individual Tokens
Ad quality explanations
Top Tip: The greener and fuller the circle, the more likely your ad will stand out
How well tokens impact your ad
quality
How many other
advertisers are actively using
the token
We’ve looked at two dimensions in Bing Ads:1 2
. .
Luxury OEM searchesAd Copy Analysis
Internal Source: Based on top search queries on Bing & Yahoo sites in the UK for Luxury OEM ads, Jan-Apr 2015
Brand Endorsements CTA
Dynamic Inclusion and
Special Symbols
Pricing and value perception
driversUser Needs USP
Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad
Quality Token Ad Quality
As seen on TV � Dealership � {para
m2: � Low cost � Locate � Full Range �
Right �Request a brochure
� {keyword: º Savings º Compare � Find used �
Official � Visit º ? º Bargain º Lease º Find new ºBrand � Book � & � Finance
Offers º Certified º Find �™ º Dealer º ! � Save � New � Our range ºUnbeatable º Now � + � Offer � Cheap �
Leader º Call today � Affordable �
Top � Call � Variable � Low prices º Recommended � Free �
Award Winning º Cheap �
Deal � Interest � Reductions � Great price � Extra º Discount �
Non-Luxury OEM searchesAd Copy Analysis
Internal Source: Based on top search queries on Bing & Yahoo sites in the UK for Non-Luxury OEM ads, Jan-Apr 2015
Brand Endorsements CTA
Dynamic Inclusion and
Special Symbols
Pricing and value perception
driversUser Needs USP
Token Ad Quality Token Ad
Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality
Leader � Dealership � {para
m2: � Finance Offers � New � Full Range º
Unbeatable º Visit º + � Bargain º Compare � Our range �
Top � Book � & � Low prices º Locate � Find �Official � Dealer º ? º Savings � Lease º Find used º
Award Winning � Request a
brochure � ! º Save � Find new �
As seen on TV � Now � {para
m1: � Cheap � Cheap �
™ º Call today � {keyword: � Affordable �
Right � Call � Interest � Brand � Low cost º Voted Best � Deal �
Recommended � Free �
Offer � Variable � Reduction
s �
Great price �
Extra º Discount º
Internal Source: Comparison of average mainline CTR for Autos, UK Bing & Yahoo sites, PC & Tablet (Jan 2016)
Combined ExtensionsFor Auto campaigns, Enhanced Sitelinks + Location + Call
Extension yields the highest CTR
Location Extension
Call Extension
Sitelinks
Enhanced Sitelinks
Enhanced Sitelinks + Location + Call Extension
7%
8%
10%
20%
25%
Summary
Consider your device strategy depending on the type of campaign. Mobile accounts for
almost a quarter of all searches, even higher for Financing queries
Remember to raise campaign budgets for February & March to
account for the increased seasonal
demand
Use the ad copy heat maps to help
differentiate your ads against the competition
Adopt extensions to increase your
presence on the mainline
© 2016 Microsoft Corporation. All rights reserved.