Download - Mobile Insights for Tech and Telco
AdDescription
"Bra
nd
s"
Aff
ord
abili
ty
Cal
l To
Act
ion
Co
mp
are
Co
ntr
act
Dea
ls
Dev
ice
Typ
e
DK
I
Free
Off
ers
Off
icia
l Sit
e
On
line
Ord
ers
Par
am In
sert
ion
Ph
on
es (
Gen
eral
)
Pla
ns
Pre
pai
d
Pri
ce/P
rici
ng
Sale
Save
/Sav
ings
Serv
ice
Ship
pin
g
Sup
erla
tive
s
Un
limit
ed
Ven
do
r/R
etai
ler
Wir
eles
s C
arri
ers
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
Over a hundred thousand ads representing over
three hundred million impressions were analyzed
using Sep 2013 data.
Phrases were grouped into different ad variable
buckets, on which the performance was analyzed.
Phrases within each bucket needed to appear in
ads from at least 10 advertisers.
Phrases in buckets were sorted based on a
weighted average of positive ad quality and
impressions.
Good
Example: Our study results show that a carrier
ad with the Official Site in the title and Device
Type in the description has high ad quality.
Virgin Mobile® Unlimited | virginmobileusa.com
www.virginmobileusa.com/Unlimited
Get Unlimited Data & Messaging On A Prepaid Plan w/Virgin Mobile Now!
Great Poor Insufficient data
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
AdDescription
"Bra
nd
s"
Aff
ord
abili
ty
Cal
l To
Act
ion
Co
mp
are
Co
ntr
act
Dea
ls
Dev
ice
Typ
e
DK
I
Free
Off
ers
Off
icia
l Sit
e
On
line
Ord
ers
Par
am In
sert
ion
Ph
on
es (
Gen
eral
)
Pla
ns
Pre
pai
d
Pri
ce/P
rici
ng
Sale
Save
/Sav
ings
Serv
ice
Ship
pin
g
Sup
erla
tive
s
Un
limit
ed
Ven
do
r/R
etai
ler
Wir
eles
s C
arri
ers
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
abili
ty
Ap
ple
Cal
l To
Act
ion
Co
mp
are
Dea
ls
Dev
ice
Typ
e
DK
I
Elec
tro
nic
s
Free
iPh
on
e
Ipo
d
Off
icia
l Sit
e
On
line
Ord
ers
Par
am In
sert
ion
Ph
on
es (
Gen
eral
)
Pri
ce/P
rici
ng
Sale
Save
/Sav
ings
Ship
pin
g
Sup
erla
tive
s
Un
lock
Ven
do
r/R
etai
ler
Wir
eles
s C
arri
ers
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
abili
ty
Cal
l To
Act
ion
Co
mp
are
Co
ntr
act
Dea
ls
Dev
ice
Typ
e
DK
I
Free
Ho
liday
s
Off
ers
Off
icia
l Sit
e
On
line
Ph
on
es (
Gen
eral
)
Pla
ns
Pre
pai
d
Pri
ce/P
rici
ng
Rev
iew
s
Sale
Save
/Sav
ings
Sele
ctio
n/V
arie
ty
Serv
ice
Ship
pin
g
Sup
erla
tive
s
Win
do
ws
Wir
eles
s C
arri
ers
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
nd
s"
Acc
esso
ries
Aff
ord
abili
ty
Cal
l To
Act
ion
Cas
es&
Co
vers
Co
mp
are
Co
mp
ute
rs
Dea
ls
Dev
ice
Typ
e
DK
I
Off
icia
l Sit
e
On
line
Ord
ers
Par
amIn
sert
ion
Pri
ce/P
rici
ng
Qu
alit
y
Save
/Sav
ings
Sele
ctio
n/V
arie
ty
Ship
pin
g
Sto
re
Sup
erla
tive
s
Tab
let
Tab
lets
Ven
do
r/R
etai
ler
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
esso
ries
Aff
ord
abili
ty
Cal
l To
Act
ion
Cas
es&
Co
vers
Ch
arge
rs
Dea
ls
Dev
ice
Typ
e
DK
I
Elec
tro
nic
s
Free
Off
icia
l Sit
e
On
line
Ord
ers
Par
am In
sert
ion
Ph
on
es (
Gen
eral
)
Pri
ce/P
rici
ng
Qu
alit
y
Sale
Save
/Sav
ings
Sele
ctio
n/V
arie
ty
Ship
pin
g
Styl
e/Ty
pe
Sup
erla
tive
s
Ven
do
r/R
etai
ler
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
nd
s"
Aff
ord
abili
ty
Cal
l To
Act
ion
Co
mp
are
Co
ntr
act
Dea
ls
Dev
ice
Typ
e
DK
I
Feat
ure
s
Free
Off
icia
l Sit
e
On
line
Par
amIn
sert
ion
Ph
on
es (
Gen
eral
)
Pla
ns
Pri
ce/P
rici
ng
Pro
du
cts
Rev
iew
s
Sale
Save
/Sav
ings
Sup
erla
tive
s
Tab
lets
Un
limit
ed
Ven
do
r/R
etai
ler
Win
do
ws
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
-100% and -90% to
+300% (inclusive)**
*Smart Insights US data shows tablet conversions to be consistently within 15-20% of desktop/laptop (‘traditional’) conversions Q4 2012-Q4 2013
**Bid modifiers available in increments of “1” from -90% to +300%, or -100% to opt out of mobile ads
• Drive downloads: Promote app downloads
with Bing Ads on mobile tablet and PC
• Automatic device targeting: Automatically
targeted to specific users device and OS to link
to App Store, Google Play or Windows Store
• Actionable reporting: Measure installs and
engagement with mobile app
42