business to consumer (b2c) · 2018-10-31 · mobile is expanding revenue opportunities in b2c...

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

Table of contents

Mobile user behavior trends: B2C

Bing Network marketplace performance trends

Best-performing ad copy

Recommendations

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

Mobile 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

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

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.

Most homeowners research home improvements online1

and 65% of them will use a smartphone to do that research.2 Tip

Source: Bing Ads Internal Data

77%

23%

70%

30%

Source: Bing Ads Internal Data

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

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

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

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

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

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

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

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

CTR CPC

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

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

Call Extensions or

Location Extensions

Placement PC/Tablet Mobile

Title 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

LocationExtensions Call Extensions

Placement PC/Tablet Mobile

Title 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

Call Extensions or

Location Extensions

Placement PC/Tablet Mobile

Title Superlative Home appliances

Description 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

Title Cheap/Affordable Superlative

Description Superlative Cost

Call Extensions or

Location Extensions

Placement PC/Tablet Mobile

Title Find Homes Sale

Description Home decor Surroundings

Title Rental American society

Description Home decor Call to Action

Title Cheap/Affordable Home Listings

Description Surroundings Surroundings

Title Home decor Superlative

Description Rental Rental

Title DKI Superlative

Description Sale Cost

param insertion

Call Extensions or

Location Extensions

Placement PC/Tablet Mobile

Title Online Occasion/Holidays

Description 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

Bing Ads Google AdWords

Targeting selection

Bid modifiers

Desktop

Tablet

Mobile

‘If mobile’ URLs

Mobile Preference

Tweak bid

adjustments to

secure ad

position 1 and

position 2 spots

Location,

location, location

applies here too

5.1%

2.9%

1.9%

1.3%

SITELINK EXTENSIONS

CALL

EXTENSIONS

LOCATION

EXTENSIONS

LOCATION

TARGETING

APP

EXTENSIONS

Conversion rate

Average order value

Thank You

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