March 5, 2015

Mobile PPC Optimization

Isabell Sheang

Bing Ads Mobile Marketing

@isabs8 #SMX #31B

TOPICS TODAY

If you’re still not convinced about mobile

Mobile targeting optimizations

Query trends by device and by search category

Best performing ad copies

Mobile is local

Additional tips

Remarketing

@isabs8 #SMX #31B

@isabs8 #SMX #31B

@isabs8 #SMX #31B

@isabs8 #SMX #31B

INTERNET SEARCHES ON SMARTPHONE

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177% YoY GROWTH IN MOBILE CLICK IS DELIVERED

@isabs8 #SMX #31B

TOPICS TODAY

If you’re still not convinced about mobile

Mobile targeting optimizations

Query trends by device and by search category

Best performing ad copies

Mobile is local

Additional tips

Remarketing

@isabs8 #SMX #31B

UNIFIED DEVICE TARGETING

@isabs8 #SMX #31B

Bing Ads AdWords

Targeting selection Unified across devices Unified across devices

Bid modifiers

Desktop N/A N/A

Tablet -20%* to +300% Not available

Mobile -100%

-90% to +300% (inclusive)**

-100% to +300%

‘If mobile’ URLs Yes Yes

Mobile Preference Yes Yes

COMPARE TO ENHANCED CAMPAIGN

@isabs8 #SMX #31B

TOPICS TODAY

If you’re still not convinced about mobile

Mobile targeting optimizations

Query trends by device and by search category

Best performing ad copies

Mobile is local

Additional tips

Remarketing

@isabs8 #SMX #31B

QUERY SEARCH TREND BY DEVICE AND BY CATEGORY

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@isabs8 #SMX #31B

Mobile bid boost and budget allocation for after work hours to maximize reach;

Spread budget more evenly on the weekends

DAILY QUERY TREND – RETAIL

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Takeaways

@isabs8 #SMX #31B

TOPICS TODAY

If you’re still not convinced about mobile

Mobile targeting optimizations

Query trends by device and by search category

Best performing ad copies

Mobile is local

Additional tips

Remarketing

@isabs8 #SMX #31B

AdDescription

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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

Ad copy research heat map

@isabs8 #SMX #31B

“Brands”

“Brands”

DisplayURL

“Brands”

Call to Action

DisplayURL

“Brands”

Dynamic KW Insertion

DisplayURL

“Brands”

Price/pricing

DisplayURL

“DKI”

Brands

DisplayURL

TOP AD COPY COMBINATIONS

Online

Call to Action

DisplayURL

Online

Call to Action

DisplayURL

Online

Online

DisplayURL

Brand Name

Brands

DisplayURL

Param Insertion

Brands

DisplayURL

@isabs8 #SMX #31B

TOP AD COPY COMBINATIONS

“Brands”

“Brands”

DisplayURL

“Brands”

Call to Action

DisplayURL

“Brands”

Cheap/Affordable

DisplayURL

“Brands”

Dynamic KW Insertion

DisplayURL

“Brands”

Price/Pricing

DisplayURL

Online

Call to Action

DisplayURL

Online

Price/Pricing

DisplayURL

Call to Action

Online

DisplayURL

%Off

%Off

DisplayURL

%Off

Call to Action

DisplayURL

@isabs8 #SMX #31B

TOPICS TODAY

If you’re still not convinced about mobile

Mobile targeting optimizations

Query trends by device and by search category

Best performing ad copies

Mobile is local

Additional tips

Remarketing

@isabs8 #SMX #31B

4 out of 5 consumers conduct local searches on search engines across devices

@isabs8 #SMX #31B

Local searchers are ready to act

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USE LOCATION TARGETING

@isabs8 #SMX #31B

TOPICS TODAY

If you’re still not convinced about mobile

Mobile targeting optimizations

Query trends by device and by search category

Best performing ad copies

Mobile is local

Additional tips

Remarketing

@isabs8 #SMX #31B

TIPS #1: SELECT MOBILE PREFERRED

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TIPS #2: ADD MOBILE PREFERRED SITE LINKS

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http://{ifnotmobile: } {ifmobile: }

TIPS #3: USE PARAMETERS FOR DESTINATION URLS

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70%

102%

Non mobile optimized site:

Mobile optimized site:

was

23% for those not optimized for mobile and

60% for mobile optimized sites.2

TIPS #4: OPTIMIZE WEBSITE FOR MOBILE

@isabs8 #SMX #31B

TOPICS TODAY

If you’re still not convinced about mobile

Mobile targeting optimizations

Query trends by device and by search category

Best performing ad copies

Mobile is local

Additional tips

Remarketing

@isabs8 #SMX #31B

UNIVERSAL EVENTS TRACKING

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CROSS DEVICE, CROSS CAMPAIGN ATTRIBUTION

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• Mobile vertical insights and best performing ad copy analysis for Retail, FinSrv & Insurance, and Tech & Telco

• Why mobile optimized website guide and best practice

• Using Mobile Preferred under Device targeting

• Advanced location targeting overview and examples

• Unified Device Targeting blog

• More on Universal Events Tracking

RESOURCES

@isabs8 #SMX #31B