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