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#BingAds or #AskBingAds
Search Engine Marketing (SEM) & Mobile: What You Need to KnowLydia EdwardsMicrosoft Bing AdsAugust 2016
August 16, 2016
Mobile Search
LSA Bootcamp 2
Mobile Search
3
Mobile-optimizedSearch Experience
It pays to be first
Click Share VS. Rank
Source: Bing Internal Data, January February 2015.
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Smartphones
70% of conversions* happen within 5 hours of mobile search
5hrsmobile
7 daysdesktop
Mobile conversions are FAST
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Sources: Microsoft Research & Ipsos OTX: Mobile in The Consumer Journey*Conversions include: calls, store visits, and purchases across screens
75% of digital users in the US access the Internet across devices
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Millennial Media; Connected Consumers Gaining Insight Across Screens; June 2015.
No click queryClicked query
Good clicked query
Converted query
Mobile search drives multiple types of conversions
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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
8LSA BootcampSource: Marketer, Proof that Mobile Optimized Sites Are Necessary, October 2014.
Not mobile-optimized Mobile-optimized
Important information/action is above the fold
Make people scroll down, instead of side-to-side
Not using any Flash
Make sure conversions are easy and clickable
Keep things concise (and short, so that they fit)
If possible, make an m.site or a responsive design and keep things modular
What does Mobile-Optimized Mean?
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Ad Extensions can increase click-throughsby 3 10%
Additional search options targeting Mobile users
Call Extensions: Display a phone number directly in your ad and give customers a convenient way to call your business directly from search results.
Location Extensions: Put address and phone number info in your ads so local searchers can easily find your business
App Extensions: Add call-to-action links in your ads to promote downloads of your iOS, Android and Windows apps.
Sitelink Extensions: Direct customers to precise pages on your website by adding this type of extension.
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Mobile searchers use phones tocall!
Call Extensions:
11LSA BootcampSource: Ipsos/Google Research Study, September 2013.
Call ExtensionsCall forwarding/ Call metering
61% Of Mobile Callers Ready To Convert3:1 Local numbers are preferred to
toll free numbers
This is why a call extension can help your business grow.
Mobile searchers are local
Local Extensions:
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Nielsen, the Digital Consumer Report, 2014 Bing Ads Internal DataBing Internal Data, January February, 2015.comScore, 15Miles, and Neustar: 7th annual Local Search Study, 2014.
One tap to maps & directions
Drive foot traffic, not just web traffic with location extensions for a 7 10% better click through rate
25% of smartphone users consider location most important factor when looking for information
40% of mobile searches in Bing Ads are local3 of 4 purchases resulting from a mobile search actually take
a place in a physical store
Mobile users engage heavily with apps
App Extensions:
13LSA BootcampSource: Forresters US Consumer Technograhics Behavioral Study, October 2014 December 2014.eMarketer, App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market, March 2015.
85% of mobile users time on their smartphones are using native apps
$3B will be spent in 2015 on mobile app install ads
Make it easy for customers to discover and install your app with an app extension
Why use a Sitelink Extension? To increase click-through rates.
Sitelink Extensions:
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30% higher click-through rate to your website using a Sitelink Extension
Sitelink Extensions are additional links you can include in your ads that take customers directly to specific pages on your website. These extra links let you promote distinct products, services or sections of your site and leads searchers to the right information they need to learn more and take action.
Combining extensions on mobile leads to better CTR
Sources: Microsoft Eye-Tracking Study, Bing Ads Internal Data
Ad with Multiple Extensions
Ads without Extensions 0%
2%
4%
6%
8%
10%
12%
14%
Location +SiteLink
Call + SiteLink Location + Call+ SiteLink
SiteLink Call Location Text Ads
Average CTR
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The Future of Mobile Search
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New devices and signals will require
New ways to search
Gestures Touch Voice Image
Personal assistants
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Cortana: Your truly personal digital assistant, helping you get things done wherever you are
Predictive Search: Anticipating your needs and searches.
Personalization: Information and results tailored just for you.
Natural Language: Understands questions and the context in which they are asked.
US smartphone users who use mobile personal assistants
Voice search is still emerging but will be a growing trend for your business
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38%
39%
59%
71%
54+
44-53
30-43
18-29
Voice search is more mobile, local and conversational
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Where
How
Interested
Ready to act
More mobile
More local
More conversational
More question oriented
Experiences across devices and platforms for your digital work and life
Cortana
Your personal assistant on any device and any platform
Office
Your Office anywhere on any device and any platform
Windows 10
Scaling across form factors and screens of all sizes
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Wrappingthings up
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1. Your customers are using search to make their buying decisions, so set aside marketing $ for paid search
2. Be where your customers are, and diversify across all devices
3. Use the options available to you maximize the effectiveness of mobile search.
4. Make sure to include Bing in your paid search campaigns, or you are missing out on 1 in 3 searches
Lets recap
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https://www.bing.com/webmaster/tools/mobile-friendliness
https://developers.google.com/speed/pagespeed/insightshttps://advertise.bingads.microsoft.com/en-us/insights/help-couples-tie-the-
knot-this-wedding-seasonhttp://advertise.bingads.microsoft.com/en-us/mobile-advertising
Useful Links
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https://developers.google.com/speed/pagespeed/insights
Bing Ads Blog: BingAds.com/blog
#AskBingAdsWe blog answers monthly!
Stay in touch
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http://aka.ms/bingadsblog
Thank You
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Search Engine Marketing (SEM) & Mobile: What You Need to KnowSlide Number 2Mobile Search It pays to be firstMobile conversions are FAST75% of digital users in the US access the Internet across devicesMobile search drives multiple types of conversionsDriving to a mobile-friendly experienceWhat does Mobile-Optimized Mean?Additional search options targeting Mobile usersCall Extensions:Local Extensions:App Extensions: Sitelink Extensions:Combining extensions on mobile leads to better CTRSlide Number 16Slide Number 17Personal assistantsVoice search is still emerging but will be a growing trend for your businessVoice search is more mobile, local and conversational Experiences across devices and platforms for your digital work and lifeSlide Number 22Slide Number 23Slide Number 24Lets recapUseful LinksStay in touchThank You