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Table of contents
Mobile user behavior trends: Tech and Telco
Bing Network marketplace performance trends
Best-performing ad copy
Recommendations
1. Deloitte, 2014 Global Mobile Consumer Survey: U.S. Edition, December 10, 2014; 2. OpenSignal, The State of LTE March 2015, March 2015.
0
2
4
6
8
10
12
14
0%
20%
40%
60%
80%
100%
Verizon AT&T T-Mobile Sprint criKet
LTE Coverage and Download Speeds in the U.S.
(Nov 2014 – Jan 2015)2
% of time with LTE access Average download speed in Mbps
0
5
10
15
Source: Carrier reporting, Jackdaw Research estimates as reported in Fierce Wireless,
February 2015
Smartphone owners use searcheMarketer forecasts that 9 in 10 smartphone
owners will use search in 2015.
77%
23%
Mobile Query Share March '14
All Devices Mobile
70%
30%
Mobile Query Share March '15
All Devices Mobile
$0.70
$0.80
$0.90
$1.00
$1.10
$1.20
$1.30
October November December January February
CPC
Mobile PC + Tablet
7.00 %
7.50 %
8.00 %
8.50 %
9.00 %
9.50 %
10.00 %
10.50 %
October November December January February
CTR
Mobile PC + Tablet
Mobile clicks account for 13% of total clicks across all devices.
Mobile impressions are growing at a monthly average rate of 36%, compared to 1% for PC+Tablet.
Advertisers pay roughly 60% of the CPC cost on PC or tablet.
Use the mobile bid modifier to adjust your mobile budget to capture user engagement.
Mobile clicks account for an average of 10% of total clicks across all devices.
Mobile impressions are growing at a monthly average rate of 40%, compared to 24% for PC+Tablet.
Advertisers pay roughly 80% of the CPC cost on PC or tablet.
Use the mobile bid modifier to adjust your mobile budget to capture user engagement.
AdDescription
"Bra
nd
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Aff
ord
ab
ilit
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Call T
o A
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Co
mp
are
Co
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act
Deals
Devic
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yp
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DK
I
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Off
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Off
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On
lin
e
Ord
ers
Para
m In
sert
ion
Ph
on
es
(Gen
era
l)
Pla
ns
Pre
paid
Pri
ce/P
rici
ng
Sale
Save/S
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gs
Serv
ice
Sh
ipp
ing
Su
perl
ati
ves
Un
lim
ited
Ven
do
r/R
eta
iler
Wir
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iers
AdTitle
"Brands"
Affordability
Call To Action
Compare
Contract
Deals
Device Type
DKI
Free
Offers
Official Site
Online
Orders
Param Insertion
Phones (General)
Plans
Prepaid
Price/Pricing
Sale
Save/Savings
Service
Shipping
Superlatives
Unlimited
Vendor/Retailer
Wireless Carriers
How to read a heatmap
Ad description
Ad titl
e
Great Good Insufficient dataPoor
Air
Airfa
res
Airlin
e B
rand
Airlin
es
Bo
ok
Call
to A
ctio
n
City
Deals
Dest
inatio
ns
Dis
count
Fare
s
Find
Flig
hts
Fly
Guara
nte
ed
Hug
e/B
ig
Low
est
No
nst
op
No
w
Off
ers
Off
icia
l Site
Onlin
e
Price
s
Save
Tic
kets
To
day
Tra
dem
ark
Tra
vel
Web
site
Yo
ur
Air
Airfares
Airline Brand
Airlines
Area
Book
Call to Action
City
Deals
Discount
Fares
Find
Flights
Fly
Lowest
Nonstop
Official Site
Online
Save
Tickets
Trademark
Travel
Website
Our study results show that a travel ad with “airlines” in the title and “deals” in the description has high Ad Quality.
Top 5 Performing Ad Title/Description Combinations by Industry, All Devices
CarriersOfficial Site Official Site Official Site Save/Savings Unlimited
Device Type Call To Action Unlimited Unlimited Save/Savings
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
Smartphones
– Brand
Official Site Official Site Official Site Official Site Official Site
Orders Apple iPod Shipping Free
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
Smartphones
– Non-brand
Price/Pricing Holidays Service Price/Pricing Official Site
Device Type Phones (General) Wireless Carriers Offers Offers
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
TabletOfficial Site Save/Savings Online Online Online
Deals Shipping Param Insertion Shipping Call To Action
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
RetailersVendor/Retailer Device Type Device Type Deals Deals
Electronics Deals Call To Action Device Type Param Insertion
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
AccessoriesOnline Online Call To Action Electronics Electronics
Phones (General) Price/Pricing Electronics Orders Free
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
ReviewVendor/Retailer Param Insertion Vendor/Retailer Device Type Compare
Price/Pricing Price/Pricing Free Official Site Affordability
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
For Carriers, official sites seem to be the most
trusted, and the focus is on specific devices,
unlimited packages and/or savings.
For Smartphones – Brand, list the official site in
the ad title.
For Smartphones – Non-brand, emphasis is on
price and offers, some interest in holidays.
In the Tablet category, there is interest in
buying online and subsequently, shipping.
For Retailers, people are looking for specific
retailers or devices, and seeing what deals they
can get for the devices they are considering.
For the Accessories, mention prices or
promotions in the descriptions.
In the Review category, there is emphasis on
pricing and not necessarily only device
specifics and comparisons, as one might think.
AdDescription
"Bra
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s"
Aff
ord
ab
ilit
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Call T
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Co
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Deals
Devic
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yp
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DK
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On
lin
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Ord
ers
Para
m In
sert
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Ph
on
es
(Gen
era
l)
Pla
ns
Pre
paid
Pri
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rici
ng
Sale
Save/S
avin
gs
Serv
ice
Sh
ipp
ing
Su
perl
ati
ves
Un
lim
ited
Ven
do
r/R
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iler
Wir
ele
ss C
arr
iers
AdTitle
"Brands"
Affordability
Call To Action
Compare
Contract
Deals
Device Type
DKI
Free
Offers
Official Site
Online
Orders
Param Insertion
Phones (General)
Plans
Prepaid
Price/Pricing
Sale
Save/Savings
Service
Shipping
Superlatives
Unlimited
Vendor/Retailer
Wireless Carriers
Official Site Official Site
Device Type Service
DisplayURL DisplayURL
Official Site Official Site
Call To Action Save/Savings
DisplayURL DisplayURL
Official Site Device Type
Unlimited Shipping
DisplayURL DisplayURL
Save/Savings Official Site
Unlimited Shipping
DisplayURL DisplayURL
Unlimited Param Insertion
Save/Savings Plans
DisplayURL DisplayURL
AdDescription
pClick "Bra
nd
s"
Aff
ord
ab
ilit
y
Ap
ple
Call T
o A
ctio
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Co
mp
are
Deals
Devic
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yp
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DK
I
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on
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Para
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Un
lock
Ven
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r/R
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iler
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AdTitle
"Brands"
Affordability
Apple
Call To Action
Compare
Deals
Device Type
DKI
Electronics
Free
iPhone
iPod
Official Site
Online
Orders
Param Insertion
Phones (General)
Price/Pricing
Sale
Save/Savings
Shipping
Superlatives
Unlock
Vendor/Retailer
Wireless Carriers
Official Site Official Site
Orders Apple
DisplayURL DisplayURL
Official Site Price/Pricing
Apple Online
DisplayURL DisplayURL
Official Site Device Type
iPod DKI
DisplayURL DisplayURL
Official Site Param Insertion
Shipping Online
DisplayURL DisplayURL
Official Site iPhone
Free DKI
DisplayURL DisplayURL
AdDescription
"Bra
nd
s"
Aff
ord
ab
ilit
y
Call T
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ctio
n
Co
mp
are
Co
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act
Deals
Devic
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yp
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DK
I
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e
Ho
lid
ays
Off
ers
Off
icia
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On
lin
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Ph
on
es
(Gen
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Pla
ns
Pre
paid
Pri
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Sale
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Sele
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n/V
ari
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Serv
ice
Sh
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Su
perl
ati
ves
Win
do
ws
Wir
ele
ss C
arr
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AdTitle
"Brands"
Affordability
Call To Action
Compare
Contract
Deals
Device Type
DKI
Free
Holidays
Offers
Official Site
Online
Phones (General)
Plans
Prepaid
Price/Pricing
Reviews
Sale
Save/Savings
Selection/Variety
Service
Shipping
Superlatives
Windows
Wireless Carriers
Price/Pricing Device Type
Device Type Offers
DisplayURL DisplayURL
Holidays Price/Pricing
Phones (General) Online
DisplayURL DisplayURL
Service Official Site
Wireless Carriers Superlatives
DisplayURL DisplayURL
Price/Pricing Holidays
Offers Deals
DisplayURL DisplayURL
Official Site Official Site
Offers Deals
DisplayURL DisplayURL
AdDescription
"Bra
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s"
Acc
ess
ori
es
Aff
ord
ab
ilit
y
Call T
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Case
s&C
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Co
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Co
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Deals
Devic
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yp
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DK
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On
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Ord
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Para
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Pri
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Qu
ality
Save/S
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Sh
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Sto
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Tab
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Tab
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Ven
do
r/R
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iler
AdTitle
"Brands"
Accessories
Affordability
Call To Action
Cases&Covers
Compare
Computers
Deals
Device Type
DKI
Official Site
Online
Orders
Param Insertion
Price/Pricing
Quality
Save/Savings
Selection/Variety
Shipping
Store
Superlatives
Tablet
Tablets
Vendor/Retailer
Ad copy research heat map: Tablet
Official Site Save/Savings
Deals Shipping
DisplayURL DisplayURL
Save/Savings Device Type
Shipping DKI
DisplayURL DisplayURL
Online Save/Savings
Param Insertion Orders
DisplayURL DisplayURL
Online Vendor/Retailer
Shipping Price/Pricing
DisplayURL DisplayURL
Online Param Insertion
Call To Action Orders
DisplayURL DisplayURL
AdDescription
"Bra
nd
s"
Acc
ess
ori
es
Aff
ord
ab
ilit
y
Call T
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ctio
n
Case
s&C
overs
Ch
arg
ers
Deals
Devic
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yp
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DK
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Fre
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On
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Para
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ality
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Sh
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Sty
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Su
perl
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Ven
do
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iler
AdTitle
"Brands"
Accessories
Affordability
Call To Action
Cases&Covers
Chargers
Deals
Device Type
DKI
Electronics
Free
Official Site
Online
Orders
Param Insertion
Phones (General)
Price/Pricing
Quality
Sale
Save/Savings
Selection/Variety
Shipping
Style/Type
Superlatives
Vendor/Retailer
Online Call To Action
Phones (General) Deals
DisplayURL DisplayURL
Online Call To Action
Price/Pricing Accessories
DisplayURL DisplayURL
Call To Action Sale
Electronics Style/Type
DisplayURL DisplayURL
Electronics Online
Orders Price/Pricing
DisplayURL DisplayURL
Electronics Cases&Covers
Free Orders
DisplayURL DisplayURL
AdDescription
pClick "Bra
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Aff
ord
ab
ilit
y
Call T
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Co
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Deals
Devic
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Un
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Ven
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r/R
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iler
Win
do
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AdTitle
"Brands"
Affordability
Call To Action
Compare
Contract
Deals
Device Type
DKI
Features
Free
Official Site
Online
Param Insertion
Phones (General)
Plans
Price/Pricing
Products
Reviews
Sale
Save/Savings
Superlatives
Tablets
Unlimited
Vendor/Retailer
Windows
PC/Tablet Mobile
Vendor/Retailer DKI
Price/Pricing Reviews
DisplayURL DisplayURL
Param Insertion Device Type
Price/Pricing Reviews
DisplayURL DisplayURL
Vendor/Retailer Vendor/Retailer
Free Price/Pricing
DisplayURL DisplayURL
Compare Param Insertion
Affordability Price/Pricing
DisplayURL DisplayURL
Device Type DKI
Official Site Device Type
DisplayURL DisplayURL
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%
© 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 as 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–
REGARDING THEI NFORMATION IN THIS PRESENTATION.
Source: eMarketer, Sept 2014
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