Search Bing for Love Valentine s Day 2017 Insights for Digital Marketers

Transcription

1 Search Bing for Love Valentine s Day 2017 Insights for Digital Marketers

2 Even though over 50% of Australians don't celebrate Valentine's Day, those who do, are spending more each year. 3 % increase from 2014 vs in consumer spending 2 Shop in $791.4 M total spending in Plan to Celebrate Valentine s Day 1? No 54% Source 1. Canstar Blue, Australia: Do we care about Valentine s Day?, IBISWorld Valentine s Day 2015 Spending Report, IBISWorld Valentine s Day 2014 Spending Report, National Retail Foundation, Monthly Consumer Survey, 2016 Yes 46% 4 th largest in spending after Christmas, back to school, & Mother s Day 4 the Name of Love $86+ Average spent per celebrant 3

3 Cupid in the Cart Online shopping is steadily increasing from previous years for Valentine s Day. +14 % increase +11 % increase in online sales from in average order value the week leading up to Valentine s Day 2 increase in conversions 2 Source 1, National Australia Bank and Quantum, Online Retail Sales Index: In-Depth Report June 2016, , Nextopia, Valentine s Day ecommerce Infographic, 2015

4 Agenda Valentine s Day Profiles Who Celebrates Valentine s Day on Bing? Love Comes & Goes The Last-Minute Shopping Season The Heart s Desire Trending Gifts & Experiences Love & Tech Valentine s Day Prep with Search

5 Valentine s Day Profiles The Audience You Want To Reach

6 Valentine s Day bios on Bing Compared to Google, Bing audience is 132% more likely to spend $150-$600 on Valentine s Day celebration Gender, Female Women are the key drivers for Valentine's Day gift searches Who is searching for gifts? 35% men 65% women Age, Middle aged gift hunters are driving the romance on Bing 30% of Bing gift searchers are between years old Source: Microsoft internal data, Gift searches by demographics, Jan-Feb 2016, AU Source: Nielsen Consumer & Media View National Database, Apr '15 - Mar '16 Base: 14+

7 The Bing Network is an effective marketplace, delivering more volume with less effort. 9.4% 10.1% 10.8% 14.2% 14.2 % search share 6.7% 6.8% 5.5% 6.0% Dec 15 Aug 16

8 Love Comes and Goes The Last-Minute Shopping Season

9 Be there when demand ramps up. Searches tend to surge from early February. Last minute shoppers lead the momentum to Valentine s Day. 800% Valentine s Day Searches 700% 600% 500% 400% 300% 200% TIP Keep an eye on your budget the week before Valentine s Day to make sure it doesn t get depleted by increased demand 4-Feb 3.6X 2-Feb 2.9X 13-Feb 4.7X 12-Feb 4.0X Valentine s Day 7.6X 15-Feb 1.2X 100% 1 January 29 February 0% January February Source: Microsoft internal data, daily searches on Valentine related terms Jan-Feb 2016, AU

10 Romantic Travel is normally planned at the beginning of the year Romantic Travel Search volume index +17% +10% +7% Week 1 Week 2 Week 3 Week 4 Week 5 Valentine's Day Week Valentine s Day Week Week 7 Week 8 CTR CPC January February Source: Microsoft internal data, daily searches indexed to weekly average, Jan-Feb 2016, AU Romantic travel: weekend getaways, romantic getaways etc.

11 Gifts searchers are actively planning 1 week before Valentine s Day Tips: Don t forget the belated shoppers Gifts Search volume index +18% +19% +31% +31% +31% +12% +10% +5% CTR CPC 6-Feb 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb Valentine's Day 15-Feb 16-Feb 17-Feb Source: Microsoft internal data, daily searches indexed to daily average, Feb 2016, AU

12 Last week before Valentine s Day brings the most Flowers searches Flowers Search volume index +22% +20% +16% +16% +42% +10% +52% +5% +11% Highest competition & engagement Great opportunity to capture last-minute and late shoppers CTR CPC 6-Feb 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb Valentine's Day 15-Feb 16-Feb 17-Feb Source: Microsoft internal data, daily searches indexed to daily average, Feb 2016, AU

13 The Heart s Desire Trending Gifts & Experiences

14 Optimise desktop for flowers, luxury surprises and personalised cards / stationery Top 10 searched categories PC/Tablet Flowers Watches & Watch Accessories Valentine's Day Hats E-Cards Personalized Stationery Lipsticks & Lip Glosses Pearls & Pearl Jewelry Gift Wrap & Ribbons Gold Jewelry Source: Microsoft internal data, daily searches Jan-Feb 2016, AU

15 Optimise mobile search campaigns for generic Valentine s Day searches and flowers Top 10 searched categories Mobile Valentine's Day Flowers Antique Jewelry Lipsticks & Lip Glosses Gift Wrap & Ribbons Scarves & Shawls Headscarves & Bandanas Earrings Wedding Rings Cufflinks Source: Microsoft internal data, daily searches Jan-Feb 2016, US only

16 Love & Tech Valentine s Day Prep with Search

17 Monitor budget and bids at peak periods HOT HOURS 3 days before 9.00 a.m. 3:00 p.m. HOT HOURS Valentine s Day 8:00 a.m. 6:00 p.m. Searches CTR Traffic share Searches CTR Traffic share MOBILE 1.5x 11% 15% MOBILE 4.0x 4% 34% LAPTOP/ TABLET 1.4x 7% 85% LAPTOP/ TABLET 1.2x 3% 66% TIPS Make sure you stand out from competition as this is when customers are most engaged. Utilise bid modifiers to tailor your bidding strategy on time and device TIPS Increase campaign budgets to embrace the huge traffic gain on Valentine s day Great time to boost bids on mobile as mobile share more than doubled Be quick & useful ( quick, same day delivery, location & call extension) Source: Microsoft internal data, flowers & gifts daily searches by device, Feb 2016, AU

18 Combined Extensions Combining ad extensions results in an increased average CTR Text Ads Only 3% +SiteLink Extension 5% +CallExtension 6% +SiteLinkExtension + ReviewExtension 9% +ESL 12% +LocationExtension 13% Source: Microsoft Internal data, gifts & flowers vertical Ad Extension insights AU Jan 2016 Mar16

19 Maximise your presence and performance with Expanded Text Ads Create a more compelling call to action by presenting customers with more information about your business. Longer ad title and text The character limit has been increased for the ad title and text Seamless across devices Ads are automatically mobile-optimised, reducing the need for multiple ads by device (mobile, tablet, desktop) Optimised for Upgraded URLs You can set up your Expanded Text Ads using final URLs STANDARD EXPANDED Customisable paths Additional ad title Contoso Flowers Online! contosoflowers.com Ad. contosoflowers.com Up to 25% Off Beautiful Flowers Hand-Delivered by a Local Florist! Contoso Flowers Online! Beautiful Flowers Anytime! Ad. contosoflowers.com/birthday/roses Up to 25% Off Beautiful Farm Fresh Flowers Hand-Delivered by a Local Florist! Watch a short video about Expanded Text Ads or learn more from your Account Manager. 80-character ad text limit

20 Get more space and showcase your products with Structured Snippet Extensions Highlight specific products or services to provide more information about your business. Increase audience engagement by providing additional information about your offerings. Choose from 13 available categories to showcase up to 10 highlights per ad. Combine with Callout Extensions and other ad extensions to increase your click-through rate. Contoso Flowers Ad. Wide Selection. Same Day Delivery Available. 100 Varieties. Fresh Flowers. Garden Supplies Types: Flowers, Plants, Gift Baskets, Keepsake Gifts Learn more about Structured Snippet Extensions or contact your Account Manager for more information.

21 Bing Shopping Campaigns put Valentine s Day searchers closer to a purchase decision Bing Shopping Campaigns manages Product Ads. Benefits of Product Ads are: Visually engaging ad format. You can stand out from the crowd and attract attention by sharing images of the products you re selling online. More real estate. Product Ads enable you to highlight more than one product on the same search results page. Efficient setup. If you re already running Google Shopping Campaigns, it s easy to import them directly into your Bing Ads account. Contoso Contoso Fabrikam Fabrikam

22 New ad annotations drive more engagement. Elite Merchant Badges Price Drop Alerts Product Ratings Contoso Fabrikam Contoso Xyz Fabrikam Flowers Contoso Contoso Contoso Contoso Contoso Contoso Contoso Contoso Contoso Contoso Contoso Contoso Contoso Contoso Contoso Contoso Display only for merchants with high ratings. Automatically detected by price changes in your data feeds. Ratings from advertiser s site & trusted 3rd parties.

23 See the difference in Bing Shopping Campaigns with remarketing Valentine s Valentine s Day Day shopping shopping performance performance increased increased overall overall in in gift gift product product categories categories with with remarketing. remarketing. Source: Microsoft Source: internal data, remarketing searches & Bing Shopping Campaigns, Jan 14, 2016 Feb 22, 2016, US Microsoft internal data, remarketing searches & Bing Shopping Campaigns, Jan 14, 2016 Feb 22, 2016, US 1.53 % Shopping Conversion Rate 1.27 % Shopping CTR 7.76 % Shopping + Remarketing Conversion Rate 2.33 % Shopping + Remarketing CTR

24 Be there to help boost ad performance by reengaging with high-value users who have previously visited your site. Implement Universal Event Tracking across web & mobile sites. Repurpose Holiday Remarketing Lists Existing lists have been tested and just need to be refined for Valentine s Day behaviours. Broaden Keywords to top Valentine s Day search terms. Adjust bid amounts for high-value audiences including shopping cart abandoners and previous customers.

25 Bing Ads Valentine s Day Checklist Prioritise high-value audiences Create search and product ads for affordable gifts for non-significant others (co-workers, friends, relatives, classmates, teachers and pets.) Don t forget singles who are buying luxury gifts for themselves Last-minute timing Schedule campaigns 1 month before 14 th February as there s less ramp time compared to other holidays. Don t run out of budget in the last 2 weeks before Valentine s Day when the most clicks and searches happen. Be prepared for day-before & day-of purchases. Be the local favourite by prioritising mobile search Optimise ads for mobile by using call extensions, location extensions, and site link extensions. Capitalise on search with Bing Shopping Campaigns Refresh your product feed often to keep it fresh. Upload a new feed at least every 30 days to avoid going dark. Make sure to implement sales price and sale price effective date into your feed for Valentine s Day sale items. Apply larger bids to your best-selling items. Apply remarketing to Bing Shopping Campaigns Create campaigns around trending Valentine s Day gifts Flowers, cards, and jewelleries are still the most gifted items. People want the gift of experiences and an evening out. Target keywords on gifts for family, friends, and pets.

26 Learn how to import your campaigns

27 Thank You

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