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Health & WellnessGet more out of your mobile campaigns
Table of contents
Mobile user search behavior: Health & Wellness
Bing Network marketplace performance trends
Best-performing ad copy
Recommendations for optimization and products
use their smartphone to research
healthcare information.1
start healthcare information seeking at a
search engine.2
go online using any digital device to search
for healthcare information.1
150 million people
226 million people
293 million people
Most U.S. adults seek healthcare information online
8%
14%
15%
16%
16%
28%
“People are especially interested in mobile services that can help them … shop for healthcare services.”1
+68%
Mobile-oriented
millennials are 23%
more likely to be
motivated by an
advertisement to visit
a pharma-sponsored
website than those 66
and older.
+23%
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 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 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 65% 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 40% 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 55% 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 50% of the CPC cost
on PC or tablet.
Use the mobile bid modifier to adjust your
mobile budget to capture user engagement.
extensions
Placement PC/Tablet Mobile
Title Health Offers
Description Superlative Diet
CTA* URL/Extensions URL/Extensions
Title Call to Action Offers
Description DKI Disease
CTA URL/Extensions URL/Extensions
Title Offers Diet
Description Diet Call to Action
CTA URL/Extensions URL/Extensions
Title Health Pregnancy
Description Disease Disease
CTA URL/Extensions URL/Extensions
Title Offers Disease
Description Disease Health
CTA URL/Extensions URL/Extensions
dynamic keyword insertion
extensions
Placement PC/Tablet Mobile
Title Call to Action DKI
Description Exercise Exercise
CTA* URL/Extensions URL/Extensions
Title Superlative Information
Description Information Symptom
CTA URL/Extensions URL/Extensions
Title Weight Loss Call to Action
Description Information Diet
CTA URL/Extensions URL/Extensions
Title Brand name Drug/Medicine
Description Symptom Drug/Medicine
CTA URL/Extensions URL/Extensions
Title Weight Loss Exercise
Description Symptom Weight Loss
CTA URL/Extensions URL/Extensions
extensions
Placement PC/Tablet Mobile
Title Superlative Superlative
Description Quality Disorder
CTA* URL/Extensions URL/Extensions
Title Superlative Superlative
Description Disorder Treatment
CTA URL/Extensions URL/Extensions
Title Symptoms Superlative
Description Superlative Quality
CTA URL/Extensions URL/Extensions
Title Superlative Information
Description Symptoms Patients
CTA URL/Extensions URL/Extensions
Title Superlative Symptoms
Description Treatment Treatment
CTA URL/Extensions URL/Extensions
extensions
Placement PC/Tablet Mobile
Title Superlative Call To Action
Description DKI Healthcare Facilities
CTA* URL/Extensions URL/Extensions
Title Specialist Surgery/Surgeons
Description Price/Pricing Services
CTA URL/Extensions URL/Extensions
Title Specialist Treatment/Treatment
Options
Description Superlative Therapy
CTA URL/Extensions URL/Extensions
Title Implant Specialist
Description Call To Action Surgery/Surgeons
CTA URL/Extensions URL/Extensions
Title Specialist Services
Description Specialist Certification/Experience
CTA URL/Extensions URL/Extensions
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
52% Check business hours
Schedule appointment/make reservation
51%
Check product availability47%
Conversion rate
Average order value
Thank You
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on
the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
