A recent study by Bing looks at how search trends vary across different devices throughout the day. How can you use this information to adjust your campaigns?
One of the most powerful things about digital advertising is our ability to be pinpoint precise with our targeting. As we hone our targeting by demographics, geography, and seasonal events, let's also take a close look at the devices we're targeting. If you've been on the Internet lately (or if you live on planet Earth), you will have heard that smartphone and tablet traffic are exploding.
Bing recently researched device search trends over time, and drilled into clicks and actions on those devices over time. It's a piece of research that can tell us about consumer behavior, and show us ways to get better results from our search campaigns. The most interesting things we discovered:
Search traffic trends are a great indicator for intent. With these search traffic trends, we can peer into device-specific and timing trends by device.
This chart shows search trends across devices on weekdays:
This chart shows search trends across devices on weekends:
So what can we learn about device search volume differences?
The second half of the day has a larger portion of search traffic on both tablets and smartphones. If your campaigns are running out of budget during the morning or afternoon, you'll be missing out.
Bing Ads also went a step further by looking at advertising metrics like cost per action (CPA) and click-through rate (CTR). Turns out, in general the cost per action decreases as the day progresses.
CPA is lower across devices as the day progresses. It makes sense to make sure your campaign is still running strong during these less competitive hours.
Using your own search traffic data, start digging into precision timing that might vary based on your product or industry. Our general research aggregates all searches on Bing over a period of time - your own data will help you be more specific - which is what makes search campaigns strongest.
What trends do you see in traffic by device and by time of day for your particular industry? We'd love to hear from you!
August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
John Gagnon is a Bing Ads Evangelist (aka “search nerd”) at Microsoft. He has worked for both Bing Ads and Google AdWords, and is a frequent speaker at digital marketing conferences such as SES, SMX, and others. He has advised hundreds of clients ranging from Microsoft teams like Windows and Internet Explorer to small businesses like local garage door repair shops just getting started.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.