Financial Services and Insurance. Get more out of your mobile campaigns

Transcription

1 Financial Services and Insurance Get more out of your mobile campaigns

2 Table of contents Mobile user behavior trends: Financial Services State of financial services mobile advertising Bing Network marketplace performance trends Best-performing ad copy Additional recommendations

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4 0:26 0:14 1:28 5:46 4:33 0:43 2:12 2:51

5 Mobile phone banking is quickly catching on among adults in the U.S. U.S. adult mobile banking users, by device (millions)

6 Financial services marketers are going where the customers are

7 Bing Network users are more engaged with digital financial services Google YBN

8 In December 2014 we delivered: Total Business/Finance Searchers Total Business/Finance Searches 28 million Business/Finance Searchers Not Reached on Google of all Business/Finance Paid Clicks

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10 $2.20 (35.5%) $4.00 Trend is driven by: Search engine s unified device targeting campaigns. Continued strong mobile device adoption. Omnichannel marketing. Automated media buying.

11 REGISTRATION INSURANCE QUOTE MORTGAGE APPLICATION FILING A CLAIM BUYING OPTIONS INTEREST RATE QUOTE

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13 30% of all Bing Network queries come from smartphones 23% 30% 77% 70% Source: Bing Ads Internal Data

14 257% growth in mobile clicks delivered for Financial Services & Insurance over two years 2013-Q Q Q Q Q Q Q Q Q1 Financial Services & Insurance Click Trend

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16 Use the mobile bid modifier to adjust your budget to capture user engagement on smartphones.

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18 February March April May June July August September October November December January February Impressions Average share of total clicks PC+Tablet 88% Mobile 12% Mobile PC + Tablet Mobile trend PC+Tablet trend

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20 February March April May June July August September October November December January February Impressions and clicks on smartphones are growing at a faster pace than on other devices. Impressions Average share of total clicks PC+Tablet 86% Mobile 14% Mobile PC + Tablet Mobile trend PC+Tablet trend

21 CTR CPC 5.10% 4.90% 4.70% 4.50% 4.30% 4.10% 3.90% 3.70% 3.50% October November December January February $1.84 $1.64 $1.44 $1.24 $1.04 $0.84 $0.64 $0.44 $0.24 $0.04 October November December January February Mobile PC + Tablet Mobile PC + Tablet Use the mobile bid modifier to adjust your budget to capture user engagement on smartphones. Advertisers pay roughly 40% of the CPC cost on PC or tablet.

22 February March April May June July August September October November December January February Impressions Average share of total clicks PC+Tablet 80% Mobile 20% Mobile PC + Tablet Mobile trend PC+Tablet trend

23 CTR CPC 5.00% $ % $ % 3.50% $2.03 $1.53 $ % $ % October November December January February $0.03 October November December January February Mobile PC + Tablet Mobile PC + Tablet Use the mobile bid modifier to adjust your budget to capture user engagement on smartphones.

24 February March April May June July August September October November December January February Impressions Average share of total clicks PC+Tablet 83% Mobile 17% Mobile PC + Tablet Mobile trend PC+Tablet trend

25 CTR CPC 6.00% $ % $ % $ % $ % $ % October November December January February $0.04 October November December January February Mobile PC + Tablet Mobile PC + Tablet

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27 Ad Copy Research Methodology AdDescription pclick Brand Call To Action Cheap/Affordabl Car/Auto e DKI Financial Insurance Cooperative Free Insurance Plan Interest Rates Location Offers/Deals Online Param Quotes Superlative NoVar AdTitle Analyzed thousands of ads, millions of impressions, using Jan 2014 data. Phrases were grouped into different ad variable buckets, on which the performance was analyzed. Phrases within each bucket needed to appear in ads from at least 10 advertisers. Phrases in buckets were sorted based on a weighted average of positive ad quality and impressions.

28 Certain keywords perform better in the ad description than in the ad title or vice versa, test the combination to see the lift Test top variables in the ad title and ad description to improve ad quality. Test top performing ad variable combinations by sub-vertical, by device, and by head/torso/tail keyword distribution.

29 Online Free Quotes NoVar Cheap/Affordable Secure Secure NoVar Financial Cooperative Secure Approved/Approval Financing Loans (General) Banking Secure Offers/Deals Offers/Deals NoVar Brand % Best Interest Rate Superlative Best Call To Action Services Report Param Param NoVar Secure Trial Call To Action Credit Score Account Online Account Secure Loans Online Loans

30 Online Free Quotes Online Car/Auto Location NoVar NoVar Superlative Online Car/Auto NoVar helped build brand trust and improved ad copy quality on PC and tablet. Use superlatives and affordable in mobile ad groups to better target bargain hunters. Cheap/Affordable Cheap/Affordable Insurance Plan NoVar Car/Auto NoVar Call To Action Cheap/Affordable Superlative

31 Head Torso Tail Title Description Online Free Quotes Car/Auto Insurance Title Description Cheap/Affordable Insurance NoVar Brand NoVar Insurance Plan Title Param Description Superlative Online Car/Auto Location Quotes

32 Secure Approved/Approval Secure Financing NoVar Loans (General) Financial Cooperative Banking Loans (General) Param Loan Types Param NoVar Loans (General Superlative NoVar Superlative NoVar % Loan Types Secure Interest Rates Financing Secure Add Secure to your ad copy to boost a sense of trust. Spell out the loan types or use params on tablet ad campaigns. Use superlative and detailed price point, %, in your mobile ad copy to target bargain shoppers. Secure Secure Financing Secure Loan Types NoVar

33 Head Torso Tail Title Description Online Banking Financing Secure Superlative NoVar DKI Online Approved/Approval Loan Types Title NoVar NoVar NoVar Online NoVar Description Loans (General) Approved/Approval Online Financing Interest Rates Title Description Call To Action NoVar % Loans (General) Loan Types Superlative Loan Types Interest Rates Call To Action %

34 Offers/Deals Best Rewards Brand NoVar Superlative Call out offers and rate in your PC ad copy. Offers/Deals Interest Rate NoVar Superlative Brand Best Online Online Services Best NoVar Superlative Rewards Rewards Brand Best Brand Bad Credit % % Call to Action Rewards Brand Offers/Deals Use Rewards and superlatives in tablet ads. Brand, price point, and Call to Action remained a great choice for mobile ad campaigns.

35 Head Title Description NoVar Superlative Online Online Brand Online Superlative Rewards Brand Rewards Torso Title Description Rewards Best NoVar Superlative Brand Best Offers/Deals Best Offers/Deals Interest Rate Tail Title Description Call To Action Online NoVar Rewards % Interest Rate Brand Rewards Rewards

36 Call To Action NoVar Report Trial NoVar Offers/Deals Report Trial Call To Action Param Param Call To Action Adding Call to Action or Params resulted in great ad quality across PC, Tablet and Mobile devices. Param Call To Action Services Call To Action Param Credit Score Param Credit Score Call To Action Trial Param Param Param Report Param Call To Action Report Param

37 Head Torso Tail Title Param Param Param Param Report Description Call To Action Credit Score Report Param Bureau Title Report Bureau Report Services Description Trial NoVar NoVar Bureau Secure Title Call To Action NoVar NoVar Param Offers/Deals Description NoVar Offers/Deals Online Credit Score Offers/Deals

38 PC Account Secure Loans Tablet Loans Online Mobile Online Location Fees Ad copy with and Online accounts tended to yield better quality on both PC and tablet. Online Online Loans Online Loans Banking Online Fees DKI Location For mobile ad copy, adding specific location (e.g., branch location of a bank, and fees/no fee) information to ad copy will increase the likelihood of clicks. Account Fees NoVar Superlative

39 Head Torso Tail Title Banking DKI Brand DKI Description Online Location Loans Superlative Title Account Account Banking Online Description Secure Fees Fees Title Account Account Banking Online Description Secure Fees Fees

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41 BING ADS APP EXTENSIONS

42 Bing Ads Google AdWords Targeting selection Desktop Bid modifiers Tablet Mobile If mobile URLs Mobile Preference

43 5.1% 2.9% 1.9% 1.3% Tweak bid adjustments to secure ad position 1 and position 2 spots Location, location, location applies here too

44 SITELINK EXTENSIONS CALL EXTENSIONS LOCATION EXTENSIONS APP EXTENSIONS LOCATION TARGETING

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50 Conversion rate Average order value

51 Thank You

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53 Mobile banking will continue its growth trajectory By 2018, 6 in 10 adults will be digital banking users 9 in 10 US adult digital banking users will also be mobile banking users by the end of 2018

54 Mobile phone banking user penetration is already strong amongst younger adults The bulk of the growth will likely come from older adults

55 Consumers are bullish on a mobile payment future More than 50% of US internet users believe mobile payment will be widely used in the next 5 years Apple Pay brings hype, and increased competition in mobile payments in the US