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AutomotiveGet more out of your mobile campaigns
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Table of contents
Mobile user behavior trends: Automotive
Bing Network marketplace performance trends
Best-performing ad copy
Recommendations
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Source: Kenshoo. Industry Spotlight: Automotive via Google, March 2014
70%
65%
63%
52%
48%
45%
Online resources used by consumers looking for auto information
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11%
5%
4%
2%
US mobile device users who research category-related information on their
device while in-store
Tip
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Source: Invoca. Paid Search for the Mobile Era: A Guide to Driving More Calls, Conversions and Customers, Jan 2015
Tip
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The Bing Network drives value for automotiveIn December 2014 we delivered:
Source: comScore qSearch (custom), US, December 2014; industry categories based on comScore classifications.
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In the next six months, Bing Network searchers are more likely than Google searchers to buy these models.
Source: comScore Plan Metrix, US, October 2014, custom measure created using comScore indices and duplication.
Compact
pickup
Station
wagon
Large
luxury
Prestige
luxuryFull-size
pickup
Bing Network Google
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77%
23%
Mobile Query Share March '14
All Devices Mobile
70%
30%
Mobile Query Share March '15
All Devices Mobile
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Mobile
15%PC+Tablet
85%
Average share of total clicks
Feb
ruary
Marc
h
Ap
ril
May
Jun
e
July
Au
gu
st
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dece
mb
er
Jan
uary
Feb
ruary
2014 2015
Impressions
Mobile PC + Tablet Mobile trend PC+Tablet trend
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4.20 %
4.40 %
4.60 %
4.80 %
5.00 %
5.20 %
5.40 %
5.60 %
October November December January February
CTR
Mobile PC + Tablet
$0.75
$0.80
$0.85
$0.90
$0.95
$1.00
$1.05
October November December January February
CPC
Mobile PC + Tablet
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Feb
ruary
Marc
h
Ap
ril
May
Jun
e
July
Au
gu
st
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dece
mb
er
Jan
uary
Feb
ruary
2014 2015
Mobile PC + Tablet Mobile trend PC+Tablet trend
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4.50 %
5.00 %
5.50 %
6.00 %
6.50 %
7.00 %
7.50 %
8.00 %
8.50 %
9.00 %
October November December January February
Mobile PC + Tablet
$1.20
$1.30
$1.40
$1.50
$1.60
$1.70
$1.80
$1.90
$2.00
$2.10
October November December January February
Mobile PC + Tablet
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Mobile
20%PC+Tablet
80%
Average share of total clicks
Feb
ruary
Marc
h
Ap
ril
May
Jun
e
July
Au
gu
st
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dece
mb
er
Jan
uary
Feb
ruary
2014 2015
Impressions
Mobile PC + Tablet Mobile trend PC+Tablet trend
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$0.60
$0.70
$0.80
$0.90
$1.00
$1.10
$1.20
$1.30
October November December January February
CPC
Mobile PC + Tablet
3.00 %
3.20 %
3.40 %
3.60 %
3.80 %
4.00 %
4.20 %
4.40 %
4.60 %
October November December January February
CTR
Mobile PC + Tablet
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Mobile
9%
PC+Tablet
91%
Feb
ruary
Marc
h
Ap
ril
May
Jun
e
July
Au
gu
st
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dece
mb
er
Jan
uary
Feb
ruary
2014 2015
Mobile PC + Tablet Mobile trend PC+Tablet trend
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3.50 %
4.00 %
4.50 %
5.00 %
5.50 %
6.00 %
October November December January February
Mobile PC + Tablet
$0.50
$0.52
$0.54
$0.56
$0.58
$0.60
$0.62
$0.64
$0.66
October November December January February
Mobile PC + Tablet
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Mobile
15%
PC+Tablet
85%
Feb
ruary
Marc
h
Ap
ril
May
Jun
e
July
Au
gu
st
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dece
mb
er
Jan
uary
Feb
ruary
2014 2015
Mobile PC + Tablet Mobile trend PC+Tablet trend
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Mobile advertisers pay 85% of the CPC cost
on PC or tablet.
Use the mobile bid modifier to adjust your
mobile budget to capture user engagement.
$0.45
$0.50
$0.55
$0.60
$0.65
$0.70
$0.75
October November December January February
Mobile PC + Tablet
4.50 %
4.70 %
4.90 %
5.10 %
5.30 %
5.50 %
5.70 %
5.90 %
6.10 %
October November December January February
Mobile PC + Tablet
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Call ExtensionsLocation Extensions
Placement PC/Tablet Mobile
Title Price/Pricing Brand name
Description Model/Features Delivery
Title Services Model/Features
Description Vehicle Services
Title Price/Pricing Deals/Discounts
Description Brand name Offers
Title Dealers Model/Features
Description Delivery Dealers
Title Brand name Model/Features
Description Delivery Brand name
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Call ExtensionsLocation Extensions
Dynamic Keyword Insertion
Placement PC/Tablet Mobile
Title Call To Action Auto
Description DKI* Selection
Title % Off % Off
Description Selection Services
Title Selection Parts/Accessories
Description Parts/Accessories Selection
Title Shipping Auto
Description Brand name Shipping
Title DKI % Off
Description DKI Selection
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Dynamic Keyword Insertion
Call ExtensionsLocation Extensions
Placement PC/Tablet Mobile
Title Brand name Call To Action
Description Professional/Expert Param Insertion
Title Official Site Deals/Discounts
Description Model Param Insertion
Title Official Site DKI
Description Online Call To Action
Title New DKI
Description Finance/Loan Vehicle
Title Professional/Expert Used Cars
Description Model Offers
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Call Extensions
Location Extensions
Placement PC/Tablet Mobile
Title Brand name Official Site
Description Professional/Expert Online
Title Official Site Official Site
Description Model Model
Title Official Site Model
Description Online Online
Title New New
Description Finance/Loan Finance/Loan
Title Professional/Expert DKI
Description Model Official Site
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Call Extensions
Location Extensions
Placement PC/Tablet Mobile
Title Repair/Replacement Service
Description Availability Availability
Title Service Repair/Replacement
Description Availability Availability
Title Service DKI
Description Superlative Quality
Title Service Service
Description Cheap/Affordable Superlative
Title Service Local
Description Guarantee/Warranty Quality
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Bing Ads Google AdWords
Targeting selection
Bid modifiers
Desktop
Tablet
Mobile
‘If mobile’ URLs
Mobile preference
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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%
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SITELINK EXTENSIONS
CALL
EXTENSIONS
LOCATION
EXTENSIONS
LOCATION
TARGETING
APP
EXTENSIONS
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Conversion rate
Average order value
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Thank You
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© 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 to be 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, AS TO THE INFORMATION IN THIS PRESENTATION.