adidas with bing ads, partnering for optimal digital fitness · adidas with bing ads, partnering...
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Adrian Cutler @ACutlerUK
Sam Benson @SamBenson80
#Fos16 #BingAds
adidas with Bing Ads, Partnering for Optimal Digital FitnessFriends of Search
Amsterdam – 11th February 2016
Our Bing Ads Audience in EuropeKey adidas Markets
France ItalyGermany Netherlands WesternEurope*
SpainUnited Kingdom
comScore Explicit Core Search (custom), Sept 2015; Bing Ads includes Microsoft and Yahoo sites worldwide and Yahoo Core Search Sites*comScore Explicit Core Search (custom), Sept 2015; Western Europe includes Microsoft and Yahoo Core Search Sites in Italy, Spain, Netherlands, Denmark, Norway, Sweden, Finland
Market Share
Unique Searchers
Monthly Searches
7%
20M
347M
7.2%
6M
93M
16.3%
28M
752M
3.8%
6M
82M
7.8%
10M
219M
6.3%
18M
274M
10.7%
19M
459M
75% Free upgrade1.5 billion
One billion
adidas has always been an innovator – its in our DNA to think differently
Jesse Owens 1936 - 4 Gold Medals in the Berlin Olympics
Micro Pacer 1984 - Wearable Tech innovator
Boost 2013
adidas with Bing Ads, Partnering for Optimal Digital Fitness
@SamBenson80 @ACutlerUK #fos16 #BingAds
UK• CPCs down 25% coupled with a
130% increase in Impressions
and a 53% increase in Clicks
Bing makes a difference in our key markets
DE• 10% increase in Conversion Rate
• 22% more Revenue
FR• 53% Revenue Growth vs 44% in
• 300%+ Impression Growth
adidas with Bing Ads, Partnering for Optimal Digital Fitness@SamBenson80 @ACutlerUK #fos16 #BingAds
CPCs are lower on Bing, consistently
adidas with Bing Ads, Partnering for Optimal Digital Fitness
@SamBenson80 @ACutlerUK #fos16 #BingAds
• For our most important KW in 2 of our largest markets Bing indexes lower on a CPC basis all year round
0
20
40
60
80
100
120
UK CPC Index
UK Google
UK Bing
0
20
40
60
80
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120
France CPC Index
FR Google
FR Bing
2015 The “Middle Child” Year
“We're the middle children of history, man. No purpose or place. We have no Great War. No Great Depression.”
– Tyler Durden, Fight Club
adidas with Bing Ads, Partnering for Optimal Digital Fitness
@SamBenson80 @ACutlerUK #fos16 #BingAds
2014 was the World Cup in Brazil
adidas with Bing Ads, Partnering for Optimal Digital Fitness
@SamBenson80 @ACutlerUK #fos16 #BingAds
2016 is the European Championships and the Olympics
adidas with Bing Ads, Partnering for Optimal Digital Fitness@SamBenson80 @ACutlerUK #fos16 #BingAds
2015 was a quiet year for major sporting events, the “Middle Child” year
adidas with Bing Ads, Partnering for Optimal Digital Fitness
@SamBenson80 @ACutlerUK #fos16 #BingAds
“Just invest in Generics in Google, even if the last click costs are high the incremental and attributed value will drive sales”• This is true and intuitively makes sense!
However…. • Attribution is hard
• Attribution takes time, resource, money
• Attribution is still a developing science playing catch up to the
myriad of ways that consumers purchase across numerous
touch points and devices
Solution
adidas with Bing Ads, Partnering for Optimal Digital Fitness
@SamBenson80 @ACutlerUK #fos16 #BingAds
So Why Not Change The Game?adidas with Bing Ads, Partnering for Optimal Digital Fitness
@SamBenson80 @ACutlerUK #fos16 #BingAds
France Case Study for Bing differentiation
Complete GAP analysis of Bing vs Google and ensured there was a complete mirror for our BMMCampaigns
Used the new BMM to campaigns to identify Bing high volume terms, not just simply a mirror of the same queries used on Google
Focused bid strategies on Products and models that have an affinity with the Bing audience
adidas with Bing Ads, Partnering for Optimal Digital Fitness@SamBenson80 @ACutlerUK #fos16 #BingAds
Bing FR grew Impressions by148% YoY/ 53% clicks YoY
Despite this Conversion Rate in FR only dropped by 2%
Conversion grew 50%
Results for Bing in France
adidas with Bing Ads, Partnering for Optimal Digital Fitness
@SamBenson80 @ACutlerUK #fos16 #BingAds
H2
For 4 of our key categories
The impact of this strategy was to increase their
share of revenue across all Paid Search activity.
Key categories BingOriginals Football
mi adidas Basketball
H1
Google share
Bing Share
adidas with Bing Ads, Partnering for Optimal Digital Fitness
@SamBenson80 @ACutlerUK #fos16 #BingAds
Overall France results and performance
All UP positive results
Growth for lower CPC
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140
Impr. Clicks Pub. Cost CPC Conv. Revenue
2014
2015
adidas with Bing Ads, Partnering for Optimal Digital Fitness@SamBenson80 @ACutlerUK #fos16 #BingAds
Adopting a position of ‘engine neutrality‘ can drive both intra-account growth and overall Channel Growth
Bing market efficiency for key areas can be offset against more expensive experimentation, higher funnel and early purchase funnel activities
Summary of France case study
adidas with Bing Ads, Partnering for Optimal Digital Fitness
@SamBenson80 @ACutlerUK #fos16 #BingAds
Benefits of Bing for generics all markets
CPC 19% Lowerzapatillas +futbol in ES
20% Lower CPC but 30% higher Conversion Rate for Tracksuits in UK
adidas with Bing Ads, Partnering for Optimal Digital Fitness@SamBenson80 @ACutlerUK #fos16 #BingAds
Impact on our strategy - Generics
Efficiency allied to aggression
adidas with Bing Ads, Partnering for Optimal Digital Fitness
@SamBenson80 @ACutlerUK #fos16 #BingAds
Hero demographics for adidas
17-20yr Old Girls, Sport and fashion enthusiasts
25+ Male, fitness enthusiasts Male, 22 – 25, Male sneaker enthusiasts
adidas with Bing Ads, Partnering for Optimal Digital Fitness@SamBenson80 @ACutlerUK #fos16 #BingAds
3%
2%
2%
11%
7%
11%
14%
12%
32%
27%
29%
34%
33%
42%
19%
12%
7%
3%
PC
Tablet
Mobile
Retail Click share by age group on Yahoo and Bing Sites
13-17 18-24 25-34 35-49 50-64 65+
40%
26%34%
60%
74%66%
0%
20%
40%
60%
80%
100%
120%
PC Tablet Mobile
Retail Click share by gender on Yahoo and Bing Sites
Male Female
Bing demographic targeting for a perfect fit
Source: Internal analysis based on performance of top queries on Yahoo and Bing Sites
adidas with Bing Ads, Partnering for Optimal Digital Fitness
@SamBenson80 @ACutlerUK #fos16 #BingAds
Boost efficiency
adidas with Bing Ads, Partnering for Optimal Digital Fitness
@SamBenson80 @ACutlerUK #fos16 #BingAds
Thank You
adidas with Bing Ads, Partnering for Optimal Digital Fitness
Adrian Cutler @ACutlerUK
Sam Benson @SamBenson80
#Fos16 #BingAds
APPENDIX
www.fashionbombdaily.co.uk
www.sport-locker.net
www. sanzarrugby.com
www.bing.com
www.sport.net
www.Britannica.com
25adidas with Bing Ads, Partnering for Optimal Digital Fitness
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Adrian Cutler @ACutlerUK
Sam Benson @SamBenson80