AutomotiveGet more out of your mobile campaigns

Table of contents

Mobile user behavior trends: Automotive

Bing Network marketplace performance trends

Best-performing ad copy

Recommendations

Source: Kenshoo. Industry Spotlight: Automotive via Google, March 2014

70%

65%

63%

52%

48%

45%

Online resources used by consumers looking for auto information

11%

5%

4%

2%

US mobile device users who research category-related information on their

device while in-store

Tip

Source: Invoca. Paid Search for the Mobile Era: A Guide to Driving More Calls, Conversions and Customers, Jan 2015

Tip

The Bing Network drives value for automotiveIn December 2014 we delivered:

Source: comScore qSearch (custom), US, December 2014; industry categories based on comScore classifications.

In the next six months, Bing Network searchers are more likely than Google searchers to buy these models.

Source: comScore Plan Metrix, US, October 2014, custom measure created using comScore indices and duplication.

Compact

pickup

Station

wagon

Large

luxury

Prestige

luxuryFull-size

pickup

Bing Network Google

77%

23%

Mobile Query Share March '14

All Devices Mobile

70%

30%

Mobile Query Share March '15

All Devices Mobile

Mobile

15%PC+Tablet

85%

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

4.20 %

4.40 %

4.60 %

4.80 %

5.00 %

5.20 %

5.40 %

5.60 %

October November December January February

CTR

Mobile PC + Tablet

$0.75

$0.80

$0.85

$0.90

$0.95

$1.00

$1.05

October November December January February

CPC

Mobile PC + Tablet

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

Mobile PC + Tablet Mobile trend PC+Tablet trend

4.50 %

5.00 %

5.50 %

6.00 %

6.50 %

7.00 %

7.50 %

8.00 %

8.50 %

9.00 %

October November December January February

Mobile PC + Tablet

$1.20

$1.30

$1.40

$1.50

$1.60

$1.70

$1.80

$1.90

$2.00

$2.10

October November December January February

Mobile PC + Tablet

Mobile

20%PC+Tablet

80%

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

$0.60

$0.70

$0.80

$0.90

$1.00

$1.10

$1.20

$1.30

October November December January February

CPC

Mobile PC + Tablet

3.00 %

3.20 %

3.40 %

3.60 %

3.80 %

4.00 %

4.20 %

4.40 %

4.60 %

October November December January February

CTR

Mobile PC + Tablet

Mobile

9%

PC+Tablet

91%

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

Mobile PC + Tablet Mobile trend PC+Tablet trend

3.50 %

4.00 %

4.50 %

5.00 %

5.50 %

6.00 %

October November December January February

Mobile PC + Tablet

$0.50

$0.52

$0.54

$0.56

$0.58

$0.60

$0.62

$0.64

$0.66

October November December January February

Mobile PC + Tablet

Mobile

15%

PC+Tablet

85%

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

Mobile PC + Tablet Mobile trend PC+Tablet trend

Mobile advertisers pay 85% of the CPC cost

on PC or tablet.

Use the mobile bid modifier to adjust your

mobile budget to capture user engagement.

$0.45

$0.50

$0.55

$0.60

$0.65

$0.70

$0.75

October November December January February

Mobile PC + Tablet

4.50 %

4.70 %

4.90 %

5.10 %

5.30 %

5.50 %

5.70 %

5.90 %

6.10 %

October November December January February

Mobile PC + Tablet

Call ExtensionsLocation Extensions

Placement PC/Tablet Mobile

Title Price/Pricing Brand name

Description Model/Features Delivery

Title Services Model/Features

Description Vehicle Services

Title Price/Pricing Deals/Discounts

Description Brand name Offers

Title Dealers Model/Features

Description Delivery Dealers

Title Brand name Model/Features

Description Delivery Brand name

Call ExtensionsLocation Extensions

Dynamic Keyword Insertion

Placement PC/Tablet Mobile

Title Call To Action Auto

Description DKI* Selection

Title % Off % Off

Description Selection Services

Title Selection Parts/Accessories

Description Parts/Accessories Selection

Title Shipping Auto

Description Brand name Shipping

Title DKI % Off

Description DKI Selection

Dynamic Keyword Insertion

Call ExtensionsLocation Extensions

Placement PC/Tablet Mobile

Title Brand name Call To Action

Description Professional/Expert Param Insertion

Title Official Site Deals/Discounts

Description Model Param Insertion

Title Official Site DKI

Description Online Call To Action

Title New DKI

Description Finance/Loan Vehicle

Title Professional/Expert Used Cars

Description Model Offers

Call Extensions

Location Extensions

Placement PC/Tablet Mobile

Title Brand name Official Site

Description Professional/Expert Online

Title Official Site Official Site

Description Model Model

Title Official Site Model

Description Online Online

Title New New

Description Finance/Loan Finance/Loan

Title Professional/Expert DKI

Description Model Official Site

Call Extensions

Location Extensions

Placement PC/Tablet Mobile

Title Repair/Replacement Service

Description Availability Availability

Title Service Repair/Replacement

Description Availability Availability

Title Service DKI

Description Superlative Quality

Title Service Service

Description Cheap/Affordable Superlative

Title Service Local

Description Guarantee/Warranty Quality

Bing Ads Google AdWords

Targeting selection

Bid modifiers

Desktop

Tablet

Mobile

‘If mobile’ URLs

Mobile preference

Tweak bid

adjustments to

secure ad

position 1 and

position 2 spots

Location,

location, location

applies here too

5.1%

2.9%

1.9%

1.3%

SITELINK EXTENSIONS

CALL

EXTENSIONS

LOCATION

EXTENSIONS

LOCATION

TARGETING

APP

EXTENSIONS

Conversion rate

Average order value

Thank You

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be

interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.

MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.