#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