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EMEA Finance

Research &

Comparison

FR, ES, IT, NL, DE

Key findings and actions

Since lockdown restrictions have taken place

across Europe, economic downturn have

affected user behaviours.

Consequently, consumers have become more

mindful of cost, comparing and researching

products in an attempt to secure the best

deal but save money as well.

Do search behaviours inform their new

mindsets?

Initial

hyphotesis

Key

findings

Marketer

opportunities

The initial hypothesis is confirmed by the

high growth seen in search volume followed

by an outstanding uplift in clicks across most

of the markets examined.

▪ Netherlands, Spain, Germany saw a

considerable year-on-year growth in

searches, meanwhile clicks increased with

a similar pace but skyrocketed for Spain

(+522%)

▪ Searches containing “best” grew

significantly in Spain, Italy and

Germany. On the other hand,

“comparison” related queries have

driven the rise in Netherlands and

France.

Year-on-year changes in the way people search

for financial products present marketer

opportunities to:

▪ Update ad copy to reflect the new

terminology & mindset of consumers

▪ Review coverage among the top 10

queries driving volume for each market,

helping your brand to stay front of mind

▪ Evaluate existing bids; is there more

opportunity to push as prices have

changed year-on-year

EMEA | Finance & Insurance research + comparison

Overall year-on-year: +17% searches

Microsoft Internal, 2019-2020

*Searches indexed to avg. weekly searches during 01 Jan 2019 – 19 May

01-J

an

06-J

an

13-J

an

20-J

an

27-J

an

03-F

eb

10-F

eb

17-F

eb

24-F

eb

02-M

ar

09-M

ar

16-M

ar

23-M

ar

30-M

ar

06-A

pr

13-A

pr

20-A

pr

27-A

pr

04-M

ay

11-M

ay

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

2019

2020

Weekly Search Volume Indexed*


Overall year-on-year: +22% clicks


*Searches indexed to avg. weekly searches during 01 Jan 2019 – 19 May (UK not included)

01-J

an

06-J

an

13-J

an

20-J

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27-J

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03-F

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10-F

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02-M

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09-M

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16-M

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23-M

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30-M

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06-A

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13-A

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20-A

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27-A

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04-M

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11-M

ay

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

2019

2020

Weekly Search Volume Indexed*

01-J

an

06-J

an

13-J

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20-J

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27-J

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03-F

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10-F

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17-F

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24-F

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02-M

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09-M

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16-M

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23-M

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30-M

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13-A

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20-A

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27-A

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04-M

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11-M

ay

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

2019 2020



*Searches indexed to avg. weekly searches during 01 Jan 2019 – 19 May 2019

Weekly search volume Indexed* by markets

01-J

an

06-J

an

13-J

an

20-J

an

27-J

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03-F

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10-F

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17-F

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02-M

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09-M

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16-M

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23-M

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30-M

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06-A

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13-A

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27-A

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04-M

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11-M

ay

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

2019 2020

01-J

an

06-J

an

13-J

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20-J

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27-J

an

03-F

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10-F

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17-F

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24-F

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02-M

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09-M

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16-M

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23-M

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30-M

ar

06-A

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13-A

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20-A

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27-A

pr

04-M

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11-M

ay

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

2019 2020

01-J

an

06-J

an

13-J

an

20-J

an

27-J

an

03-F

eb

10-F

eb

17-F

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24-F

eb

02-M

ar

09-M

ar

16-M

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23-M

ar

30-M

ar

06-A

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13-A

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20-A

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27-A

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04-M

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11-M

ay

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

2019 2020

01-J

an

06-J

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20-J

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27-J

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03-F

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10-F

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17-F

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02-M

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09-M

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30-M

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11-M

ay

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

2019 2020



*Clicks indexed to avg. weekly clicks during 01 Jan 2019 – 19 May 2019

Weekly click volume Indexed* by markets

01-J

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06-J

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27-J

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03-F

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10-F

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17-F

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24-F

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02-M

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09-M

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16-M

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23-M

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30-M

ar

06-A

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13-A

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20-A

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27-A

pr

04-M

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11-M

ay

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

2019 2020

01-J

an

06-J

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13-J

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20-J

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27-J

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03-F

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10-F

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02-M

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09-M

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23-M

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30-M

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06-A

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27-A

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04-M

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11-M

ay

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

2019 2020

01-J

an

06-J

an

13-J

an

20-J

an

27-J

an

03-F

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10-F

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17-F

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02-M

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09-M

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16-M

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23-M

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30-M

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06-A

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13-A

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11-M

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

2019 2020

01-J

an

06-J

an

13-J

an

20-J

an

27-J

an

03-F

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10-F

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17-F

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02-M

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09-M

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16-M

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23-M

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30-M

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06-A

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13-A

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11-M

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

2019 2020

01-J

an

06-J

an

13-J

an

20-J

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27-J

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03-F

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10-F

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

2019 2020

“Best” and “comparison” are capturing most of the searches

Microsoft Internal, Jan-Feb-Mar-Apr, 2019-2020

*% of searches 2020 - % of searches 2019 considered for queries containing the specific terms

83.2%

16.0%

mejor comparar best

83.5%

11.1%

2.9%2.5%

migliore migliori comparazione best

51.1%

48.9%

vergleich best

30%

-31%

1%

mejor comparar best

1%

-1%

2%

migliore migliori best

< 0% <0%

vergleich best

*Abs Delta % Searches CY vs PY *Abs Delta % Searches CY vs PY

*Abs Delta % Searches CY vs PY

2020 Share of search volume

58.0%

42.0%

vergelijk best


9%

-9%

vergelijk best

99.0%

1.0%

meilleur comparaison


-1%

0%

meilleur comparaison


YoY Searches 2020 vs 2019

33%

86%

comparar

mejor

61%

64%

migliori

migliore

10%

21%

vergleich

best

85%

90%

best

vergelijk

-27%

67%

meilleur

comparaison

YoY considering Jan-Feb-Mar-Apr-May 2019 vs 2020, until 19th of May

Many queries are experiencing double digit volume growth

year-on-year

12%

12%

10%

9%

9%

8%

7%

6%

6%

4%

mejores fondos de inversion

comparar seguros coche

mejores seguros de coche

mejor seguro coche

comparar seguros de coche

mejor seguro medico

mejores seguros de hogar

mejor seguro de coche

mejor seguro hogar

mejor seguro de salud

Share of volume % 2020 (by search query,

top 10)

578%

729%

4600%

15%

4200%

3700%

3400%

2600%

2600%

2100%

1500%

1100%

1200%

71%

2800%

1700%

1400%

1500%

1000%

700%

YoY Searches and Clicks

YoY Searches YoY Clicks


-24%

-41%

86%

-71%

92%

96%

42%

223%

-9%

78%

YoY CPC

22%

18%

14%

12%

8%

6%

3%

2%

2%

1%

controllo assicurazione tramite targa

migliore assicurazione auto

migliore assicurazione viaggio

controllo assicurazione

migliore assicurazione online

migliore piattaforma trading

conti deposito migliori

migliore assicurazione

migliori assicurazioni online

migliori conti correnti online


top 10)

-89%

93%

150%

44%

1300%

1325%

3100%

2300%

-80%

1200%

-91%

93%

-54%

-25%

1100%

1500%

3400%

0%

-80%

300%




-14%

9%

45%

80%

-19%

-36%

-43%

29%

58%

21%

YoY CPC

Many of the Italian queries are growing massively in searches

& clicks year-on-year with some decreasing in cost

27%

12%

10%

5%

5%

4%

4%

4%

2%

2%

vergleich kfz versicherung

beste kfz versicherung

beste zahnzusatzversicherung

beste bank

vergleich rechtsschutzversicherung

vergleich autoversicherung

vergleich krankenkassen

beste online bank

vergleich zahnzusatzversicherung

beste rechtsschutzversicherung


top 10)

27%

3%

-11%

275%

80%

-70%

-61%

497%

-90%

-80%

-11%

1%

-1%

588%

84%

-74%

-62%

2950%

-90%

-73%




4%

10%

-19%

63%

-1%

-56%

113%

43%

-45%

119%

YoY CPC

Only few specific queries are rising in clicks & searches with a

drop in CPC as well

Queries that were existing in 2019 have grown massively year-

on-year and there is a large influx of new queries in 2020

36%

23%

22%

15%

2%

0.7%

0.5%

0.4%

0.3%

0.2%

beste autoverzekering

vergelijk autoverzekeringen

vergelijk autoverzekering

vergelijk verzekeringen

beste beleggingsfondsen

bestelautoverzekering

beste beleggingsfondsen 2019

beste rechtsbijstandverzekering

vergelijk fietsverzekering

best trading platform


top 10)

634%

5370%

898%

153%

379%

2633%

906%

440%




N/A is where there were 0 SRPV’s, Clicks & Revenue in 2019 and could not calculate a YoY

-19%

28%

-6%

-64%

YoY CPC

There are opportunities to target with the top 9 queries having a

decline in CPC YoY

65%

9%

7%

7%

4%

3%

3%

1%

0.9%

0.3%

meilleure banque ligne

meilleures banques ligne

meilleur assurance auto

meilleure assurance auto

meilleure assurance habitation

meilleur taux credit immobilier

meilleur taux pret immobilier

comparaison carte bancaire

meilleur pret immobilier

meilleure carte bancaire


top 10)

-19%

-30%

475%

-42%

178%

-3%

-83%

440%

250%

-42%

1%

-10%

1057%

-33%

500%

58%

-83%

0%

60%

0%




-1%

-28%

-39%

-14%

-45%

-52%

-21%

-28%

-10%

67%

YoY CPC

Microsoft Advertising’s EMEA AAIG Contacts

THOM ARKESTAALHead of Advertiser Analytics

AKHILA SHESHADRIAnalytical Lead

Tech & Telco /Auto

PHIL JONES

Analytical Lead

Finance/Insurance

SARAH ESSA

Analytical Lead

Travel

BARRY MURRAY

Analytical Lead

Retail

DOUWE VAN DER MEER

Analytical Lead

Western Europe

LUCA IMMOVILLI

Analytical Lead

Southern Europe

PETER HAUBOLD

Analytical Lead

Germany

THOMAS HERRY

Analytical Lead

France

ZUBAIR PATEL

Data Specialist

DARIO CUGNOData Specialist

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