1. The ORIGINALSearch Marketing Event#SESDenverHacking Data andPredicting the FutureUsing the right data for better ROIJohn Gagnon@jmgagnonBing Ads Evangelist

2. Hacking Data andPredicting the FutureJohn GagnonBing Ads Evangelist@jmgagnon#SESDenver @jmgagnon | @bingads 3. #SESDenver@twitterhandle 4. @jmgagnon @bingadsStep back. Look up.@jmgagnon | @bingadsStep back. Look up. 5. @jmgagnon | @bingadsToday were talking about:| #SESDenver 6. +| #SESDenver @jmgagnon | @bingads 7. | #SESDenver @jmgagnon | @bingads 8. | #SESDenver @jmgagnon | @bingads 9. | #SESDenver @jmgagnon | @bingads 10. | #SESDenver @jmgagnon | @bingads 11. | #SESDenver @jmgagnon | @bingads 12. | #SESDenver @jmgagnon | @bingads 13. Context.@jmgagnon | @bingads| #SESDenver 14. Black Friday in the parking lot| #SESDenver @jmgagnon | @bingads 15. @jmgagnon @bingadsContext = timing = profitability| #SESDenver 16. Nov 16th, 2012 | in Austin TX$500| #SESDenver @@jmgagnon jmgagnon @@bingadsbingads 17. Nov 16th, 2012 | in Austin TX117,429| #SESDenver @@jmgagnon jmgagnon @@bingadsbingads 18. More demand + fixed supply = higher price| #SESDenver @jmgagnon @bingads 19. $50 < $450| #SESDenver @jmgagnon @bingads 20. Nov 15th, 2013 | in Austin TX113,162| #SESDenver @jmgagnon @bingads 21. Going once, going twice$505.74| #SESDenver @@jmgagnon jmgagnon @@bingadsbingads 22. The Simpsons moment: Formula 1 is the driverNov 16th, 2012 | Nov 15th, 2013 | Oct 31st, 2014| #SESDenver @jmgagnon @bingads 23. Example Campaign PlanInventory: Hold onto inventory, create special packagesLanding Pages Highlight event offersAd titles anddescriptions:Discounts, special packagesImportantkeywordsEvent specific keywordsCross-Channel:Align timing of demand generating media retargeting,socialBids/budget: Make sure your budget is robust| #SESDenver @jmgagnon @bingads 24. August 30th, 2012in Seattle@JmGagnon | @BingAds| #SESDenver 25. @JmGagnon | @BingAdsRegular season gameLargest conference in SeattleCruise ship is in townRegular season gamePre-season game| #SESDenver 26. Data hiding in plain sight: Seattle Events Attendance@jmgagnon | @bingads 27. Multiple PredictableMini BlackFridays#SESDenver @@jmgagnon jmgagnon @@bingadsbingads 28. $50 < $450| #SESDenver @jmgagnon @bingads 29. Break seasons down intopredictable & measurablemicro-events| #SESDenver 30. @jmgagnon | @bingadsToday were talking about:| #SESDenver 31. Bing + Cortana 32. Mobile first: Next gen mobile search experiences70% of mobile queries on Bing Ads are from iOS platform@jmgagnon | @bingads| #SESDenver 33. But mobile search will soon outpace desktop searchMarin Software Mobile Search Advertising Around the Globe: 2014 Annual Report @jmgagnon | @bingads 34. We know mobile conversions are happening@jmgagnon | @bingads 35. Mobile search is closer to transactionsof mobile conversionshappen within 5 hours ofmobile search 70%The same % of conversions from PC searchhappen within weeks| #SESDenver Source: Microsoft Research, Telemetric Mobile Path to Purchase@jmgagnon | @bingads 36. The calls are coming from mobile searchCalls generated from mobile search Calls generated from paid searchBIA/Kelsey Report: Attribution: The Next Phase in the Age of Mobile Advertising, January 2014760,000650,000540,000430,000320,00021002,010 2011 2013 2014e 2015e 2016ePaid search Mobile search Organic search10,0002010 2011 2012 2013 2014e 2015e 2016eCalls generated from organic search@jmgagnon | @bingads 37. Ads with click-to-call get more clicksWith extensions Without extensionsMicrosoft Internal Data 2014 38. 0.01 Seconds - the Length of a FingernailNathan Adrian, Gold Medalist in 100m freestyle [swimming] @jmgagnon @bingads 39. @jmgagnon | @bingadsToday were talking about:| #SESDenver 40. Study: Brand term biddingresearch from Bing AdsShould SEM campaigns bid ontheir own brand terms?@jmgagnon | @bingads 41. Methodology of the studyJanuary March 201450 MILLION impressions| #SESDenver @jmgagnon | @bingads 42. @jmgagnon | @bingadsBrand term bidding + SEO delivers more clicksBing Ads Internal Data | #SESDenver 43. @jmgagnon | @bingads32% More clicks with Paid + OrganicBing Ads Internal Data | #SESDenver 44. But do we cannibalize SEO?Bing Ads | #SESDenver Internal Data @jmgagnon | @bingads 45. Some paid clicks you may have received from organicBing Ads | #SESDenver Internal Data @jmgagnon | @bingads 46. But in general many more clicksBing Ads | #SESDenver Internal Data @jmgagnon | @bingads 47. Brand term bidding benefitsTesting offers and Landing pagesMore traffic| #SESDenver @jmgagnon | @bingads 48. The brand term bidding debate continuesGet the complete white paperat Slideshare.net/bingads| #SESDenver @jmgagnon | @bingads 49. Tools for testing have never been better or cheaperMicrosoft Internal Data 2014 50. @jmgagnon | @bingadsPower BIs Q&ACollaborate. Share. Interact.Keyword Performance Data.| #SESDenver 51. @jmgagnon | @bingadsPower BI: Q&A and Bing Ads Data| #SESDenver 52. @jmgagnon | @bingadsToday were talking about:| #SESDenver 53. Multiple PredictableMini BlackFridays#SESDenver @@jmgagnon jmgagnon @@bingadsbingads 54. Half the top shopping days occur the same week@jmgagnon | @bingadsSource: Experian.com, Jan 2014Fridays are top shopping days.Top 10 transaction days Holiday 2013Event Day Transaction rankCyber Monday Monday 1Black Friday Friday 2Thanksgiving Thursday 3Sunday after Black Friday Sunday 4November 15th Friday 5Day Before Thanksgiving Wednesday 6November 8th Friday 712 days until Christmas Friday 8Day after Cyber Monday Tuesday 97 days until Christmas Wednesday 10| #SESDenver 55. Black Friday 11/29/13Black Friday shopping startsbefore the sun comes up.55%of shoppers checkedavailability of an itemvia mobile beforegoing to the store.Time zone iab, Nov 2013 is PST. IBM Core Metrics, 2012 @jmgagnon @bingads | #SESDenver 56. $74.9BSecond highest spendingperiod, behind winter holidays| #SESDenver @jmgagnon @bingads 57. September 9, 20141,000,000+students| #SESDenver @jmgagnon @bingads 58. When does the 1st day of school really start?September4th, 2014New York City, the largestschool district in the US,will have 1,000,000students back in schoolAugust25th, 2014All 5,000,000 of TexassK-12 Public Schoolstudents go backAugust1st, 2014All 180,000 of HawaiisK-12 Public Schoolstudents go back| #SESDenver @jmgagnon @bingads 59. When parents will shop for back-to-school 2012Use staggered start dates to hitthe 1 week to 1 month sweetspot. Two months for New Yorkmeans, July 9, whereas it meansJune 5 for Hawaii.22.4% will shopas early as June.