Business to Consumer (B2C) Get more out of your mobile campaigns

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1 Business to Consumer (B2C) Get more out of your mobile campaigns

2 Table of contents Mobile user behavior trends: B2C Bing Network marketplace performance trends Best-performing ad copy Recommendations

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4 Source: Ipsos MediaCT and Purchased study for Google. Understanding Consumers Local Search Behavior May 2014

5 Mobile is expanding revenue opportunities in B2C industries through increasing the number of inbound phone calls to the business 91% Mobile search has boosted lucrative inbound calls to home services companies by 91% year-over-year. 1 70% of mobile users have called a business directly from the search results page. 2 Tip Include Call Extensions in your ad. Click-to-call can lift CTR 15% - 25% 1. MobileMarketingWatch. Infographic: Paid Search for the Mobile Era, January 2015; 2. Invoca infographic. Crossing the PPC Chasm: From Forms to Phone Calls, January 2015

6 30% 70% of traffic going to Zillow on the weekend is from mobile devices. 1 Mobile-driven real estate sales have now overtaken desktop sales. 1 Property shoppers who click on sponsored links are 30% more likely to buy 2 1. e360. Internet Marketing for real estate, January 2015; 2. Que-Commerce. Real Estate Marketing Infographic Lead Generation, September 2013

7 Most homeowners research home improvements online 1 and 65% of them will use a smartphone to do that research. 2 Tip Use Location Extensions to help shoppers find store locations and product ads to highlight price and product features for shoppers comparison shopping. 1. MobileMarketingWatch. Infographic: Paid Search for the Mobile Era, January Invoca infographic. Crossing the PPC Chasm: From Forms to Phone Calls, January 2015

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9 23% 30% 77% 70% Source: Bing Ads Internal Data

10 Source: Bing Ads Internal Data

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

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

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

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

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

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

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

19 CTR CPC Source: Bing Ads internal data, Bing Network O&O, US

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

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

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23 Placement PC/Tablet Mobile Title Superlative Materials Description Bath/Bathroom Expert/Professional Title DKI Materials Description Bath/Bathroom Ceiling/Roofing Title Bath/Bathroom Sale/Savings Description Home Improvement Rating/Guarantee Title Superlative Flooring Description Home Improvement Quality/Attributes Location Extensions Call Extensions or Title Call to Action Materials Description Bath/Bathroom Doors/Windows

24 Placement PC/Tablet Mobile Title Attorneys Family Description NDA NDA Title Family Attorneys Description NDA NDA Extensions Call Extensions Location Title Immigration NDA Description Social Security Attorneys Title Free Free Description NDA NDA Title Product Immigration Description Call to Action Social Security

25 Placement PC/Tablet Mobile Title Superlative Home appliances Description Homes Homes Title Surroundings Homes Description Services Home appliances Title DKI Home appliances Description Delivery/Shipping Local Services Title Cheap/Affordable Price/Pricing Description Delivery/Shipping Call to Action Location Extensions Call Extensions or Title Cheap/Affordable Superlative Description Superlative Cost

26 Placement PC/Tablet Mobile Title Find Homes Sale Description Home decor Surroundings Title Rental American society Description Home decor Call to Action Title Cheap/Affordable Home Listings Description Surroundings Surroundings Title Home decor Superlative Description Rental Rental Location Extensions Call Extensions or Title DKI Superlative Description Sale Cost

27 Placement PC/Tablet Mobile Title Online Occasion/Holidays Description Price/Pricing Param Insertion Title Delivery/Shipping Occasion/Holidays Description Signs Price/Pricing Title Call To Action Price/Pricing Description Sale Call To Action Title Call To Action Price/Pricing Description Occasion/Holidays Price/Pricing Location Extensions param insertion Call Extensions or Title % Off Param Insertion Description Price/Pricing Call To Action

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29 Bing Ads Google AdWords Targeting selection Desktop Bid modifiers Tablet Mobile If mobile URLs Mobile Preference

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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37 Conversion rate Average order value

38 Thank You

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40 2015 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.