Health & Wellness Get more out of your mobile campaigns

Health & Wellness Get more out of your mobile campaigns Table of contents Mobile user search behavior: Health & Wellness Bing Network marketplace p...
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Health & Wellness

Get more out of your mobile campaigns

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

Most U.S. adults seek healthcare information online

use their smartphone to research healthcare information.1

150 million people

start healthcare information seeking at a search engine.2 go online using any digital device to search for healthcare information.1

226 million people 293 million people

28%

16%

16%

15%

14%

8%

“People are especially interested in mobile services that can help them … shop for healthcare services.”1

+68%

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%

Mobile Query Share March '14

Mobile Query Share March '15

23% 30% 70%

77%

All Devices

Mobile

All Devices

Mobile

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

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.

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.

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.

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.

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.

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.

Placement Title Description CTA*

PC/Tablet Health Superlative URL/Extensions

Mobile Offers Diet URL/Extensions

Title Description CTA

Call to Action DKI URL/Extensions

Offers Disease URL/Extensions

Title Description CTA

Offers Diet URL/Extensions

Diet Call to Action URL/Extensions

Title Description CTA

Health Disease URL/Extensions

Pregnancy Disease URL/Extensions

Title Description CTA

Offers Disease URL/Extensions

Disease Health URL/Extensions

extensions

Placement Title Description CTA*

PC/Tablet Call to Action Exercise URL/Extensions

Mobile DKI Exercise URL/Extensions

Title Description CTA

Superlative Information URL/Extensions

Information Symptom URL/Extensions

Title Description CTA

Weight Loss Information URL/Extensions

Call to Action Diet URL/Extensions

Title Description CTA

Brand name Symptom URL/Extensions

Drug/Medicine Drug/Medicine URL/Extensions

Title Description CTA

Weight Loss Symptom URL/Extensions

Exercise Weight Loss URL/Extensions

dynamic keyword insertion

extensions

Placement Title Description CTA*

PC/Tablet Superlative Quality URL/Extensions

Mobile Superlative Disorder URL/Extensions

Title Description CTA

Superlative Disorder URL/Extensions

Superlative Treatment URL/Extensions

Title Description CTA

Symptoms Superlative URL/Extensions

Superlative Quality URL/Extensions

Title Description CTA

Superlative Symptoms URL/Extensions

Information Patients URL/Extensions

Title Description CTA

Superlative Treatment URL/Extensions

Symptoms Treatment URL/Extensions

extensions

Placement Title Description CTA*

PC/Tablet Superlative DKI URL/Extensions

Mobile Call To Action Healthcare Facilities URL/Extensions

Title Description CTA

Specialist Price/Pricing URL/Extensions

Surgery/Surgeons Services URL/Extensions

Title

Specialist

Description CTA

Superlative URL/Extensions

Treatment/Treatment Options Therapy URL/Extensions

Title Description CTA

Implant Call To Action URL/Extensions

Specialist Surgery/Surgeons URL/Extensions

Title Description CTA

Specialist Specialist URL/Extensions

Services Certification/Experience URL/Extensions

extensions

Bing Ads Targeting selection Desktop Bid modifiers

Tablet Mobile

‘If mobile’ URLs Mobile preference

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.

Tweak bid adjustments to secure ad position 1 and position 2 spots

5.1%

2.9% 1.9% 1.3%

Location, location, location applies here too

SITELINK EXTENSIONS

CALL EXTENSIONS

LOCATION EXTENSIONS

APP EXTENSIONS

LOCATION TARGETING

52%

Check business hours

51%

Schedule appointment/ make reservation

47%

Check product availability

Conversion rate

Average order value

Thank You

© 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.