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To start, we’re looking at performance between each device in Finance.For each device, (laptop, desktop, and tablet/smartphones at the bottom) with Sept 2014 data O&O in Germany, onlyWhat we did here is indexed tablet, smartphone to desktop, in both CPCs and CTR. So in Finance, actually the CTR are much stronger relatively speaking than desktop in both tablets and particularly in mobile. Whilst tablet is slightly more expensive in the UK, mobile is still significantly cheaper at an average of 62cent CPC – so if you compared devices like for like it’s a very positive mobile story.
Into overall click growth within the finance sector. What we’ve done here is that we’ve found overall Finance click growth year over year for Yahoo Bing Network. That’s Sept 2013 vs Sept 2014.
So we’re up year over year 33% in finance clicks growth, and if we compare this with click growth in all up Yahoo Bing Network in Germany as a whole, we’re seeing a much higher growth in the finance vertical.
However, at the same time we’re seeing a high CPC movement (roughly 50%), and highly recommend optimising ad bids during the big financial times especially during the January periods.That is not to say, that we’re seeing very strong mobile and tablet click growth year over year. Tablets are up 187% and mobile is up 217% year over year. Overall, in Germany we’re seeing incredible tablet/mobile data for finance specifically. Just remember to ensure you optimise your bids during these financial periods.
So as we see a high growth in mobile, it’s interesting to look at financial sub-categories and what the share of queries are for tablet and mobile?
All in all, around 11% of finance search queries on Bing and Yahoo sites - are on a mobile device including both tablet/mobile.Mobile and tablet share queries for Insurance and Credit Cards make up very similar, where as Investment and Loans see a higher % on tablet. Banking in particular holds a high mobile share of search queries, with 13% of search queries being on a mobile and tablet device, the most contributing from mobile. What is interesting is that the ones on the right hand side have a higher share of mobile.
Both Banking and Loans are the most mobile-prevalent categories. Whilst investments also top tablet searches.
Here, we can see the overall finance clicks on the Yahoo & Bing sites in Germany, monthly rolling average, indexed from Sept 13 to Sept 2014. This is all up finance clicks including all clicks for all sub categories within Finance in Germany, providing where the annual peaks are.
During December – all click volume drops while everyone enjoys the Christmas break.
Come the 1st of Jan – search volume peaks around 10% (above the percentage average of 100%) for all financial categories including credit cards, investment and loans. There are also strong click uplifts during the beginning of November too.
So as we had already noticed that Financial clicks start to peak in the January period, we though it’ll be of interest to provide an Annual perspective for all the subcategories when clicks peak during the year for each sub-category. So you don’t miss out on those big peak times, outside of January.
The data here, is the top clicks peaking trends for Financial sub categories on the Yahoo Bing Network. This is a great insight, for those who may be working on credit cards but not necessarily insurances. Or for those working on more than one subcategory, as we show you the top click peaks for each sub category from July 2013-2014.
What is interesting to see, is that on the previous slide we saw a big peak in November, and this is predominately dominated by insurances where clicks are peaking up to an enormous +88%. Likewise, January sees a strong click peak for all categories particularly for investments, banking and Loans. However those with loans or credit card campaigns, it’s important not to forget the Spring-Summer period (May/June) where clicks peak to roughly +30% and more.
Top tip: Find out when the top click peaks are during the year for each sub-category, and ensure you optimise your accounts to those key months. January is a key month for all categories, so prepare your accounts in time for the New Year uplift.
This is all about what the growth story in queries is indexed to November by device. With mobile being orange, tablet in pink and PC in grey.
This is not overall volumes, but how the usage of device evolves during the New Year versus November time. On the right, you can also see the device and percentage share of those search queries by each device.
What is interesting to see, is that Finance queries on mobile starts uptick in the first week of January, and peaks at 30% during the last week of January. Finance related queries on tablet follows mobile at +10% uplift in the first week of January. PC searches fall dramatically during the festive week, recover early January and peak +30% at the end of the month.
The key take away here, is to make sure you don’t forget to target tablet searchers for the first week of January. Particularly if your campaigns are Investments and loans related. It’s also good to ensure budgets are set to last throughout the January period, when mobile and PC searches start to peak.
So now we’ve seen which financial categories are searched the most on a mobile device, and when each device peaks during the Nov-Jan period.
Here, we can see which device do our users click on the most for each Finance sub-categories.
Overall, Roughly 15% of financial queries have been clicked on by a mobile device, with more being on mobile (9%).
The sub categories, tax and loans hold the most popular amongst mobile devices.
Clicks on mobile and tablet hold similar %share, with banking holding more mobile clicks and investments with a higher tablet click share.Although predominately most clicks are on a PC, the way people are thinking about finance are becoming increasingly more mobile –
With Banking and Investments demonstrating the highest click peaks in January, here we can look at then people are searching for these categories from Nov 12-Nov13.
Queries for both Banking & Investments fall in the festive period, but pick back up straight after the traditional break.
For Banking, searches start to peak during the first week of January at roughly 10% vs November.
For Investments, queries increase by 20% towards mid-January until the early February.
Make sure if you are active in both Banking & Investments, to be prepare your budgets for peaks during the first few weeks of January, and that there is enough budget to last til the end of January.
Finally make sure you make the most of Bing Ads, but taking note of these 3 key take aways.