Today’s discussion
Reach Mobile
Travelers
Effectively
Millions of users looking for information
One billion use office
30 million subscribers
60 million console sales
700 milli...
Delivering differentiated
user experiences to services,
devices, and apps.
Reach More Mobile Travelers
• Best Performing Ad Copy Phrases for Hotels
• Device Targeting Insight
• Ad Extensions for Mo...
PC
City
Save
DisplayURL
City
Room(s)
DisplayURL
Rental(s)
Save
DisplayURL
City
Official
DisplayURL
Rates
Rates
DisplayURL
...
42% more likely to own Kawasaki
Key Takeaway
Generally speaking, for travel campaigns, dedicated device targeting produces...
Call Extensions
Connect with Customers-On-the-Go
with Mobile Ad Extensions
Location Extensions
Device Targeting
Other Ad E...
What is Next?
Windows 8.1 Smart Search
powered by Bing
Windows 8.1 Smart Search:
Integrated with Bing Ads
Web previews provide useful information for consumers
& branding benefi...
gtusberg@microsoft.com
www.community.bingads.microsoft.com
Find us at the networking drinks event!
Reaching A High Quality Travel Audience
Reaching A High Quality Travel Audience
Reaching A High Quality Travel Audience
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Reaching A High Quality Travel Audience

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"Reaching A High Quality Travel Audience" by Lucy Wang is presentation given at Eye For Travel’s Travel Distribution Summit event “The Future is Coming – Key Tech Developments to Watch Out for in Your Travel Business" in Chicago on 9/24.

Published in: Travel, Technology, Design
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Reaching A High Quality Travel Audience

  1. 1. Today’s discussion Reach Mobile Travelers Effectively
  2. 2. Millions of users looking for information One billion use office 30 million subscribers 60 million console sales 700 million registered users 60 million copies sold 5.6 billion searches per month
  3. 3. Delivering differentiated user experiences to services, devices, and apps.
  4. 4. Reach More Mobile Travelers • Best Performing Ad Copy Phrases for Hotels • Device Targeting Insight • Ad Extensions for Mobile Campaign
  5. 5. PC City Save DisplayURL City Room(s) DisplayURL Rental(s) Save DisplayURL City Official DisplayURL Rates Rates DisplayURL Tablet Rental(s) Save DisplayURL Call to Action Room(s) DisplayURL Rental(s) Rental(s) DisplayURL Vacation Today DisplayURL Deals Today DisplayURL Mobile City Brand DisplayURL City Guaranteed DisplayURL City Great DisplayURL City Call to Action (Find, Enjoy, Get) DisplayURL Trademark Rates DisplayURL – High performing mobile ad copy focused on brand, location and call to action play. – Trust 150,000 ad copies and 50 million impressions analyzed.
  6. 6. 42% more likely to own Kawasaki Key Takeaway Generally speaking, for travel campaigns, dedicated device targeting produces higher performance (CTR) and better quality ads than targeting all, combined with other best practices with travel campaigns 42% more likely to own Yamaha 1.99% CTR on PC For campaigns targeting PC only. When bundled with other devices, the ad groups showed diminishing return. 10% more likely to own Lexus 3.7% CTR on Mobile For campaigns targeting mobile devices only. Other bundled targeting had much lower CTR. 12% more likely to own 4.07% CTR on Tablet For campaigns targeting tablet only. Other bundled targeting with tablet in it had lower CTR. Source: Microsoft Internal Device Analysis, June 2013
  7. 7. Call Extensions Connect with Customers-On-the-Go with Mobile Ad Extensions Location Extensions Device Targeting Other Ad Extensions
  8. 8. What is Next?
  9. 9. Windows 8.1 Smart Search powered by Bing
  10. 10. Windows 8.1 Smart Search: Integrated with Bing Ads Web previews provide useful information for consumers & branding benefits for advertisers o Web previews are auto-generated by Bing Ads from destination or display URL, and refreshed periodically Same Ad Creatives as Bing Ads o Same ad title and ad copy as the search ad campaigns running across Yahoo Bing Network Bing Ads extensions supported & highly recommended o Bing Ads extensions are supported for search charm including site links at launch, and location extensions & call extensions 1-2 months after launch o Use of ad extensions improves ad experience & probability for ad selection
  11. 11. gtusberg@microsoft.com www.community.bingads.microsoft.com Find us at the networking drinks event!

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