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
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