Choose your words carefully:Summer Games 2016Insights for digital marketers

Make a date with Rio this summerIt’s time to get in on the action – the digital marketing action, that is!

WHAT42 sports showcased 306 medal events

WHERERio de Janeiro, Brazil

WHOThe whole wide world

WHENAugust 5 to 21, 2016

Source: Rio 2016, Rio 2016 Olympic Games website, accessed April 21, 2016.

Expect a large, live audience95% of sports viewing happens live. Large sporting events often draw the biggest live audiences.

Source: Nielsen, The Year in Sports Media Report: 2015, February 3, 2016.Note: TV programming includes both broadcast and cable TV.

TIP Running a multimedia campaign around your event sponsorship? Be sure to add your search advertising campaigns to the list. It’ll help you capture consumers searching for the products and services you’re advertising during the event.

Connect with viewers from start to finishThe Summer and Winter Games attract big crowds in primetime and throughout the day – for 2.5 weeks.

Sources: 1. Nielsen, The Year in Sports Media Report: 2014, February 5, 2015.2. Nielsen, State of Media: 2012 Year in Sports, January 18, 2013.

3. Nielsen, Summer Olympics Openers Draw Big Crowds and Advertising Dollars, July 25, 2012.4. NBC Sports Group Press Box, London Olympics on NBC is Most-Watched Television Event in U.S. History, August 14, 2012.

TIP Plan your PPC budget around your TV ad schedule. Searches for TV commercials surge after they air and the next day.

Plan for both first and second screensAdvertisers will spend an additional $703M on TV ads for the 2016 games.You’ll need to capture viewers who have an eye on the TV and an eye on their phone.

Note: TV ad spending for the 2016 games are in additional to expected TV spend for 2016.Source: Magna Global as cited in RBC Capital Markets, “Making History Online: Social Media & Programmatic Advertising in Politics,” January

14, 2016.eMarketer, chart 203455.

TIP Leverage mobile bid boosters to reach mobile searchers who find a second screen priceless. Optimize your landing pages for mobile traffic.

Prepare for your customers to be inspiredFeats of athleticism turn aspiring viewers into ambitious doers before and after the games.

TIP Optimize your sports apparel

and sporting goods campaigns in the lead up to the 2016 games, when consumers first aspire to be more active.

Be proactive and have keywords and ad copy ready to capitalize on a sport’s summer buzz and momentum.

Use Bing Shopping Campaigns to showcase your products in an engaging ad format.

Source: Sport England, Active People Survey: Once-a-week overall participation (factsheet APS9 Q4), accessed April 1, 2016.

Let’s take a look atwords that work

A quick primer on ad copy analysisWe start by looking at Sports Apparel and Sporting Goods/Fitness Equipment ads and creating buckets of related or similar phrases used in ad copy. Bucket examples

Sample phrases

Online “online now”, “online today”Quality “authentic”, “quality”Tournaments “mlb”, “nba”Stores “fan shop”, “store”Local “florida”, “ohio state”Games/Sport “football”, “basketball”, “tennis”Sports Accessories

“balls”, “footwear”, “sunglasses”

Camping/Hunting “knives”, “tents”, “scopes”Swimming “lake pool”, “swim”, “swim outlet”Superlative “best”, “great”, “quick”, “fantastic”Param Insertion Parameter placeholders, e.g., {param2:15% off}, used in dynamic ads

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Note: These categories represent groups of similar keywords.

Next we turn to ad qualityAd quality factors in an ad’s clickability and other indicators such as ad relevance. The higher the ad quality, the better the CTR and the better the ad ranking. Using the weighted average of positive ad quality, we sort the buckets and create a heatmap. Note: This study provides insights into average ad quality, which has a lot of variability. This is not a substitute for performing your own ad copy tests.

AD DESCRIPTION

% Off

Baseball

Biking

Brands

Call To Action

Camping / Hunting

Deals / Discounts

Delivery / Shipping

Devices DKI

Equipment

Fishing Equipment

FreeGames / Sports

Golf Equipment

Guarantee

Online

Outdoor

Price / Pricing

Purchase Order

Sales

Services

Sports Accessories

Sports Apparels

Styles

Superlatives

Swimming

AD TITLE

% OffBaseballBikingBrandsCall To ActionCamping / HuntingDeals / DiscountsDKIEquipmentFishing EquipmentGames / SportsGolf EquipmentsGuaranteeOnlineParam InsertionPurchase OrderSalesServicesSports AccessoriesSports ApparelsStylesSuperlativesSwimming

Here’s how to read a heatmap

Our study results show that a Sporting Goods/ Fitness Equipment ad with Devices in the title and Fishing Equipment in the description presents high Ad Quality performance.

Great

Good Bad Insufficient data

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Note: These categories represent groups of similar keywords.

Great

Good Bad Insufficient data Words that work // Sports Apparel

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Note: These categories represent groups of similar keywords.

Great

Good Bad Insufficient data Words that work // Sporting Goods/Fitness Equipment

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Note: These categories represent groups of similar keywords.

Top 5 ad combinations by device

Sports Apparel: For PC+Tablet ads, there’s nothing like Quality (e.g., “authentic”, “quality”) for the ad title, which pairs well with various descriptions like % Off, Online (e.g., “online now”, “online today”), or Tournaments (e.g., “mlb”, “nba”). For Mobile ads, % Off is what matters in the ad description, and it pairs well with a variety of titles including Stores (e.g., “fan shop”, “store”) and Local (e.g., “florida”, “ohio state”).Sporting Goods/Fitness Equipment: For PC+Tablet ads, a title with Swimming related keywords (e.g., “lake pool”, “swim”, “swim outlet”) performs well paired with a description of Sports Accessories (e.g., “balls”, “footwear”, “sunglasses”). For Mobile ads, the description Camping/Hunting (e.g., “knives”, “tents”, “scopes”) pairs well with a wide range of titles, including Games/Sport (e.g., “football”, “basketball”, “tennis”) and Biking (e.g., “bikes”, “biking”).

Sports Apparel

Sporting Goods/Fitness EquipmentPC +

Tablet

Services Camping/Hunting Swimming Swimming Golf EquipmentsAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL

Sports Accessories DKI Sales Sports Accessories Styles

MobileOnline Games/Sports Param Insertion Superlatives BikingAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Biking Camping/Hunting Camping/Hunting Camping/Hunting Devices

PC + Tablet

Param Insertion Quality Quality Quality QualityAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL

% Off Online Official Tournaments Call To Action

MobileStores Superlatives % Off DKI LocalAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL % Off % Off Price/Pricing % Off % Off

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Note: These categories represent groups of similar keywords.

Top performing copy // Sitelink ExtensionsSporting Goods/Fitness Equipment

Sports Apparel

TIP Overall the season presents a lot of opportunities to create high ad quality without much competition. The top opportunities for each category are:Sports Apparel: %Off and Price/Pricing (e.g., “great prices”, “price guarantee”, “$”)Sporting Goods/Fitness Equipment: Styles (e.g., “styles”, “women”, “ladies”) and Brand terms

Find the sweet spotsLeverage the opportunity where ad quality is high and competition is low Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 14k, Analysis Period = 1 April 2015

– 31 July 2015.Note: These categories represent groups of similar keywords.

Key takeaways for sports/fitness advertisersTo get the highest ad quality, test, test and test again. Optimize your Sports Apparel and Sporting Goods/Fitness Equipment campaigns in the lead up to the 2016 games, when consumers first aspire to be more active.

For Sports Apparel ads, try Quality terms in the title of PC+Tablet ads, and %Off and Price/Pricing terms in the description of Mobile ads.

For Sporting Goods/Fitness Equipment ads, use activity terms like Swimming, Biking, or Camping/Hunting in the title of PC+Tablet ads, and in the title or description of Mobile ads.

Take advantage of Sitelink Extension categories where there’s high ad quality and low usage.

Plan your PPC budget – for PC/tablet and mobile – around your summer games TV ad schedule. Searches for TV commercials surge after they air and the next day.

Why Bing Ads?

Unique audience and purchase behaviorSmarter tools to help you achieve more with confidence

More likely to buy sporting event tickets onlineCompared to Google, the Bing Network audience is:

5% more likely to have spent $500 to $999 online on activity tickets (concerts, sports events, museums, etc.) in the last 6 months

42% more likely to have spent $2,500 or more online on activity tickets (concerts, sports events, museums, etc.) in the last 6 months

Source: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July was chosen to reflect the month prior to the Summer Games.

More likely to be a golf spectatorCompared to Google, the Bing Network audience is:

17% more likely to have attended a golf event as a spectator in the last 6 months

Source: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July was chosen to reflect the month prior to the Summer Games.

More likely to be interested in sports equipmentCompared to Google, the Bing Network audience is more likely to:

Have searched online for sports equipment in the last 6 months

Have bought sports equipment, cards, memorabilia in an online auction in the last 6 months

Have bought large sporting equipment online in the last 6 months

Source: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July was chosen to reflect the month prior to the Summer Games.

Access searchers not reached on Google

Source: Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), U.S., December 2015. Industry categories based on comScore classifications.

Technology

Business & Finance

Education

Telecom

Travel

Retail54M

24M

12M

22M

27M

34M

Highlight your latest products in an engaging and impactful ad formatWith Bing Shopping Campaigns, you can showcase your new, used and refurbished products in product ads, and also organize, manage, bid and report on those ads. Flexible controlControl which products you show, which bidding strategy to use, and which campaigns to run.Deep insightsView performance data down to the item ID level and easily see how your products are performing. Easy management View all approved products in a hierarchical structure to easily promote your inventory and set appropriate bids.Efficient setup and maintenanceEasily import your Google Shopping Campaigns directly into your Bing Ads account.

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