How advertisers can score big on the next device launch

By Purna Virji

On the cusp of the latest iPhone release, columnist Purna Virji from Bing offers insights to help advertisers cash in on new device launches.

We’ve all seen the news headlines. They queue, they camp, they chant. And sometimes, they even stampede. Just to get their hands on a new device.

And while these are the more extreme cases, it’s clear that consumers love technology, ready to cast off last year’s phone for one with a better battery, more pixels, and a blush-gold case.

But of course, the decision journey begins long before launch day, creating a significant opportunity for retail advertisers – as long as you get in on the action at the right time.

What makes this new device season even more interesting is the rise in opportunity for brands outside of Apple.

iPhone users are becoming less loyal to Apple over time, according to research by UBS analysts Steven Milunovich and Benjamin Wilson.

This chart is particularly surprising because it shows that Apple’s customer retention rates are heading toward parity with Android phones, including those made by Samsung (which suffered last quarter due to the recall of its flagship device, the Galaxy Note 7).

How can iPhone retailers win back sales? And how can other brands benefit from this launch season? Here’s your optimization plan based on research compiled by Bing Ads (disclosure: my employer) into the customer journey that surrounds new device launches.

Before the announcement

Bing Ads research shows that 33 percent of users start their device journeys well before the official announcement – around 90 days before the official release date – with phone searches peaking on the announcement day.

What does that mean for you?

Pre-launch announcement, your advertising campaign should focus on providing and linking to helpful, informative content and reviews that detail the features and benefits of the device or device plans.

Research and awareness is the name of the game, and your focus right now should be on building up the all-critical top of mind awareness.

After the announcement

On the day of the announcement, Bing Ads data shows that searching peaks, with about 32 percent of searchers starting their research that very day.

Looking at last year’s data, we saw that the announcements impacted behavior across all demographics, with most searches coming from the 35-49 range and women searching far more online than men.

Microsoft internal data, search volume, in selected categories related to iPhone new device launch – all devices, U.S., September 1, 2016 – October 31, 2016.

1. Be sure to layer on demographic bidding on top of your existing bid modifiers.

2. Your next order of business is to make it easy for shoppers to pre-order, upgrade, trade-in, and find accessories for their new device. Key tips:

  • Bid on non-brand and competitor brand keywords to capture switchers.
  • Update keywords and bids periodically as new phone information is revealed to capture incremental traffic volume.
  • Use Sitelink Extensions that point to different phone and plan options.
  • Best of all, for wireless carriers that subsidize the price of phones with contracts, Bing Shopping Campaigns will now accept $0 price Go to the full article.

    Source:: Search Engine Watch

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