mobile influences path to purchase
TRANSCRIPT
The pie of retail spend is getting bigger because of mobile
The four C’s of m-Commerce
Top mobile priority and investment areas by retailers
Smartphone search drives many types of conversions at all locations
All three screens impact consumer conversion
When asked consumers
Source: 1Bing Ads internal data, April – Sept 20142Yahoo & Kenshoo, The Mobile Opportunity Gap, Apr 2014
Source: Yahoo & Kenshoo, The Mobile Opportunity Gap, Apr 2014
All three screens impact consumer conversion
When asked advertisers
Mobile optimized retail site drives higher conversion
Based on study of 53 retail sites and 180 million shopping sessions
33% of all YBN queries come from smartphones
102% YoY growth in mobile clicks delivered for Retail
Retail (all up)—impressions and clicks
Mobile clicks accounted for 16% of total clicks
Retail (all up)—CTR and CPC
MoMgrowth rate
Beauty and personal care—impressions and clicks
Top ad copy combinations
Beauty and personal care: best practice/performing ad copy*
Source: Bing Ads internal data
*Total Impressions Generated = 3.2 Billion, Total Ads Analysed = 1 Million, Analysis Period = 1 Nov 13' - 15 Jan 14'
Mobile“Brands”
“Brands”
DisplayURL
“Brands”
Call to Action
DisplayURL
“Brands”
Dynamic Keyword
Insertion
DisplayURL
“Brands”
Price/pricing
DisplayURL
“DKI”
Brands
DisplayURL
PC/TabletOnline
Call to Action
DisplayURL
Online
Call to Action
DisplayURL
Online
Online
DisplayURL
Brand Name
Brands
DisplayURL
Param Insertion
Brands
DisplayURL
MoMgrowth rate
Consumer electronics—impressions and clicks
Consumer electronics—CTR and CPC
Top ad copy combinations
Consumer electronics: best practice/performing ad copy*
Mobile“Brands”
“Brands”
DisplayURL
“Brands”
Call to Action
DisplayURL
“Brands”
Cheap/Affordable
DisplayURL
“Brands”
Dynamic Keyword
Insertion
DisplayURL
“Brands”
Price/Pricing
DisplayURL
PC/TabletOnline
Call to Action
DisplayURL
Online
Price/Pricing
DisplayURL
Call to Action
Online
DisplayURL
%Off
%Off
DisplayURL
%Off
Call to Action
DisplayURL
Source: Bing Ads internal data
*Total Impressions Generated = 3.2 Billion, Total Ads Analysed = 1 Million, Analysis Period = 1 Nov 13' - 15 Jan 14'
Clothing and shoes—impressions and clicks
Clothing and shoes—CTR and CPC
0
2
4
6
8
10
Advertisers pay roughly 50-60% of the
CPC cost on PC or tablet
Top ad copy combinations
Apparel and accessories: best practice/performing ad copy*
Source: Bing Ads internal data
Param Insertion
Save/Savings
DisplayURL
Param Insertion
Call to Action
DisplayURL
Param Insertion
Variety/Selection
DisplayURL
Call to Action
Call to Action
DisplayURL
Param Insertion
Brand Name
DisplayURL
“Brands”
“Brands”
DisplayURL
“Brands”
Call to Action
DisplayURL
“Brands”
Cheap/Affordable
DisplayURL
“Brands”
Price/Pricing
DisplayURL
“Brands”
Superlative
DisplayURL
Jewelry and watches—impressions and clicks
Jewelry and watches—CPC and CTR
Top ad copy combinations
Jewelry and watches: best practice/performing ad copy*
Source: Bing Ads internal data
Param Insertion
Price/Pricing
DisplayURL
Save/Savings
Price/Pricing
DisplayURL
Save/Savings
Call to Action
DisplayURL
Save/Savings
Cheap/Affordable
DisplayURL
Products
Call to Action
DisplayURL
“Save/Savings”
Cheap/Affordable
DisplayURL
“Save/Savings”
Price/Pricing
DisplayURL
“Brands”
Brands
DisplayURL
“Brands”
Call to Action
DisplayURL
“Brands”
Cheap/Affordable
DisplayURL
Retail—query trend
CTR drop is steeper from position 1 to 2 for smartphones vs PC
5.1%
2.9%
1.9%
1.3%
Multiple extensions drive greatest engagement with mobile ads
Maximize ad footprint and consumer’s attention
Brick and mortar stores: location extensions drive foot and web traffic
+15% CTR lift for campaigns with location extensions
E-Commerce sites: site links drive deeper mobile site engagement
+10%–15% CTR for campaigns with site links
Click-to-call drives engagements across online and offline stores
15%–25% lift in CTR for campaigns with click-to-call
Bing Ads mobile clicks and searches delivered
177% YoY growth in mobile clicks delivered