#BingAds or #AskBingAds

Search Engine Marketing (SEM) & Mobile: What You Need to KnowRead JudahMicrosoft – Bing AdsMay 2016

May 20, 2016

Agenda

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• What is Paid Search and why use it?

• Defining your message

• Key Features

• Mobile Search

• The Future of Mobile Search

• Wrap up/Q&A

What is Paid Search and why use it?

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Search is the top way customers find businesses:

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Source: Google/Ipsos, Industry Multi-Screen Study: Local Services, 2013

74%

Search engines

49%

Map sites or apps

42%

Brand/company sites or apps

39%

Review sites or apps

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=Better ResultsOrganic Paid Search +

75% of users never scroll past the first page of results.1

60% of all organic clicks go to the top three organic search results.2

SEM is firmly within your control. You choose the key words and pay for the ads

1. HubSpot May 2012; 2. Marketingsherpa, February 2013; 3. Slingshot SEO December 2011

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One Goal: To move websites to the top of the search results page.

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75%of customers

EXPECT to FINDwhat they want at the top of a

search page

33%

of customersassociate page placement with

a company’sPROMINENCE

Defining your Message

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Creating Keywords • Start by testing basic

keywords • Synonyms, action prefixes

and suffixes, run-ons and misspellings

How to Define Your Message

Audience Targeting • Define your “ideal

consumer” • Ensure targeting is accurate

and makes sense for your business

Building Ads • Have a clear call to action • Synonyms, action prefixes

and suffixes, run-ons and misspellings

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Thinking about your business – who is searching for you?

Keyword match types help control which searches can trigger your ad

• Set separate bids for each match type based on performance

• Bid highest on exact, then phrase and then broad

Creating Keywords Exact MatchThe ad displays if the searcher uses only the exact words bid on, in the exact order you bid on them.

Broad MatchYour ad will show on similar phrases and close variations of the keyword a user searches for.

Phrase MatchAllows your ad to show for searches that include the exact phrase and possibly includes other words as well.

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Creating and Testing Your AdsTest – Test – Test –

and Test Again!

• Create multiple ads with varying messages

• Test multiple calls to action• Consider seasonality in your messaging

• Start testing seasonal messaging early so that you can refine your message without losing traffic

• Make it personal • Make it relevant

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Key Features

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Sitelink Extensions• Send searchers directly to a product or sales

page with multiple links in your ad.

• Sitelink Extensions allows you to add additional links to ads so searchers can jump directly to a page that interests them.

Best Practice – Sitelink Extensions

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1. Internal Microsoft study, 818 accounts, 2014

• Include your nearest business location and phone number in your ad.

Best Practice – Location Extensions

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1. Bing.com data for all ads displayed in mainline position in response to local queries, Q1 2014

• Add a Directions link that when clicked, shows the route automatically to your business

Claiming Your Business Listing

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1. Bing.com data for all ads displayed in mainline position in response to local queries, Q1 2014

Claim Your Business Listing • Add details to show what’s unique about

your business and make it easier for customers to interact with you. • Location, Phone Number, Website• Hours of Operation• Parking Options • Accepted Payment Methods• Photos

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Maximize key features to better reach your customers.

Search Market Share in the U.S.

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OTHER

Continual market share

growth

31%Bing Network

Mobile Search

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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 queryConverted 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

23LSA 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 to…call!

Call Extensions:

26LSA BootcampSource: Ipsos/Google Research Study, September 2013.

Call ExtensionsCall forwarding/ Call metering

61% Of Mobile Callers Ready To Convert

3:1 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 local

3 of 4 purchases resulting from a mobile search actually take a place in a physical store

Mobile users engage heavily with apps

App Extensions:

28LSA BootcampSource: Forrester’s 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 queries are longer than text, so more search words in the form of a question become key

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1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words0

5

10

15

20

25

30

Text searches more concentrated around 1–3 words

Speech searches longer through the tail

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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https://www.bing.com/webmaster/tools/mobile-friendliness

https://developers.google.com/speed/pagespeed/insights

http://advertise.bingads.microsoft.com/en-us/mobile-advertising

Useful Links

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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

Let’s recap

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