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Valentine’s Day Insights to woo digital marketers

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Valentine’s Day Insights to woo digital marketers


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Billions spent in the name of love SOURCE: National Retail Federation Monthly Consumer Survey, January 2015 Total spending increased 10% from the $17.3 billion spent in 2014. Valentine’s day is the 4th largest spending holiday, following winter holidays, back-to-school, and Mother’s Day. $18.9 billion


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Giving the gift of love SOURCE: National Retail Federation, Monthly Consumer Survey, January 2015 Half of shoppers plan to purchase a card or candy.


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Lovers pine for tech gifts SOURCE: Usamp Valentine’s Day survey for eBates,, 2015 Nearly 40% of people would be infatuated with a smartphone gift this Valentine’s Day Top tech gifts people would like to receive for Valentine’s Day


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Valentine’s Day gifts are not just for couples SOURCE: National Retail Federation Monthly Consumer Survey, January 2015 Nearly 60% of people plan to give gifts to family members.


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The price tag of love The average consumer spent $142 in 2015 on gifts for their significant other, friends, family members, and pets—a 6% increase from last year. SOURCE: National Retail Federation Monthly Consumer Survey, January 2015


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Celebrating “Singles Awareness Day” 45% of adults don’t plan to celebrate Valentine’s Day. But many make other plans and still spend on February 14. 11% plan a get-together or evening out with other single friends/family members. 10% treat themselves to something special. (jewelry, spa, apparel, etc.) 3% purchase anti-Valentine’s Day gifts. SOURCE: National Retail Federation Monthly Consumer Survey, January 2015


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Love is sweet $1.7 billion is spent on candy for Valentine’s Day. 4th largest candy holiday. 53% give candy as a gift. 75% of candy sales are chocolate. SOURCE: National Retail Federation, 2015 Valentine’s Day Spending Survey


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Chocolate is good for the heart – in more ways than one SOURCE: 1 Food Manufacturing, February 2014 2 Chocolate Consumption and Cardiometabolic disorders; systematic review and meta-analysis, August 2011. According to a study, people who eat the most chocolate had a: 37 percent lower risk of heart disease 31 percent reduced risk of diabetes 29 percent lower risk of stroke compared with those who ate the least2 For Valentine’s Day:


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How do you celebrate Valentine’s Day? SOURCE: American Express Spending & Saving Tracker: Valentine’s Day 2014


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SOURCE: American Express Spending & Saving Tracker: Valentine’s Day 2015 A day to mark eternal love 14 million people planned or expected a marriage proposal on February 14. This is 12% of single Americans.


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Consumers are sweet on mobile shopping for Valentine’s Day SOURCE: National Retail Federation, Monthly Consumer Survey, January 2015 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.


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Bing Ads audience


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The Bing Ads Network packs value for retail 53M retail searchers not reached on Google. 88M total retail searchers 687M total retail searches 36% of all retail paid clicks SOURCE: comScore qSearch (custom), U.S., June 2015; industry categories based on comScore classifications


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The Bing Ads Network packs value for flowers/ gifts/greetings 3.7M total flowers/gifts/greetings searchers 6M total flowers/gifts/greetings searches 47% of all flowers/gifts/greetings paid clicks SOURCE: comScore qSearch (custom), U.S., June 2015; industry categories based on comScore classifications 3.4M flowers/gifts/ greetings searchers not reached on Google.


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23% more likely to have spent $500 or more on jewelry/watches/ accessories in the last 6 months Diamonds are forever Compared to Google, the Bing Ads audience is: Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication. January data was used to reflect the month prior to Valentine’s Day.


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A rose by any other name Compared to Google, the Bing Ads audience is: Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication. January data was used to reflect the month prior to Valentine’s Day. 11% more likely to have spent $100 to $199 on flowers in the last 6 months 5% more likely to have spent $200 to $499 on flowers in the last 6 months


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Satisfy your love’s sweet tooth Compared to Google, the Bing Ads audience is: Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication. January data was used to reflect the month prior to Valentine’s Day. 23% more likely to have spent $100 to $199 on gum or candy in the last 30 days 16% more likely to have spent $500 or more on gum or candy in the last 30 days


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Have spent $100 to $199 on gift foods online in the last 30 days Tempt your Valentine with gift foods Compared to Google, the Bing Ads audience is more likely to: Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication. January data was used to reflect the month prior to Valentine’s Day.


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8% more likely to have used paid service for gift certificates in the last 6 months Give the gift of choice and spread the love with gift cards Compared to Google, the Bing Ads audience is: Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication. January data was used to reflect the month prior to Valentine’s Day.


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Valentines aren’t just for grade school Compared to Google, the Bing Ads audience is more likely to: Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication. January data was used to reflect the month prior to Valentine’s Day.


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Bing Ads Search trends


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Valentine’s Day shopping heats up the first 2 weeks of February. SOURCE: Microsoft internal data January–February 2015 TIP For some categories, mobile clicks are estimated to grow at a faster rate than PC/Tablet during the week of Valentine’s Day. Use bid modifiers to increase visibility of your top keywords.


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Valentine’s Day searches and clicks by category SOURCE: Microsoft internal data January–February 2015 TIP For some categories, mobile clicks are estimated to grow at a faster rate than PC/Tablet during the week of Valentine’s Day. Use bid modifiers to increase visibility of your top keywords. Across all devices


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PC/Tablet SOURCE: Microsoft internal data January–February 2015 TIP For some categories, mobile clicks are estimated to grow at a faster rate than PC/Tablet during the week of Valentine’s Day. Use bid modifiers to increase visibility of your top keywords. TIP Consider kicking off your campaigns in January to capture early shoppers before the competition becomes more heated the final two weeks before Valentine’s Day.


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Valentine’s Day searches peak the two weeks leading up to the holiday – take advantage of this short window of time. SOURCE: Microsoft internal data February 2015 TIP For some categories, mobile clicks are estimated to grow at a faster rate than PC/Tablet during the week of Valentine’s Day. Use bid modifiers to increase visibility of your top keywords. PC/Tablet


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Mobile captures roughly 1/3 of Valentine’s Day searches SOURCE: Microsoft internal data January–February 2015 TIP Be consistent across devices. Offers on desktop, smartphone, and tablet should be identical and easy to find.


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Valentine’s Day weekly click growth SOURCE: Microsoft internal data January–February 2015 TIP Valentine’s shopping picks up beginning mid-January. Ensure your budget won’t go dark when sales peak toward the end of this top shopping period.


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Valentine’s Day click growth by category SOURCE: Microsoft internal data January-February 2015 TIP For some categories, mobile clicks are estimated to grow at a faster rate than PC/Tablet during the week of Valentine’s Day. Use bid modifiers to increase visibility of your top keywords. Jan 18 - 24 Jan 18 - 24 Jan 18 - 24 Jan 18 - 24


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SOURCE: Microsoft internal data February 2015 Highest click-through rate period 4.9% average PC/Tablet Valentine’s Day click-through rate by day


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SOURCE: Microsoft internal data February 2015 PC/Tablet Valentine’s Day click-through rate by category


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Valentine’s Day hourly click-through rate SOURCE: Microsoft internal data February 2015 Feb 13 and 14 PC/Tablet searches and click-through rate peak February 13 in the afternoon from 2-8pm. Mobile volume is greatest on Valentine’s Day from 3-10pm.


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Valentine’s Day cost-per-click SOURCE: Microsoft internal data January-February 2015 PC/Tablet


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Top 10 search categories for Valentine’s Day SOURCE: Microsoft internal data February 2015 All devices NOTE: Top 10 doesn’t include brand names


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Top 10 Valentine’s Day searches SOURCE: Microsoft internal data February 2015 All devices The top 10 searches represent 32% of the total Valentine’s Day search volume and brand terms represent 74% of the top 10 search volume. Play defense—Bid on your brand terms to capture as many clicks as possible and protect your hard earned brand placement. Play offense—Bid on brand terms of your competitors to gain more clicks and prominence on the search results page.


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Top 10 Valentine’s Day flowers searches SOURCE: Microsoft internal data February 2015 TIP Use extensions. Reach mobile Valentine’s Day 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. All devices TIP Consider using Bing Shopping Campaigns to differentiate your roses offerings with a relevant product image and product details. Shoppers know what type of flowers they want to give and roses are still the favorite: 10% of the top 10 searches volume was driven by roses searches.


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Top 10 Valentine’s Day gifts and cards searches SOURCE: Microsoft internal data February 2015 TIP Consider promoting your gift cards in your digital marketing campaigns and promoting through Sitelink extensions, including “gift cards” in ad copy, and capitalizing on opportunity closer to Valentine’s Day when shoppers are looking for last minute gifts, may have missed shipping deadlines. All devices eCards are equally as popular as cards: 19% of the top 10 searches are eCard related. Gift cards accounted for 16% of the top 10 volume. But lingerie is still the favorite gift, with 29% of the top 10 search volume.


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Top 10 candy/chocolate and jewelry searches SOURCE: Microsoft internal data February 2015 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. All devices


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Words that work Top ad copy for Valentine’s Day


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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, January – February, 2015. Ad Title Ad Description Our study results show that a Valentine’s Day ad highlighting a ‘brand’ in the title and ‘collection’ in the description has high Ad Quality.


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Words that work // Valentine’s Day Note many categories represent a group of words rather than the actual word itself. Source: Microsoft internal data, January – February, 2015. Ad Title Ad Description


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M M M M M Top ad copy combinations Gifts Ad copy performs best when there are Superlatives (eg. “best”, “top”, “great”) in the ad title. Pair with details about Price/Pricing, Electronics or a Call to Action to increase ad quality. Note many categories represent a group of words rather than the actual word itself. A superlative is an adjective or adverb – example best, top, great. Source: Microsoft internal data, January – February, 2015. Cards The top performing Cards ad copy combination uses Call to Action (eg. “send”, “now”, “make someone”) in the ad title and Deals/Discounts (eg. “save”, “discounts”) in the description as a way to target potential customers about to take action on their card-sending plans. Candy Align your Candy ad copy to what your audience is searching for by using Parameter Insertion and Dynamic Keyword Insertion in the ad title or description. Include information about Delivery/Shipping (eg. “free shipping”, “__ day shipping”) to further boost ad interest. Flowers Flower selection is important to shoppers in search of flowers. Make sure that your ad description mentions the great Selection (eg. “selection”, “choose”)


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M M M M M Top ad copy combinations // by device Gifts Superlative terms (eg. “best”, “top”, “great”) work well for Gift ads across all devices. However, ad descriptions containing Price/Pricing wording (eg. “prices”, “low prices”, “$”) perform better with PC/Tablet, while a Call to Action (eg. “shop”, “order now”, “get”) had greater success with Smartphones searchers. Flowers Target PC/Tablet searchers by using a Parameter Insertion in the ad title and highlight your Selection (eg. “selection”, “choose”) in the ad description. Smartphone users are more likely to click on ads with a combination of Superlative wording (“great”, “fast”) and Free (“free”, “flowers free”, “roses free”). Cards PC/Tablet ad copy for Cards benefit from highlighting the Occasion (eg. “valentine”, “valentine day”) in the ad title, paired with the Brand. The best performing ad combination for Smartphones includes type of Cards (eg. “photo postcards”, “ecards”, “valentine ecards”) in the ad title and information about Delivery/Shipping in the ad description. Candy Delivery/Shipping (eg. “free shipping”, “__ day shipping”) is key for Candy searchers across devices, so add these details to your ad descriptions. Details on Price/Pricing promotions (“discount”, “great prices”, “$__ orders”), in the ad title grabs the attention of PC/Tablet users , while Parameter Insertion works well for Smartphone searches. Note many categories represent a group of words rather than the actual word itself. A superlative is an adjective or adverb – example best, top, great. Source: Microsoft internal data, January – February, 2015.


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M M M M M Top ad copy combinations // Sitelink Extensions Note many categories represent a group of words rather than the actual word itself. A superlative is an adjective or adverb – example best, top, great. Source: Microsoft internal data, January – February, 2015. Electronics (eg. popular gifts such as “phone”, “iphone”, “ipod”) was a top performer when featured in Sitelink Extension ads and is a relatively untapped opportunity. Occasion (eg. “occasions”, “anniversary”, “wedding”) and Valentine (eg. “valentine day”, “valentine gift”) also perform well, but are underutilized by advertisers. How to read this: 1. Ad quality is high 2. There aren’t very many advertisers showing on these terms. Read – great opportunity! Number of Advertisers Opportunities:


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Why Bing Ads


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Access searchers not reached on Google SOURCE: Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), U.S., March 2015. Industry categories based on comScore classifications.


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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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© 2015 Microsoft Corporation. All rights reserved.


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