#searchfest mighty mobile for ppc from bing ads

Mighty Mobile: Bing Ads insights, optimization & conversion

Frances Donegan-Ryan | Global community engagementAnna Hughes | Senior product marketing manager, mobile/local

@FrancesDR | @BingAds | #SearchFest

What we’re talking about today

Trends in mobile and local searchWhat we’re talking about when we say “mobile conversion”Optimizing for mobile conversionsMother’s Day is special

http://advertise.bingads.microsoft.com/en-us/cl/7315/mobile-advertising?s_cid=en-us_search_mobilize


We spend 5+ hours a day accessing the internet across a variety of devicesMobile~151 minutes per day1

Tablet~43 minutes per day

PCs & Laptops~103 minutes per day

TVs~147 minutes per day

Console40.1M predicted Internet enabled video game console sales in 2013

1 . Millward Brown. “AdReaction: Marketing in a multiscreen world,” Global Report 2014 @BingAds and #SearchFest




Buyers control the journey

If you’re not showing up in that research, you’re losing customersForrester Research October 2012

90%of B2B buying research is done online before a buyer makes contact



2009 2010 2011 2012 2013 2014 2015 2016 20170%

10%

20%

30%

40%

50%

60%

Searches are quickly shifting to mobile

Smartphone search growth

6%

33%

50%42%

Source: Marin Software “Mobile Search Advertising Around the Globe: 2014 Annual Report”



Mobile query share across Bing Ads is rapidly growingMobile query share has more than doubled Year-over-Year for Bing Ads

67%

33%

Mobile Query Share August '14

All Devices Mobile

85%

15%

Mobile Query Share August '13

All Devices Mobile

Source: Bing Ads Internal Data



2013-Q3 2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4

5,000,000,000

10,000,000,000

15,000,000,000

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

Bing Ads sees 157% YoY growth in mobile search volume

+157%Mobile clicks

+142%Mobile Search Impressions



Mobile conversion rates are increasing

PCs Smartphones

TabletsSource: Marin Software, 2014 Annual Report

5.3% 4.4% 5.5%

2013 industry average conversion rate by device

Mobile search conversion rates are now ~75% of PC search conversion rates



Mobile search drives multiple types of conversations

Store visits

Phone calls Purchases

App installs



Technologies used to measure marketing success

The current system is set up to measure desktop conversions

Marketing automation

Call tracking

Web mobile

CRM

SEO and PPC tools

Web analytics

0% 10% 20% 30% 40% 50% 60% 70% 80%

Web analytics

SEO and PPC tools

CRM

Web mobile

Call tracking

Marketing automation



2009 2010 2011 2012 2013 2014 2015 2016 20170%

10%

20%

30%

40%

50%

60%

Smartphone search growth

6%

33%

50%42%

Source: Marin Software “Mobile Search Advertising Around the Globe: 2014 Annual Report”

But remember - consumer searches are shifting to mobile



61%of mobile users “click to call” the business1

The number of calls to businessesis growing at

DRIVEN BY MOBILE SEARCH

and is predicted to fuel a staggering

42% PER YEAR

65 BILLION CALLS in 2016.2

Mobile users use

their phone to

make calls – crazy!



Quality assessment of selected lead sourcesLeads from calls are higher quality

Calls Online form In-person Email Clicks to map Paid leads0%

10%

20%

30%

40%

50%

60%

70%

Good Excellent

38% 39% 26% 29% 19% 15%

28% 20% 28%

15%

10%10%

66%

58%54%

44%

29%26%



MULTIPLE EXTENSION

S

NO EXTENSION

S

Source: Microsoft eye-tracking study

Maximize ad footprint and consumers’ attention with ad extensions

Layered Ad Extensions on Mobile Ads

Average CTR

Location Extensions + Metered Call Extensions + Sitelink Extensions

18.8%

Location Extensions + Sitelink Extensions

11.1%

Call Extensions + Sitelink Extensions

8.4%

Metered Call Extensions + Sitelink Extensions

7.0%

Source: Bing Ads Internal Data Jul – Sept. 2014

Multiple Extensions Drive Greatest Engagement with Mobile Ads



Local numbers are

preferred to toll free numbers

3 1TO

If you use call forwarding to track your call extensions, you can now use a local number with Bing Ads

Local



Local search and mobile search are the same thing, and both are set to drive customers to your business – if only they can find you.

Get ready to rumble.



Your desktop strategy won’t work on mobile – screen size seriously limits success for ads in positions below #1. Get strict on your keyword bidding with higher spend so you win the top spot on the small mobile screen.

Size matters.



Mobile means now.Adjust bidding by time of day and relevance to your offering. A restaurant that only serves dinner doesn’t need to bid for morning hours.



With mobile ads your customer is one click-to-call tap away. These calls are much more valuable than clicks to a website because mobile user want to take action now. Enable call extensions and say hello.



A tremendous number of mobile searchers are looking for directions to specific spots. Activate location extensions, making it quick and easy for searchers to find you.



Mobile isn’t the place for complex online manoeuvres. Customize your ad so it invites users to call. You still need a landing page – but make it simple, with your phone number dominant.

Simple is better.



What’s near me?Since so many mobile searches are local searches, enabling geo-targeting lets you make the most of your budget, only sending your ad to those who are close enough to take action right now.



Grab the coupon tapper.74.1 million adults are forecasted to be smartphone coupon users this year, and 85% of them find coupons via search engines. Adding discounts and coupon codes to your landing page can tip your customer to your cash register instead of your competitor’s.



Let’s mobilize,friends.Search engine marketing on mobile is exploding. Adjust your bid modifiers so mobile gets a generous piece of your budget.

Simplify your call-to-action, enable call extensions and location extensions. Dial in your geographic targeting and time of day targeting.



Phase II of Unified Device Targeting is coming!What’s changing?

Simplicity: less complicated interface Reduced friction: structural similarity across

search engine marketing platforms make it easier to manage across campaigns

Controls: tablet and mobile bid adjustments available

What’s improving?

Migration begins March 23, 2015

Targeting combined



Campaign impact

CURRENT DEVICE(S) TARGETED

MIGRATION IMPACT

PC/Tablet onlySmartphone targeting added

Smartphone onlyPC/Tablet targeting added

All devices No impact



Store visits

Phone calls Purchases

App installs



5 tips to optimize your campaigns for Unified Device Targeting

Take these actions now before campaign migration begins on March 23!

5. Be Mobile Preferred

1. Top of the

Class2.

Clean house 3.

Bid Wisely

4. Mobilize



1. Top of the

class

Boost the winners, dump the losers

Review your account and identify any campaigns targeting the same keywords

Move duplicates to higher-performing campaigns and delete or pause lower performers

Consider creating “top performer” campaigns for more aggressive bidding/bid adjustments



Example: Contoso Floral

Today, Contoso Floral has 2 separate campaigns targeting the keyword “Roses”

Keyword

Campaign

AdsDevice Target

Migration Impact

Bids

Bid Adjustment

Quality Score

Account: Contoso Floral

Roses 1Fresh roses, free deliveryLimited time offer.

MobileAdd PC/Tablet

$.75

No adjustment

8


PC/Tablet

Add Mobile

$1.00

-20% tablet adjustment

9



Keyword Campaign Ad Device Target Bid Bid AdjustmentQuality Score



All $1.00-20% tablet adjustment

9

Contoso Floral: Campaign MigrationCampaign #1

Keyword Campaign AdDevice Target

Migration Impact

BidsBid Adjustment

Quality Score


Roses 1 Fresh roses, free deliveryLimited time offer.

Mobile Add PC/Tablet $.75 No adjustment 8

Keyword Campaign Ad Device Target Bid Bid AdjustmentQuality Score



All $.75 No Adjustment 8

Keyword Campaign AdsDevice Target

Migration Impact

BidsBid Adjustment

Quality Score



PC/Tablet Add Mobile $1.00-20% tablet adjustment

9

Campaign #2



Contoso Floral Post-Migration

Keyword Campaign Ads

Device Target

Bids Bid AdjustmentQuality Score


All $.75 No adjustment 8


All $1.00-20% tablet adjustment

9XNotice that Contoso now has 2 campaigns targeting the same keyword, with competing bids.

These campaigns will now compete for ad placement, and will raise the potential max bid for the advertiser.



2. Clean house

Do some spring cleaning in time for UDT migration

Fix editorial issues that are preventing your ads from showing

Review quality scores and improve ad and landing page relevance

Review your campaign and ad group organization



Example campaign structure

AdsKeywords

BudgetCampaign type: search & content or product ad

CurrencyTime ZonePayment settingsAdditional Users

Customer IDBusiness name, addressUser with admin access

CustomerContoso Floral

AccountMother’s Day

Campaign

Bouquets

Campaign Last Minute

Ad GroupSame Day Delivery

Ad Group In Store Pick Up

AccountWeddings

CampaignFloral

Decorations

2. Clean

House!



3. Bid wisely

PC Smartphone$0.00

$0.10

$0.20

$0.30

$0.40

$0.50

$0.60

$0.70

$0.80

Bing Ads: Average CPC by Device

Test different combinations of bids and bid adjustments to find your mobile ROI -30%



Bidding and budgets

PC campaign budget + mobile campaign budget = merged campaign budget

3. Bid wisely



Bid adjustments: tools for targeting, advertiser ROI

Desktop

Not Available

Tablet -20% to +300%

Mobile -100% or -90% to +300% (inclusive)

3. Bid wisely



Managing mobile bid adjustments

Increased mobile bid adjustment needed at campaign level to improve mobile average position.

Campaigns in red could benefit from greater % bid boosts

Account name Device type Campaign name Impressions Clicks CTR (%) Average CPC Spend Avg. position

Advertiser A Smartphone Campaign 1 4,567 554 12.13% $1.92 $1,063.68 1.12


Advertiser A Smartphone Campaign 3 21,784 548 2.52% $1.47 $805.56 1.75


Advertiser A Smartphone Campaign 5 41 1 2.44% $2.70 $2.70 2.32

Advertiser A Smartphone Campaign 6 698 10 1.43% $2.10 $21.00 2.37

Advertiser A Smartphone Campaign 7 145,125 2,544 1.75% $2.93 $7,453.92 2.73




Adding “device” breakout into Campaign, Ad Group or Keyword reporting is necessary to evaluate mobile performance

3. Bid wisely



4. Mobilize

Tell searchers that you are mobile-first

Use mobile-specific keywords (ie: mobile, smartphone)

If you have a mobile-specific URL in addition to your website URL, be sure to display it

Use mobile-specific language in ad copy

Tweak ad copy for maximum relevance (“Back Bay Pizza” instead of “Pizza Restaurant”)

Use mobile-friendly ad extensions (location extensions, call extensions, app extensions)

1

2

3

4

5

Contoso Floral Mobilem.contosofloral.com

Explore Contoso Floral’s mobile site for special deals and discounted delivery service. Anytown’s favorite flowers. 1625 Main St., Anywhere, Anytown Directions (123) 555-1212

m.contosofloral.com is rated on Bing (41 reviews)

1

2

3

4

5

http://www.bing.com/merchant/reviews?mid=dsw.com&FORM=MRANNO



Driving to a mobile-friendly experience

Conversion rates for smartphone shoppers on mobile-optimized sites is 160% higher than on non-optimized sites1

Average order value on smartphones on mobile-optimized sites is 102% of the average order value for shoppers on PCs of those same retailers’ desktop sites; that number drops to 70% on non mobile-optimized sites1

4. Mobilize

1eMarketer, Proof that Mobile Optimized Sites Are Necessary, Oct 2014




Bing Ads Web UI, Ad Editor

If an ad group has both mobile-preferred and regular ads, only mobile-preferred ads serve on mobile devices, and only regular ads serve on PCs and tablets.



Main (PC) Landing Page

www.Main-LandingPage.com

Mobile Landing Pagem.Mobile-LandingPage.com

All Device Destination URL

http://{ifnotmobile:www.Main-LandingPage.com}

{ifmobile:m.Mobile-LandingPage.com}

{if mobile} query strings direct clicks to your mobile friendly destination




PC + Tablet Mobile

Jewelry 21% 35%

Cards & Gifts 19% 23%

Flowers 31% 18%

Know where to focus your spend

Top Mother’s Day gift searches on the Yahoo Bing Network

Source: Microsoft internal data March 2014 – August 2014*Does not include Tech

http://www.slideshare.net/bingads



3/29 4/5

4/12

4/19

4/26 5/3

5/10

Searches CTR

Mother’s Day related searches on the Yahoo Bing Network

Timing is everything, have your ads live two weeks before the holiday

Search volume peaks the middle of April, but Click-through-rates peak two weeks before Mother’s Day

Source: Microsoft internal data March 2014 – August 2014




Bing Ads Web UI, Ad Extensions Tab Source: Microsoft internal data March 2014 – May 2014

3/29 4/5

4/12

4/19

4/26 5/3

5/10

PC + Tablet Mobile

Focus on mobile the week of Mother’s Day for last minute shoppers

Last minute shoppers have their smartphone in hand to help find the perfect gift.





Flowers/Cards/Gifts:Top word combos

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Mobile

Title Description

Mother’s Day Personalization

Mother’s Day % Off

Mother’s Day Call to Action

Dynamic Keyword Insertion

% Off

Gift Gold/Silver

Title Description


Price/Pricing

Mother’s Day % Off


% Off

Mother’s Day Style/Type

Mother’s Day Call to Action

PC







Jewelry:Top word combos

PC/Tablet Mobile

Title Description

Diamonds % Off

Gemstones Cheap/Affordable


Cheap/Affordable


Gemstones

Deals/ Promotions Cheap/Affordable

Title Description

Gemstones Online

Mother’s Day Call To Action

Gemstones Cheap/Affordable

Wedding Variety/ Selection


Gemstones






Home & Garden:Top word combos


PC/Tablet Mobile

Title Description

% Off Quantity

Outdoor % Off

Home Décor Savings

Param Insertion Comparison

% Off Superlative

Title Description

Sale Furniture


Furniture

Online Call to Action

Online Online

% Off Delivery/ Shipping






Consumer Electronics:

Top word combos


PC/Tablet MobileTitle Description

Branded Products Dynamic Keyword Insertion

Price/ Pricing Brand Name

Param Insertion Deals/ Offers

Cheap/ Affordable Accessories

Brand Name Price/ Pricing

Title Description

Brand Name Dynamic Keyword Insertion

Call to Action Branded Products

Call to Action Cases/ Covers


Branded Products


Brand Name








Your questions





Thank you!Check out our new Mobile Infographic (aka.ms/mobilegraphic)

Visit our Mobile Insights site: www.bingads.com/mobile

Connect with Frances@[email protected]

Connect with Anna@[email protected]

http://www.slideshare.net/bingads/mobile-onesheeter-v14

http://aka.ms/mobilegraphic

http://aka.ms/mobilegraphic

http://www.bingads.com/mobile

http://www.twitter.com/francesdr

http://www.twitter.com/francesdr

mailto:[email protected]?subject=SearchFest

http://www.twitter.com/hughesanna13

mailto:[email protected]?subject=SearchFest



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