Melbourne Cup 2016 - Microsoft · 2017-02-07 · melbourne cup winners 3% 92% of searches are...

Melbourne Cup 2016Bing Ads Australia

Overview

1. Overall industry impact

2. Sports betting

3. Air travel and accommodation

4. Apparel and accessories

5. 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 information

2/3 prefer ads give them pricing point

71% check internet to plan trips

39% use internet to plan shopping

Bing continues to gain search share in AU

USERS CHOOSE BING

11.4%

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.

Majority with

household incomes

over $75K

70% attended

University or hold

degrees from

University or higher

Mature 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

KeywordBing

CPC

Google

CPC

Bing is more cost

effective by %

Melbourne

Cup$1.49 $1.77 19%

Spring

Carnival$0.71 $1.97 177%

Horse

racing$0.70 $9.66 1280%

Cost-per-click

comparison2

Spring Carnival: Click volume nearly doubled same time last year

1. Microsoft internal data, AU search volume, 2013-2015. 2. Position 1 Bidding for Head Terms using Bing Ads Intelligence and Google Keyword Planner Tool – Sep-Nov 2015.

Bing predicts

Bing 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 marketing

Our 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.

7-13

Sept.

14-20

Sept.

21-27

Sept.

28 Sept.

-4 Oct.

3 Nov.-

8 Nov.

5-11

Oct.

12 Oct.-

18 Oct.

19 Oct.-

25 Oct.

26 Oct.

-2 Nov.

9-15

Nov.

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 share

by device

+6%

Turnbull

Stakes

Melb.

Cup

Caulfield

Cup

Cox

Plate

VIC

Derby

CTR

CPC

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.

7-13

Sept.

14-20

Sept.

21-27

Sept.

28 Sept. -

4 Oct.

3 Nov.-

8 Nov.

5-11

Oct.

12 Oct.-

18 Oct.

19 Oct.-

25 Oct.

26 Oct.

-2 Nov.

Sports betting

Search 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 Day10:30 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%

Spring Carnival season search queries -

Generic search share

91% 91%92%

92%

93%

92% 92% 92%92%

95%

88%

89%

31 Aug.-

6 Sept.

7-13

Sept.

14-20

Sept.

21-27

Sept.

28 Sept.-

4 Oct.

3 Nov.-

8 Nov.

5-11

Oct.

12 Oct.-

18 Oct.

19 Oct.-

25 Oct.

26 Oct.-

2 Nov.

9-15

Nov.

16-22

Nov.

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 35x245x

1.3x 1.2x 3.7x27x 23x

9.7x 4.5x

1.5x 5.3x 4.3x 14x87x

Racing related query searches indexed to non-Melbourne Cup season

+Melbourne Cup

+other racing

event names

+horse names

Turnbull Stakes

Week

Melbourne

Cup Week

5-11

Oct.

Caulfield Cup

Week

Cox

Plate Week

VIC Derby

Week

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


• “+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.

21-27

Sept.

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.

Text Ad Only + Sitelink

Extensions

+ Enhanced

Sitelinks

+ Enhanced

Sitelinks

+ App Extensions

+ Sitelink

Extensions

+ Call Extensions

+ App Extensions

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.


Extensions

+ Sitelink

Extensions

+ App

Extensions

+ Enhanced

Sitelinks

+ Enhanced

Sitelinks

+ App

Extensions

+ Call

Extensions

+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.

7-13

Sept.

14-20

Sept.

21-27

Sept.

28 Sept.

-4 Oct.

3 Nov.

-8 Nov.

5-11

Oct.

12 Oct.

-18 Oct.

19 Oct.

-25 Oct.

26 Oct.

-2 Nov.

9-15

Nov.

16-22

Nov.

+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: $0.63Generic: $0.97

Search share

by device

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

CTR

CPC

31 Aug.

- 6 Sept.

7-13

Sept.

14-20

Sept.

21-27

Sept.

Turnbull

Stakes

Melb.

Cup

5-11

Oct.

Caulfield

Cup

Cox

Plate

VIC

Derby

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

CPC

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.

7-13

Sept.

14-20

Sept.

21-27

Sept.

Turnbull

Stakes

Melb.

Cup

Caulfield

Cup

Cox

Plate

VIC

Derby

3 Nov.

-8 Nov.

12 Oct.

-18 Oct.

19 Oct.

-25 Oct.

26 Oct.

-2 Nov.

28 Sept.

-4 Oct.

5-11

Oct.

Accommodation (Melb.)

Search volume index+5% +6%+11%+8%

+3%+3%

42%

32%

8% 7%5% 6%

Sydney Adelaide Darwin Perth Brisbane Others

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%


Extensions

+ Sitelink

Extensions

+ Location

Extensions

+ Sitelink

Extensions

+ Call Extensions

+ Enhanced

Sitelinks


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&

ACT43%

QLD18%

VIC22 %

TAS1 %

WA10 %

Apparel and accessories2015-2016

+44%

+7%

+25%

+20%+20%

31 Aug.

-6 Sept.

7-13

Sept

14-20

Sept.

21-27

Sept.

5-11

Oct.

9-15

Nov.

16-22

Nov.

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: $0.36Generic: $0.46

82%

12%

6%

Search share

by deviceRacing fashion searches indexed to

the average weekly volume

Turnbull

Stakes

Melb.

Cup

Caulfield

Cup

Cox

Plate

VIC

Derby

3 Nov.

-8 Nov.

12 Oct.

-18 Oct.

19 Oct.

-25 Oct.

26 Oct.

-2 Nov.

28 Sept.

-4 Oct.

CTR

CPC

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.

7-13

Sept.

14-20

Sept.

21-27

Sept.

Turnbull

Stakes

Melb.

Cup

Caulfield

Cup

Cox

Plate

VIC

Derby

3 Nov.

-8 Nov.

12 Oct.

-18 Oct.

19 Oct.

-25 Oct.

26 Oct.

-2 Nov.

28 Sept.

-4 Oct.

5-11

Oct.

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

9%8% 8%

5% 5%3%

+race + fascinator + melbourne

cup

+brand +outfit + hat

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%


Extensions

+ Sitelink

Extensions

+ Location

Extensions

+ Sitelink

Extensions

+ Call

Extensions

+ Enhanced

Sitelinks

+ Enhanced

Sitelinks

+ Location

Extensions


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

Key

actions

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

Key

actions

Best practices




• Set up Remarketing in Paid Search campaigns in Sept. to encourage the second chance for a conversion


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

Key

actions

Best practices





Fashion audience with Bing Ads this Spring Carnival

Melbourne Cup 2016 Calendar

Oct 2016

M Tu W Th F Sa Su

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

Nov 2016

M Tu W Th F Sa Su

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 10 search days1. 1-Nov. (Melbourne Cup)

2. 31-Oct. Monday

3. 29-Oct. (Victoria Derby Day)

4. 2-Oct. Sunday

5. 15-Oct. (Caulfield Cup Day)

6. 22-Oct. (Cox Plate)

7. 1-Oct. (Turnbull Stakes Day)

8. 30-Oct. Sunday

9. 2-Nov. Wednesday

10.3-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 date

of this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–

REGARDING THE INFORMATION IN THIS PRESENTATION.

Melbourne Cup 2016 - Microsoft · 2017-02-07 · melbourne cup winners 3% 92% of searches are...

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Transcript of Melbourne Cup 2016 - Microsoft · 2017-02-07 · melbourne cup winners 3% 92% of searches are...