Travel...Table of contents Mobile user behavior trends: Travel Bing Network marketplace performance trends Travel subvertical engagement and performance Recommendations 58% or 90 million

TravelGet more out of your mobile campaigns

Table of contents

Mobile user behavior trends: Travel

Bing Network marketplace performance trends

Travel subvertical engagement and performance

Recommendations

58% or 90 million U.S. travelers use a

smartphone to access

travel content.

Source: Expedia Media Solutions. Travel Decisions in a Multiscreen World, conducted by comScore Inc., November 2014

95%

50%

Source: Ipsos MediaCT, The 2014 Traveler’s Road to Decision, June 2014

Top online sources used in travel planning

Shows change from 2013 to 2014

Brand sites/apps Search engines

58%

42%

58%

mobile becomes the de facto means of discovery

92%

45% 45%

55%

Clicked on an ad

Didn't click on an ad

92%

8%

Used a mobile

browser

Did not use a

mobile browser

77%

23%

Mobile Query Share March '14

All Devices Mobile

70%

30%

Mobile Query Share March '15

All Devices Mobile

Impressions and clicks on smartphones are growing

at a faster pace than on other devices.

Advertisers pay roughly 66% 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 63% 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 70% 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 64% of the CPC

cost on PC or tablet.

Use the mobile bid modifier to adjust your

mobile budget to capture user

engagement.

Bing Ads

Targeting selection

Bid modifiers

Desktop

Tablet

Mobile

‘If mobile’ URLs

Mobile preference

Bing Ads enables bid modifiers for tablet, unavailable in Google AdWords.

Parity with Google on mobile negative bids.

Campaign structures will become parallel, reducing overhead in account management.

Tweak bid

adjustments to

secure ad

position 1 and

position 2 spots

Location,

location,

location applies

here too

5.1%

2.9%

1.9%

1.3%

SITELINK EXTENSIONS

CALL

EXTENSIONS

LOCATION

EXTENSIONS

LOCATION

TARGETING

APP

EXTENSIONS

Use Sitelink Extensions to feature:

Conversion rate

Average order value

Thank You