As summer fades to fall, consumers start anticipating the new smartphones, tablets, and wearables that will heat up the holidays, and the accessories that go with them. It’s also the time when device manufacturers often announce new products. For new device advertisers, September and the holidays are prime time for paid search campaigns.
With $10.9 billion in U.S. digital ad spending related to new devices, it’s important for advertisers to have their campaigns tailored and ready for the surge in searches (eMarketer, The U.S. Telecom and Computing and Consumer Electronics Industries 2015: Digital Ad Spending Forecast and Trends, May 2015). Below are four tips to help advertisers prepare for the peaks and connect with more customers.
1. Ready your campaigns for mobile
eMarketer estimates that 68% of American adults have smartphones, and that 9 in 10 smartphone owners use search (eMarketer, US Digital Users: Q1 2015 Complete Forecast, February 2015). What’s more, Bing Ads has found that smartphone users often turn to their phones when searching for their next device or accessory. For new device-related searches across Bing Ads, mobile search volume is on par with or higher than PC and tablet search volume (Microsoft internal analytics: Bing Ads, Owned & Operated, weekly data 5/31/2014-4/10/2015). For an 11-month period ending in April, mobile searches accounted for 49% of all Smartphone-related searches, 48% of all Tablet-related searches, and 41% of all Wearable-related searches. And Accessory advertisers – hold on to your hats! Mobile search volume for Accessories-related searches was more than double PC and tablet search volume – 70% versus 30%.
Given the size of this opportunity, advertisers need to make sure their campaigns and websites are mobile ready. To optimize their campaigns for mobile devices, advertisers should use Mobile Bid Modifiers to grab top positions and target this active audience.
2. Monitor and respond to product announcements
For Smartphone-, Tablet-, and Wearable-related searches, search volume spikes when new products are announced by the leading manufacturers. It’s important for advertisers to monitor the news and rumors around product launches, and to respond quickly to these traffic spikes. One way is to use Automated Rules to increase campaign budgets automatically when there are high click-through and conversion rates, and to raise keyword bids to keep up with the competition during the spike. This tactic is especially helpful for Smartphone advertisers, because click-through rates and cost-per-click can more than double around the spike in searches.
After a new product is released, advertisers can take advantage of the secondary market. Prepare for an increase in searches for the last model when consumers look to trade in their old devices or buy the last model at a discount. For example, searches for “iphone 5”, “iphone 5s”, and “iphone 5c” increased after the release of the Apple iPhone 6.
3. Plan for the holidays
Tablet-, Wearable-, and Accessories-related searches all peak during the holiday shopping season – Thanksgiving through New Year’s – when consumers shop for gifts for loved ones and themselves. To stand out from the competition, advertisers can use Product Ads to showcase their offerings or add Sitelink Extensions to highlight promotions. Closer to the holidays, advertisers can also add Location and Call Extensions to capture last-minute shoppers looking for nearby stores.
Wearable fitness trackers get an extra boost during this time as consumers start setting health and wellness goals for the New Year. Last year, “fitbit”-related searches led during the holiday season. This year, smartwatches with fitness-tracking capabilities, like the Apple Watch, may also experience a boost as consumers research new options.
4. Take advantage of high CTR and low CPC
Both Tablet and Wearables advertisers can take advantage of high click-through rates and low cost-per-click. Make sure you’re prepared for occasional search spikes by using Automated Rules to automatically adjust your keyword bids.
For Tablet-related searches on Bing Ads between June 2014 and April 2015, the average click-through rate stayed above 2%, while the average cost-per-click remained below $1.60. Unlike other categories, Tablet-related searches remained competitive after the holidays as search volume decreased and competition for “ipad”-related searches continued.
Because Wearables is an emerging category with high consumer interest, Wearable advertisers enjoy high click-through rates and low cost-per-click throughout the year. On Bing Ads between June 2014 and April 2015, the average click-through-rate stayed above 4%, while the average cost-per-click was below $0.60 most of the period.
Interested in learning more? We’ve got more search trends and shopper insights in our New Device Launch presentation:
For more seasonal and vertical insights, check out the Bing Ads Industry Insights Portal.