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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
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #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
@FrancesDR | @BingAds | #SearchFest
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”
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
@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
@FrancesDR | @BingAds | #SearchFest
Mobile search drives multiple types of conversations
Store visits
Phone calls Purchases
App installs
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
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!
@FrancesDR | @BingAds | #SearchFest
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%
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
@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
@FrancesDR | @BingAds | #SearchFest
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.
@FrancesDR | @BingAds | #SearchFest
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.
@FrancesDR | @BingAds | #SearchFest
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.
@FrancesDR | @BingAds | #SearchFest
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.
@FrancesDR | @BingAds | #SearchFest
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.
@FrancesDR | @BingAds | #SearchFest
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.
@FrancesDR | @BingAds | #SearchFest
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.
@FrancesDR | @BingAds | #SearchFest
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.
@FrancesDR | @BingAds | #SearchFest
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.
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
Campaign impact
CURRENT DEVICE(S) TARGETED
MIGRATION IMPACT
PC/Tablet onlySmartphone targeting added
Smartphone onlyPC/Tablet targeting added
All devices No impact
@FrancesDR | @BingAds | #SearchFest
Store visits
Phone calls Purchases
App installs
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
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
Roses 2Fresh roses, free deliveryLimited time offer.
PC/Tablet
Add Mobile
$1.00
-20% tablet adjustment
9
@FrancesDR | @BingAds | #SearchFest
Keyword Campaign Ad Device Target Bid Bid AdjustmentQuality Score
Account: Contoso Floral
Roses 1Fresh roses, free deliveryLimited time offer.
All $1.00-20% tablet adjustment
9
Contoso Floral: Campaign MigrationCampaign #1
Keyword Campaign AdDevice Target
Migration Impact
BidsBid Adjustment
Quality Score
Account: Contoso Floral
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
Account: Contoso Floral
Roses 1Fresh roses, free deliveryLimited time offer.
All $.75 No Adjustment 8
Keyword Campaign AdsDevice Target
Migration Impact
BidsBid Adjustment
Quality Score
Account: Contoso Floral
Roses 2Fresh roses, free deliveryLimited time offer.
PC/Tablet Add Mobile $1.00-20% tablet adjustment
9
Campaign #2
@FrancesDR | @BingAds | #SearchFest
Contoso Floral Post-Migration
Keyword Campaign Ads
Device Target
Bids Bid AdjustmentQuality Score
Roses 1Fresh roses, free deliveryLimited time offer.
All $.75 No adjustment 8
Roses 2Fresh roses, free deliveryLimited time offer.
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.
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
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!
@FrancesDR | @BingAds | #SearchFest
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%
@FrancesDR | @BingAds | #SearchFest
Bidding and budgets
PC campaign budget + mobile campaign budget = merged campaign budget
3. Bid wisely
@FrancesDR | @BingAds | #SearchFest
Bid adjustments: tools for targeting, advertiser ROI
Desktop
Not Available
Tablet -20% to +300%
Mobile -100% or -90% to +300% (inclusive)
3. Bid wisely
@FrancesDR | @BingAds | #SearchFest
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 2 2,510 155 6.18% $6.51 $1,009.05 1.25
Advertiser A Smartphone Campaign 3 21,784 548 2.52% $1.47 $805.56 1.75
Advertiser A Smartphone Campaign 4 12,378 413 3.34% $4.96 $2,048.48 2.12
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
Advertiser A Smartphone Campaign 8 45,673 25 0.05% $3.50 $87.50 3.15
Advertiser A Smartphone Campaign 9 15,347 54 0.35% $3.85 $207.90 4.52
Advertiser A Smartphone Campaign 10 3,297 16 0.49% $4.32 $69.12 5.21
Adding “device” breakout into Campaign, Ad Group or Keyword reporting is necessary to evaluate mobile performance
3. Bid wisely
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
5. Be Mobile Preferred
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.
@FrancesDR | @BingAds | #SearchFest
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
5. Be Mobile Preferred
@FrancesDR | @BingAds | #SearchFest
@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
@FrancesDR | @BingAds | #SearchFest
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
@FrancesDR | @BingAds | #SearchFest
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
http://www.slideshare.net/bingads
@FrancesDR | @BingAds | #SearchFest
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.
http://www.slideshare.net/bingads
@FrancesDR | @BingAds | #SearchFest
@FrancesDR | @BingAds | #SearchFest
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
Dynamic Keyword Insertion
Price/Pricing
Mother’s Day % Off
Dynamic Keyword Insertion
% Off
Mother’s Day Style/Type
Mother’s Day Call to Action
PC
http://www.slideshare.net/bingads
@FrancesDR | @BingAds | #SearchFest
Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
@FrancesDR | @BingAds | #SearchFest
Jewelry:Top word combos
PC/Tablet Mobile
Title Description
Diamonds % Off
Gemstones Cheap/Affordable
Dynamic Keyword Insertion
Cheap/Affordable
Dynamic Keyword Insertion
Gemstones
Deals/ Promotions Cheap/Affordable
Title Description
Gemstones Online
Mother’s Day Call To Action
Gemstones Cheap/Affordable
Wedding Variety/ Selection
Dynamic Keyword Insertion
Gemstones
http://www.slideshare.net/bingads
@FrancesDR | @BingAds | #SearchFest
@FrancesDR | @BingAds | #SearchFest
Home & Garden:Top word combos
Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
PC/Tablet Mobile
Title Description
% Off Quantity
Outdoor % Off
Home Décor Savings
Param Insertion Comparison
% Off Superlative
Title Description
Sale Furniture
Dynamic Keyword Insertion
Furniture
Online Call to Action
Online Online
% Off Delivery/ Shipping
http://www.slideshare.net/bingads
@FrancesDR | @BingAds | #SearchFest
@FrancesDR | @BingAds | #SearchFest
Consumer Electronics:
Top word combos
Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
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
Dynamic Keyword Insertion
Branded Products
Dynamic Keyword Insertion
Brand Name
http://www.slideshare.net/bingads
@FrancesDR | @BingAds | #SearchFest
@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
Your questions
@FrancesDR | @BingAds | #SearchFest
@FrancesDR | @BingAds | #SearchFest
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]