Mighty Mobile: Bing Ads insights, optimization & conversion Frances Donegan-Ryan | Global community engagement Anna Hughes | Senior product marketing manager, mobile/local

@FrancesDR | #SearchFest What we’re talking about today Trends in mobile and local search What we’re talking about when we say “mobile conversion” Optimizing for mobile conversions Mother’s Day is special

@FrancesDR | #SearchFest 1. Millward Brown. “AdReaction: Marketing in a multiscreen world,” Global Report and #SearchFest

@FrancesDR | #SearchFest

@FrancesDR | #SearchFest Source: Marin Software “Mobile Search Advertising Around the Globe: 2014 Annual Report”

@FrancesDR | #SearchFest Source: Bing Ads Internal Data

@FrancesDR | #SearchFest

@FrancesDR | #SearchFest

@FrancesDR | | #SearchFest What we’re talking about today Trends in mobile and local search What we’re talking about when we say “mobile conversion” Optimizing for mobile conversions Mother’s Day is special

@FrancesDR | #SearchFest

@FrancesDR | #SearchFest Technologies used to measure marketing success The current system is set up to measure desktop conversions Web analytics SEO and PPC tools CRM Web mobile Call tracking Marketing automation

@FrancesDR | #SearchFest Source: Marin Software “Mobile Search Advertising Around the Globe: 2014 Annual Report”

@FrancesDR | #SearchFest 61% of mobile users “click to call” the business 1 The number of calls to businesses is growing at DRIVEN BY MOBILE SEARCH and is predicted to fuel a staggering42% PER YEAR 65 BILLION CALLS in Mobile users use their phone to make calls – crazy!

@FrancesDR | #SearchFest Leads from calls are higher quality GoodExcellent 38%39%26%29%19%15% 28% 20% 28% 15% 10% 66% 58% 54% 44% 29% 26%

@FrancesDR | #SearchFest Maximize ad footprint and consumers’ attention with ad extensions Layered Ad Extensions on Mobile AdsAverage CTR Location Extensions + Metered Call Extensions + Sitelink Extensions 18.8% Location Extensions + Sitelink Extensions 11.1% Call Extensions + Sitelink Extensions8.4% Metered Call Extensions + Sitelink Extensions 7.0% Source: Bing Ads Internal Data Jul – Sept Multiple Extensions Drive Greatest Engagement with Mobile Ads

@FrancesDR | #SearchFest Local numbers are preferred to toll free numbers 3 1 TO If you use call forwarding to track your call extensions, you can now use a local number with Bing Ads Local

@FrancesDR | | #SearchFest What we’re talking about today Trends in mobile and local search What we’re talking about when we say “mobile conversion” Optimizing for mobile conversions Mother’s Day is special

@FrancesDR | #SearchFest

@FrancesDR | #SearchFest Sizematters.

@FrancesDR | #SearchFest Mobilemeans now.

@FrancesDR | #SearchFest

@FrancesDR | #SearchFest

@FrancesDR | #SearchFest Simple is better.

@FrancesDR | #SearchFest What’s near me?

@FrancesDR | #SearchFest Grab the coupon tapper.

@FrancesDR | #SearchFest Let’s mobilize,friends. Search engine marketing on mobile is exploding. Adjust your bid modifiers so mobile gets a generous piece of your budget. Simplify your call-to-action, enable call extensions and location extensions. Dial in your geographic targeting and time of day targeting.

@FrancesDR | #SearchFest Phase II of Unified Device Targeting is coming! What’s changing?  Simplicity: less complicated interface  Reduced friction: structural similarity across search engine marketing platforms make it easier to manage across campaigns  Controls: tablet and mobile bid adjustments available What’s improving? Migration begins March 23, 2015 Targeting combined

@FrancesDR | #SearchFest Campaign impact CURRENT DEVICE(S) TARGETED MIGRATION IMPACT PC/Tablet only Smartphone targeting added Smartphone only PC/Tablet targeting added All devicesNo impact

@FrancesDR | #SearchFest

@FrancesDR | #SearchFest 5. Be Mobile Preferred 1. Top of the Class 2. Clean house 3. Bid Wisely 4. Mobilize

@FrancesDR | #SearchFest 1. Top of the class Boost the winners, dump the losers  Review your account and identify any campaigns targeting the same keywords  Move duplicates to higher-performing campaigns and delete or pause lower performers  Consider creating “top performer” campaigns for more aggressive bidding/bid adjustments

@FrancesDR | #SearchFest Example: Contoso Floral Today, Contoso Floral has 2 separate campaigns targeting the keyword “Roses” KeywordCampaignAds Device Target Migration Impact Bids Bid Adjustment Quality Score Account: Contoso Floral Roses1 Fresh roses, free delivery Limited time offer. Mobile Add PC/Tablet $.75 No adjustment 8 Roses2 Fresh roses, free delivery Limited time offer. PC/Tablet Add Mobile $ % tablet adjustment 9

@FrancesDR | #SearchFest KeywordCampaignAdDevice TargetBidBid Adjustment Quality Score Account: Contoso Floral Roses1 Fresh roses, free delivery Limited time offer. All$ % tablet adjustment9 Contoso Floral: Campaign Migration Campaign #1 KeywordCampaignAd Device Target Migration Impact BidsBid Adjustment Quality Score Account: Contoso Floral Roses1 Fresh roses, free delivery Limited time offer. MobileAdd PC/Tablet$.75No adjustment8 KeywordCampaignAdDevice TargetBidBid Adjustment Quality Score Account: Contoso Floral Roses1 Fresh roses, free delivery Limited time offer. All$.75No Adjustment8 KeywordCampaignAds Device Target Migration Impact BidsBid Adjustment Quality Score Account: Contoso Floral Roses2 Fresh roses, free delivery Limited time offer. PC/TabletAdd Mobile$ % tablet adjustment 9 Campaign #2

@FrancesDR | #SearchFest Contoso Floral Post-Migration KeywordCampaignAds Device Target BidsBid Adjustment Quality Score Roses1 Fresh roses, free delivery Limited time offer. All$.75 No adjustment8 Roses2 Fresh roses, free delivery Limited time offer. All$ % tablet adjustment 9 Notice that Contoso now has 2 campaigns targeting the same keyword, with competing bids. These campaigns will now compete for ad placement, and will raise the potential max bid for the advertiser.

@FrancesDR | #SearchFest 2. Clean house Do some spring cleaning in time for UDT migration  Fix editorial issues that are preventing your ads from showing  Review quality scores and improve ad and landing page relevance  Review your campaign and ad group organization

@FrancesDR | #SearchFest Example campaign structure Ads Keywords Budget Campaign type: search & content or product ad Currency Time Zone Payment settings Additional Users Customer ID Business name, address User with admin access Customer Contoso Floral Account Mother’s Day Campaign Bouquets Campaign Last Minute Ad Group Same Day Delivery Ad Group In Store Pick Up Account Weddings Campaign Floral Decorations 2. Clean House!

@FrancesDR | #SearchFest 3. Bid wisely Test different combinations of bids and bid adjustments to find your mobile ROI -30%

@FrancesDR | #SearchFest Bidding and budgets PC campaign budget + mobile campaign budget = merged campaign budget 3. Bid wisely

@FrancesDR | #SearchFest Bid adjustments: tools for targeting, advertiser ROI Desktop Not Available Tablet -20% to +300% Mobile -100% or -90% to +300% (inclusive) 3. Bid wisely

@FrancesDR | #SearchFest Managing mobile bid adjustments Increased mobile bid adjustment needed at campaign level to improve mobile average position. Campaigns in red could benefit from greater % bid boosts Adding “device” breakout into Campaign, Ad Group or Keyword reporting is necessary to evaluate mobile performance 3. Bid wisely

@FrancesDR | #SearchFest 4. Mobilize Tell searchers that you are mobile-first Use mobile-specific keywords (ie: mobile, smartphone) If you have a mobile-specific URL in addition to your website URL, be sure to display it Use mobile-specific language in ad copy Tweak ad copy for maximum relevance (“Back Bay Pizza” instead of “Pizza Restaurant”) Use mobile-friendly ad extensions (location extensions, call extensions, app extensions) Contoso Floral Mobile m.contosofloral.com Explore Contoso Floral’s mobile site for special deals and discounted delivery service. Anytown’s favorite flowers Main St., Anywhere, Anytown Directions (123) m.contosofloral.com is rated on Bing (41 reviews)41 reviews Contoso Floral Mobile m.contosofloral.com Explore Contoso Floral’s mobile site for special deals and discounted delivery service. Anytown’s favorite flowers Main St., Anywhere, Anytown Directions (123) m.contosofloral.com is rated on Bing (41 reviews)41 reviews

@FrancesDR | #SearchFest 4. Mobilize 1eMarketer, Proof that Mobile Optimized Sites Are Necessary, Oct 2014

@FrancesDR | #SearchFest 5. Be Mobile Preferred Bing Ads Web UI, Ad Editor If an ad group has both mobile-preferred and regular ads, only mobile-preferred ads serve on mobile devices, and only regular ads serve on PCs and tablets.

@FrancesDR | #SearchFest {if mobile} query strings direct clicks to your mobile friendly destination 5. Be Mobile Preferred

@FrancesDR | | #SearchFest What we’re talking about today Trends in mobile and local search What we’re talking about when we say “mobile conversion” Optimizing for mobile conversions Mother’s Day is special

@FrancesDR | #SearchFest PC + TabletMobile Jewelry 21%35% Cards & Gifts 19%23% Flowers 31%18% Know where to focus your spend Top Mother’s Day gift searches on the Yahoo Bing Network Source: Microsoft internal data March 2014 – August 2014 *Does not include Tech

@FrancesDR | #SearchFest Mother’s Day related searches on the Yahoo Bing Network Timing is everything, have your ads live two weeks before the holiday Search volume peaks the middle of April, but Click-through-rates peak two weeks before Mother’s Day Source: Microsoft internal data March 2014 – August

@FrancesDR | #SearchFest Focus on mobile the week of Mother’s Day for last minute shoppers Last minute shoppers have their smartphone in hand to help find the perfect gift. Bing Ads Web UI, Ad Extensions Tab Source: Microsoft internal data March 2014 – May

@FrancesDR | | #SearchFest Flowers/Cards/Gifts: Top word combos Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14 Mobile TitleDescription Mother’s DayPersonalization Mother’s Day% Off Mother’s DayCall to Action Dynamic Keyword Insertion% Off GiftGold/Silver TitleDescription Dynamic Keyword InsertionPrice/Pricing Mother’s Day% Off Dynamic Keyword Insertion% Off Mother’s DayStyle/Type Mother’s DayCall to Action PC

@FrancesDR | | #SearchFest Jewelry: Top word combos Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14 PC/Tablet Mobile TitleDescription Diamonds% Off GemstonesCheap/Affordable Dynamic Keyword InsertionCheap/Affordable Dynamic Keyword InsertionGemstones Deals/ PromotionsCheap/Affordable TitleDescription GemstonesOnline Mother’s DayCall To Action GemstonesCheap/ Affordable WeddingVariety/ Selection Dynamic Keyword InsertionGemstones

@FrancesDR | | #SearchFest Home & Garden: Top word combos Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14 PC/TabletMobile TitleDescription % OffQuantity Outdoor% Off Home DécorSavings Param InsertionComparison % OffSuperlative TitleDescription SaleFurniture Dynamic Keyword InsertionFurniture OnlineCall to Action Online % OffDelivery/ Shipping

@FrancesDR | | #SearchFest Consumer Electronics : Top word combos Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14 PC/TabletMobile TitleDescription Branded ProductsDynamic Keyword Insertion Price/ PricingBrand Name Param InsertionDeals/ Offers Cheap/ AffordableAccessories Brand NamePrice/ Pricing TitleDescription Brand NameDynamic Keyword Insertion Call to ActionBranded Products Call to ActionCases/ Covers Dynamic Keyword InsertionBranded Products Dynamic Keyword InsertionBrand Name

@FrancesDR | | #SearchFest What we’re talking about today Trends in mobile and local search What we’re talking about when we say “mobile conversion” Optimizing for mobile conversions Mother’s Day is special Your questions

@FrancesDR | | #SearchFest Thank you! Check out our new Mobile Infographic (aka.ms/mobilegraphic)Mobile Infographicaka.ms/mobilegraphic Visit our Mobile Insights site: Connect with Connect with