Matthew Robson

AU/NZ Marketing Executive

Bing Predicts Melbourne Cup 2015 and Insights for Advertisers

The Melbourne Cup has been capturing the hearts of Australians for years, which is why the race has been notoriously dubbed “the race that stops the nation”. Bing Australia continues to celebrate the most anticipated racing event in the Australian racing calendar with the launch of its Bing Predicts technology that searchers can have some “intelligent fun” with! The great thing for Bing advertisers alike is that they can expect increased traffic to their websites with more users engaging with the Bing Predicts innovation throughout the Spring Racing Carnival season. You can read about our advertiser insights further below.

The Bing team have realised that web activity is less biased than polling, and while human beings have intuition and wisdom on their side, it won’t necessarily lead to the most successful results.

Bing Predicts combines age, health and weight of participating horses with historical statistics of the trainer’s past performances, jockey’s efficiency and factors contributing to an overall strong team. Predictions will also take into account; track conditions on the day, which will be matched with horse’s preferences based on previous races.

Satisfied with this statistic model, web activities and social updates are added to strengthen the quality of predictions by capturing real-time information such as; injuries, controversies and other changes that affect the race.

Team up with Bing as we provide all racing enthusiasts with important information on the upcoming Melbourne Cup race.

Search for Melbourne Cup and see which horses are most favourable to win the race! 

We have made every effort to build a high quality prediction model by finding information that is most trustworthy but we also know that punters do not always make perfect decisions. In the end, predicting the future is like uncovering the mysteries of life and Bing is on the path of doing that.

Good luck!

Advertiser checklist:

If you’re an advertiser on Bing Ads looking to capitalise on the Melbourne Cup, there are some important considerations to work through if you’d like to maximise the effectiveness of your campaigns during this period. Follow this simple checklist now, and enjoy the potential rewards this racing season.

Bids and budgets

  • It is recommended that all bids and budgets are set for all Melbourne Cup campaigns no later than the night before (2nd November). Budgets can take time to refresh in the system, which may cause advertisers to lose valuable impression share and click traffic on the day.
  • Advertisers are advised to have a strong incremental bidding strategy in place for mobile devices. It is recommended that bids and budgets are set highest for mobile devices for up to three hours before a race event.


Ad Copy

  • Include all special offers for Spring Carnival and Melbourne Cup race day in your ad copy. It is suggested to have at least one special offer in variation in each ad group.


App extensions

  • If an advertiser has an app available for download, it is recommended that they enable app extensions for relevant campaigns. This will enable the advertiser to be more likely to convert a customer from a onetime user of their service into a potential lifetime customer.


For more information, please view the Melbourne Cup Insights presentation here

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AFL Bing predictions 2015

Over the past year, we have been working on delivering local-specific search experiences to the Australian audience. One such initiative is the Australian Football League (AFL) predictions feature, which utilises both Bing prediction data and user trends from social media platforms. The basis of AFL Bing predictions is that it analyses years of statistics from player and team performance, to other influential parameters such as venue and weather.

Whether you’re a casual AFL follower, a general sports fan or a lifetime AFL supporter, Bing has you covered for each round, including the finals series, providing team schedules and specific match information.

Search for AFL or your favourite team and find out who Bing predicts will win in upcoming matches.



Bing found that the 2015 AFL season received an overall increase of almost 5% in AFL related search clicks compared to 2014 (comparing mid-AFL season statistics in August 2014 vs August 2015). This resulted in increased direct traffic to various AFL-related domains spanning retail, ticketing and also betting segments.

The following highlights the changes in the top five Bing search engine result page (SERP) web results from August 2014 vs August 2015:

- 1st web result answer received an increase of 1.2% clicks
- 2nd web result answer saw growth of 28.9% clicks
- 3rd web result answer increased by 18.2% clicks

On the contrast:

- 4th web result answer fell by 4% in the number of clicks
- 5th web result answer declined by 36.4% in the number of clicks

The above is a by-product of Bing’s commitment to provide a high quality search platform for users by displaying the most relevant answers in top web results.

Following the expected trend, keywords surrounding AFL were trending on a linear fashion during the period of December 2014 until an exponential growth period from the start of the new AFL season (February and April 2015). As seen below:



The below graph shows traffic by geographical location (state level):



Recommendations for advertisers:

  • Bid modifiers:
    - Geographical location: implement incremental bidding by geographical location. For example, increasing all bids for the Victoria audience would be recommended as 50% of traffic with AFL betting terms originates from Victoria
    - Device: users are more likely to be searching on mobile and tablet devices on game day
  • Budgets: increasing budgets at peak times (daily/monthly). For example, increasing budgets in the month of season launch and the finals period, particularly the grand final week, will allow you to serve the increase volume of traffic
  • Ad copy: ensure ad copy is up-to-date around key season timings; season launch, finals series and grand final
  • App extensions: can prove to be effective for advertisers to acquire new customers, and download the app directly from the ad
  • Negative keyword list: make sure that your negative keyword lists are up-to-date to ensure your maximising performance and getting the most relevant queries


For more information, please view the AFL predictions infographic below:  



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