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Back-to-School

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Back-to-School Insights for digital marketers to ace sales this season


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Back-to-school season continues to grow It’s the 2nd largest retail season, following the winter holiday season, and grew 3% from 2013. Source: National Retail Federation 2014 Back-to-School Survey.


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Source: 1Gigwalk.com, Walking the Aisles: Back-to-School 2014 Trends, Aug 2014. 2 National Retail Federation, Monthly Consumer Survey, July 2014. 49% Planned to spend more in 2014 than the previous year.1 The top reason people are increasing their budgets is the need for more expensive supplies like laptops and tablets. Back-to-school shoppers are spending more


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2/3 of people begin at least three weeks or more before school starts. Source: National Retail Federation, Monthly Consumer Survey, July 2014. Back-to-school is not a last minute shopping season When people will begin shopping for back-to-school:


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Electronics, clothes, and supplies, oh my Over 90% of households plan to buy clothes, shoes, and school supplies. Nearly 60% plan to buy electronics. Source: Monthly Consumer Survey, National Retail Federation, July 2014. How much shoppers plan to spend on top back-to-school items: Tip: Consider capturing back-to-school intent searches by adding “back-to-school” or “back-to-college” in your ad copy.


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School shoppers get their shop on everywhere Online shopping increased 20% for back-to-college shoppers in 2014. Source: National Retail Federation, Monthly Consumer Survey, July 2014.


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Source: Deloitte. 2014 Back-to-School Survey Rising to the Head of the Class. Over half of parents research online Prefer to buy from retailers who offer buy online/pick up in store, and buy online/return in store. 40% (up from 33% in 2013) 57% of parents research online before purchasing in-store.


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Source: Deloitte. 2014 Back-to-School Survey Rising to the head of the class Conducted, July 2014. Female shoppers are more budget conscious 58% of females have budget in mind prior to back to school shopping (versus 47% of men).


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1eMarketer, “Haul Videos Haul in Back-to-School Shoppers,” September 2014. 2Fluent, Level of influence of select sources on back-to-school purchasing decisions, August 2014. Video bloggers enjoy flaunting their back-to-school clothing and supplies “haul” and sharing online with their peers. Video haul selfies influence purchases


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Mobile insights for Back-to-School


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Mobile commerce grew 42% in 20141 Source: 1mCommerce Daily, Mobile Shoptalk, “42% Mobile Commerce Growth; 33% Buy via Smartphone,” February 2015 2Experian, Back-to-School Trends Marketers Must Know, August 2014.


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Source: Punchtab survey. Back-To-School Shopping & Decision-Making Moms, July 2014. At home Smartphones used differently at home and in-store How moms plan to use their smartphones for back-to-school shopping: In store Nearly half of moms will use their smartphone to look for coupons. Tip: Ensure your store’s mobile coupons are easy to find and redeem - coupons are the number one way mobile moms plan to use their phone for back-to-school shopping.


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Source: Punchtab survey, Back-To-School Shopping & Decision-Making Moms, July 2014. Moms go mobile for back-to-school 60%+ of moms will use smartphones – mainly to look for coupons. 89% Of moms say coupons/deals are important in their back-to-school purchase decisions.


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57% will use their smartphone for back-to-college shopping.1 22% will make a purchase on their smartphone.2 Source: 1National Retail Federation, Infographic: Top 2014 back-to-school and college trends, August 2014. 2National Retail Federation Monthly Consumer Survey, July 2014. Back-to-college shoppers go mobile


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Mobile visitors spend half the time on a website as those coming from a PC. Tip: You have half the time to get the same information to mobile visitors as PC visitors, so design and organize your back-to-school webpages accordingly. A rule of “thumb” – try navigating your mobile site with just your thumb, and put your most important content in the middle of the screen for maximum engagement.


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Tablet users research and purchase products. Smartphone users look up retailer information and redeem coupons. Source: National Retail Federation, 2014 Back-to-School Survey. Tablets and smartphones are used differently


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More likely to buy educational products online Compared to Google, the Yahoo Bing Network audience is: Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season. 9% more likely to have bought textbooks online in the last 6 months 27% more likely to have bought online educational classes (for credit) online in the last 6 months 56% more likely to have bought other literary or educational products online in the last 6 months


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More likely to search online for educational needs Compared to Google, the Yahoo Bing Network audience is: Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season. 14% more likely to have searched online for textbooks in the last 6 months 14% more likely to have searched online for educational classes (for credit) in the last 6 months 19% more likely to have searched online for educational software in the last 6 months 24% more likely to have searched online for other literary or educational products in the last 6 months 49% more likely to have searched online for an education loan in the last 6 months


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More likely to search for and buy apparel online Compared to Google, the Yahoo Bing Network audience is: Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.


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More likely to spend on teen clothing Compared to Google, the Yahoo Bing Network audience is: Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.


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More likely to spend on kids and teens clothing Compared to Google, the Yahoo Bing Network audience is more likely to: Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.


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More likely to buy a new PC Compared to Google, the Yahoo Bing Network audience is: “Very likely” to buy a new PC in the next 12 months Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.


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More likely to be interested in educational media Compared to Google, the Yahoo Bing Network audience is: Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.


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Yahoo Bing Network search trends


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Back-to-school search activity shifts each season . Source: Microsoft internal query data on Owned & Operated, PC, Tablets. Data range: 5/31/2014 to 10/3/2014. Clicks on the Yahoo Bing Network PC/Tablet Backpacks, Computers, and School Supplies grew in 2014


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. Source: Microsoft internal query data on Owned & Operated, PC, Tablets. Data range: 5/31/2014 to 10/3/2014. Back-to-school searches begin to peak in mid-July Searches on the Yahoo Bing Network PC/Tablet Fitness


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Top terms searched for back-to-school Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 5/31/2014 to 10/3/2014. Represented data does not include brand terms.


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Take advantage of high click-through rate weeks for your category this back-to-school season. Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 5/31/2014 to 10/3/2014. Click-through Rate PC/Tablet


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Mobile click-through rates generally peak in mid-June. Take advantage of high click-through rate weeks for your category this back-to-school season. Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 5/31/2014 to 10/3/2014. Click-through Rate Mobile


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Cost-per-click is lower between mid-June and mid-July across categories – pan accordingly to take advantage of these weeks to reach customers in less competitive periods. Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 5/31/2014 to 10/3/2014. Cost-per-click PC/Tablet


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Mobile cost-per-click is highest in August across categories. Plan accordingly to take advantage of lower cost-per-click weeks. Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 5/31/2014 to 10/3/2014. Cost-per-click Mobile


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Top searches during the back-to-school season Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 5/31/2014 to 10/3/2014. *Brand indicates a brand term was used, represented by multiple brand names in this category Yahoo Bing Network searches // PC/Tablet


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Emerging technology trends for back-to-school Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 5/31/2014 to 10/3/2014. Data including “brand” denotes a brand term was used Searches on the Yahoo Bing Network: Top 10 emerging trends searches onenote wearable tech fashion text speech dragon naturally speaking microsoft onenote lightscribe evernote com onenote tutorial dragon software evernote download


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Get schooled on back-to-school search trends // PC and Tablet Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 5/31/2014 to 10/3/2014.


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Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 5/31/2014 to 10/3/2014. Get schooled on back-to-school 2014 search trends // Mobile


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Ad title Ad description Here’s how to read an ad copy “heat map” Our study results show that a books ad with a call to action in the title and delivery/shipping terms in the ad description has high Ad Quality.


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Words that work // Books PC/Tablet Ad title Ad description Source: Microsoft internal data, July – September 2014. “Brand” and “superlative” represent a group of this category of words, rather than the actual word itself.


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Words that work // Books Top word combinations by device Tip: For mobile ads, using sale/savings words in the ad title for Books is effective when combined with several different ad descriptions to drive high ad quality during the back-to-school season. For ads targeting books across devices, a call to action in the ad title combined with comparison terms in the ad description can help drive high ad quality. Source: Microsoft internal data, July – September 2014.


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Words that work // Apparel & Accessories PC/Tablet Ad title Ad description Source: Microsoft internal data, July – September 2014. “Brand” and “superlative” represent a group of this category of words, rather than the actual word itself.


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Words that work // Apparel and Accessories Top word combinations by device Tip: For both PC/Tablet and Mobile, using the “Official Site” in the ad title in combination with most ad descriptions helps achieve high ad quality for Apparel and Accessories during the back to school season. Source: Microsoft internal data, July – September 2014.


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Words that work // Consumer Electronics PC/Tablet Ad title Ad description Source: Microsoft internal data, July – September 2014. “Brand” and “superlative” represent a group of this category of words, rather than the actual word itself.


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Words that work // Consumer Electronics Top word combinations by device Tip: For both PC/Tablet and Mobile, pairing Delivery/Shipping in the ad title with most ad descriptions drives high ad quality for Consumer Electronics during the back-to-school season. If offering a free gift with purchase or free promotion, using “free” in the ad title can help achieve high ad quality when paired with particular ad descriptions across devices for back-to-school. Source: Microsoft internal data, July – September 2014.


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Words that work // Mass Merchants PC/Tablet Ad title Ad description Source: Microsoft internal data, July – September 2014. “Brand” and “superlative” represent a group of this category of words, rather than the actual word itself.


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Words that work // Mass Merchants Top word combinations by device Source: Microsoft internal data, July – September 2014.


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Why advertise on Bing Ads?


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New to Bing Ads? Get $100 to spend on search advertising* Request your coupon now. Go to: https://advertise.bingads.microsoft.com/en-us/insights-coupon *Limit one coupon per advertiser. Current Bing Ads advertisers are not eligible. Offer expires June 30, 2015, and applies only to advertisers opening a new Bing Ads account. Ads must be stopped after ad credit is used up or 90 days after coupon redemption, whichever comes first, or credit card will be charged. Any portion of ad credit not used within 90 days will expire.


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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


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Automotive Education Financial Health Home & Garden Legal Shopping & Classified Telecommunications Travel Source: AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost per Click by Industry, Q1 2014 Bing Ads is more cost effective than Google AdWords


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To bid or not to bid? See what our Bing Ads research study reveals Should I bid on my brand terms?


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More clicks? Let’s break that down. Wouldn’t I receive some of those clicks anyway if I didn’t bid on my brand terms? Yes, however 32% are incremental clicks gained as a result of brand term bidding. Bing Ads research study, January - March 2014. Study looked at the financial services industry and captured 50 million impressions. Note: Brand Ads are in Mainline Position 1 No brand ad in this case means organic only listing


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Bidding on your brand terms reduces opportunities for your competitors to capture your customers or their mindshare if they bid on your brand terms. 2 Brand term bidding means fewer clicks to competitors Bing Ads research study, January - March 2014. Study looked at the financial services industry and captured 50 million impressions. Note: Brand Ads are in Mainline Position 1 No brand ad in this case means organic only listing To learn more about the value of bidding on your brand terms, check out the complete Bing Ads research study and white paper Companies that bought their brand terms reduced competitors’ share of clicks from 24% to 7%.


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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, May 2013


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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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