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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*
EMEA | Finance & Insurance research + comparison
Overall year-on-year: +22% clicks
Microsoft Internal, 2019-2020
*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
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*
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
EMEA | Finance & Insurance research + comparison
Microsoft Internal, 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
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
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
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
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
EMEA | Finance & Insurance research + comparison
Microsoft Internal, 2019-2020
*Clicks indexed to avg. weekly clicks during 01 Jan 2019 – 19 May 2019
Weekly click volume Indexed* by markets
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
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
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
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
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
“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
*Abs Delta % Searches CY vs PY
9%
-9%
vergelijk best
99.0%
1.0%
meilleur comparaison
*Abs Delta % Searches CY vs PY
-1%
0%
meilleur comparaison
EMEA | Finance & Insurance research + comparison
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
YoY considering Jan-Feb-Mar-Apr-May 2019 vs 2020, until 19th of May
-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
Share of volume % 2020 (by search query,
top 10)
-89%
93%
150%
44%
1300%
1325%
3100%
2300%
-80%
1200%
-91%
93%
-54%
-25%
1100%
1500%
3400%
0%
-80%
300%
YoY Searches and Clicks
YoY Searches YoY Clicks
YoY considering Jan-Feb-Mar-Apr-May 2019 vs 2020, until 19th of May
-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
Share of volume % 2020 (by search query,
top 10)
27%
3%
-11%
275%
80%
-70%
-61%
497%
-90%
-80%
-11%
1%
-1%
588%
84%
-74%
-62%
2950%
-90%
-73%
YoY Searches and Clicks
YoY Searches YoY Clicks
YoY considering Jan-Feb-Mar-Apr-May 2019 vs 2020, until 19th of May
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
Share of volume % 2020 (by search query,
top 10)
634%
5370%
898%
153%
379%
2633%
906%
440%
YoY Searches and Clicks
YoY Searches YoY Clicks
YoY considering Jan-Feb-Mar-Apr-May 2019 vs 2020, until 19th of May
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
Share of volume % 2020 (by search query,
top 10)
-19%
-30%
475%
-42%
178%
-3%
-83%
440%
250%
-42%
1%
-10%
1057%
-33%
500%
58%
-83%
0%
60%
0%
YoY Searches and Clicks
YoY Searches YoY Clicks
YoY considering Jan-Feb-Mar-Apr-May 2019 vs 2020, until 19th of May
-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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