AutomotiveGet more out of your mobile campaigns
Table of contents
Mobile user behavior trends: Automotive
Bing Network marketplace performance trends
Best-performing ad copy
Recommendations
Source: Kenshoo. Industry Spotlight: Automotive via Google, March 2014
70%
65%
63%
52%
48%
45%
Online resources used by consumers looking for auto information
11%
5%
4%
2%
US mobile device users who research category-related information on their
device while in-store
Tip
Source: Invoca. Paid Search for the Mobile Era: A Guide to Driving More Calls, Conversions and Customers, Jan 2015
Tip
The Bing Network drives value for automotiveIn December 2014 we delivered:
Source: comScore qSearch (custom), US, December 2014; industry categories based on comScore classifications.
In the next six months, Bing Network searchers are more likely than Google searchers to buy these models.
Source: comScore Plan Metrix, US, October 2014, custom measure created using comScore indices and duplication.
Compact
pickup
Station
wagon
Large
luxury
Prestige
luxuryFull-size
pickup
Bing Network Google
77%
23%
Mobile Query Share March '14
All Devices Mobile
70%
30%
Mobile Query Share March '15
All Devices Mobile
Mobile
15%PC+Tablet
85%
Average share of total clicks
Feb
ruary
Marc
h
Ap
ril
May
Jun
e
July
Au
gu
st
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dece
mb
er
Jan
uary
Feb
ruary
2014 2015
Impressions
Mobile PC + Tablet Mobile trend PC+Tablet trend
4.20 %
4.40 %
4.60 %
4.80 %
5.00 %
5.20 %
5.40 %
5.60 %
October November December January February
CTR
Mobile PC + Tablet
$0.75
$0.80
$0.85
$0.90
$0.95
$1.00
$1.05
October November December January February
CPC
Mobile PC + Tablet
Feb
ruary
Marc
h
Ap
ril
May
Jun
e
July
Au
gu
st
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dece
mb
er
Jan
uary
Feb
ruary
2014 2015
Mobile PC + Tablet Mobile trend PC+Tablet trend
4.50 %
5.00 %
5.50 %
6.00 %
6.50 %
7.00 %
7.50 %
8.00 %
8.50 %
9.00 %
October November December January February
Mobile PC + Tablet
$1.20
$1.30
$1.40
$1.50
$1.60
$1.70
$1.80
$1.90
$2.00
$2.10
October November December January February
Mobile PC + Tablet
Mobile
20%PC+Tablet
80%
Average share of total clicks
Feb
ruary
Marc
h
Ap
ril
May
Jun
e
July
Au
gu
st
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dece
mb
er
Jan
uary
Feb
ruary
2014 2015
Impressions
Mobile PC + Tablet Mobile trend PC+Tablet trend
$0.60
$0.70
$0.80
$0.90
$1.00
$1.10
$1.20
$1.30
October November December January February
CPC
Mobile PC + Tablet
3.00 %
3.20 %
3.40 %
3.60 %
3.80 %
4.00 %
4.20 %
4.40 %
4.60 %
October November December January February
CTR
Mobile PC + Tablet
Mobile
9%
PC+Tablet
91%
Feb
ruary
Marc
h
Ap
ril
May
Jun
e
July
Au
gu
st
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dece
mb
er
Jan
uary
Feb
ruary
2014 2015
Mobile PC + Tablet Mobile trend PC+Tablet trend
3.50 %
4.00 %
4.50 %
5.00 %
5.50 %
6.00 %
October November December January February
Mobile PC + Tablet
$0.50
$0.52
$0.54
$0.56
$0.58
$0.60
$0.62
$0.64
$0.66
October November December January February
Mobile PC + Tablet
Mobile
15%
PC+Tablet
85%
Feb
ruary
Marc
h
Ap
ril
May
Jun
e
July
Au
gu
st
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dece
mb
er
Jan
uary
Feb
ruary
2014 2015
Mobile PC + Tablet Mobile trend PC+Tablet trend
Mobile advertisers pay 85% of the CPC cost
on PC or tablet.
Use the mobile bid modifier to adjust your
mobile budget to capture user engagement.
$0.45
$0.50
$0.55
$0.60
$0.65
$0.70
$0.75
October November December January February
Mobile PC + Tablet
4.50 %
4.70 %
4.90 %
5.10 %
5.30 %
5.50 %
5.70 %
5.90 %
6.10 %
October November December January February
Mobile PC + Tablet
Call ExtensionsLocation Extensions
Placement PC/Tablet Mobile
Title Price/Pricing Brand name
Description Model/Features Delivery
Title Services Model/Features
Description Vehicle Services
Title Price/Pricing Deals/Discounts
Description Brand name Offers
Title Dealers Model/Features
Description Delivery Dealers
Title Brand name Model/Features
Description Delivery Brand name
Call ExtensionsLocation Extensions
Dynamic Keyword Insertion
Placement PC/Tablet Mobile
Title Call To Action Auto
Description DKI* Selection
Title % Off % Off
Description Selection Services
Title Selection Parts/Accessories
Description Parts/Accessories Selection
Title Shipping Auto
Description Brand name Shipping
Title DKI % Off
Description DKI Selection
Dynamic Keyword Insertion
Call ExtensionsLocation Extensions
Placement PC/Tablet Mobile
Title Brand name Call To Action
Description Professional/Expert Param Insertion
Title Official Site Deals/Discounts
Description Model Param Insertion
Title Official Site DKI
Description Online Call To Action
Title New DKI
Description Finance/Loan Vehicle
Title Professional/Expert Used Cars
Description Model Offers
Call Extensions
Location Extensions
Placement PC/Tablet Mobile
Title Brand name Official Site
Description Professional/Expert Online
Title Official Site Official Site
Description Model Model
Title Official Site Model
Description Online Online
Title New New
Description Finance/Loan Finance/Loan
Title Professional/Expert DKI
Description Model Official Site
Call Extensions
Location Extensions
Placement PC/Tablet Mobile
Title Repair/Replacement Service
Description Availability Availability
Title Service Repair/Replacement
Description Availability Availability
Title Service DKI
Description Superlative Quality
Title Service Service
Description Cheap/Affordable Superlative
Title Service Local
Description Guarantee/Warranty Quality
Bing Ads Google AdWords
Targeting selection
Bid modifiers
Desktop
Tablet
Mobile
‘If mobile’ URLs
Mobile preference
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
Conversion rate
Average order value
Thank You
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