Mobile ad strategy for the B2C customer

Business to Consumer (B2C)Get more out of your mobile campaigns

Table of contents

Mobile user behavior trends: B2C

Yahoo Bing Network marketplace performance trends

Best-performing ad copy

Recommendations

Mobile user behavior trends: B2C

B2C sales are primarily local, and local is going mobileWhether they’re looking for a day spa, a plumber, a new home, or a nanny, people are likely looking for a nearby service provider and are ready to buy.

Searches with local intent are more likely to lead to store visits and sales within a day.

Source: Ipsos MediaCT and Purchased study for Google. Understanding Consumers’ Local Search Behavior May 2014

Smartphone search PC or tablet search0%

10%

20%

30%

40%

50%

60%

50%

34%

Visited a store within a day of search

Local searches on a smartphone Non-local searches on a smartphone

0%2%4%6%8%

10%12%14%16%18%20% 18%

7%

Completed purchase within a day of search

Inbound calls mean salesMobile is expanding revenue opportunities in B2C industries through increasing the number of inbound phone calls to the business

1. MobileMarketingWatch. Infographic: Paid Search for the Mobile Era, January 2015; 2. Invoca infographic. Crossing the PPC Chasm: From Forms to Phone Calls, January 2015

91%

Mobile search has boosted lucrative inbound calls to home services companies by 91% year-over-year.1

70% of mobile users have called a business directly from the search results page. 2

Include Call Extensions in your ad. Click-to-call can lift CTR 15% - 25%

Tip

http://advertise.bingads.microsoft.com/en-us/call-extensions

For instance, the majority of real estate sales are now driven by mobile

70% of traffic going to Zillow

on the weekend is from mobile devices.1

1. e360. Internet Marketing for real estate, January 2015; 2. Que-Commerce. Real Estate Marketing Infographic – Lead Generation, September 2013

Mobile-driven real estate

sales have now overtaken

desktop sales.1

Property shoppers who click

on sponsored links are 30%

more likely to buy2

Purchases more likely to begin with mobile in some B2C sectors

30%

1. MobileMarketingWatch. Infographic: Paid Search for the Mobile Era, January 2015; 2. Invoca infographic. Crossing the PPC Chasm: From Forms to Phone Calls, January 2015

Use Location Extensions to help shoppers find store locations and product ads to highlight price and product features for shoppers comparison shopping.

and 65% of them will use a smartphone

to do that research.2

Most homeowners research home improvements online1

Tip

http://advertise.bingads.microsoft.com/en-us/location-extensions

Yahoo Bing Network marketplace insights: B2C

30% of all Yahoo Bing Network queries come from smartphones

Source: Bing Ads Internal Data

77%

23%

Mobile Query Share March '14

All Devices Mobile

70%

30%

Mobile Query Share March '15

All Devices Mobile

272% growth in mobile clicks delivered for B2C over two years

Source: Bing Ads Internal Data

2013-Q1 2013-Q2 2013-Q3 2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1B2C Services Click Trend

(February 2014 to February 2015)

B2C (all up)—impressions and clicks

Source: Bing Ads internal data. Yahoo Bing Network , US, O&O and syndication

Mobile impressions are growing at a monthly average rate of 3%, compared to a -2% decline for PC+Tablet.

Mobile clicks account for an average of 17% of total clicks across all devices.

Feb

ruary

Marc

h

Ap

ril

May

Jun

e

July

Au

gu

st

Sep

tem

ber

Octo

ber

Novem

ber

Decem

ber

Jan

uary

Feb

ruary

2014 2015

Impressions

Mobile Mobile trend

PC + Tablet PC+Tablet trend

Mobile17%

PC+Tablet83%

Average share of total clicks

Impressions and clicks on smartphones are growing at a faster pace than on other devices.

B2C (all up)—CTR and CPC

Source: Bing Ads internal data, Yahoo Bing Network O&O, US

Advertisers pay roughly 65% of the CPC cost on PC or tablet.

(October 2014 to February 2015)

October November December January February $0.25

$0.35

$0.45

$0.55

$0.65

$0.75

$0.85

$0.95

CPC

Mobile PC + Tablet

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

Home ServicesHome Improvement and Repair

Real Estate Personal Services


Mobile impressions are growing at a monthly average rate of 7%, compared to 1% for PC+Tablet.



Home Improvement and Repair—impressions and clicks

Feb

ruary

Marc

h

Ap

ril

May

Jun

e

July

Au

gu

st

Sep

tem

ber

Octo

ber

Novem

ber

Decem

ber

Jan

uary

Feb

ruary

2014 2015

Impressions

Mobile Mobile trend


Mobile13%

PC+Tablet87%


Home Improvement and Repair—CTR and CPC





October November December January February2.00 %

2.50 %

3.00 %

3.50 %

4.00 %

4.50 %

CTR

Mobile PC + Tablet


$1.20

$1.30

$1.40

$1.50

$1.60

$1.70

$1.80

$1.90

CPC

Mobile PC + Tablet



Real Estate—impressions and clicksFeb

ruary

Marc

h

Ap

ril

May

Jun

e

July

Au

gu

st

Sep

tem

ber

Octo

ber

Novem

ber

Decem

ber

Jan

uary

Feb

ruary

2014 2015

Impressions

Mobile Mobile trend


Mobile16%

PC+Tablet84%


Mobile impressions are holding steady, compared to a monthly average decline of -2 for PC+Tablet.


Real Estate—CTR and CPC





October November December January February2.00 %2.50 %3.00 %3.50 %4.00 %4.50 %5.00 %5.50 %6.00 %6.50 %7.00 %

CTR

Mobile PC + Tablet


$0.27

$0.29

$0.31

$0.33

$0.35

$0.37

$0.39

$0.41

$0.43

CPC

Mobile PC + Tablet



Personal Services—impressions and clicksFeb

ruary

Marc

h

Ap

ril

May

Jun

e

July

Au

gu

st

Sep

tem

ber

Octo

ber

Novem

ber

Decem

ber

Jan

uary

Feb

ruary

2014 2015

Impressions

Mobile Mobile trend


Mobile6%PC+Tablet

94%


Mobile impressions are growing at a monthly average rate of 5%, compared to a flat growth rate for PC+Tablet.


Personal Services—CTR and CPC






4.50 %

5.50 %

6.50 %

7.50 %

8.50 %

9.50 %

10.50 %

CTR

Mobile PC + Tablet


$0.55

$0.60

$0.65

$0.70

$0.75

$0.80

CPC

Mobile PC + Tablet



Home Services—impressions and clicks

Mobile18%

PC+Tablet82%


Feb

rua

ry

Ma

rch

Ap

ril

Ma

y

Jun

e

July

Au

gu

st

Se

pte

mb

er

Oct

ob

er

No

vem

be

r

De

cem

be

r

Jan

ua

ry

Feb

rua

ry

2014 2015

Impressions

Mobile Mobile trend


Mobile impressions are growing at a monthly average rate of 6%, compared to a -2% decline for PC+Tablet.


Home Services—CTR and CPC






3.10 %

3.20 %

3.30 %

3.40 %

3.50 %

3.60 %

3.70 %

3.80 %

3.90 %

CTR

Mobile PC + Tablet


$0.45

$0.65

$0.85

$1.05

$1.25

$1.45

$1.65

$1.85

$2.05

CPC

Mobile PC + Tablet

Best-performing ad copy

Home improvement and repair: Best-performing ad copy combinations by device

Mobile home improvements searchers are practical: they respond to ads that highlight quality, expertise, and ratings in the description. Titles that include keywords detailing specific materials and savings get the most clicks.

By contrast, PC and tablet searchers respond more to generalities that include superlatives (e.g., “best,” “most,” “fastest”).

Using extensions – such as Call Extensions or Location Extensions – can boost click-through-rate.

Placement PC/Tablet MobileTitle Superlative Materials

Description

Bath/Bathroom Expert/Professional

Title DKI Materials

Description

Bath/Bathroom Ceiling/Roofing

Title Bath/Bathroom Sale/Savings

Description

Home Improvement

Rating/Guarantee

Title Superlative Flooring

Description

Home Improvement

Quality/Attributes

Title Call to Action Materials

Description

Bath/Bathroom Doors/Windows





Legal services: Best-performing ad copy combinations by device

Call out your expertise in these areas in your ad copy: non-disclosure agreements (NDA), family, immigration, and social security.

Since legal service tends to be more local –and therefore – mobile, use of Location Extensions and Call Extensions could give your campaign an extra boost to make it stand out.

Placement PC/Tablet MobileTitle Attorneys Family

Description NDA NDA

Title Family Attorneys

Description NDA NDA

Title Immigration NDA

Description Social Security Attorneys

Title Free Free

Description NDA NDA

Title Product Immigration

Description Call to Action Social Security

Home services: Best-performing ad copy combinations by device

For a strong mobile ad strategy, combine your local home appliance services with pricing information.

The PC/Tablet searchers differ quite a bit in this area, as they are looking more for home surroundings (décor) items at cheap or affordable prices with shipping and/or delivery options.


Placement PC/Tablet MobileTitle Superlative Home

appliancesDescription Homes Homes

Title Surroundings Homes

Description Services Home appliances

Title DKI Home appliances

Description Delivery/Shipping

Local Services

Title Cheap/Affordable

Price/Pricing

Description Delivery/Shipping

Call to Action


Superlative

Description Superlative Cost





Real estate: Best-performing ad copy combinations by device

Call out sales and listings, neighborhood surroundings, and membership in professional organizations such as the American Real Estate society for the mobile home searcher.

Rental, cheap/affordable, and strong superlatives (e.g., “best,” “most,” “fastest”) are also great choices for either mobile or PC/Tablet ad campaigns.


Placement PC/Tablet MobileTitle Find Homes Sale

Description Home decor Surroundings

Title Rental American society

Description Home decor Call to Action


Home Listings

Description Surroundings Surroundings

Title Home decor Superlative

Description Rental Rental

Title DKI Superlative

Description Sale Cost





Personal services: Best-performing ad copy combinations by device

Combining price or pricing with your occasion or holiday services has resulted in great mobile ad click-through-rates in the past.

Don’t forget to include strong calls-to-action and be responsive to a variety of searchers by incorporating dynamic param insertion (variable text) to reach the widest audience.


Placement PC/Tablet MobileTitle Online Occasion/

HolidaysDescription Price/Pricing Param Insertion

Title Delivery/Shipping

Occasion/Holidays

Description Signs Price/Pricing

Title Call To Action Price/Pricing

Description Sale Call To Action

Title Call To Action Price/Pricing

Description Occasion/Holidays

Price/Pricing

Title % Off Param Insertion

Description Price/Pricing Call To Action

http://advertise.bingads.microsoft.com/en-us/cl/244/training/introducing-dynamic-text

http://advertise.bingads.microsoft.com/en-us/cl/244/training/introducing-dynamic-text





Recommendations

Bing Ads Google AdWords

Targeting selection Unified across devices

Unified across devices

Bid modifiers

Desktop

Not available Not available

Tablet -20% to +300%* Not available

Mobile -100% to +300% -100% to +300%

‘If mobile’ URLs Yes Yes

Mobile Preference Yes Yes

Use the mobile bid modifier to adjust budget allocation

Bing Ads enables bid modifiers for tablet, unavailable in Google AdWords.

Parity with Google on mobile negative bids.

Campaign structures will become parallel, reducing overhead in account management.

Tweak bid adjustments to secure ad position 1 and 2

Source: Marin Software; 2014 Annual Report

Tweak bid adjustments to secure ad position 1 and position 2 spots

Location, location, location applies here too

Smartphone: 116% drop in CTR from position 1 to position 2

PC: 108% drop in CTR from position 1 to position 2

1–2 2–3 3–4 4–5

5.0%

2.4%

1.7%1.3%

5.2%

2.4%2.1%

1.0%

5.1%

2.9%

1.9%

1.3%

Computers Smartphones Tablets

Tablet: 76% drop in CTR from position 1 to position 2

SITELINK EXTENSION

S

CALLEXTENSION

S

LOCATIONEXTENSION

S

Bing Ads’ mobile extensions

LOCATION TARGETING

APPEXTENSION

S

Multiple Extensions No Extensions

Source: Microsoft eye-tracking study

Multiple extensions drive greatest engagement with mobile adsMaximize ad footprint and consumer’s attention

E-Commerce sites: Sitelink Extensions drive deeper site engagement+10%–15% CTR for campaigns with Sitelink Extensions

Use Sitelink Extensions to feature:

Locations

Social channels

Deals

Products/offers

Mobile content

of smartphone searchers used a store locator or location extension to help them find and visit a local store

One tap to launch maps and directions

Source: Nielsen, The Digital Consumer Report, 2014

If you have a brick and mortar store, Location Extensions drive foot and web traffic

+15% CTR lift for campaigns with Location Extensions

76%

1Search Engine Land, Study: 61 Percent Of Mobile Callers Ready To Convert, Sep 24, 2013

Click-to-call drives engagement across online and offline stores15%–25% lift in CTR for campaigns with click-to-call

52%

Check business hours

Schedule appointment/make reservation

51%

Check product availability47%

Top reasons for calling from search results1

App Extensions: driving app discovery and download

• Drive downloads: Promote app downloads with Bing Ads on mobile tablet and PC

• Automatic device targeting: Automatically targeted to each user’s device/OS; links directly to App Store, Google Play or Windows Store

• Actionable reporting: Measure installs of and engagement with mobile app

Extensions are automatically targeted to correct OS and app store

1Internet Retailers, Oct 2014

Mobile-optimized websites drive higher conversion rates

Based on study of 53 websites and 180 million online sessions

Conversion rate for smartphone shoppers on mobile-optimized sites

is 160% higher than the rate on non-optimized sitesAverage 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 sites that are not optimized for mobile

Thank You

Date post:	26-Jul-2015
Category:	Marketing
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