Top 6 Ways To Get the Most Out of Mobile With Bing Ads
Written by Briann Saxman, Account Manager
Let’s talk about mobile. Most advertisers focus their mobile effort in Google Adwords. It has been shown that Google brings in a younger crowd that is generally more tech friendly than Bing users, with nearly 40% of Bing’s audience falling between the ages of 35-54.
But nearly 75% of adults use smart phones and we spend an average of 108 minutes each day on them. How do we successfully capture traffic from the 35-54 year olds, as well as the younger audience with mobile advertising on Bing?
In this whitepaper, we’ll discuss tactics to shape up mobile campaigns and tailor them for mobile audiences you are trying to reach. These tips can be especially helpful during optimizations or campaign builds for the upcoming holiday season.
DEFINE YOUR TARGET AUDIENCE
Precise targeting helps you hone in on high-intent searchers in your target market. A solid understanding of context – the time, location and device of the search – also helps you better pinpoint which search queries are a good match for your ads.
Think through these 5 W’s:
• Who are your prospects and customers (think age, gender, location, level of education, income bracket, etc.)?
• What are they looking for or trying to accomplish? What are their habits, interests, and purchasing habits?
• When are they usually online and searching for information about your product, service or business?
• Where are they, both physically and online? Where do they live and shop in the real world and where can you find them online (social networks, search engines, etc.)?
• Why are they searching for information and why are you the best choice to fulfill their needs?
Precise targeting is a great tool to help you define your market and drive your ad creative.
Keywords and phrases are the heart of your mobile PPC campaign. The keywords you choose to target tell Bing Ads which ads should appear for which user searches, and tell users what your product or service is about.
Context is important in keyword discovery for mobile PPC, as searchers might use different phrases and keywords when looking for information from their mobile device. Targeting keywords that are specific to mobile users, such as “call” or “nearby” is a must.
Make sure you use negative keywords, as well. This is how you tell Bing which keywords and phrases you don’t want your ads to appear for, helping you reduce wasted spend on clicks that aren’t likely to convert.
TAILOR YOUR MESSAGES
Customize your ads based on mobile searches. You could have ad copy that compels users to call a phone number rather than to navigate to a website. Highlight offers that make sense for someone on the go: “Schedule a Visit” or “Call Now”, as opposed to “Download a Free Trial”, which generally makes no sense for mobile. Also mobile devices tend to cut ad copy because of the small screen. Try making more concise, shorter ad copy so that you know your message will be seen.
Call extensions are also a must. Call extensions are helpful, clickable phone number that appears on
mobile searches. It’s the essential, must-have ad extension for your mobile ads, allowing customers to
bypass the small screen website on their phone and go straight to calling.
Make it easy for customers to find your local business with Location Extensions. By including a
business address and phone number directly in your ads, you help local searchers find your business
who might be nearby.
Customers will see your address, phone number, and a link to directions in addition to your company URL and descriptions. A click on the Directions link will bring up Bing Maps or Yahoo Maps on a PC, tablet, or smartphone, automatically populate the destination into the map directions. And bonus: if
on a smartphone, it will even provide turn-by-turn guidance.
If your business has multiple storefronts, you can display up to two addresses with Location Extensions. Bing Ads dynamically selects the two most relevant locations based on a user’s location
or search. This increases your business exposure and helps customers find you.
SHAPE BIDDING STRATEGY
Create and apply Automated Rules that adjust your ad group and keyword bids automatically based on the conditions you set and the frequency you choose (once, daily, weekly, or monthly). They’ll help you respond to changes by increasing bids for competitive keywords, pausing low-performing ads and keeping your ads on the first page or top of the page.
Bid on the top of page position to increase the chance your ads will be seen and clicked on. Recent
Bing Ads research shows that Technology & Telecom ads on the top of page (or Main Line, as Bing refers to them) receive 91% of clicks and have a 12x higher CTR than Side Bar ads.
Metrics that matter on Mobile:
a. Mobile Click-Through Rate – more prominent ad positions will get you more clicks.
b. Mobile Impression Share – if your ads lie below mobile position two, you’re not likely to be shown at all and even less likely to be clicked on.
c. Mobile Cost-Per-Click – it’s typically lower than desktop. Keep yours down with
smart bidding strategy and highly targeted, convincing ads.
Geo-targeting helps customers find you more easily. Advertisers should consider using location information while optimizing their PPC strategy for mobile. Advertisers can target a quarter-mile
radius around competing stores or their own store to draw people in and let them know they are close and should choose their store.
Map extensions are a close second to call extensions, in terms of the most important ad extensions you should be using for your mobile search ads. It makes sense to try to help prospective buyers find your store. Maps extensions also take up a lot of real estate on the page and help your ads stand out to customers.
EXPANDED DEVICE TARGETING
Bing Ads is now giving us more control in setting bid adjustments by device, so we can more effectively manage campaigns across each device type. Most notably, we will be able to target tablets separately from PC with different bid adjustments.
Target Tablets Separately
Expanded Device Targeting will give advertisers more control in audience targeting strategy by making it possible to set individual bid adjustments by device type (PC, Tablet & Mobile), and further their strategy based on unique business needs.
Broader Range of Bid Adjustments
Bid Adjustments are expanding the range to +900% for each device type – PC, Tablet and Mobile, as well as adding the ability to completely opt out (set to -100%) from displaying ads on Tablet and Mobile. With these new controls, you can segment by device to tailor your ad messaging specifically for them. When importing campaigns from AdWords, negative PC bid adjustments will be automatically adjusted to 0%, as it’s not supported in Bing Ads today.
In conclusion, having all of these tactics in place will allow you to successfully capture some of the coveted mobile traffic. Continue to optimize and test to find out what keywords, ad copy, and targeting work best for your specific service or product. Testing is critical part to keeping your
campaigns alive. Things that are working now or when you set these tactics up aren’t going to continue to provide results if you just leave them alone to use up all the momentum they have, so use these tips to get the most out of mobile with Bing Ads.