![Page 1: Slide palette info...Melbourne Cup related pages starting mid-October.* Top categories you need to cover • Competitor terms • Horse racing terms • Melbourne Cup (tips, results,](https://reader033.vdocuments.site/reader033/viewer/2022050501/5f93c50682f64f4ba535ac52/html5/thumbnails/1.jpg)
3 things to know when
preparing your Spring
Carnival campaigns
MICROSOFT ADVERTISING
Microsoft Advertising. Intelligent connections.
![Page 2: Slide palette info...Melbourne Cup related pages starting mid-October.* Top categories you need to cover • Competitor terms • Horse racing terms • Melbourne Cup (tips, results,](https://reader033.vdocuments.site/reader033/viewer/2022050501/5f93c50682f64f4ba535ac52/html5/thumbnails/2.jpg)
There's more to Spring Carnival than
Melbourne Cup day.
![Page 3: Slide palette info...Melbourne Cup related pages starting mid-October.* Top categories you need to cover • Competitor terms • Horse racing terms • Melbourne Cup (tips, results,](https://reader033.vdocuments.site/reader033/viewer/2022050501/5f93c50682f64f4ba535ac52/html5/thumbnails/3.jpg)
61% of horse racing related searches happened before
Melbourne Cup day
SOURCE:
Microsoft, Internal data analysis, Sept– Nov 2018, horse racing related searches, all devices.
61%
22%17%
“Horse racing” related search volume %
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Don’t miss out on the opportunities other key racing
days offer
SOURCE:
Microsoft, Internal data analysis, Sept– Nov 2018, horse racing related searches, all devices
1-Sep 8-Sep 15-Sep 22-Sep 29-Sep 6-Oct 13-Oct 20-Oct 27-Oct 3-Nov 10-Nov 17-Nov 24-Nov
“Horse racing” related search terms volume index
Makybe Diva
Stakes Day
(15 Sep)
Flemington
Turnbull
Stakes Day
(6 Oct)
Caulfield
Guineas Day
(13 Oct)
Cox Plate Day
(27 Oct)
Victoria
Derby Day
(3 Nov)
Sandown
Classic Day
(17 Nov)
![Page 5: Slide palette info...Melbourne Cup related pages starting mid-October.* Top categories you need to cover • Competitor terms • Horse racing terms • Melbourne Cup (tips, results,](https://reader033.vdocuments.site/reader033/viewer/2022050501/5f93c50682f64f4ba535ac52/html5/thumbnails/5.jpg)
Align your campaign strategy with audience
search behaviour
SOURCE:
Microsoft, Internal data analysis, Sept– Nov 2018, horse racing related searches, all devices
1-Sep 8-Sep 15-Sep 22-Sep 29-Sep 6-Oct 13-Oct 20-Oct 27-Oct 3-Nov 10-Nov 17-Nov 24-Nov
“Horse racing” related search terms volume index
Branded index
Generic Index
Horse racing
enthusiasts search
for brands on major
Spring Carnival
event days.
Occasional punters are likely to search for
generic terms as Melbourne Cup
anticipation kicks in.
![Page 6: Slide palette info...Melbourne Cup related pages starting mid-October.* Top categories you need to cover • Competitor terms • Horse racing terms • Melbourne Cup (tips, results,](https://reader033.vdocuments.site/reader033/viewer/2022050501/5f93c50682f64f4ba535ac52/html5/thumbnails/6.jpg)
Think you already have good keyword coverage?
Think again.
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With over 20K unique terms appearing during Spring
Carnival, it's challenging to keep a strong keyword coverage
unique branded terms unique generic terms
are used to search for Spring Carnival events
SOURCE:
Microsoft, Internal data analysis, Sept– Nov 2018, horse racing related searches, all devices
2K+ 17K+
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Leverage Microsoft Advertising features to maximise
your coverage when demand is highest
SOURCE:
Microsoft, Internal data analysis, Sept– Nov 2018, horse racing related searches, all devices
• Broad match and broad match
modified keywords capture
variants of high-volume terms.
• Dynamic Search Ads campaigns
should be used to target certain
Melbourne Cup related pages
starting mid-October.*
Top categories you need to cover
• Competitor terms
• Horse racing terms
• Melbourne Cup (tips, results, horses,
fields, trivia/quizzes, etc.)
• Racing streaming terms
• Melbourne Cup fashion terms
Pro tip
Use broad match and
Dynamic Search Ads
to increase your
search term coverage.
*Please make sure your landing page information follow
the NSW gambling advertising restriction
Campaign features to use
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Are males more likely to bet on sports?
Yes, however, on Melbourne Cup day, 50% of searchers are female.
![Page 10: Slide palette info...Melbourne Cup related pages starting mid-October.* Top categories you need to cover • Competitor terms • Horse racing terms • Melbourne Cup (tips, results,](https://reader033.vdocuments.site/reader033/viewer/2022050501/5f93c50682f64f4ba535ac52/html5/thumbnails/10.jpg)
Females become more engaged as Melbourne Cup
anticipation builds up
SOURCE:
Microsoft, Internal data analysis, Sept– Nov 2018, horse racing related searches, all devices
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1-O
ct
3-O
ct
5-O
ct
7-O
ct
9-O
ct
11-O
ct
13-O
ct
15-O
ct
17-O
ct
19-O
ct
21-O
ct
23-O
ct
25-O
ct
27-O
ct
29-O
ct
31-O
ct
2-N
ov
4-N
ov
6-N
ov
8-N
ov
10-N
ov
12-N
ov
14-N
ov
16-N
ov
18-N
ov
20-N
ov
22-N
ov
24-N
ov
26-N
ov
28-N
ov
30-N
ov
Daily search by gender
Avg. ratio
Daily searches by gender
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Female punters are more likely to research using
generic search terms
70%
SOURCE:
Microsoft, Internal data analysis, Sept– Nov 2018, horse racing related searches, all devices
% who use generic search terms
Females are:
95% more likely to search for fashion related terms.
70% more likely to have [year] in their terms.
61% more likely to use “when,” ”how,” and ”what”.
53%
Pro tip
Leverage age and
gender targeting and
adjust your ad copy to
meet different
expectations of
Melbourne Cup day
punters.
![Page 12: Slide palette info...Melbourne Cup related pages starting mid-October.* Top categories you need to cover • Competitor terms • Horse racing terms • Melbourne Cup (tips, results,](https://reader033.vdocuments.site/reader033/viewer/2022050501/5f93c50682f64f4ba535ac52/html5/thumbnails/12.jpg)
Three quick wins
Don’t forget the key racing events
Have a robust online presence Make your campaigns inclusive
Have sufficient budget
throughout Sep.-Nov., and
align it to all key events.
Shared Budget helps to
redistribute unused budget to
top campaigns.
Build campaigns based on top
search patterns and terms.
Broad match and Dynamic Search
Ads can increase your search term
coverage.
Adjust your keywords and ad copy to reflect your audience and the expectations of Melbourne Cup day punters.
Ad targeting allows you focus on
potential customers who meet specific
criteria.
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Microsoft Advertising. Intelligent connections.