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Halloween Insights

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Tricks and Treats for Digital Marketers Halloween Insights


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$7.4 billion Total spent on Halloween in 2014, 6% growth from last year. $78 Average spent by shoppers, up 3% from last year. SOURCE: National Retail Federation, Monthly Consumer Survey, September 2014. 2/3 Of American adults celebrated Halloween in 2014. Halloween trends in 2014


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Shoppers begin early…or late SOURCE: National Retail Federation, Monthly Consumer Survey, September 2014. 1/3 of Halloween shoppers begin before October, while 1/4 don’t start until 2 weeks or less before the holiday. When people will begin shopping for Halloween: Before September September First 2 weeks of October Last 2 weeks of October


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The spookiest shopping list of the year SOURCE: National Retail Federation, Monthly Consumer Survey, September 2014. Items Halloween shoppers planned to buy and average spend: TIP Ensure your Halloween items are easy to find and buy—consider adding Sitelink ad extensions to make it easy for Halloween shoppers to go straight to your Halloween items on your site. Product Ads via Bing Shopping Campaigns are also an effective way to showcase your Halloween products in an engaging ad format. Candy Decorations Costumes Greeting cards


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And 78% of parents confess to taking candy from their child's Halloween haul.2 $2.5 billion will be spent on Halloween candy.1 SOURCE: 1. National Confectioners Association, September 2014. 2. National Confectioners Association, Trick-or-Treat Tidbits, September 2014.


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How people plan to celebrate Halloween: Passing out candy is the sweetest way to celebrate SOURCE: National Retail Federation, Monthly Consumer Survey, September 2014. Hand out candy Decorate your home/yard Dress in costume Carve a pumpkin Throw or attend a party Take children trick-or-treating Visit a haunted house Dress your pet in a costume


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Where people look for Halloween costumes for themselves, kids—or even pets: In search of a killer costume Halloween shoppers choose search as a top tool. SOURCE: National Retail Federation, Monthly Consumer Survey, September 2014. TIP Shoppers search online and visit brick- and-mortar stores, likely participating in webrooming and showrooming, or checking out costumes online and buying in store or vice-versa. Ensure it’s easy to find your online items via Sitelink ad extensions and physical store via location extensions. Online search Retail store or costume shop Friends/family Print media Pop culture Facebook Pinterest Current events Habit/Wear the same costume each year


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And Disney’s Frozen saw 3 million costumes sales. The most popular costumes are timeless classics Top 10 costumes TIP Include top costumes as part of your Halloween ad copy and keywords if you offer costumes and decor around these themes. SOURCE: National Retail Federation, Halloween Consumer Spending Survey, September 2014.


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Even pets celebrate “Howl”oween Top pet costumes in 2014 SOURCE: National Retail Federation, September 2014. 1. Pumpkin 2. Hot Dog 3. Devil 4. Bumblebee 5. Cat TIP Consider adding Sitelink ad extensions to make it easy for Halloween shoppers to go straight to your webpages for pet costumes and other Halloween items. Shoppers spent $350 million on pet Halloween costumes in 2014.


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Do-it-yourself is popular for Halloween festivities TIP Capture this trend by including a “DIY” or “how to” theme in your ad copy and keywords strategy. DIY, or do-it-yourself, is popular in Halloween searches—for costumes, props, invitations, wreaths, decorating, parties, makeup, and more.


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TIP Halloween shoppers are turning to mobile to search and buy. Consider adding location extensions and call extensions so searchers on the go can easily find your store. Halloween searches on mobile grew 1,052% on Bing Ads in 2014 SOURCE: Microsoft internal data, October 2013 v. October 2014.


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TIP You have half the time to get the same information to mobile visitors as PC visitors. Design and organize your Halloween 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. Mobile visitors spend half the time on a website as those coming from a PC


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Halloween fun facts 162M 162 million people celebrated Halloween in 2014. 34% Over 1/3 of shoppers will search online for costume inspiration. $7.4B $7.4 billion spent on Halloween products in 2014. 1/3 1/3 of people start their Halloween shopping before October. 23M 23 million people will dress their pets in costumes. SOURCE: National Retail Federation, Halloween Overview, Monthly Consumer Survey, September 2014.


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Audience Bing Ads


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SOURCE: comScore Plan Metrix, US, September 2014, custom measure created using comScore indices and duplication. September data was used to reflect the month before Halloween. More likely to spend on gum & candy Compared to Google, the Bing Ads audience is: 13% more likely to have spent $100–$199 on gum or candy in the last 30 days. 8% more likely to have spent $50–$99 on gum or candy in the last 30 days.


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SOURCE: comScore Plan Metrix, US, September 2014, custom measure created using comScore indices and duplication. September data was used to reflect the month before Halloween. More likely to search for and buy prepared food Compared to Google, the Bing Ads audience is: 12% more likely to have bought prepared food/take-out online in the last 30 days. 5% more likely to have searched online for prepared food/delivery in the last 30 days.


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SOURCE: comScore Plan Metrix, US, September 2014, custom measure created using comScore indices and duplication. September data was used to reflect the month before Halloween. More likely to drink beer Compared to Google, the Bing Ads audience is more likely to: Have consumed beer/ale in the last 30 days.


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SOURCE: comScore Plan Metrix, US, September 2014, custom measure created using comScore indices and duplication. September data was used to reflect the month before Halloween. More likely to be interested in food/recipes Compared to Google, the Bing Ads audience is more likely to: Have used SMS on their mobile device to access food/recipes/cooking tips. Usually have read the food/recipes section of the Sunday newspaper.


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SOURCE: comScore Plan Metrix, US, September 2014, custom measure created using comScore indices and duplication. September data was used to reflect the month before Halloween. More likely to plan a party Compared to Google, the Bing Ads audience is more likely to: Have planned a party in the last 6 months.


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SOURCE: comScore Plan Metrix, US, September 2014, custom measure created using comScore indices and duplication. September data was used to reflect the month before Halloween. More likely to be home decorating influencers Compared to Google, the Bing Ads audience is more likely to: Have been the first among friends to own/buy/use the latest home decorating/interior design. Have frequently advised others on home decorating/interior design.


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Search trends Bing Ads


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SOURCE: Microsoft internal data, all devices, 8/31/14 to 10/31/14. Halloween searches grow steadily until the big day Searches on Bing Ads 6-SEP 13-SEP 20-SEP 27-SEP 4-OCT 11-OCT 18-OCT 25-OCT 1-NOV Halloween general Costumes HALLOWEEN WEEK


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SOURCE: Microsoft internal data, all devices, 8/31/14 to 10/31/14. Searches pick up two weeks before Halloween HALLOWEEN WEEK 6-SEP 13-SEP 20-SEP 27-SEP 4-OCT 11-OCT 18-OCT 25-OCT 1-NOV Pumpkins & carvings Party Decorations Food Makeup Candy Searches on Bing Ads by category


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Halloween day searches SOURCE: Microsoft internal data, PC/Tablet, 8/31/14 to 10/31/14. PC/Tablet 12AM 1AM 2AM 3AM 4AM 5AM 6AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM PACIFIC STANDARD TIME


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Halloween day searches SOURCE: Microsoft internal data, October 31, 2014. Mobile 12AM 1AM 2AM 3AM 4AM 5AM 6AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM PACIFIC STANDARD TIME


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Halloween day searches Mobile 12AM 1AM 2AM 3AM 4AM 5AM 6AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM PACIFIC STANDARD TIME SOURCE: Microsoft internal data, October 31, 2014.


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Click-through rate SOURCE: Microsoft internal data, PC/Tablet, 8/31/14 to 10/31/14. PC/Tablet 6-SEP 13-SEP 20-SEP 27-SEP 4-OCT 11-OCT 18-OCT 25-OCT 1-NOV 7% 6% 5% 4% 3% 2% 1% WEEK ENDING TIP: Consider implementing our new Automated Rules—you can automatically pause ads when your click-through rate is high but conversions are low, or automatically increase your budget when click-through rate is high and ads are performing well, for example – and more!


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Click-through rate: Costumes SOURCE: Microsoft internal data, PC/Tablet, 8/31/14 to 10/31/14. PC/Tablet


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Click-through rate SOURCE: Microsoft internal data, mobile, 8/31/14 to 10/31/14. Mobile 6-SEP 13-SEP 20-SEP 27-SEP 4-OCT 11-OCT 18-OCT 25-OCT 1-NOV 12% 10% 8% 6% 4% 2% WEEK ENDING


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Click-through rate: Costumes SOURCE: Microsoft internal data, mobile, 8/31/14 to 10/31/14. Mobile 6-SEP 13-SEP 20-SEP 27-SEP 4-OCT 11-OCT 18-OCT 25-OCT 1-NOV WEEK ENDING


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Cost-per-click SOURCE: Microsoft internal data, PC/Tablet, 8/31/14 to 10/31/14. PC/Tablet 6-SEP 13-SEP 20-SEP 27-SEP 4-OCT 11-OCT 18-OCT 25-OCT 1-NOV WEEK ENDING


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Cost-per-click SOURCE: Microsoft internal data, mobile, 8/31/14 to 10/31/14. Mobile COST- PER- CLICK 6-SEP 13-SEP 20-SEP 27-SEP 4-OCT 11-OCT 18-OCT 25-OCT 1-NOV WEEK ENDING TIP: Ensure your Halloween keyword bids are high enough for your ad to show up on mobile—only the first few positions display on a small smartphone screen.


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Top searches during the Halloween season *Brand indicates a brand term was used, represented by multiple brand names in this category SOURCE: Microsoft internal data, all devices, 8/31/14 to 10/31/14. Searches // across all devices


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Top 25 Halloween costume searches of 2014 SOURCE: Microsoft internal data, 8/31/14 to 10/31/14.


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Words that work Top Halloween ad copy


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Here’s how to read a “heatmap” Note many categories represent a group of words rather than the actual word itself. SOURCE: Microsoft internal data, September - October 2014. Our study results show that an Apparel ad highlighting the ‘’Kid costumes’ in the title and ‘Delivery/Shipping’ in the description has high Ad Quality. Ad Title Ad Description


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Words that work // Halloween Note many categories represent a group of words rather than the actual word itself. SOURCE: Microsoft internal data, September - October 2014. Ad Title Ad Description


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Top ad copy combinations // by category Apparel & Accessories | To boost boost ad copy relevance, add Halloween or use DKI (Dynamic Keyword Insertion) to ad titles. Keywords such as “costumes”, “womens”, “adult”, “kids”, along with trendy “frozen” and “captain” were particularly popular last year. Since potential customers often seek out a specific size, consider adding information about Sizes (“size”, “plus size”, “sizes styles”) in your ad description. Candy/Gifts/Greetings | Grab potential customers’ attention with promotions by adding % Off keywords (“free”, “save”, “save %”) to ads. Other Retail | Ad titles highlighting Party (“party decorations”, “frozen party”, “party rental”) or Supplies (“supplies online”, “party supplies”) perform very well. Combine these with ad descriptions that contain Halloween (“halloween decorations”, “buy halloween”) or Accessories (“bags”, “hats”, “temporary tattoos”) to maximize click potential. SOURCE: Microsoft internal data, September - October 2014.


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Top ad copy combinations // by device Apparel and Accessories | ad titles containing Kid costumes (“kids costumes”, “toddler costumes”) worked well across devices. However, to get an advantage when it comes to PC/Tablet ads, highlight Selection (“huge selection”, “great selection”, “selection”) in your ad description, while Costumes (“outfits”, “costumes”, “shirts”) did well in Smartphone ads. Candy/Gifts/Greetings | PC/Tablet ads with the combination of Online (“online”, “online free”) in the title with % Off (“free”, “save”, “save %”, “%”) were effective. What enticed Smartphone searchers to click, on the other hand, were ads with titles that indicated Quality (“premium”, “custom”, “specialized”, “guaranteed”) and had Orders in the description. Other Retail | ads performed best with Party (“party decorations”, “frozen party”, “party rental”) in the ad title, regardless of device. However, Accessories (“bags”, “hats”, “temporary tattoos”) in the description gives you an edge on PC/Tablet, while a Call To Action (“now save”, “order today”, “hurry”, “ends soon”) ad description triggers clicks on Smartphones. SOURCE: Microsoft internal data, September - October 2014.


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


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


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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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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 Already advertising on Google AdWords?


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


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