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Five tips to boost your new mobile device campaigns

Americans have a love affair with their smartphones. Three-quarters of adults use them and we spend an average of 108 minutes each day on them.1 That means, the average user spends almost a month – 27.4 days – absorbed in their smartphone each year!
As the technology matures and big innovations become less frequent, consumers are waiting longer to upgrade their smartphones.2 With new manufacturers entering the market at all price points, the competition for customers will only get fiercer. How will your offerings and ads stand out in this crowded field?
Below are five tips to help you prepare for the peaks and connect with more customers. They’ll help smartphone and wireless advertisers get your campaigns tailored and ready for the upcoming launches.


1. Plan for product announcements and releases

Searches surge when new products are announced and stay high through product release. Plan your campaigns and budget around product launches to take advantage of increased traffic. Use the time between product announcement and release to optimize your campaigns for the upcoming model. For example, iPhone related searches shot up when the iPhone 6s and 6s Plus were announced on September 9, when pre-orders started on September 12, and when the phones were released on September 25.


 
Want to see what search volume, CTR and CPC looked like when Samsung launched the Galaxy S6 and Edge S6? Find out in the New Device Launch presentation at the end of this post.


2. Up your bidding strategy

Competition for clicks heats up as soon as a new product is announced and again when pre-orders start. To keep up with CPC changes during peak periods, create and apply Automated Rules that adjust your ad group and keyword bids automatically based on the conditions you set and the frequency you choose (once, daily, weekly, or monthly). They’ll help you respond to changes by increasing bids for competitive keywords, pausing low-performing ads and keeping your ads on the first page or in the Main Line (top of the page).



 
If your ads are stuck on the sidelines, you need to get them in the game and on the Main Line. Bid on the Main Line position to increase the chance your ads will be seen and clicked on. Recent Bing Ads research shows that Technology & Telecom ads on the Main Line receive 91% of clicks and have a 12x higher CTR than Side Bar ads.3 Get started by visiting the Opportunities page to see the Main Line bid recommendations specific to your campaigns. With a few quick clicks, you can view the recommendations and their impacts and update your bids.


3. Expand your keyword list

Once a product is announced, consumers are keen to learn as much as they can about it. In addition to searching for the model, consumers are seeking information about pre-orders, specs and features, trade-in and upgrade programs, reviews, accessories, and more. Bid on keywords for the new model and the terms likely to accompany it, such as “model camera”, “brand model specs”, “model reviews”, and “model upgrade”. Use the Keyword Planner tool to find keywords that performed well for the last major product announcement and then build a similar list for the upcoming model.


 
You can also take advantage of Sitelink Extensions to highlight specific models or your upgrade program and drive consumers directly to those pages. Check out our New Device Launch presentation at the end of this post to learn more about what Sitelink Extensions lead to high ad quality.


4. Tailor your messages

Searchers are more likely to click when your ad copy relates to them. Two ways to do that are by optimizing your ad copy and by using Remarketing in Paid Search.
Across devices on the Bing Network, we found that searchers are looking for deals on smartphone brands. Successful ad titles include keywords pertaining to Smartphones (e.g., “smartphone trade”, “smartphone”) and Deals/Discounts (e.g., "deal“, “save”, “offer”), while their descriptions feature keywords specifying Time (e.g., “limited time“, “annual”, “month”), Brand and Deals/Discounts. (You’ll find the full ad copy heatmap and ad copy analysis in the New Device Launch presentation below.) 


 
You can also tailor your ad copy by using Remarketing in Paid Search together with Universal Event Tracking (UET) and. They help you target high‑quality searchers who have visited your website or abandoned a shopping cart. You can tailor ads based on their visit and optimize your bids and keywords for unique groups of returning visitors. Your tailored ads will be a subtle reminder to reconnect, enticing people to come back and complete a transaction.


5. Target the Bing Network audience

To make the most of your new device campaigns, get to know the Bing Network audience. Numbers show that about 37 million searchers used the Bing Network – including 27 million unique searchers not reached on Google – for 103 million technology-related searches, and accounted for 30% of all technology paid clicks.4 Bing Network users are technology influencers:
  • 24.5 million users who frequently advise others on electronics 5
  • 20.6 million who consider themselves to be a tech geek
  • 18.5 million who are first to own/buy/use the latest electronics
Furthermore, 41.1 million Bing Network users said they “Conduct research on Internet before making major online purchase” (5 rating/describes completely). For more insights on our audience, visit our Audience Insights page.
 
Interested in learning more? We’ve got more search trends and actionable insights in our New Device Launch presentation. You’ll find search performance trends for both the Apple iPhone 6s/6s Plus and the Samsung Galaxy Edge launches, highlighting search volume, CTR, CPC, and more.


For more seasonal and vertical insights, check out the Bing Ads Insights Portal.
 
[1] eMarketer, Smartphone Users, United States, 2014-2018; Time Spent with Smartphones, United States, 2014-2018, February 2016.
[2] Kantar Worldpanel ComTech, Double Digit Smartphone Market Growth is over, February 23, 2016, accessed June 1, 2016.
[3] Bing Ads Internal data (O&O and Partner Network), Jan 2015 - Jan 2016, US only, All Devices.
[4] comScore qSearch (custom), US, December 2015; industry categories based on comScore classifications.
[5] comScore Plan Metrix, US, September 2015, custom measure created using comScore indices and duplication. September data was used to reflect the beginning of the new device launch period.