The Mobility of Experiences from - click z november 2015
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The Mobility of Experiences ClickZ Chicago Felicia Gardner, Agency Lead
Transcript of The Mobility of Experiences from - click z november 2015
The Mobility of Experiences ClickZ Chicago Felicia Gardner, Agency Lead
Microsoft Confidential
Mobile SearchNow & The Future
Cross Device TrendsStrategies for Success
Agenda
Bing Ads Mobile Products Effectively Competing
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Microsoft Confidential • History of making big bets
“The true scarce commodity is increasingly human attention.”
Satya NadellaCEO, Microsoft
#BingAds
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Infinite devices and data
Finitetime and attention
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Share via social networks
Compare prices
Deciding what to buy
Use stored coupons
Find business location, phone, and hours
Decide where to shop
Search for what brands to buy
Sources: Microsoft Research & Ipsos OTX: “Mobile in The Consumer Journey”
Sharing and receiving deals
OPEN TO POSSIBILITY
DECISION TO CHANGE
EVALUATESHOP
SHARE
The mobility of experiences
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Bringing our experiences across devices and platformsCORTANAYour personal assistant on any device and any platform
OFFICEYour Office anywhere
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Personal AssistantsCortana: 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
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Voice search is more mobile, local and conversational
Where
When
How
What/whoINTERESTED
READY TO ACT
More mobile
More local
More conversationalMore question oriented
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Voice search queries are longer than text
Source: Microsoft Internal Data, Sept. 2015
1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words
Speech Text
Speech searches longer through the tail
Text searches more concentrated around 1–3 words
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Continuum: Mobile Plus in a Mobile First World
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Investing and reaching across mobile operating systemsANDROID DELIVERS ~300M searches on Bing each month
66% or ~1B SEARCHES come from iOS devices
~220M SEARCHES from
Windows Phones each month
Sources: Microsoft Internal Data, Sept. 2015
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2012 2013 2014 2015 2016 2017 2018 $-
$5.00
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$15.09 $14.97 $13.57 $12.30 $10.57 $8.38 $5.61
$2.24 $4.95 $9.20 $12.97 $17.29 $21.66 $26.47
US Search Ad Spend(Billions)
Desktop Mobile
A Shift to Mobile
Source: eMarketer, “Marketers Find a Balance with Mobile,“ April 2014
Microsoft Confidential Sources: Microsoft Internal Data, Jan-Sept 2014 vs. Jan-Sept 2015 (US Only)
Bing’s Mobile Growth
+29.50%click growth
Ad Extensions that drive user engagement
+17.66%mobile search results
Investments in syndication and distribution
+63.43%click through rate
Investments in relevancy,matching, and click prediction
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75% of digital users in the US access the Internet across devices
Millenial Media; Connected Consumers Gaining Insight Across Screens; June, 2015
PCM
obile
No click queryClicked query
Good clicked queryConverted query
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Cross Device Search TrendsQUERY TRENDS ACROSS DEVICE
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PC Mobile TabletBing Ads Internal Data, November 2014
Microsoft Confidential
Cross Device Search TrendsQUERY TRENDS ACROSS DEVICE
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2 AM
3 AM
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PC Mobile TabletBing Ads Internal Data, November 2014
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Mobile to PC conversion rates vary by vertical
0%
5%
10%
15%
20%
25%% of PC conversions starting from Mobile
SEARCH AND CONVERT ON DIFFERENT DEVICES
Bing Ads Internal Data, November 2014
Microsoft Confidential
APP EXTENSIONSPromote your app on
Bing. Compatible with every major app store.
CALL EXTENSIONSMake it easy for people to call your business
by displaying your phone number.
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MOBILE SITELINKSDrive more traffic to your website by promoting specific pages on your ads.
LOCATION EXTENSIONSDrive foot traffic to your business with your business address and directions.
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Mobile ad products are driving clicks
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CALL EXTENSIONCALL FORWARDING/
CALL METERING
Mobile searchers use phones to…call!
61%Of Mobile Callers Ready To Convert
3:1 Local numbers are preferred to toll free numbers
Source: Ipsos/Google Research Study, Sept 2013
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Mobile searchers are local
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
Nielsen, the Digital Consumer Report, 2014 Bing Ads internal dataBing internal data, Jan – Feb, 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
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Mobile Users Engage Heavily with AppsMAKE IT EASY FOR CUSTOMERS TO DISCOVER AND INSTALL YOUR APP
85% of mobile users’ time on their smartphones are using native apps
$3B will be spent in 2015 on mobile app install ads
Source: Forrester’s US Consumer Technograhics Behavioral Study, Oct 2014 – Dec 2014eMarketer, App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market, March 2015
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Combining extensions on mobile leads to better CTR
Ad with Multiple Extensions
Ads without Extensions
Sources: Microsoft Eye-Tracking Study, Bing Ads internal data
Location +
SiteLink
Call + SiteLink
Location + Call + SiteLink
SiteLink Call Location Text Ads0%
2%
4%
6%
8%
10%
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AVERAGE CTR
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Use device bid modifiers to get to position 1 or 2
Tablet -20% to +300%
Mobile -100% to +300%
PC Smartphone$0.00
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$0.40
$0.60
$0.80
BING ADS: AVERAGE CPC BY DEVICE
Source: Bing internal data, Jan – Feb, 2015
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Introducing Bing Ads app for iOS and Android
QUICKLY AND EASILY UPDATE YOUR ACCOUNT ON THE GO
View performance data, edit budgets and change bids, all while you’re away from your desktop
Manage multiple accounts and view your campaign dashboard with the ease of using a mobile app
Get notifications when your credit card is about to expire
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Mobile is not about a singular device but about the mobility of experiences
Growth in Bing Ads is seeing global momentum with a continued increase impressions & clicks
Amplify Your Mobile Campaigns by implementing Bing Ads products that help drive user engagement and push customers through the path of purchase.
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Recap
#BingAdsConnect
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Stay Connected…
@bingads
linkedIn.com/company/bing-ads
facebook.com/bingads
blog.bingads.com
instagram.com/bingads
slideshare.net/bingads
youtube.com/bingads
Follow us LearnEngage
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