mobile ad strategy for the automotive customer

AutomotiveGet more out of your mobile campaigns

Table of contents

Mobile user behavior trends: Automotive

Yahoo Bing Network marketplace performance trends

Best-performing ad copy

Recommendations

Mobile user behavior: Automotive

Source: Kenshoo. Industry Spotlight: Automotive via Google, March 2014

Search engines

General retail websites

Automotive parts/accessories retail websites

Vehicle brand websites

General automotive websites

Consumer-generated reviews online

70%

65%

63%

52%

48%

45%

Online resources used by consumers looking for auto information

Search is the #1 resource for online car shoppers

Auto dealership

Telecom retailer

Restaurant

Entertainment

11%

5%

4%

2%

US mobile device users who research category-related information on their device while in-store

On-site smartphone comparison shopping happens in car dealerships at least twice as much as in any other industry

Source: xAd and Telmetrics, "2014 Mobile Path to Purchase: The New Shopper Mindset" conducted by Nielsen, June 2014 as reported in eMarketer. AUTO DEALERS 2015 The Opportunity for Revolution in Retail, Dec 2014

Use location targeting and geo fencing to promote your deals to customers who are searching for cars nearby.

Tip

“Often, the action that mobile local searchers are prepared to take is a phone call … One national auto manufacturer was able to increase lead volume by up to 70% and lower overall cost per lead by up to 35% for its dealerships.”

Source: Invoca. Paid Search for the Mobile Era: A Guide to Driving More Calls, Conversions and Customers, Jan 2015

– Tiffany Miller, Director of Business Development, Kenshoo

Include Call Extensions in your ads.

Tip

13 millionAutomotive searchers not reached on Google

17 million Total automotive searchers

76 millionTotal automotive searches

39% Of all automotive paid clicks

The Yahoo Bing Network drives value for automotiveIn December 2014 we delivered:

Source: comScore qSearch (custom), US, December 2014; industry categories based on comScore classifications.

In the next six months, Yahoo 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 luxury

Full-size pickup

Yahoo Bing Network Google

50% more likely 39%

more likely

30% more likely

more likely

more likely

Yahoo Bing Network marketplace insights: Automotive

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

Source: Bing Ads Internal Data

320% growth in mobile clicks delivered for Auto over two years

2013-Q1 2013-Q2 2013-Q3 2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1

Auto Click Trend

(February 2014 to February 2015) Auto (all-up)—impressions and clicks

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

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

Mobile impressions are growing at a monthly average rate of 13%, compared to 3% for PC+Tablet.

Mobile clicks account for 15% of total clicks across all devices.

Mobile15%

PC+Tablet85%

Average share of total clicks

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Impressions

Mobile Mobile trend

PC + Tablet PC+Tablet trend

Auto (all-up)—CTR and CPC

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

Advertisers pay roughly 90% of the CPC cost on PC or tablet.

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

October November December January February4.20 %

4.40 %

4.60 %

4.80 %

5.00 %

5.20 %

5.40 %

5.60 %

CTR

Mobile PC + Tablet

October November December January February $0.75

$0.80

$0.85

$0.90

$0.95

$1.00

$1.05

CPC

Mobile PC + Tablet

(October 2014 to February 2015)

Non-Luxury OEM Cars

Vehicles and Transportation

Third-Party Sites Parts and Accessories

(February 2014 to February 2015)


Mobile impressions are growing at a monthly average rate of 14%, compared to -1% for PC+Tablet.


Non-Luxury OEM Cars—impressions and clicks

Mobile16%

PC+Tablet84%


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Impressions

Mobile Mobile trend


Non-Luxury OEM Cars—CTR and CPC



5.00 %

5.50 %

6.00 %

6.50 %

7.00 %

7.50 %

8.00 %

8.50 %

9.00 %

CTR

Mobile PC + Tablet


$1.30

$1.40

$1.50

$1.60

$1.70

$1.80

$1.90

$2.00

$2.10

CPC

Mobile PC + Tablet


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




Vehicles and Transportation—impressions and clicks



Mobile20%

PC+Tablet80%


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Impressions

Mobile Mobile trend


Vehicles and Transportation—CTR and CPC





$0.70

$0.80

$0.90

$1.00

$1.10

$1.20

$1.30

CPC

Mobile PC + Tablet


3.20 %

3.40 %

3.60 %

3.80 %

4.00 %

4.20 %

4.40 %

4.60 %

CTR

Mobile PC + Tablet




Third-Party Sites—impressions and clicks



Mobile9%PC+Tablet

91%


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Mobile Mobile trend


Third-Party Sites—CTR and CPC


Mobile advertisers pay a slightly higher CPC cost



4.00 %

4.50 %

5.00 %

5.50 %

6.00 %

CTR

Mobile PC + Tablet


$0.52

$0.54

$0.56

$0.58

$0.60

$0.62

$0.64

$0.66

CPC

Mobile PC + Tablet




Parts and Accessories—impressions and clicks



Mobile15%PC+Tablet

85%


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Impressions

Mobile Mobile trend


Parts and Accessories—CTR and CPC


Mobile advertisers pay 85% of the CPC cost on PC or tablet.



$0.50

$0.55

$0.60

$0.65

$0.70

$0.75

CPC

Mobile PC + Tablet


4.70 %

4.90 %

5.10 %

5.30 %

5.50 %

5.70 %

5.90 %

6.10 %

CTR

Mobile PC + Tablet


Best-performing ad copy

Dealerships: Best-performing ad copy combinations by device

In mobile campaigns, including the car’s brand name, model, and features in ad titles increase the likelihood of ad clicks.

Pricing, deals, and discounts are important, too, but play a less significant role in mobile campaign ad titles than in PC or Tablet campaigns.

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

Placement PC/Tablet MobileTitle 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

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


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


Parts & Accessories: Best-performing ad copy combinations by device

Noting the kinds of parts (selection) and services you offer in your ad description yields the best results in mobile campaigns, especially when noting a percentage discount.

Never overlook the obvious: Mobile users click on ads featuring the words auto, parts and/or accessories.


*DKI: Dynamic Keyword Insertion

Placement PC/Tablet MobileTitle 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



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

Third-party sites: Best-performing ad copy combinations by device

On a mobile device, customers are looking for a variety of terms in both title and description. Use parameter insertion and DKI (Dynamic Keyword Insertion) to create ads that follow the current trends. Combine these with a strong call to action (e.g., “buy now” or “get coupon”).

By contrast, brand names and inclusion of official site in ad titles increase the likelihood of ad clicks on PCs and tablets.


Placement PC/Tablet MobileTitle 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






Non-luxury OEM: Best-performing ad copy combinations by device

Mobile searchers for non-luxury OEM vehicles respond very well to ads with the keywords official site, online, and a specific model name in the title or description.

Regardless of device, searchers in this category also frequently click on ads featuring new cars in the ad title combined with financing and loans information in the ad description.


Placement PC/Tablet MobileTitle Brand name Official SiteDescription Professional/

ExpertOnline

Title Official Site Official SiteDescription Model Model Title Official Site ModelDescription Online Online Title New NewDescription Finance/Loan Finance/Loan Title Professional/

ExpertDKI

Description Model Official Site




Repair & Service: Best-performing ad copy combinations by device

Searchers looking for car repair and service want it quickly: availability, service, and repair in the title and description get clicked on most for both mobile and PC/Tablet ad campaigns.

The keywords quality, guarantee, and affordability also appear in the top-five most clicked terms.

The key difference between mobile and PC/Tablet most-clicked ads, is the term local.


Placement PC/Tablet MobileTitle Repair/

ReplacementService

Description

Availability Availability

Title Service Repair/

ReplacementDescription

Availability Availability

Title Service DKIDescription

Superlative Quality

Title Service ServiceDescription

Cheap/Affordable Superlative

Title Service LocalDescription

Guarantee/Warranty

Quality




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

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%

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

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

mobile ad strategy for the automotive customer

Marketing

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