Health & WellnessGet more out of your mobile campaigns

Table of contents

Mobile user search behavior: Health & Wellness

Yahoo Bing Network marketplace performance trends

Best-performing ad copy

Recommendations for optimization and products

Source: 1. Kantar Media’s 2014 MARS Online Behavior Study 2. Pew Research Center. Health Fact Sheet, 2014

use their smartphone to research healthcare information.1

start healthcare information seeking at a search engine.2

go online using any digital device to search for healthcare information.1

150 million people

226 million people

293 million people

51%

77%

92%

Most U.S. adults seek healthcare information online

Healthcare activities conducted on a smartphone as reported by U.S. mobile users

Source: Kantar Media. 2014 MARS OTC/DTC Study

Shop for health or medical products

Look for a doctor

Track your diet/vital signs

Look for info about healthy lifestyle

Refill a prescription

Look for information on a health condition

8%

14%

15%

16%

16%

28%

% of respondents

The healthcare search moves to the smartphone

Smartphone users are 68% more likely than tablet

users to have used their phone to look for a doctor.2

“People are especially interested in mobile services that can help them … shop for healthcare services.”1

+68%

Smartphone users Tablet users

1. FICO survey. Mobile Thought Leadership, June 2014.); 2. Kantar Media’s 2014 MARS Online Behavior Study

Healthcare ad usage on mobile phones

Source: Fifth Annual Makovsky/Kelton “Pulse of Online Health” Survey. March 2015

Mobile-oriented millennials are 23% more likely to be motivated by an advertisement to visit a pharma-sponsored website than those 66 and older.

Likelihood to click on a pharmaceutical-sponsored ad

Millennials 66+ yrs

+23%

Yahoo Bing Network marketplace insights: Health & Wellness

30% of all Yahoo Bing Network queries come from smartphones

Source: Bing Ads Internal Data

77%

23%

Mobile Query Share March '14

All Devices Mobile

70%

30%

Mobile Query Share March '15

All Devices Mobile

218% growth in mobile clicks delivered for Health & Wellness over two years

Source: Bing Ads Internal Data

2013-Q1 2013-Q2 2013-Q3 2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1

Health & Wellness Click Trend

(February 2014 to February 2015) Health & Wellness (all up)—impressions and clicks

Source: Bing Ads internal data. Yahoo Bing Network, US, O&O and syndication

Mobile impressions are growing at a monthly average rate of 7%, compared to a -3% decline for PC+Tablet.

Mobile clicks account for an average of 22% of total clicks across all devices.

Mobile22%

PC+Tablet78%

Health & Wellness, All: Average share of to-tal clicks

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Health & Wellness: All Impressions

Mobile Mobile trend

PC + Tablet PC+Tablet trend

Impressions and clicks on smartphones are growing at a faster pace than on other devices.

Health & Wellness (all up)—CTR and CPC

Source: Bing Ads internal data, Yahoo Bing Network O&O, US

Advertisers pay roughly 60% of the CPC cost on PC or tablet.

Use the mobile bid modifier to adjust your mobile budget to capture user engagement.

(October 2014 to February 2015)

October November December January February3.00 %3.10 %3.20 %3.30 %3.40 %3.50 %3.60 %3.70 %3.80 %3.90 %

Health & Wellness, All: CTR

Mobile PC + Tablet

October November December January February $0.25

$0.45

$0.65

$0.85

$1.05

$1.25

$1.45

$1.65

$1.85

Health & Wellness, All: CPC

Mobile PC + Tablet

Health Services

Doctors

Health Information

Pharmaceuticals

Diet & Exercise

(February 2014 to February 2015)

Source: Bing Ads internal data. Yahoo Bing Network, US, O&O and syndication

Pharmaceuticals—impressions and clicks

Mobile impressions are growing at a monthly average rate of 4%, compared to a -4% decline for PC+Tablet.

Mobile clicks account for an average of 23% of total clicks across all devices.

Mobile23%

PC+Tablet77%

Health & Wellness, Pharmaceutical Manu-factures & Marketers: Average share of to-

tal clicks

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Health & Wellness: Pharmaceutical Manufactures & Marketers Impressions

Mobile Mobile trend

PC + Tablet PC+Tablet trend

Pharmaceuticals—CTR and CPC

Source: Bing Ads internal data, Yahoo Bing Network O&O, US

Advertisers pay roughly 60% of the CPC cost on PC or tablet.

Use the mobile bid modifier to adjust your mobile budget to capture user engagement.

(October 2014 to February 2015)

October November December January February2.00 %

2.50 %

3.00 %

3.50 %

4.00 %

4.50 %

5.00 %

Health & Wellness, Pharmaceutical Manufactures & Marketers: CTR

Mobile PC + Tablet

October November December January February $1.10

$1.60

$2.10

$2.60

$3.10

Health & Wellness, Pharmaceutical Manufactures & Marketers: CPC

Mobile PC + Tablet

(February 2014 to February 2015)

Source: Bing Ads internal data. Yahoo Bing Network, US, O&O and syndication

Health Services—impressions and clicks

Mobile impressions are growing at a monthly average rate of 5%, compared to a -5% decline for PC+Tablet.

Mobile clicks account for an average of 19% of total clicks across all devices.

Mobile19%

PC+Tablet81%

Health & Wellness, Health Services: Average share of total clicks

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Health & Wellness: Health Services Impressions

Mobile Mobile trend

PC + Tablet PC+Tablet trend

Health Services—CTR and CPC

Source: Bing Ads internal data, Yahoo Bing Network O&O, US

Advertisers pay roughly 65% of the CPC cost on PC or tablet.

Use the mobile bid modifier to adjust your mobile budget to capture user engagement.

(October 2014 to February 2015)

October November December January February2.00 %

2.50 %

3.00 %

3.50 %

4.00 %

4.50 %

5.00 %

Health & Wellness, Health Services: CTR

Mobile PC + Tablet

October November December January February $0.80

$1.00

$1.20

$1.40

$1.60

$1.80

$2.00

$2.20

$2.40

Health & Wellness, Health Services: CPC

Mobile PC + Tablet

(February 2014 to February 2015)

Source: Bing Ads internal data. Yahoo Bing Network, US, O&O and syndication

Health Information—impressions and clicks

Mobile impressions are growing at a monthly average rate of 3%, compared to a -9% decline for PC+Tablet.

Mobile clicks account for an average of 29% of total clicks across all devices.

Mobile29%

PC+Tablet71%

Health & Wellness, Health Information: Average share of total clicks

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Health & Wellness: Health Information Im-pressions

Mobile Mobile trend

PC + Tablet PC+Tablet trend

Health Information—CTR and CPC

Source: Bing Ads internal data, Yahoo Bing Network O&O, US

Advertisers pay roughly 40% of the CPC cost on PC or tablet.

Use the mobile bid modifier to adjust your mobile budget to capture user engagement.

(October 2014 to February 2015)

October November December January February2.00 %

2.50 %

3.00 %

3.50 %

4.00 %

4.50 %

5.00 %

Health & Wellness, Health Information: CTR

Mobile PC + Tablet

October November December January February $-

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

Health & Wellness, Health Information: CPC

Mobile PC + Tablet

(February 2014 to February 2015)

Source: Bing Ads internal data. Yahoo Bing Network, US, O&O and syndication

Doctors—impressions and clicks

Mobile impressions are growing at a monthly average rate of 8%, compared to a -4% decline for PC+Tablet.

Mobile clicks account for an average of 24% of total clicks across all devices.

Mobile24%

PC+Tablet76%

Health & Wellness, Doctors: Average share of total clicks

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Health & Wellness: Doctors Impressions

Mobile Mobile trend

PC + Tablet PC+Tablet trend

Doctors—CTR and CPC

Source: Bing Ads internal data, Yahoo Bing Network O&O, US

Advertisers pay roughly 55% of the CPC cost on PC or tablet.

Use the mobile bid modifier to adjust your mobile budget to capture user engagement.

(October 2014 to February 2015)

October November December January February2.00 %

2.20 %

2.40 %

2.60 %

2.80 %

3.00 %

3.20 %

Health & Wellness, Doctors: CTR

Mobile PC + Tablet

October November December January February $0.80 $0.90 $1.00 $1.10 $1.20 $1.30 $1.40 $1.50 $1.60 $1.70

Health & Wellness, Doctors: CPC

Mobile PC + Tablet

(February 2014 to February 2015)

Source: Bing Ads internal data. Yahoo Bing Network, US, O&O and syndication

Diet & Exercise—impressions and clicks

Mobile impressions are growing at a monthly average rate of 7%, compared to a -1% decline for PC+Tablet.

Mobile clicks account for an average of 19% of total clicks across all devices.

Mobile19%

PC+Tablet81%

Health & Wellness, Diet & Exercise: Average share of total clicks

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Health & Wellness: Diet & Exercise Impressions

Mobile Mobile trend

PC + Tablet PC+Tablet trend

Diet & Exercise—CTR and CPC

Source: Bing Ads internal data, Yahoo Bing Network O&O, US

Advertisers pay roughly 50% of the CPC cost on PC or tablet.

Use the mobile bid modifier to adjust your mobile budget to capture user engagement.

(October 2014 to February 2015)

October November December January February3.00 %3.20 %3.40 %3.60 %3.80 %4.00 %4.20 %4.40 %4.60 %4.80 %

Health & Wellness, Diet & Exercise: CTR

Mobile PC + Tablet

October November December January February $0.30

$0.40

$0.50

$0.60

$0.70

$0.80

$0.90

Health & Wellness, Diet & Exercise: CPC

Mobile PC + Tablet

Best-performing ad copy

Health information: Best-performing ad copy combinations by device

Calling out diet and offers in mobile ads has yielded the strongest click-through-rates in the past.

Additional successful keywords in both PC/Tablet and mobile ads are health and disease.

A clear call-to-action is always advisable in the title or description.

Using extensions – such as Call Extensions or Location Extensions – can boost click-through-rate.

Placement PC/Tablet MobileTitle Health Offers

Description Superlative Diet

     

Title Call to Action Offers

Description DKI Disease

     

Title Offers Diet

Description Diet Call to Action

     

Title Health Pregnancy

Description Disease Disease

     

Title Offers Disease

Description Disease Health

Diet & exercise: Best-performing ad copy combinations by device

Use DKI (dynamic keyword insertion) in mobile ads to target a variety of exercise searchers.

People searching for help with weight loss are particularly responsive to that term in titles and descriptions.

A clear call-to-action is always advisable in the title or description.

Using extensions – such as Call Extensions or Location Extensions – can boost click-through-rate.

Placement PC/Tablet MobileTitle Call to Action DKI

Description Exercise Exercise

     

Title Superlative Information

Description Information Symptom

     

Title Weight Loss Call to Action

Description Information Diet

     

Title Brand name Drug/Medicine

Description Symptom Drug/Medicine

     

Title Weight Loss Exercise

Description Symptom Weight Loss

Pharmaceuticals: Best-performing ad copy combinations by device

More than any other industry, use of superlatives (e.g., “best,” “most,” “fastest”) in the title of a pharmaceutical ad yields the best click-through-rate.

Disorder, treatment, and symptoms are also great choices for keywords to use in either mobile or PC/Tablet campaigns.

Using extensions – such as Call Extensions or Location Extensions – can boost click-through-rate.

Placement PC/Tablet MobileTitle Superlative Superlative

Description Quality Disorder

     

Title Superlative Superlative

Description Disorder Treatment

     

Title Symptoms Superlative

Description Superlative Quality

     

Title Superlative Information

Description Symptoms Patients

     

Title Superlative Symptoms

Description Treatment Treatment

Doctors: Best-performing ad copy combinations by device

For mobile ad copy, including a strong call-to-action in the title, along with the keywords surgeon, treatment, and specialist has increased the click-through-rate in the past.

Calling out your certification or experience can increase responses as well.

Using extensions – such as Call Extensions or Location Extensions – can boost click-through-rate.

Placement PC/Tablet MobileTitle Superlative Call To Action

Description DKI Healthcare Facilities

     

Title Specialist Surgery/Surgeons

Description Price/Pricing Services

     

Title Specialist Treatment/Treatment Options

Description Superlative Therapy

     

Title Implant Specialist

Description Call To Action

Surgery/Surgeons

     

Title Specialist Services

Description Specialist Certification/Experience

Recommendations

Bing Ads Google AdWords

Targeting selection Unified 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

Use the mobile bid modifier to adjust budget allocation

Bing Ads enables bid modifiers for tablet, unavailable in Google AdWords.

Parity with Google on mobile negative bids.

Campaign structures will become parallel, reducing overhead in account management.

Tweak bid adjustments to secure ad position 1 and 2

Source: Marin Software; 2014 Annual Report

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

1–2 2–3 3–4 4–5

5.0%

2.4%

1.7%1.3%

5.2%

2.4%2.1%

1.0%

5.1%

2.9%

1.9%

1.3%

Computers Smartphones Tablets

Tablet: 76% drop in CTR from position 1 to position 2

SITELINK EXTENSION

S

CALLEXTENSION

S

LOCATIONEXTENSION

S

Bing Ads’ mobile extensions

LOCATION TARGETING

APPEXTENSION

S

Multiple Extensions No Extensions

Source: Microsoft eye-tracking study

Multiple extensions drive greatest engagement with mobile adsMaximize ad footprint and consumer’s attention

of smartphone searchers used a store locator or location extension to help them find and visit a local store

One tap to launch maps and directions

Source: Nielsen, The Digital Consumer Report, 2014

If you have a brick and mortar store: Location Extensions drive foot and web traffic

+15% CTR lift for campaigns with Location Extensions

76%

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

1Search Engine Land, Study: 61 Percent Of Mobile Callers Ready To Convert, Sep 24, 2013

Click-to-call drives engagement across online and offline stores15%–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

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

1Internet Retailers, Oct 2014

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 sitesAverage 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

Thank You