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Mother’s Day Insights for digital marketers

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Mother’s Day Insights for digital marketers


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In 2014, consumers spent nearly $20 billion on Mother’s Day – making Mother’s Day the 3rd largest retail holiday. Source: National Retail Federation, Consumer Trends Blog, April 29, 2014


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New slide about average spend That’s $163 planned per shopper. Lucky mom. Source: Mother’s Day Spending Summary, National Retail Federation, April, 2014


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People plan to spend the same, if not more, on mom this year compared to 2014 60% Plan to spend the same 16% Plan to spend more 8% Plan to spend less 15% Don’t celebrate Source: Mother’s Day Spending Overview, National Retail Federation, April, 2014


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It’s not just gifts for Mom Consumers are shopping for more people than you’d think 23% Wife 10% Other relative 9% Daughter 8% Sister 64% Mother or Stepmother 7% Grandmother Source: Mother’s Day Overview, Retail Insights Center, April 2014 6% Friend


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Shoppers are wrapping up a variety of gifts this Mother’s Day, from the classics to experiences 57% special outing (brunch or dinner) 32% special piece of jewelry 67% flowers 81% greeting card 43% gift card or gift certificate 21% personal service (spa day, facial, massage) Source: Mother’s Day Spending Summary, National Retail Federation, April, 2014


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Source: The Society for American Florists, News Blog, safnow.org, June 5, 2014 Cut flowers are a perennial favorite for Mother’s Day


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Giving the gift of choice is more popular than ever Source: National Retail Federation, Consumer Trends Survey, April 29, 2014 43.3% of those shopping for a gift will buy a gift card Gift card purchases were up 41.5% year over year Total spending on gift cards is expected to reach $2.1 billion


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Women’s interest in technology increased in recent years, with 80% expressing an interest in consumer electronic products 77% of women said consumer electronics make life easier Source: Consumer Electronics Association, 2012 Though the classics are tradition, the gift of convenience is also on mom’s wish list


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Source: 1eMarketer - Mothers' Little Helpers: The Mixed Blessings of Smartphones and Social Media, November 2014 2National Retail Federation, Families Look to Shower Mom with Gift Cards, Brunch, Apparel Items This Mother’s Day, According to NRF Survey, April 2014 And shoppers hear their mother’s wishes and the gifts are getting smarter Around 13% of those buying gifts planned to buy consumer electronics, with an average of $109 per person2 A driver of the trend towards gifting electronics is the fact that moms are much more tech-savvy now1


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30% of shoppers will purchase gifts online, and they’ll spend more than the average shopper more is spent by the online shopper for Mother’s Day An average of $225.87 spent online for Mother’s Day Source: National Retail Federation, Consumer Trends Blog, April 29, 2014 38%


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Where are you located when you use a smartphone to access shopping related information? But don’t miss the 70% of in-store shoppers The shopping journey is becoming smarter. Gift shopping begins on smartphones, tablets and PCs including research, price checking, locating stores and more. Most popular user engagements on smartphone Source: Yahoo & Kenshoo, The Mobile Opportunity Gap, April 2014


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13 Sorry, dads. Search spend for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between holidays. Source: marinsoftware.com, Mom of Dad, Who Do We Love More? Paid Search Confirms, June 20, 2014


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The Yahoo Bing Network puts the bow on Mother’s Day gifts


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Start campaigns early for the shopper searching for a technology gift Source: Microsoft internal data March 2014 – May 2014 Start campaigns a month in advance to catch the shoppers starting to research a tech-savvy gift for Mom. Searches peak almost a month in advance to Mother’s Day.


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Source: Microsoft internal data March 2014 – May 2014 Focus on mobile the week of Mother’s Day for last minute shoppers Last minute shoppers have their smartphone in hand to help find the perfect gift.


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Know where to focus your spend Top Mother’s Day gift searches on the Yahoo Bing Network Source: Microsoft internal data March 2014 – August 2014 *Does not include Tech


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. Source: Yahoo Bin PC/Tablet Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories *does not include branded terms or terms within ‘Tech’ category Floral shops don’t miss out on the “bloom” of searches for this holiday Mother’s Day searches on the Yahoo Bing Network Flower shops start advertising a month in advance and more heavily a week before.


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Fashion jewelry is an “on trend” search a month in advance Mother’s Day searches on the Yahoo Bing Network . Source: Yahoo Bin Smartphone Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories *does not include branded terms or terms within ‘Tech’ category Fashion jewelry retailers start advertising a month in advance.


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Know when to increase spend on keywords . Source: Microsoft internal data March 2014 – May 2014 “Deals/sales“ increase here “Cell phones” increase here “Shipping“ increase here “Flowers“ increase here “Tablets” increase here


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Timing is everything, have your ads live two weeks before the holiday Search volume peaks the middle of April, but Click-through-rates peak two weeks before Mother’s Day Mother’s Day related searches on the Yahoo Bing Network Source: Microsoft internal data March 2014 – August 2014


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Yahoo Bing Network audience behaviors


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More likely to be an online shopping influencer 10% more likely to have been the first among friends to own / buy / use the latest in online shopping / e-commerce Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day. Compared to Google, the Yahoo Bing Network audience is:


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More likely to spend on gift certificates 5% more likely to have used paid service for gift certificates in last 6 months Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day. Compared to Google, the Yahoo Bing Network audience is:


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More likely to buy greeting cards and flowers online Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day. Compared to Google, the Yahoo Bing Network audience is:


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More likely to search for jewelry and flowers online Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day. Compared to Google, the Yahoo Bing Network audience is:


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More likely to spend on clothes and jewelry Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day. Compared to Google, the Yahoo Bing Network audience is:


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More likely to spend on consumer electronics online 6% more likely to have spent $1,000 to $2,499 on consumer electronics online in the last 6 months 9% more likely to have bought a stereo receiver online in the last 6 months 11% more likely to have spent $100 to $199 on consumer electronics online in the last 6 months 26% more likely to have bought a handheld video game online in the last 6 months 28% more likely to have spent $500 to $999 on consumer electronics online in the last 6 months Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day. Compared to Google, the Yahoo Bing Network audience is:


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Yahoo Bing Network ad copy research


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Here’s how to read a heatmap Ad description Ad title Our study results show that a flowers/cards/candy ad with Parameter Insertion in the title and a “call to action” in the description has high Ad Quality. Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14


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Flowers/Cards/Gifts: Ad performance heatmap for PC/Tablet Ad description Ad title Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14


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Flowers/Cards/Gifts: Top word combos PC/Tablet Mobile Key insights Using the phrase “Mother’s Day in the Title for both PC/Tablet and Mobile proves to be effective. The Dynamic Keyword Insertion variable is most effective across platforms for Flowers/Cards/Gifts when it is used with Descriptions that call out Price or Monetary Value. Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14


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Jewelry: Ad performance heatmap for PC/Tablet Ad description Ad title Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14


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Jewelry: Top word combos PC/Tablet Mobile Key insights Using Cheap/Affordable in the Description line for PC/Tablet ads tends to yield higher ad quality. Dynamic Keyword Insertion features in ads with high quality across both all devices, however the pairing of title and description in jewelry show little other themes or trends, suggesting testing is key. Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14


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Home & Garden Ad performance heatmap for PC/Tablet Ad description Ad title Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14


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Home & Garden Top word combos PC/Tablet Mobile Key insights Searchers are looking for Home & Garden deals over Mother’s Day… Using % Off or Sale terms in ad titles yields higher ad quality. Furniture terms feature in mobile ad descriptions as peaking searcher’s interest, using these with Sale terms or Dynamic Keyword Insertion can make for more appealing ads. Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14


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Consumer Electronics: Ad performance heatmap for PC/Tablet Ad description Ad title Source: Microsoft Internal Data. Total Impressions Generated = 16 Million, Total Ads Analyzed = 13k, Analysis Period = 20th April 14' - 20th May 14'


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Consumer Electronics Top word combos PC/Tablet Mobile Key insights For Consumer Electronics products, the best performing ad copies had the name of the tech product in the ad title and used Dynamic Keyword Insertion for the ad description, for maximum impact. Capture the attention of searchers ready to buy, by adding information about the price, promotional offers or affordability in either the ad title or ad description. Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14


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Why advertise on Bing Ads?


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Automotive Business & Finance Education Telecom Travel Retail 13M 27M 19M 11M 19M 40M Source: Audience data represents Bing Web and Yahoo US Web Search from comScore qSearch (custom), US, September 2014. Industry categories based on comScore classifications. Access searchers not reached on Google Consumer Goods Health


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Drive even better performance with Ad Extensions Sitelink Extensions Improve click-through rate (CTR) and conversions by providing direct access to site content and purchase pages. 13% lift in click-through-rates Location Extensions Drive more in-store conversions with store locator, click-to-call, merchant ratings, and click-to-direction. 20% lift in click-through-rates Call Extensions Connect customers quickly to your business with click-to-call. 10% lift in click-through-rates Source:  Microsoft internal data


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You told us: We delivered: “Save me time, make it easier” “Support me to be more effective” “Provide me with more insights to make better decisions” Keyword Management: Now manage one million keywords in one view. Auto tagging Better Interface: Bing Ads is now easier to navigate with a newly redesigned experience. Targeting Precision: Geo plus radius targeting in 1-mile increments now makes local ads more accurate. Scheduling Precision: 15 min scheduling delivers the right ad at the right time. Bing Ads Editor: Now faster, improved management, plus new targeting settings. Bid Predictions: Bid Landscape predicts impressions and clicks based on estimates. Campaign Optimization: Delivery statuses now provide clear insights around ad performance. Campaign Performance: Top Mover report automatically locates key drivers contributing to account performance variations. You spoke, we listened. We heard feedback from our customers, advertisers and partners and are delivering new features to make advertising on the Yahoo Bing Network easier and more effective.


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Already advertising on Google AdWords? yLearn how to import your campaigns It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks.


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Connect with a Search Specialist who can help you get started today. Call 1-800-518-5689 or check out Getting started @bingads linkedIn.com/company/bing-ads facebook.com/bingads blog.bingads.com instagram.com/bingads slideshare.net/bingads youtube.com/bingads


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