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Holiday zen

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and the art of planning Holiday zen Insights for digital marketers


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Plan your way to holiday zen with insights and tips Insights overview Take in the landscape. Mobile It’s a state of being. Breathe it in. Timing Mastering the art. Unified shopping experience Be one with your customer, regardless of device or channel.


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Insights overview The key to a calm holiday season is understanding your customer’s behavior so you can plan like a zen master. Take in the landscape. #BingAdsHoliday


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Holiday remains the #1 retail sales season 18% of annual retail sales occur in November and December.1 Total holiday spending grew 4% in 2014.2 E-commerce expected to grow 14% in 2015 and account for 10% of all sales.1 $616 Billion Source: 1eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015 2National Retail Federation, Retail Holiday Sales Increase 4 Percent, January 2015 #BingAdsHoliday


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The early bird gets the gift 40% of people get their shop on before November, mainly to spread out their shopping budget, avoid crowds and stress, and get good prices. When people begin shopping for the holiday season: Source: National Retail Federation Monthly Consumer Survey, October 2014


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90% of top online sales days were in December And half of the top search days fell during Thanksgiving week.2 Holiday 2014: Source: 1Top 10 Desktop Spending Days in 2014 Holiday Season, comScore, Inc. 2Microsoft internal data, PC+Tablet, November - December 2014 #BingAdsHoliday


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Last minute shoppers buy in the nick of time Nearly 2/3 of shoppers buy the week of Christmas. When people planned to buy their last holiday gift: Source: National Retail Federation Monthly Consumer Survey, December 2014


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The average shopper spent $804 on holiday items – including $597 on gifts. Source: National Retail Federation, Monthly Consumer Survey, October 2014 #BingAdsHoliday


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On the first day of Christmas my true love gave to me Source: National Retail Federation Monthly Consumer Survey, November 2014


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Gift cards: the gift that keeps on giving 80% of holiday shoppers plan to buy at least one gift card. Shoppers spent $32 Billion on gift cards last holiday season. The average shopper bought 4 gift cards, totaling $173. Gift cards were the #1 gift people wanted to receive for the holiday season.   Top three gift cards people plan to buy: Department store 38% Coffee shop 21% Restaurant 34% Tip: Consider promoting your gift cards in your digital marketing campaigns, including “gift cards” in ad copy, and capitalizing on the opportunity closer to Christmas Day when shoppers are looking for last minute gifts, may have missed shipping deadlines, and are in search of a gift card to save Christmas. Source: National Retail Federation, Monthly Consumer Survey, November 2014


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Topping the Christmas lists of littles Move over Barbie - after 10 years with Barbie as the #1 toy gift, Disney’s Frozen merchandise became the top holiday gift people planned to buy in 2014. Source: National Retail Federation, Barbie Dethroned in NRF’s Top Toys Survey as Disney’s Frozen Takes the Crown, November 2014 #BingAdsHoliday


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Search plays an integral role in holiday shopping. Source: 1MarketingLand, The Most Important E-Commerce Marketing Trends of the 2014 Holiday Season & What They Mean in 2015, February 2015 2eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015 #BingAdsHoliday


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Tip: Thanksgiving sales’ last spike is later in the day at 7:30pm. Set up “Automated Rules” in Bing Ads to ensure your budget doesn’t let you go dark for this key time. Thanksgiving Day sales continue to grow Online sales grew 14%, as retailers kicked off promotions early in 2014. Thanksgiving sales continue to eat into Black Friday shopping. Source: IBM ExperienceOne, U.S. Retail Black Friday Report 2014


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Thanksgiving goes mobile and makes history For the first time, mobile traffic surpassed desktop traffic capturing 52% of online traffic.1 Mobile continued to surpass desktop, often on weekends. U.S. retail traffic and sales Source: 1eMarketer, RKG Merkle, 2014 2IBM ExperienceOne, U.S. Retail Black Friday Report 2014


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Black Friday is a dark day for wallets – and growing Online sales grew 9.5% from last year and peaked around 9AM PST. Black Friday 2014 | U.S. retail sales Tip: Black Friday sales peak early in the morning. Ensure your budget won’t allow you to go dark right when sales peak at 8:55am by implementing Automated Rules. Source: IBM ExperienceOne, U.S. Retail Black Friday Report 2014


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Cyber Monday is queen of online shopping days Cyber Monday sales grew by 8.5% from last year. Cyber Monday 2014 24-hr real-time sales chart Tip: Cyber Monday sales peak later in the evening – ensure your budget won’t allow you to go dark by the end of the day when sales peak by implementing Automated Rules.


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Cyber Monday makes history Cyber Monday exceeded $2 Billion in sales in 2014 for the first time – the greatest online sales day in U.S. history! Source: “Cyber Monday Exceeds $2 Billion in Desktop Sales for First Time Ever to Rank as Heaviest U.S. Online Spending Day in History,” comScore press release, December 2014 #BingAdsHoliday


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Cyber Monday is the queen of sales dollars, Thanksgiving is the king of sales growth U.S. retail daily sales 2014 Source: IBM ExperienceOne, U.S. Retail Black Friday Report 2014


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Makin’ a list, checking it twice Bing Ads holiday checklist for digital marketers: Think like a shopper – optimize the omnichannel experience and consider In-store pickup offerings. Ship-from-store programs. Inventory visibility and connectedness across channels. Update website information regularly for: Shipping dates, times, and last shipping date before Christmas. Product gift pages that highlight the shipping dates and deadlines. Product gift pages to reflect availability to ship in time for Christmas delivery. Product gift pages to reflect inventory available for local pick up once last shipping dates have passed. Source: Forrester. The State of Retailing Online 2015: Key Metrics, Initiatives, and Mobile Benchmarks, February 2015. #BingAdsHoliday


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Mobile For the first time last year mobile search surpassed desktop search. What does this mean for you during the holiday season? It’s a state of being. Breathe it in. #BingAdsHoliday


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Mobile traffic means business Nearly half of online shopping traffic in Holiday 2014 was from mobile devices. 45% of online shopping traffic was from mobile in 2014. 111% growth in Mobile revenue in 2014. Tip: ‘Easier checkouts’ are the number one thing shoppers reported would cause them to spend more of their shopping dollars via mobile. Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015F #BingAdsHoliday


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Smartphone owners search and shop 83% of smartphone users engage in shopping activities on their phone immediately before, during, or after visiting a store. Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015F Before entering While shopping At the checkout 62% 53% 25% 19% After exiting


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Mobile jingles all the way Visits, orders, and revenue from mobile all grew significantly. Source: Branding Brand. 2014 Mobile Holiday Trends Mobile Commerce Index, February 2015


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People love to shop on their phones And buy on their tablets, as the buying experience is easier on a larger screen. Tip: If your website looks good and works well on smartphones and tablets, you can expect up to twice the conversions compared to a less-than-optimal display.2 Check out Bing Ads’ simple tips here to improve your mobile site user experience and improve conversions. Source: 1Branding Brand. 2014 Mobile Holiday Trends Mobile Commerce Index, February 2015 2eMarketer, Proof that Mobile Optimized Sites Are Necessary, October 2014 #BingAdsHoliday


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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. Design and organize your holiday 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. #BingAdsHoliday


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Translate mobile search into mobile action Source: 1Invoca infographic. Crossing the PPC Chasm: From Forms to Phone Calls, January 2015. 2Search Engine Land, Study: 61 Percent Of Mobile Callers Ready To Convert, September 24, 2013. 3Nielsen. The Digital Consumer Report, 2014 76% of smartphone searchers used a store locator or location extensions to help them find and visit a local store.3 15% CTR lift for ad campaigns with Location Extensions3. up to 25% CTR lift for ad campaigns with Call Extensions2. 70% of mobile users have called a business directly from the search results page.1


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Makin’ a list, checking it twice Bing Ads holiday checklist // Mobile Be consistent across devices. Offers on desktop, smartphone, and tablet should be identical and easy to find.2 Optimize your mobile site for an easy customer shopping experience. Mobile-optimized sites can increase smartphone conversion rates by up to 160%3 - check out our tips for mobile site design. Create an easy checkout. Customers report that an “easy checkout” is the top factor that would cause them to spend more holiday shopping dollars on mobile. Use Extensions. Reach mobile holiday shoppers on the go with extensions. Help them call you. Call Extensions show your business phone number in your ad. Help them find/visit you. Location extensions show the address of your business location closest to the customer, including a local phone number. And, if the customer is viewing your ad on a smartphone, they can click that number to give you a call. Help them see the right location. Location Targeting will help you show your ads to people in, searching for, or viewing pages about your targeted location. Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015


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Master the art of timing The top spending day is separated from ordinary days by mere minutes. We know that mastering this timing is critical, so we’re sharing deep internal data on search behavior to guide your planning. #BingAdsHoliday


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Holiday searches peak the week of Thanksgiving Searches across all devices. Source: Microsoft Internal Data, 2014. #BingAdsHoliday


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Holiday searches the week of Thanksgiving Searches across all devices. Source: Microsoft Internal Data, 2014. #BingAdsHoliday


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Time zone: Pacific Standard Time Source: Microsoft Internal Data, 2014 Searches PACIFIC STANDARD TIME PACIFIC STANDARD TIME


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Time zone: Pacific Standard Time Source: Microsoft Internal Data, 2014 Green Monday, December 8 Searches PACIFIC STANDARD TIME PACIFIC STANDARD TIME


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Time zone: Pacific Standard Time Source: Microsoft Internal Data, 2014 Searches PACIFIC STANDARD TIME PACIFIC STANDARD TIME


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Cyber Monday gobbled up the most clicks 10% of all holiday related clicks fell on three days. Click breakdown over the 3 “Critical Holidays” Searches powered by Bing Thanksgiving Cyber Monday Black Friday 24.7% 33.7% 41.6% Source: Microsoft Internal Data, 2013 Clicks


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Recipes and cooking searches Powered by Bing Source: Microsoft Internal Data, 2013 Searches


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Take advantage of lower CPCs in early November before they heat up the week prior to Thanksgiving. Cost-per-click Source: Microsoft Internal Data, 2013


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Like Tablet/PC, take advantage of lower mobile CPCs in early November as they begin to take off the week before Thanksgiving. Make sure your CPCs are competitive since a smaller screen like a smartphone may only have room for 1-2 ad placements. Cost-per-click Source: Microsoft Internal Data, 2013


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Top shopping days Cost-per-click Time zone: Pacific Standard Time Source: Microsoft Internal Data, 2014 Cost-per-click


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Source: Microsoft Internal Data, 2014, Specific Categories Evaluated Click-thru rate


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Source: Microsoft Internal Data, 2014, Specific Categories Evaluated Click-thru rate


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Unified shopping experience Being one with your customer means uniting their shopping experience across devices, channels and delivery - from browsing to buying to checking shipping to package pickup. #BingAdsHoliday


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Showrooming and webrooming to the perfect gift Tip: Highlight offers and deals in your ad copy and keywords – shoppers are often looking for a deal and will look both online and offline to find the best value. Consider using Bing Shopping Campaigns to show a relevant product image and product details. #BingAdsHoliday


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‘Twas the weekend before Christmas The weekend before Christmas sales showed greatest growth this year. 36% sales growth the weekend of December 20-21, thanks to: In-store pick up Later shipping cut off dates Extended free shipping Tip: Highlight shipping options, free shipping, in-store pick up, etc. in your ad copy and on your website to promote awareness around the different options for purchase, delivery, and pick up. #BingAdsHoliday


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Words that work Top holiday ad copy #BingAdsHoliday


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Here’s how to read a heatmap Ad Title Ad Description Our study results show that an Apparel ad highlighting the ‘collection’ in the title and type of apparel in the description has high Ad Quality.


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Words that work // Apparel & Accessories Ad Title Ad Description Many categories represent a group of words, rather than the actual word itself. Source: Microsoft Internal Data, Nov 2014 – Jan 2015


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Words that work // Consumer Electronics Ad Title Ad Description Many categories represent a group of words, rather than the actual word itself. Source: Microsoft Internal Data, Nov 2014 – Jan 2015


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Words that work // Toys & Hobbies Ad Title Ad Description Many categories represent a group of words, rather than the actual word itself. Source: Microsoft Internal Data, Nov 2014 – Jan 2015


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Why advertise on Bing Ads? #BingAdsHoliday


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Bing Ads is more cost effective than Google AdWords Source: AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost per Click by Industry, Q1 2014 #BingAdsHoliday


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Access searchers not reached on Google visit BingAds.com/audience for more on our audience Automotive Business & Finance Education Telecom Travel Retail 16M 21M 24M 12M 25M 51M Source: Audience data represents Bing Web and Yahoo US Web Search from comScore qSearch (custom), US, March 2015. Industry categories based on comScore classifications.


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It’s not just how many that matters, it’s who they are


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Our audience spends more BUYING POWER INDEX The unique searchers of Bing: Spend 185% more online than the average Internet searcher1 and— Spend 67% more than Google searchers worldwide2 Source: 1. comScore Plan Metrix, US, March 2015 2. comScore qSearch (custom), March. 2015


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13% Apparel 33% share of paid clicks 22% Consumer Electronics 28% share of paid clicks 78% Toys 37% share of paid clicks 24% Jewelry/Luxury Goods/ Accessories 37% share of paid clicks 40% Flowers/Gifts/Greetings 42% share of paid clicks Retail sub-verticals grew year-over-year on Bing Ads Source: comScore qSearch (custom), US, March 2015; industry categories based on comScore classifications, comparing March 2015 to March 2014.


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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. #BingAdsHoliday


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


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