Microsoft Confidential - Internal Use Only

Microsoft Confidential - Internal Use Only

Insights for

digital marketers

New Device Launch

33% 32%

19%17%

August - Sept (pre-announcement) Announcement Day 9/7/16 (+/-2 days) Sept (post-announcement) Oct-Dec (Q4)

Journey start by time period (% of users)65%

When did users start their iPhone journeys?A majority of users (65%) began their journeys from August through announcement period.

1. Microsoft internal data, customer journey research, in selected categories related

to iPhone new device launch – all devices, U.S., August1, 2016 – December 31, 2016.

1

120

118

116

114

112

110

108

106

104

102

100

98

96

94

92

90

88

86

84

82

80

78

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74

72

70

68

66

64

62

60

58

56

54

52

50

48

46

44

42

40

38

36

34

32

30

28

26

24

22

20

18

16

14

12

10 8 6 4 2 0

% o

f u

sers

act

ively

on

ip

ho

ne jo

urn

ey

# Days from final step in the journey (Day 0)

How long is the journey?iPhone shoppers were actively engaged for a period of three months, before the end of the journey.

Most users join the race around the 90-day mark

Average length was 59 Days

1.Microsoft internal data, customer journey research, in selected categories related to

iPhone new device launch – all devices, U.S., August1, 2016 – December 31, 2016.

1

Audience insights

1. Microsoft internal data, search volume, in selected

categories related to iPhone new device launch – all devices,

U.S., September 1, 2016 – October 31, 2016. .

Announcement and

pre-order effect

search behavior

by 18-64

General release

effects older

searchers (35-64)

1

When are shoppers searching for iPhones?

1. Microsoft internal data, search volume, in selected categories related to

iPhone new device launch – all devices, U.S., September 1, 2016 – October

31, 2016.

apple

iphone 7

iphone

iphone 7 plus

apple store

apple inc

iphone 6

iphone 6s

apple watch

iphone 7 price

Phone searches peaked on announcement day.

Top phone queries

included manufacturer

brand, product sub-brand

and model.

Top 10 phone queries

1

How are shoppers searching for iPhones?

1.Microsoft internal data, search volume, in selected categories related to iPhone new

device launch – all devices, U.S., September 1, 2016 – October 31, 2016.

PC/tablet has higher search volume click volume and CTR throughout the season —with especially large spikes aligned to the announcement and general release of the iPhone. 1

Reviews and comparison shopping Searches are highest during the pre-order and general sales periods.

1. Microsoft internal data, search volume, in selected categories related to iPhone

new device launch – all devices, U.S., September 1, 2016 – October 31, 2016.

iphone 7 review

iphone 7 reviews

iphone se review

iphone 7 plus review

ios 10 review

apple watch review

ios 10 reviews

apple watch reviews

iphone se reviews

iphone 6 reviews

iphone 7 vs iphone 7 plus

iphone 7 vs iphone 6

iphone 6 vs 6s

iphone 6 vs iphone 7

iphone 7 vs 7 plus

iphone 6s vs iphone 7

iphone 7 vs galaxy s7

iphone 7 vs iphone 6s

iphone 7 vs samsung s7

iphone se vs iphone 6s

iPhone shoppers

compared:• new-to-new iPhone

models

• new-to-old iPhone

models

• old-to-old

iPhone models

• new iPhone to

Samsung devices

During the seasons,

shoppers were

interested in reviews for: • iPhones

• iOS operating system

• Watch

Top 10 review queries

Top 10 comparison queries

1

Phone plans and upgrades/trade-insSearches for upgrading and trading in existing models

follow Apple’s marketing pushes.

1. Microsoft internal data, search volume, in selected categories related to iPhone

new device launch – all devices, U.S., September 1, 2016 – October 31, 2016.

iphone no contract

iphone 5s no contract

iphone without contract

iphone 6 no contract

iphone contract

iphone 6 price

without contract

no contract iphone

iphone 7 contract

iphone 6s price

without contract

iphone on contract

iphone forever plan

sprint iphone forever plan

iphone plans

att iphone plans

verizon iphone plans

iphone plan

iphone forever plan sprint

cheapest iphone plan

iphone for life plan

apple iphone plan

Top 10 phone plan queriesTop 10 contract queries

Searchers interested in

leasing iPhones instead of

having contracts

Searchers are brand-agnostic.

Only 7% of searches for trade-in

and upgrade programs were branded1

AccessoriesAccessories shoppers searched on mobile on weekends

throughout September and October.

1. Microsoft internal data, search volume, in selected

categories related to iPhone new device launch – all

devices, U.S., September 1, 2016 – October 31, 2016.

iphone 7 plus case

iphone 7 case

iphone 6s case

iphone 6s plus case

iphone 6 case

iphone 7 cases

iphone 6 plus case

iphone 5s case

iphone 7 plus cases

best iphone 6s cases

It’s all about cases.Top 10 Accessories Queries

Searchers are brand-agnostic.

Only 2% of accessories searches were branded

1

Our audience is also significant in online purchase activity. The unique searchers on the Bing Network spend 24% moreonline than the average internet searcher.1

101. comScore qSearch, Explicit Core Search (custom), April 2017.2. Bing Network includes Microsoft Sites Core Search Explicit, Yahoo Sites Core Search Explicit (searches powered by Bing) and AOL Inc. Core Search Explicit in the United States.

100

124

Average Internet Searcher Bing Network Searcher

Buying Power Index2

Bing Network delivers value for Telecom

Source: comScore qSearch (custom), U.S., April 2017; industry categories based on comScore classifications.

In April 2017 we delivered:

11MTelecom searchers not reached on Google

26Mtotal telecom searches

12Mtotal telecom searchers

35%of all telecom paid clicks

Bing Network packs value for Consumer

Electronics

Source: comScore qSearch (custom), U.S., April 2017; industry categories based on comScore classifications.

In April 2017 we delivered:

5.9MConsumer electronics searchers not reached on Google

9Mtotal consumer electronics searches

6.4Mtotal consumer electronics searchers

24%of all consumer electronics paid clicks

Pre-announcement

CAMPAIGN PLANNING

FOCUS ON

Make it easy for searchers

to research phones and

phone plans.

WHEN

July - Estimated to begin first

Wednesday in September 3

KEY INSIGHTS

33% of iPhone shoppers begin

their journey before the

iPhone is announced. 2

iPhone decision journeys can

last up to 90 days. 2

iPhone searchers are

interested in leasing and

no contracts. 1

iPhone announced & pre-order begins

FOCUS ON

Make it easy for searchers to

• Pre-order, upgrade or trade-

in, and/or accessorize.

• Comparison shop.

WHEN

Estimated to begin on the

first Friday in September 3

KEY INSIGHT

Phone, phone plan, accessories,

upgrade/trade-in searches

peaked during this period. 1

iPhone goes on sale

FOCUS ON

Make it easy for searchers to

purchase online or in-store.

WHEN

One week after pre-order

begins3

iPhone pre-orders start to ship

FOCUS ON

• Continue to advertise

phones, plans and

accessories.

• Have budgets ready for

incremental traffic when

competitor devices launch.

WHEN

End of September through

October 3

KEY INSIGHT

iPhone searches spiked

surrounding the Google Pixel

announcement. 1

KEY INSIGHT

Specifications and features

searches peaked during

this period. 1

1. Microsoft internal data, search volume, in selected

categories related to iPhone new device launch – all

devices, U.S., September 1, 2016 – October 31, 2016.

2. Microsoft internal data, customer journey research,

in selected categories related to iPhone new device

launch – all devices, U.S., August 1, 2016 –

December 31, 2016.

3. Estimated dates based on 2016 iPhone launch dates

New device launch checklist

Be there ahead of time Review last season’s

campaigns for successes and lessons learned.

Set budgets to accommodate increases in traffic.

Upload campaigns early.

Double-check to make sure all relevant accounts and campaigns are active.

Follow up on any rejected ads.

Add new, relevant and emerging keywords.

Optimize Bing Shopping Campaigns Test different images of the

same product to determine which image performs best.

Refresh your product feed daily.

Go beyond the required attributes and populate your feed with as many recommended attributes as possible for each product offer.

Use the SKU column and unique identifiers to help differentiate product titles and descriptions that may only differ in size, color, etc. All unique identifiers should be consistent between data feeds.

Include specific brands, product types or individual products that align with your

business goals.

Find approaches for a better ROI Plan your initial

campaigns starting in July through October.

Budget for PC/tablet and mobile traffic.

Plan your budgets for periods of high CPC.

Bid on your competitors —and your own — brand terms.

Use long-tail brand terms.

Optimize your keywords and ads.

Optimize keywords, ads and bids Use the right combination of

ad extensions.

Test ad copy variations.

Set bids in anticipation of increased competition during the seasonal peaks.

Apply bid boosting to take advantage of key audiences.

Set up automated rules to schedule and automate your top campaign management tasks on a weekly, or even daily, basis for invaluable time savings and efficiency gains.

Drive foot traffic to your business.Location Extensions

Location targeting

Target unique audiences.Device targeting

Demographic targeting

Acquire new customers.Remarketing in Paid Search

Universal Event Tracking

Increase ad clicks.Structured Snippet Extensions

Sitelink Extensions and

Enhanced Sitelinks

Sell your

products online.Bing Shopping Campaigns

Elite Merchant Badge

Increase app installs

and usage.App Extensions

Mobile device targeting

Build your brand trust.Security Badge Annotation

Merchant Rating Annotation

Review Extensions

Get more phone calls to your business.Call Extensions

Day and time targeting

Streamline your campaign management.Google Import

APIs for UET tags, conversion goals and

Remarketing in Paid Search

Automated Rules

Bing Ads feature guideChoose the right tools to pursue device shoppers.

@bingads

linkedIn.com/company/bing-ads

facebook.com/bingads

instagram.com/bingads

slideshare.net/bingads

youtube.com/bingads

Connect with a search

specialist who can help

you get started today

Call 1-800-518-5689 or

get started with Bing Ads.

It’s quick and easy to import

your Google AdWords

campaigns directly into Bing

Ads with just a few clicks.

Learn how to import your

campaigns.