Insights

Four tips to charge your new device campaigns

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%.

bing ads device campaigns

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.

bing ads device campaigns

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.

bing ads device campaigns

bing ads device campaigns

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.

bing ads device campaigns

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.

bing ads device campaigns

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.

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Free webinar: Holiday zen and the art of planning

bing ads holiday insightsThe other day, someone in my Facebook feed put up an exasperated post that she was already running across threads of people debating the use of "Merry Christmas" vs. "Happy Holidays." Although I can see where August would seem a bit early for that kind of thing to her, my first thought was that those engaging in those debates now probably work in either retail or marketing.

Right around now is when advertisers should start thinking about how they're going to approach ramping up awareness between now and when the holiday season is in full swing. Here at Bing Ads, we want you to be successful in not only running successful campaigns, but in optimizing them for peak performance right when it matters most.

To that end, please join us on Wednesday, August 26th at 11am PDT for our 1 hour webinar, "Holiday zen and the art of planning," where you'll learn...

  • Mobile insights and tips to tighten up your holiday reach
  • How to get the timing right, when the best shopping day and the slowest shopping day are separated by mere minutes
  • What to offer your customers so their shopping experience is unified across devices and activities
  • Shopping campaign tips and tricks especially for the holiday season

 

Register now to reserve your spot!

For more on how you can leverage seasonal insights to optimize your campaigns, check out the Bing Ads Industry Insights Portal.

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Four ways to fortify your health insurance campaigns

Since the beginning of the first Affordable Care Act (ACA) Open Enrollment period in October 2013, the rate of uninsured adults in the U.S. has dropped from 16.8% to 11.9% – that’s a 35% decrease (Gallup, In U.S., Uninsured Rate Dips to 11.9% in First Quarter, April 13, 2015). In June, the enrollees of the federal exchange – 6.4 million people in 34 states – received news that the U.S. Supreme Court ruled in their favor and that they are still eligible for premium tax credits (aka “subsidies”) under the ACA (Kaiser Health News, High Court Upholds Health Law Subsidies, June 25, 2015).

With the exchanges running smoothly and the non-compliance tax penalty (aka “individual shared responsibility payment”) growing, this year’s Open Enrollment is poised to be a busy one for health insurance advertisers. Read on to learn more about how to plan your health insurance campaigns and budgets to reach the most healthcare seekers.

1. Plan your campaigns around the enrollment periods

The open enrollment periods for the ACA and Medicare provide advertisers with natural campaign periods. For both periods, search volume remains high with occasional holiday dips. Advertisers can use Automated Rules to automatically start and stop their campaigns and ad groups. Automated Rules can also be used to increase budgets for well-performing campaigns, or to adjust keyword bids to stay competitive.

This year, the ACA Open Enrollment will run from November 1, 2015 to January 31, 2016. The average cost-per-click spikes around the beginning and end of the Open Enrollment period, while the average click-through rate remains fairly constant throughout the period. Advertisers will want to plan enough budget for the three-month period and adjust their bids accordingly to make it through the last-minute rush.

bing ads health insurance

Medicare’s annual Open Enrollment for current subscribers will run from October 15 to December 7, while the General Enrollment for new subscribers will run from January 1 to March 31, 2016. Advertisers should be prepared for the later search peaks that both enrollment periods experience, and plan their budgets accordingly.

For Medicare-related searches, the cost-per-click increases as the Open Enrollment period progresses; whereas cost-per-click remains relatively low during the General Enrollment period. Advertisers will need to adjust their bids during the Open Enrollment period to keep up with competition.

bing ads health insurance

2. Bid on Healthcare.gov, ACA, and Medicare related terms

The top health insurance searches on Bing Ads are for “healthcare gov” and “medicare gov”, yet the federal government doesn’t advertise. Instead it relies on organic search traffic. This is also true of most state exchanges. Searches for “healthcare gov” peak in the first half of the ACA Open Enrollment period, whereas searches for “medicare gov” stay high throughout Medicare’s Open Enrollment period. This provides an opportunity for advertisers to bid on keywords related to the exchanges, ACA, and Medicare.

bing ads health insurance

3. Target the needs of online healthcare seekers

According to the Pew Research Center, 77% of online healthcare seekers began their health inquiries at search engines (Pew Internet & American Life Project, “Health Online,” January 15, 2013). Women, seniors, and caregivers are well represented online healthcare seekers (eMarketer, Online Health Information Seekers: Internet Use Grows, But Doctors’ Orders Still Apply, February 2013). Advertisers can use Demographic Targeting to reach these online healthcare seekers.

Women, in particular, play a large role in managing and making family health decisions, and are more likely to be caregivers. Seniors like the ability to choose from a wide range of Medicare plans, but find it frustrating and difficult to compare them (KFF, How are Seniors Choosing and Changing Health Insurance Plans, May 13, 2014). Caregivers, on the other hand, are looking for health information for others, with 31% of caregivers having gone online to find health insurance information (Kantar Media, “MARS 2012 Online Behavior Study,” June 1, 2012).

4. Offer solutions, not just products

As consumers prepare for open enrollment, they are doing research online to help them make informed decisions. Advertisers can leverage your ads to help consumers understand and compare the plans and services you’re offering.

According to Bing Ads internal analysis, the best performing health insurance ads included information-related words, such as “questions”, “learn”, “find plans”, “benefits”, “advantage”, and “enrollment”, to grab the consumer’s attention and lead them to your site to learn more.

To further boost your performance, use dynamic text for your ad title, coupled with the informational words in the description. This helps you align your ad copy with the exact topic your audience is searching for and promises to provide them with more information on that topic.

More coverage options

The health insurance enrollment periods will be a busy time for consumers and digital marketers alike. These four tips will help you cover your health insurance-related campaigns and connect with online healthcare seekers. 

Interested in learning more? We’ve got more healthcare insights and search trends in our Health Insurance Open Enrollment presentation.

 

For more seasonal and vertical insights, check out the Bing Ads Industry Insights Portal.

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Now live: Bing Ads Marketplace Trends

One of the coolest things about pay-per-click (PPC) advertising is the ability to get your information in front of potential customers when they're actively searching for  the very products and services you provide. Unlike TV ads and billboards where you just pick a popular show or a high-traffic area and hope for the best, you can actually choose your keywords and your target audience to pinpoint those most likely to be interested in making a purchase decision... hopefully, from you.

What if you could take it even further than that? What if you really fine-tune your PPC campaigns by drilling down into more specific metrics, such as volume trends related to device targeting or ad scheduling? What if you could look at location targeting trends and filter cost-per-click (CPC) and click-through rate (CTR) within each state by industry and sub-industry?

Thanks to the launch of Bing Ads Marketplace Trends, now, you can!

If you haven't already seen it covered by PPC Hero, Search Engine Land or Search Engine Watch, Bing Ads Marketplace Trends is an interactive visualization tool that shows consumer clicks, volume and targeting trends to help you drive effective campaign performance to enable smarter business decisions.

bing ads marketplace trends

If you've been looking for a way to gain a competitive edge with your campaigns, this might be just the tool you've been looking for.

Give it a try today and send us a tweet to let us know what you think!

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