Retail · Tweak bid adjustments to secure ad position 1 and 2 Tweak bid adjustments to secure ad...

RetailGet more out of your mobile campaigns

It’s all about providing the convenience of being able to shop and pick up products when they want, where they want. Mobile is at the nucleus of this change.

– Prat VemanaVP of e-commerce, product management, and customer experience, Staples

Table of contents

Mobile user behavior trends: Retail

The shift of retail advertising spend

Mobile influences the path-to-purchase journey

Bing Network marketplace performance trends

Recommendations

Mobile changes consumers’ shopping behavior

1. The Digital Consumer, Nielsen Company, Feb 2014. 2. Shopper Sciences Study, 2012.

of mobile users say they browse the internet more because of mobile devices.

50%

of smartphone users (plus 35% of tablet users) do more shopping because of mobile devices.²

26%

More than

4 in 5

smartphone and tablet owners are using a mobile device for shopping activities.¹

Convert*Control CommerceConvenience

The four C’s of m-Commerce

1. Ipsos MediaCT, Purchased, and Google, Understanding Consumer’s Local Search Behavior, 2014. 2. xAd/telmetrics mobile path to purchase study, 2013. *Conversion include calls, store visits, and purchases across screens. 3. Microsoft Research, Telmetrics mobile path to purchase study, 2013. 4. eMarketers, Apr 2014

The shift of retail advertising spend

The biggest priority area for retailers in 2015 is mobile.

– Forrester for Shop.org

Source: The State Of Retailing Online 2015, a Shop.org study conducted by Forrester Research, Feb 2015

What are your top three initiatives and priorities for your online business in 2015?

38%

45%

58%

Marketing

Omnichannel efforts

Mobile

Larger search marketing budget in addition to branding and loyalty program.

Website redesign to optimize for small screens tops the list.

Source: The State Of Retailing Online 2015, a Shop.org study conducted by Forrester Research, Feb 2015

Mobile influences the path-to-purchase journey

Source: Yahoo & Kenshoo, The Mobile Opportunity Gap, Apr 2014

Research before purchase

Purchase

Check price, validate purchase while at store

Find store locations

46%

51%

36%

84%

While waiting in line

In store

Getting somewhere

At home

Where are you located when you use a smartphone to access shopping-related info?

however

Retail impressions grew 103% on smartphones and -20% on desktops.¹

Clicks on smartphones grew 41% while remaining constant on desktops.¹

Many smartphone users choose to make purchases on their PCsbecause they say: it’s fast, trustworthy, and uncomplicated.2

Consumer behavior

1. Bing Ads internal data, April – Sept 2014. 2. Yahoo & Kenshoo, The Mobile Opportunity Gap, Apr 2014.

When advertisers were asked:

1%Very much

Somewhat

Not impacted

Does having paid search presence across all screens impact consumer behavior?

Source: Yahoo & Kenshoo, The Mobile Opportunity Gap, Apr 2014

99% agreed that having a paid search presence across devices makes an impact on consumer conversion.

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 sites.

Average 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.

1. Internet Retailers, Oct 2014

Bing Network marketplace performance trends: Retail

77%

23%

Mobile Query Share March '14

All Devices Mobile

70%

30%

Mobile Query Share March '15

All Devices Mobile

Source: Bing Ads Internal Data

260% growth in mobile clicks delivered for Retail over two years

Source: Bing Ads Internal Data

Retail (all up)—impressions and clicks

Mobile impressions are growing at a monthly average rate of 10%, compared to 2% for PC+Tablet.

Mobile clicks account for 15% of total clicks across all devices.

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

Mobile

15%PC+Tablet

85%

Average share of total clicks

(February 2014 to February 2015)

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

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

Advertisers pay roughly 60% of the CPC cost

on PC or tablet.

Retail (all up)—CTR and CPC

Increase bid adjustments on mobile to

capture user engagement.

October November December January February

CTR

Mobile PC + Tablet

$0.20

$0.25

$0.30

$0.35

$0.40

$0.45

$0.50

$0.55


CPC

Mobile PC + Tablet

(October 2014 to February 2015)

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

Home & Garden

Mass Merchants

Apparel & Accessories

Department Stores





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

14%PC+Tablet

86%



4.50 %

4.70 %

4.90 %

5.10 %

5.30 %

5.50 %

5.70 %

5.90 %

6.10 %

6.30 %

6.50 %


Mobile PC + Tablet

$0.40

$0.45

$0.50

$0.55

$0.60

$0.65

$0.70

$0.75

$0.80

$0.85

$0.90


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

Impressions


Mobile

19%PC+Tablet

81%



Advertisers pay roughly 50% of the CPC

cost on PC or tablet.



5.75 %

6.25 %

6.75 %

7.25 %

7.75 %

8.25 %

8.75 %

9.25 %


CTR

Mobile PC + Tablet

$0.20

$0.25

$0.30

$0.35

$0.40

$0.45

$0.50

$0.55

$0.60

$0.65


CPC

Mobile PC + Tablet






Mobile

19%PC+Tablet

81%


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





on PC or tablet.



2.00 %

2.50 %

3.00 %

3.50 %

4.00 %

4.50 %

5.00 %

5.50 %


CTR

Mobile PC + Tablet

$0.15

$0.17

$0.19

$0.21

$0.23

$0.25

$0.27

$0.29

$0.31


CPC

Mobile PC + Tablet




Department Stores—impressions and clicks



Mobile

14%PC+Tablet

86%


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




on PC or tablet.



5.00 %

5.50 %

6.00 %

6.50 %

7.00 %

7.50 %

8.00 %

8.50 %

9.00 %

9.50 %

10.00 %


CTR

Mobile PC + Tablet

$0.10

$0.15

$0.20

$0.25

$0.30

$0.35

$0.40

$0.45

$0.50


CPC

Mobile PC + Tablet



Retail—query trend

Weekend

Query volume remains high throughout the day and also peaks around 8PM.

During the week

As consumers leave work, their search behavior shifts to mobile devices peaking around 8PM.

Mobile

PC

Tablet

Optimize

mobile budget

allocation for

after work hours

to maximize

reach.

Spread budget

more evenly on

the weekends.

Source: Bing Ads internal data July 2013 – June 2014

Recommendations

To catch the right audience, advertisers need to advertise at the right time with the right channel.

Use the mobile bid modifier to adjust budget allocation

Bing Ads Google AdWords

Targeting selectionUnified 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

Tweak bid adjustments to secure ad position 1 and 2

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

5%

2.4%

1.7%1.3%

5.2%

2.4%2.1%

1%

5.1%

2.9%

1.9%

1.3%

1–2 2–3 3–4 4–5

Computers Smartphones Tablets

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

Source: Marin Software; 2014 Annual Report

Bing Ads’ mobile extensions

LOCATION

TARGETING

SITELINK EXTENSIONS

CALL

EXTENSIONS

LOCATION

EXTENSIONS

APP

EXTENSIONS

Multiple Extensions No Extensions

Multiple extensions drive greatest engagement with mobile ads

Maximize ad footprint and consumer’s attention

Source: Microsoft eye-tracking study

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

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

+15% CTR lift for campaigns with Location Extensions

76%

Source: Nielsen, The Digital Consumer Report, 2014

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

Click-to-call drives engagement across online and offline stores

15%–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

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

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

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 sites.

Average 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.

1. Internet Retailers, Oct 2014

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 as 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–

REGARDING THEI NFORMATION IN THIS PRESENTATION.

Retail · Tweak bid adjustments to secure ad position 1 and 2 Tweak bid adjustments to secure ad...

Documents

Transcript of Retail · Tweak bid adjustments to secure ad position 1 and 2 Tweak bid adjustments to secure ad...