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RetailGet more out of your mobile campaigns
It’s all about providing the convenience of being able to shop and pick up products when they want, where they want. Mobile is at the nucleus of this change.
– Prat VemanaVP of e-commerce, product management, and customer experience, Staples
Table of contents
Mobile user behavior trends: Retail
The shift of retail advertising spend
Mobile influences the path-to-purchase journey
Bing Network marketplace performance trends
Recommendations
Mobile changes consumers’ shopping behavior
1. The Digital Consumer, Nielsen Company, Feb 2014. 2. Shopper Sciences Study, 2012.
of mobile users say they browse the internet more because of mobile devices.
50%
of smartphone users (plus 35% of tablet users) do more shopping because of mobile devices.²
26%
More than
4 in 5
smartphone and tablet owners are using a mobile device for shopping activities.¹
Convert*Control CommerceConvenience
The four C’s of m-Commerce
1. Ipsos MediaCT, Purchased, and Google, Understanding Consumer’s Local Search Behavior, 2014. 2. xAd/telmetrics mobile path to purchase study, 2013. *Conversion include calls, store visits, and purchases across screens. 3. Microsoft Research, Telmetrics mobile path to purchase study, 2013. 4. eMarketers, Apr 2014
The shift of retail advertising spend
The biggest priority area for retailers in 2015 is mobile.
– Forrester for Shop.org
Source: The State Of Retailing Online 2015, a Shop.org study conducted by Forrester Research, Feb 2015
What are your top three initiatives and priorities for your online business in 2015?
38%
45%
58%
Marketing
Omnichannel efforts
Mobile
Larger search marketing budget in addition to branding and loyalty program.
Website redesign to optimize for small screens tops the list.
Source: The State Of Retailing Online 2015, a Shop.org study conducted by Forrester Research, Feb 2015
Mobile influences the path-to-purchase journey
Source: Yahoo & Kenshoo, The Mobile Opportunity Gap, Apr 2014
Research before purchase
Purchase
Check price, validate purchase while at store
Find store locations
46%
51%
36%
84%
While waiting in line
In store
Getting somewhere
At home
Where are you located when you use a smartphone to access shopping-related info?
however
Retail impressions grew 103% on smartphones and -20% on desktops.¹
Clicks on smartphones grew 41% while remaining constant on desktops.¹
Many smartphone users choose to make purchases on their PCsbecause they say: it’s fast, trustworthy, and uncomplicated.2
Consumer behavior
1. Bing Ads internal data, April – Sept 2014. 2. Yahoo & Kenshoo, The Mobile Opportunity Gap, Apr 2014.
When advertisers were asked:
1%Very much
Somewhat
Not impacted
Does having paid search presence across all screens impact consumer behavior?
Source: Yahoo & Kenshoo, The Mobile Opportunity Gap, Apr 2014
99% agreed that having a paid search presence across devices makes an impact on consumer conversion.
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 sites.
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 sites that are not optimized for mobile.
1. Internet Retailers, Oct 2014
Bing Network marketplace performance trends: Retail
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
260% growth in mobile clicks delivered for Retail over two years
Source: Bing Ads Internal Data
Retail (all up)—impressions and clicks
Mobile impressions are growing at a monthly average rate of 10%, compared to 2% for PC+Tablet.
Mobile clicks account for 15% of total clicks across all devices.
Feb
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2014 2015
Impressions
Mobile PC + Tablet Mobile trend PC+Tablet trend
Mobile
15%PC+Tablet
85%
Average share of total clicks
(February 2014 to February 2015)
Source: Bing Ads internal data. Bing Network, US, O&O and syndication
Impressions and clicks on smartphones are growing at a faster pace than on other devices.
Advertisers pay roughly 60% of the CPC cost
on PC or tablet.
Retail (all up)—CTR and CPC
Increase bid adjustments on mobile to
capture user engagement.
October November December January February
CTR
Mobile PC + Tablet
$0.20
$0.25
$0.30
$0.35
$0.40
$0.45
$0.50
$0.55
October November December January February
CPC
Mobile PC + Tablet
(October 2014 to February 2015)
Source: Bing Ads internal data, Bing Network O&O, US
Home & Garden
Mass Merchants
Apparel & Accessories
Department Stores
Impressions and clicks on smartphones are growing at a faster pace than on other devices.
(February 2014 to February 2015)
Mobile impressions are growing at a monthly average rate of 9%, compared to 4% for PC+Tablet.
Mobile clicks account for 14% of total clicks across all devices.
Feb
ruary
Marc
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May
Jun
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Oct
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Jan
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Feb
ruary
2014 2015
Impressions
Mobile PC + Tablet Mobile trend PC+Tablet trend
Mobile
14%PC+Tablet
86%
Average share of total clicks
Source: Bing Ads internal data. Bing Network, US, O&O and syndication
4.50 %
4.70 %
4.90 %
5.10 %
5.30 %
5.50 %
5.70 %
5.90 %
6.10 %
6.30 %
6.50 %
October November December January February
Mobile PC + Tablet
$0.40
$0.45
$0.50
$0.55
$0.60
$0.65
$0.70
$0.75
$0.80
$0.85
$0.90
October November December January February
Mobile PC + Tablet
(October 2014 to February 2015)
Source: Bing Ads internal data, Bing Network O&O, US
Impressions and clicks on smartphones are growing at a faster pace than on other devices.
(February 2014 to February 2015)
Mobile impressions are growing at a monthly average rate of 12%, compared to 4% for PC+Tablet.
Mobile clicks account for 19% of total clicks across all devices.
Feb
ruary
Marc
h
Ap
ril
May
Jun
e
July
Au
gu
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Sep
tem
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Oct
ob
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No
vem
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Dece
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Jan
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Feb
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2014 2015
Impressions
Mobile PC + Tablet Mobile trend PC+Tablet trend
Mobile
19%PC+Tablet
81%
Average share of total clicks
Source: Bing Ads internal data. Bing Network, US, O&O and syndication
Advertisers pay roughly 50% of the CPC
cost on PC or tablet.
Increase bid adjustments on mobile to
capture user engagement.
5.75 %
6.25 %
6.75 %
7.25 %
7.75 %
8.25 %
8.75 %
9.25 %
October November December January February
CTR
Mobile PC + Tablet
$0.20
$0.25
$0.30
$0.35
$0.40
$0.45
$0.50
$0.55
$0.60
$0.65
October November December January February
CPC
Mobile PC + Tablet
(October 2014 to February 2015)
Source: Bing Ads internal data, Bing Network O&O, US
(February 2014 to February 2015)
Mobile impressions are growing at a monthly average rate of 7%, compared to 1% for PC+Tablet.
Mobile clicks account for 19% of total clicks across all devices.
Mobile
19%PC+Tablet
81%
Average share of total clicks
Feb
ruary
Marc
h
Ap
ril
May
Jun
e
July
Au
gu
st
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dece
mb
er
Jan
uary
Feb
ruary
2014 2015
Impressions
Mobile PC + Tablet Mobile trend PC+Tablet trend
Source: Bing Ads internal data. Bing Network, US, O&O and syndication
Impressions and clicks on smartphones are growing at a faster pace than on other devices.
Advertisers pay roughly 70% of the CPC cost
on PC or tablet.
Increase bid adjustments on mobile to
capture user engagement.
2.00 %
2.50 %
3.00 %
3.50 %
4.00 %
4.50 %
5.00 %
5.50 %
October November December January February
CTR
Mobile PC + Tablet
$0.15
$0.17
$0.19
$0.21
$0.23
$0.25
$0.27
$0.29
$0.31
October November December January February
CPC
Mobile PC + Tablet
(October 2014 to February 2015)
Source: Bing Ads internal data, Bing Network O&O, US
(February 2014 to February 2015)
Department Stores—impressions and clicks
Mobile impressions are growing at a monthly average rate of 13%, compared to 4% for PC+Tablet.
Mobile clicks account for 14% of total clicks across all devices.
Mobile
14%PC+Tablet
86%
Average share of total clicks
Feb
ruary
Marc
h
Ap
ril
May
Jun
e
July
Au
gu
st
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dece
mb
er
Jan
uary
Feb
ruary
2014 2015
Impressions
Mobile PC + Tablet Mobile trend PC+Tablet trend
Source: Bing Ads internal data. Bing Network, US, O&O and syndication
Advertisers pay roughly 60% of the CPC cost
on PC or tablet.
Increase bid adjustments on mobile to
capture user engagement.
5.00 %
5.50 %
6.00 %
6.50 %
7.00 %
7.50 %
8.00 %
8.50 %
9.00 %
9.50 %
10.00 %
October November December January February
CTR
Mobile PC + Tablet
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
$0.40
$0.45
$0.50
October November December January February
CPC
Mobile PC + Tablet
(October 2014 to February 2015)
Source: Bing Ads internal data, Bing Network O&O, US
Retail—query trend
Weekend
Query volume remains high throughout the day and also peaks around 8PM.
During the week
As consumers leave work, their search behavior shifts to mobile devices peaking around 8PM.
Mobile
PC
Tablet
Optimize
mobile budget
allocation for
after work hours
to maximize
reach.
Spread budget
more evenly on
the weekends.
Source: Bing Ads internal data July 2013 – June 2014
Recommendations
To catch the right audience, advertisers need to advertise at the right time with the right channel.
Use the mobile bid modifier to adjust budget allocation
Bing Ads Google AdWords
Targeting selectionUnified 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
Tweak bid adjustments to secure ad position 1 and 2
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
5%
2.4%
1.7%1.3%
5.2%
2.4%2.1%
1%
5.1%
2.9%
1.9%
1.3%
1–2 2–3 3–4 4–5
Computers Smartphones Tablets
Tablet: 76% drop in CTR from position 1 to position 2
Source: Marin Software; 2014 Annual Report
Bing Ads’ mobile extensions
LOCATION
TARGETING
SITELINK EXTENSIONS
CALL
EXTENSIONS
LOCATION
EXTENSIONS
APP
EXTENSIONS
Multiple Extensions No Extensions
Multiple extensions drive greatest engagement with mobile ads
Maximize ad footprint and consumer’s attention
Source: Microsoft eye-tracking study
of smartphone searchers used a store locator or location extension to help them find and visit a local store
If you have a brick and mortar store: Location Extensions drive foot and web traffic
+15% CTR lift for campaigns with Location Extensions
76%
Source: Nielsen, The Digital Consumer Report, 2014
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
Click-to-call drives engagement across online and offline stores
15%–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
1. Search Engine Land, Study: 61 Percent Of Mobile Callers Ready To Convert, Sep 24, 2013
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
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 sites.
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 sites that are not optimized for mobile.
1. Internet Retailers, Oct 2014
Thank You
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