Holiday Optimization Guide 2013

Transcription

1 Holiday Optimization Guide 2013

2 Contents Yahoo! Bing Network Drives Value for the Retail Industry Audience Insights in Retail Category Optimization Strategies and Timelines Must-Haves for the Holiday Audience Behavior Q&A / Appendix

3 Executive Summary Holiday Spending The 2013 Holiday retail season will see a rebound in consumer spending. emarketer forecasts US retail ecommerce sales will grow 15.1% for the holiday season defined as November and December to reach $61.8 billion. Consumer electronics newly released gaming consoles, smartphone models (including the new iphone) will drive significant demand. Spending on gift cards will also continue to grow while spending on apparel will see a modest increase. The 2013 holiday season will be shorter than 2012, which will change spending patterns. Advertiser Actions Key in on device targeting and optimize your message and offering to match differing customer behaviors by device. Test ad copy early to capture the 20% of consumers who start holiday shopping in or before September. Include promotions in your ad copy and promote in-store pick-up to drive traffic and incremental sales.

4 The Yahoo! Bing Network at a Glance

5 Reach an Audience that Spends More than Google The Yahoo! Bing Network audience spends more than average 23% online population Total Yahoo! Bing Network audience spends more than Google 6% searchers Audience Buying Power Index Exclusive Yahoo! Bing Network audience spends more than U.S. Google 18% searchers Average Internet User Google Yahoo! Bing Network Exclusive Yahoo! Bing Network (Not reached on Google)

6 Connect with Searchers You Can t Reach Elsewhere 65M Total retail searchers 510M Total retail searches 31M Retail searchers not reached on Google 117M Total retail paid clicks 22% of all retail paid clicks

7 Optimization Strategies and Timelines

8 The Opportunity Winter holiday season is the number one season for retail sales. emarketer projects digital holiday season sales will rise about 15% again this year, matching last year s gains. US retail ecommerce sales for the holiday season defined as November and December will grow 15.1% to $61.8 billion. 1 US Retail Ecommerce Holiday Season Sales The top ten heaviest days for online spending in 2012 all occurred during the holiday shopping period. 2 Most retailers expect their holiday online sales to grow at least 10% 3 in 2013 and one-third of retailers say they'll begin promotional offers before October 1. 4

9 Planning for 2013 When people planned to start holiday shopping in 2012 and when and how to prepare for 2013 September Review and analyze last year s campaign. Build out your keyword list. Start testing ad copy. Familiarize yourself with new Bing Ads features. October Check your account health. Launch your holiday keyword list. Target early shoppers. Create seasonal ad copy. Monitor your competition. November Allocate additional budget. Monitor your ads position and adjust your bids. Prepare and launch specific ads for Black Friday and Cyber Monday. Offer additional incentives and discounts. December Create urgency with updated ad copy. After last-ship date, drive traffic to brick-and-mortar stores. Don t forget post-season sales continue after the holidays.

10 $ Millions Advertisers need to allot sufficient budget to prepare for increasing sales through November and December Key Dates Sep Oct Early Shopping 11/28 Thanksgiving 11/29 Black Friday 12/02 Cyber Monday 12/09 Green Monday 12/17 Last Ship Date 12/27 Post Holiday Sales 2013 Top Gifts Gift Cards (59.8%) Clothing (49.1%) Books, CD, DVD and video games (45.7%) Electronics (35.8) Jewelry (24%) Home Décor (20.2%) Sporting Goods (17.4%) $8,000 $7,000 $6,000 $5,000 $4,000 $3,000 $2,000 $1,000 $ Weekly Online Season Spending vs Weekly Online Holiday Season Spending vs. Corresponding Days in 2011 Corresponding Days in 2011 Week 1 (11/4) Week 2 (11/11) Week 3 (11/18) Week 4 (11/25) Week 5 (12/2) Week Ending Week 6 (12/9) Week 7 (12/16) Week 8 (12/23) Week 9 (12/30) Y 2011 Y 2012

11 2012 Holiday Season CTR by Vertical Clothing & Shoes were in high demand on the Yahoo! Bing Network last year and delivered strong CTR through the holiday season Holiday Season - CTR by Vertical Clothing & Shoes Electronics Jewelry & Watches Toys Beauty & Fragrance

12 2012 Holiday Season Click Trends by Vertical Clicks and CTR spiked across all verticals shown here around Thanksgiving Holiday Season - Click Trends by Vertical 11/1/ /8/ /15/ /22/ /29/ /6/ /13/ /20/ /27/2012 Clothing & Shoes Electronics Jewelry & Watches Toys Beauty & Fragrance

13 2012 Holiday Season CPC by Vertical Costs per click showed minimal variations within each category but increased for toys and jewelry shortly before Christmas. $0.90 $0.80 $0.70 $0.60 $0.50 $0.40 $0.30 $0.20 $0.10 $ Holiday Season - CPC by Vertical Clothing & Shoes Electronics Jewelry & Watches Toys Beauty & Fragrance

14 Keywords Create holiday keyword list Use competitive bids Monitor position Bid on all Match Types Identify negative keywords Solve editorial issues early Ad Copy Test ad copy early Create dynamic ad copy Include pricing and incentives Match your competitors offers Adjust during season: Target early-bird and last-minute shoppers Pause underperforming ads

15 Targeting Use incremental bidding to reach your demographic audience Physical stores can use radius targeting Separate search, content, and mobile campaigns for easier adjustment Budgeting Define your goals Plan for growth Increase budget each month Prepare for peak days Reporting Monitor your campaigns Run regular reports Implement campaign analytics

16 Click Percentage CTR Why Competitive Bids are Important Position 1 receives 60% of all clicks. Click volume and CTR drop rapidly below position 5. Learn More Click Volume & CTR by Position 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Click Volume & CTR by Position 8.00% 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Clicks CTR Keyword Best Practices Holiday Action Bid on all match types with highest bid on exact For broad match implement broad match modifier Create specific holiday campaign with seasonal keywords Set competitive bids and increase during the season

17 Why Sitelinks are Important Sitelink extensions are additional links in your ads that take searchers to specific pages on your website and can significantly increase CTR. For retailers using sitelinks CTR improved by 13.3%. Learn More Ad Copy Best Practices Holiday Action Use Dynamic Insertion for increased relevance Use Click to Call and/or Location Extensions Test ad copy early to determine which ones perform best Add sitelinks

18 Why Device Targeting is Important Mobile sales are expected to grow by 55% in US Retail Mcommerce Holiday Season Sales (billions) 1 With Bing Ads giving the flexibility to target by device, advertisers have full control where their ads will appear. Learn More Targeting Best Practices Holiday Action Use incremental bidding to target your specific audience For physical stores create a radius around your business location Develop and execute mobile strategy Create individual campaigns for PC, phones, and tablets

19 Why Budget Settings are Important Depending on your settings you run the risk of your ads not showing due to depleted budget. Learn More Budgeting Best Practices Holiday Action Use the opportunities tab to get recommended bids and budgets Define your ROI goals early and align budget accordingly As competition heats up, have enough budget left for peak dates Decide which budget setting works best for the holiday season

20 Feature Budget Type Daily-Standard Daily-Accelerated Monthly Allows you to set the maximum amount that you want to spend each day. X X Allows you to take advantage of changing market conditions, such as a holiday season or special promotion. Suited for advertisers who expect to make frequent changes to budget throughout the month. Suited for advertisers who do not want to monitor their budget regularly X X X X X Suited for advertisers who monitor their budget daily. X X X Provides for even distribution of impressions throughout a daily 24-hour period. X Your daily budget will be spent as quickly as possible each day until it s all gone. X Your monthly budget will be spent as quickly as possible until it s gone. Bing Ads does not try to evenly distribute impressions across the entire month and there is no daily cap on the number of impressions that can be shown. X

21 Why Bing Ads Intelligence is Important BAI suggests new keywords and keeps you up-to-date with average bids, CTR and performance by position, match type and device. Learn More Reporting Best Practices Keyword Performance Keyword Device Match type Position Clicks Impressions CTR CPC Total Cost Avg Bid buy gift card Desktops and laptops Exact MainLine % $0.38 $2.65 $0.93 buy gift card Desktops and laptops Phrase MainLine % $0.77 $2.32 $1.39 buy gift card Desktops and laptops Broad MainLine , % $0.44 $4.83 $1.70 buy gift card Desktops and laptops Exact MainLine % $0.34 $1.37 $1.02 buy gift card Desktops and laptops Phrase MainLine % $0.00 $0.00 $1.22 buy gift card Desktops and laptops Broad MainLine , % $0.62 $8.04 $1.27 Holiday Action Implement conversion tracking to better understand the purchase funnel Use keyword reports to check performance and optimize for CTR, costs, and position Schedule reports to be sent to your inbox regularly Install Bing Ads Intelligence for advanced insights across all Bing ads accounts

22 Quick Tips for New Advertisers Import campaigns directly from Google with only a few clicks If you already have campaigns in other online advertising programs, you can import them to Bing Ads, saving you time. Directly import your Google account with your credentials. Learn More Bing Ads Express is a quick and easy way to reach millions of customers looking for businesses like yours. Just tell us about your business and we will do the rest. Learn More Bing Ads Express is a new tool to help local businesses quickly and easily launch Bing Ads campaigns.

23 The Must-Haves for the Holidays

24 Q Y/Y Retail Spending Growth by Channel 2 m-commerce growth is significantly outpacing e-commerce and brick-andmortar stores. A study of 100 million conversion events across 4 major verticals (telecom, retail, auto, and travel) and multiple devices mobile phones, desktop computers, and tablets reveals that 31% of these conversions took place on a mobile device. 1 US Total Device Owners The proportion of conversions taking place on a mobile device has grown by 28% over the past year. 1

25 Mobile phones are primarily used for research on pricing and products. But 27% of mobile shoppers also made a purchase. 1 Ways that US Mobile Shoppers Used Mobile Retail Sites and Apps During the 2012 Holiday Season Having a mobile site or app this season is crucial for success.

26 In Q2 of 2013, more than half of online transactions involved free shipping. Percentage of e-commerce Transactions with Free Shipping 2 During the 2012 holiday season, consumers actively sought free shipping terms across all search engines. 1

27 Most Successful Online Promotions Used During the 2012 Holiday Season According to US Retailers, Jan 2013 Free shipping was the most successful online promotion during the 2012 holiday season. Free shipping offers in the 2013 Holiday season are essential to stay competitive.

28 Audience Behavior

29 Reach Receptive Audiences Along Their Complex Shopping Journey Our visitors purchase 23% more home and garden products Our visitors purchase 15% more furniture, appliances and equipment Our visitors purchase 24% more apparel & accessories Our visitors purchase 22% more jewelry and watches

30 Compared with Google, the Yahoo! Bing Network Audience is 20% more likely to spend $2,500-$4,999 on consumer electronics 18% more likely to spend $500-$999 on personal electronics 17% more likely to spend $200-$499 on fragrances 16% more likely to spend $500 or more on gourmet cooking equipment 13% more likely to buy classical music/ballet/opera tickets 9% more likely to buy online audio books (MP3 or other electronic format)

31 Q&A / Appendix

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