Health & Wellness Get more out of your mobile campaigns

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1 Health & Wellness Get more out of your mobile campaigns

2 Table of contents Mobile user search behavior: Health & Wellness Bing Network marketplace performance trends Best-performing ad copy Recommendations for optimization and products

3 Most U.S. adults seek healthcare information online 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 million people 226 million people 293 million people

4 28% 16% 16% 15% 14% 8%

5 People are especially interested in mobile services that can help them shop for healthcare services %

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

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8 Mobile Query Share March '14 Mobile Query Share March '15 23% 30% 77% 70% All Devices Mobile All Devices Mobile

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

11 Use the mobile bid modifier to adjust your mobile budget to capture user engagement. Advertisers pay roughly 60% of the CPC cost on PC or tablet.

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14 Use the mobile bid modifier to adjust your mobile budget to capture user engagement. Advertisers pay roughly 60% of the CPC cost on PC or tablet.

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16 Use the mobile bid modifier to adjust your mobile budget to capture user engagement. Advertisers pay roughly 65% of the CPC cost on PC or tablet.

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18 Use the mobile bid modifier to adjust your mobile budget to capture user engagement. Advertisers pay roughly 40% of the CPC cost on PC or tablet.

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20 Use the mobile bid modifier to adjust your mobile budget to capture user engagement. Advertisers pay roughly 55% of the CPC cost on PC or tablet.

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22 Use the mobile bid modifier to adjust your mobile budget to capture user engagement. Advertisers pay roughly 50% of the CPC cost on PC or tablet.

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24 Placement PC/Tablet Mobile Title Health Offers Description Superlative Diet CTA* URL/Extensions URL/Extensions Title Call to Action Offers Description DKI Disease CTA URL/Extensions URL/Extensions Title Offers Diet Description Diet Call to Action CTA URL/Extensions URL/Extensions Title Health Pregnancy Description Disease Disease CTA URL/Extensions URL/Extensions Title Offers Disease Description Disease Health CTA URL/Extensions URL/Extensions extensions

25 Placement PC/Tablet Mobile Title Call to Action DKI Description Exercise Exercise CTA* URL/Extensions URL/Extensions dynamic keyword insertion Title Superlative Information Description Information Symptom CTA URL/Extensions URL/Extensions Title Weight Loss Call to Action Description Information Diet CTA URL/Extensions URL/Extensions Title Brand name Drug/Medicine Description Symptom Drug/Medicine CTA URL/Extensions URL/Extensions Title Weight Loss Exercise Description Symptom Weight Loss CTA URL/Extensions URL/Extensions extensions

26 Placement PC/Tablet Mobile Title Superlative Superlative Description Quality Disorder CTA* URL/Extensions URL/Extensions Title Superlative Superlative Description Disorder Treatment CTA URL/Extensions URL/Extensions Title Symptoms Superlative Description Superlative Quality CTA URL/Extensions URL/Extensions Title Superlative Information Description Symptoms Patients CTA URL/Extensions URL/Extensions Title Superlative Symptoms Description Treatment Treatment CTA URL/Extensions URL/Extensions extensions

27 Placement PC/Tablet Mobile Title Superlative Call To Action Description DKI Healthcare Facilities CTA* URL/Extensions URL/Extensions Title Specialist Surgery/Surgeons Description Price/Pricing Services CTA URL/Extensions URL/Extensions Title Specialist Treatment/Treatment Options Description Superlative Therapy CTA URL/Extensions URL/Extensions Title Implant Specialist Description Call To Action Surgery/Surgeons CTA URL/Extensions URL/Extensions Title Specialist Services Description Specialist Certification/Experience CTA URL/Extensions URL/Extensions extensions

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29 Bing Ads Targeting selection Bid modifiers If mobile URLs Mobile preference Desktop Tablet Mobile Campaign structures will become parallel, reducing overhead in account management. Bing Ads enables bid modifiers for tablet, unavailable in Google AdWords. Parity with Google on mobile negative bids.

30 5.1% 2.9% 1.9% 1.3% Tweak bid adjustments to secure ad position 1 and position 2 spots Location, location, location applies here too

31 SITELINK EXTENSIONS CALL EXTENSIONS LOCATION EXTENSIONS APP EXTENSIONS LOCATION TARGETING

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35 52% Check business hours 51% Schedule appointment/ make reservation 47% Check product availability

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37 Conversion rate Average order value

38 Thank You

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40 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.