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@isabs8 #SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by device and by search category
Best performing ad copies
Mobile is local
Additional tips
Remarketing
@isabs8 #SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by device and by search category
Best performing ad copies
Mobile is local
Additional tips
Remarketing
@isabs8 #SMX #31B
Bing Ads AdWords
Targeting selection Unified across devices Unified across devices
Bid modifiers
Desktop N/A N/A
Tablet -20%* to +300% Not available
Mobile -100%
-90% to +300% (inclusive)**
-100% to +300%
‘If mobile’ URLs Yes Yes
Mobile Preference Yes Yes
COMPARE TO ENHANCED CAMPAIGN
@isabs8 #SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by device and by search category
Best performing ad copies
Mobile is local
Additional tips
Remarketing
@isabs8 #SMX #31B
Mobile bid boost and budget allocation for after work hours to maximize reach;
Spread budget more evenly on the weekends
DAILY QUERY TREND – RETAIL
@isabs8 #SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by device and by search category
Best performing ad copies
Mobile is local
Additional tips
Remarketing
@isabs8 #SMX #31B
AdDescription
"B
ran
ds"
Aff
ord
abili
ty
Cal
l To
Act
ion
Co
mp
are
Co
ntr
act
Dea
ls
Dev
ice
Typ
e
DK
I
Fre
e
Off
ers
Off
icia
l Si
te
On
line
Ord
ers
Par
am In
sert
ion
Ph
on
es (
Gen
eral
)
Pla
ns
Pre
pai
d
Pri
ce/P
rici
ng
Sal
e
Sav
e/Sa
vin
gs
Ser
vice
Sh
ipp
ing
Su
per
lati
ves
Un
limit
ed
Ven
do
r/R
etai
ler
Wir
eles
s C
arri
ers
AdTitle
"Brands"
Affordability
Call To Action
Compare
Contract
Deals
Device Type
DKI
Free
Offers
Official Site
Online
Orders
Param Insertion
Phones (General)
Plans
Prepaid
Price/Pricing
Sale
Save/Savings
Service
Shipping
Superlatives
Unlimited
Vendor/Retailer
Wireless Carriers
Ad copy research heat map
@isabs8 #SMX #31B
“Brands”
“Brands”
DisplayURL
“Brands”
Call to Action
DisplayURL
“Brands”
Dynamic KW Insertion
DisplayURL
“Brands”
Price/pricing
DisplayURL
“DKI”
Brands
DisplayURL
TOP AD COPY COMBINATIONS
Online
Call to Action
DisplayURL
Online
Call to Action
DisplayURL
Online
Online
DisplayURL
Brand Name
Brands
DisplayURL
Param Insertion
Brands
DisplayURL
@isabs8 #SMX #31B
TOP AD COPY COMBINATIONS
“Brands”
“Brands”
DisplayURL
“Brands”
Call to Action
DisplayURL
“Brands”
Cheap/Affordable
DisplayURL
“Brands”
Dynamic KW Insertion
DisplayURL
“Brands”
Price/Pricing
DisplayURL
Online
Call to Action
DisplayURL
Online
Price/Pricing
DisplayURL
Call to Action
Online
DisplayURL
%Off
%Off
DisplayURL
%Off
Call to Action
DisplayURL
@isabs8 #SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by device and by search category
Best performing ad copies
Mobile is local
Additional tips
Remarketing
@isabs8 #SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by device and by search category
Best performing ad copies
Mobile is local
Additional tips
Remarketing
@isabs8 #SMX #31B
TIPS #1: SELECT MOBILE PREFERRED
@isabs8 #SMX #31B
70%
102%
Non mobile optimized site:
Mobile optimized site:
was
23% for those not optimized for mobile and
60% for mobile optimized sites.2
TIPS #4: OPTIMIZE WEBSITE FOR MOBILE
@isabs8 #SMX #31B
TOPICS TODAY
If you’re still not convinced about mobile
Mobile targeting optimizations
Query trends by device and by search category
Best performing ad copies
Mobile is local
Additional tips
Remarketing
@isabs8 #SMX #31B
• Mobile vertical insights and best performing ad copy analysis for Retail, FinSrv & Insurance, and Tech & Telco
• Why mobile optimized website guide and best practice
• Using Mobile Preferred under Device targeting
• Advanced location targeting overview and examples
• Unified Device Targeting blog
• More on Universal Events Tracking
RESOURCES
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