Travel Get more out of your mobile campaigns
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