Technology and Telecommunications. Get more out of your mobile campaigns

Transcription

1 Technology and Telecommunications Get more out of your mobile campaigns

2 Table of contents Mobile user behavior trends: Tech and Telco Bing Network marketplace performance trends Best-performing ad copy Recommendations

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4 100% 80% 60% 40% 20% 0% LTE Coverage and Download Speeds in the U.S. (Nov 2014 Jan 2015) 2 Verizon AT&T T-Mobile Sprint criket % of time with LTE access Average download speed in Mbps Deloitte, 2014 Global Mobile Consumer Survey: U.S. Edition, December 10, 2014; 2. OpenSignal, The State of LTE March 2015, March 2015.

5 Source: Carrier reporting, Jackdaw Research estimates as reported in Fierce Wireless, February 2015

6 Smartphone owners use search emarketer forecasts that 9 in 10 smartphone owners will use search in 2015.

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9 Mobile Query Share March '14 Mobile Query Share March '15 23% 30% 77% 70% All Devices Mobile All Devices Mobile

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15 CTR CPC % $ % $ % 9.00 % 8.50 % 8.00 % $1.10 $1.00 $ % $ % October November December January February $0.70 October November December January February Mobile PC + Tablet Mobile PC + Tablet

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18 Mobile impressions are growing at a monthly average rate of 36%, compared to 1% for PC+Tablet. Mobile clicks account for 13% of total clicks across all devices.

19 Use the mobile bid modifier to adjust your mobile budget to capture user engagement. Advertisers pay roughly 60% of the CPC cost on PC or tablet.

20 Mobile impressions are growing at a monthly average rate of 40%, compared to 24% for PC+Tablet. Mobile clicks account for an average of 10% of total clicks across all devices.

21 Use the mobile bid modifier to adjust your mobile budget to capture user engagement. Advertisers pay roughly 80% of the CPC cost on PC or tablet.

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23 "Brands" Affordability Call To Action Compare Contract Deals Device Type DKI Free Offers Online Orders Param Insertion Phones (General) Plans Prepaid Price/Pricing Sale Save/Savings Service Shipping Superlatives Unlimited Vendor/Retailer Wireless Carriers AdDescription AdTitle "Brands" Affordability Call To Action Compare Contract Deals Device Type DKI Free Offers Online Orders Param Insertion Phones (General) Plans Prepaid Price/Pricing Sale Save/Savings Service Shipping Superlatives Unlimited Vendor/Retailer Wireless Carriers

24 Ad title Air Airfares Airline Brand Airlines Book Call to Action City Deals Destinations Discount Fares Find Flights Fly Guaranteed Huge/Big Lowest Nonstop Now Offers Online Prices Save Tickets Today Trademark Travel Website Your How to read a heatmap Ad description Air Airfares Airline Brand Airlines Area Book Call to Action City Deals Discount Fares Find Flights Fly Lowest Nonstop Online Save Tickets Trademark Travel Website Our study results show that a travel ad with airlines in the title and deals in the description has high Ad Quality. Great Good Poor Insufficient data

25 For Carriers, official sites seem to be the most trusted, and the focus is on specific devices, unlimited packages and/or savings. Top 5 Performing Ad Title/Description Combinations by Industry, All Devices Carriers Save/Savings Unlimited Device Type Call To Action Unlimited Unlimited Save/Savings For Smartphones Brand, list the official site in the ad title. For Smartphones Non-brand, emphasis is on price and offers, some interest in holidays. In the Tablet category, there is interest in buying online and subsequently, shipping. For Retailers, people are looking for specific retailers or devices, and seeing what deals they can get for the devices they are considering. For the Accessories, mention prices or promotions in the descriptions. In the Review category, there is emphasis on pricing and not necessarily only device specifics and comparisons, as one might think. Smartphones Brand Smartphones Non-brand Tablet Retailers Accessories Review Orders Apple ipod Shipping Free Price/Pricing Holidays Service Price/Pricing Device Type Phones (General) Wireless Carriers Offers Offers Save/Savings Online Online Online Deals Shipping Param Insertion Shipping Call To Action Vendor/Retailer Device Type Device Type Deals Deals Electronics Deals Call To Action Device Type Param Insertion Online Online Call To Action Electronics Electronics Phones (General) Price/Pricing Electronics Orders Free Vendor/Retailer Param Insertion Vendor/Retailer Device Type Compare Price/Pricing Price/Pricing Free Affordability

26 "Brands" Affordability Call To Action Compare Contract Deals Device Type DKI Free Offers Online Orders Param Insertion Phones (General) Plans Prepaid Price/Pricing Sale Save/Savings Service Shipping Superlatives Unlimited Vendor/Retailer Wireless Carriers AdDescription AdTitle "Brands" Affordability Call To Action Compare Contract Deals Device Type DKI Free Offers Online Orders Param Insertion Phones (General) Plans Prepaid Price/Pricing Sale Save/Savings Service Shipping Superlatives Unlimited Vendor/Retailer Wireless Carriers

27 Device Type Call To Action Unlimited Save/Savings Unlimited Unlimited Save/Savings Service Save/Savings Device Type Shipping Shipping Param Insertion Plans

28 "Brands" Affordability Apple Call To Action Compare Deals Device Type DKI Electronics Free iphone ipod Online Orders Param Insertion Phones (General) Price/Pricing Sale Save/Savings Shipping Superlatives Unlock Vendor/Retailer Wireless Carriers AdDescription AdTitle pclick "Brands" Affordability Apple Call To Action Compare Deals Device Type DKI Electronics Free iphone ipod Online Orders Param Insertion Phones (General) Price/Pricing Sale Save/Savings Shipping Superlatives Unlock Vendor/Retailer Wireless Carriers

29 Orders Apple ipod Shipping Free Apple Price/Pricing Online Device Type DKI Param Insertion Online iphone DKI

30 "Brands" Affordability Call To Action Compare Contract Deals Device Type DKI Free Holidays Offers Online Phones (General) Plans Prepaid Price/Pricing Reviews Sale Save/Savings Selection/Variety Service Shipping Superlatives Windows Wireless Carriers AdDescription AdTitle "Brands" Affordability Call To Action Compare Contract Deals Device Type DKI Free Holidays Offers Online Phones (General) Plans Prepaid Price/Pricing Reviews Sale Save/Savings Selection/Variety Service Shipping Superlatives Windows Wireless Carriers

31 Price/Pricing Device Type Holidays Phones (General) Service Wireless Carriers Price/Pricing Offers Offers Device Type Offers Price/Pricing Online Superlatives Holidays Deals Deals

32 "Brands" Accessories Affordability Call To Action Cases&Covers Compare Computers Deals Device Type DKI Online Orders Param Insertion Price/Pricing Quality Save/Savings Selection/Variety Shipping Store Superlatives Tablet Tablets Vendor/Retailer Ad copy research heat map: Tablet AdDescription AdTitle "Brands" Accessories Affordability Call To Action Cases&Covers Compare Computers Deals Device Type DKI Online Orders Param Insertion Price/Pricing Quality Save/Savings Selection/Variety Shipping Store Superlatives Tablet Tablets Vendor/Retailer

33 Deals Save/Savings Shipping Online Param Insertion Online Shipping Online Call To Action Save/Savings Shipping Device Type DKI Save/Savings Orders Vendor/Retailer Price/Pricing Param Insertion Orders

34 "Brands" Accessories Affordability Call To Action Cases&Covers Chargers Deals Device Type DKI Electronics Free Online Orders Param Insertion Phones (General) Price/Pricing Quality Sale Save/Savings Selection/Variety Shipping Style/Type Superlatives Vendor/Retailer AdDescription AdTitle "Brands" Accessories Affordability Call To Action Cases&Covers Chargers Deals Device Type DKI Electronics Free Online Orders Param Insertion Phones (General) Price/Pricing Quality Sale Save/Savings Selection/Variety Shipping Style/Type Superlatives Vendor/Retailer

35 Online Phones (General) Online Price/Pricing Call To Action Electronics Electronics Orders Electronics Free Call To Action Deals Call To Action Accessories Sale Style/Type Online Price/Pricing Cases&Covers Orders

36 "Brands" Affordability Call To Action Compare Contract Deals Device Type DKI Features Free Online Param Insertion Phones (General) Plans Price/Pricing Products Reviews Sale Save/Savings Superlatives Tablets Unlimited Vendor/Retailer Windows AdDescription AdTitle pclick "Brands" Affordability Call To Action Compare Contract Deals Device Type DKI Features Free Online Param Insertion Phones (General) Plans Price/Pricing Products Reviews Sale Save/Savings Superlatives Tablets Unlimited Vendor/Retailer Windows

37 PC/Tablet Vendor/Retailer Price/Pricing Param Insertion Price/Pricing Vendor/Retailer Free Compare Affordability Device Type Mobile DKI Reviews Device Type Reviews Vendor/Retailer Price/Pricing Param Insertion Price/Pricing DKI Device Type

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39 Bing Ads Targeting selection Desktop Tablet Mobile If mobile URLs Mobile Preference

40 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

41 SITELINK EXTENSIONS CALL EXTENSIONS LOCATION EXTENSIONS APP EXTENSIONS LOCATION TARGETING

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47 Conversion rate Average order value

48 Thank You

49 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES EXPRESS, IMPLIED, OR STATUTORY REGARDING THEI NFORMATION IN THIS PRESENTATION.

50 Apple-US Directv Samsung* Sprint Communications Echostar Communications Comcast Corp Time Warner Cable CLEARLINK Leapfrog Online Red Ventures AT & T Cricket Wireless Acceller Inc Bridgevine, Inc. Centerfield Media Holdings LLC Barracuda Networks Bose Corporation White Fence A Division of Allconnect, Inc. Sony Electronics Inc. Acceller Inc Bridgevine, Inc Centerfield Media Holdings LLC. Barracuda Networks Bose Corporation White Fence A Division of Allconnect, Inc. Sony Electronics Inc. Omega Engineering Inc. Marketing Vf Ltd Macrofix Technical Services Pvt Ltd Yahoo Shopping HTC USA Inc. TCS Pvt Ltd MNC pvt Ltd I-Support Ingenio LLC Realnetworks, Inc. cloudcomputing US TECHSQUAD 247 INC agngroup19 Help Support raghav pvt ltd Source: emarketer, Sept 2014