Retail: Christmas 2016 - Microsoft · 2017-04-20 · * UK Bing and Yahoo sites, all devices, 01 Oct, 2015 –31 Jan, 2016 Long-standing Christmas shopping trends from 5 –6 years

Retail: Christmas

2016UK Bing Network 2016

List of Contents

1. What’s the Industry saying?

2. Bing Ads Trends & KPIs

3. Ad Copy Analysis

4. Festive Go Dos

UK Retail Snapshot2016 eMarketer estimations

Average annual spend per shopper on digital purchases2:

UK

€1,180Europe

€648

Total UK retail sales are online1

16%Million

UK digital buyers1

43.8

1 eMarketer 2016 Forecaster for 2016 Report (Retail)

2 Western Europe Retail eCommerce 2016: Regional Overview

According to IMRG Capgemini the week of Black Friday accounted for 17% of total 2015 Christmas Sales in the UK1

Black Friday is officially a thing & is here to stay

£1.1bnSpent online on Black Friday in 2015, YoY increase of 36%2

£495mSpent on Tablets & Smartphones on Black Friday1

£968mSpent online on Cyber Monday in 20152

Source: 1. IMRG Capgemini Jan 2016

2. IMRG & Experian Marketing cited in Internetretailing.net, 01 Dec 2015

What are we seeing on Bing Ads?Search patterns in 2015-2016

MethodologyMethodology

• UK Market

• Top 311,196 Retail search queries based on

volume

• Analysis period: Sept 2015 – Jan 2016 (inclusive)

Objectives

• Identify Retail related Christmas shopping trends

• What does the Bing searcher look like?

• What are their behaviours?

• Advertiser opportunities

6% 74% 53%

3% 10% 7% 41% 24%

6% 35% 23%

5% 36% 73%

6% 50% 54%

6% 41% 34%

0

1

2

3

4

5

6

7

8Apr May

Clothing &

Accessories

All Up

Retail

Beauty &

Personal Care

Books, Film,

Games & Music

Consumer

Electronics

Search volume data indexed to average monthly volume in 2016 on UK Bing & Yahoo sites, all devices.

Daily Deals &

Coupons

Annual search query peaks for Retail sub-verticals on Bing Ads in the UK

2016Apr May

2016 Forecast

Jan Feb Mar June July Aug Sept Oct Nov Dec

2016 Forecast2016

16% 48% 49%

59% 74%

17% 2% 3% 3% 5% 19% 6%

3% 9% 5% 24% 11%

28% 40%

6% 41% 34%

0

1

2

3

4

5

6

7

8Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

Home & Garden

All Up

Retail

Flowers & Gifts

Footwear

Jewellery &

Watches

Search volume data indexed to average monthly volume in 2016 on UK Bing & Yahoo sites, all devices.

Toys & Hobbies

Annual search query peaks for Retail sub-verticals on Bing Ads in the UK

* UK Bing and Yahoo sites, all devices, 01 Oct, 2015 – 31 Jan, 2016

Long-standing Christmas shopping trends from 5 – 6 years ago have been turned on their head in recent years

• Not so much the ‘last dash of the desperates’ on Christmas Eve and then a prolonged January sales period

• Discounting starts early in the festive season with Black Friday; but now becoming a week long sales event rather than just one day

• Black Friday & Boxing Day are the two biggest shopping days of the festive season, followed by Cyber Monday and Manic Monday

• Search volumes on Black Friday on PC devices 2.5x, and 2.2x on Tablet. Mobile is the #1 device of choice on Boxing Day, peaking at 1.8x

Retail Christmas searches start to ramp up from early October

Christmas retail search queries indexed to the average daily volume*

0%

50%

100%

150%

200%

250%

300%

Mobile Indexed Volume PC Indexed Volume Tablet Indexed Volume

Black Friday

Boxing Day

Manic Monday

Cyber Monday

Top 10 UK retail shopping days that made Christmas

Nov DecNov 2015

M Tu W Th F Sa Su

1

2 3 4 5 6 7 8

9 10 11 12 13 14 15

16 17 18 19 20 21 22

23 24 25 26 27 28 29

- All Devices -

Tablets are the device of choice on weekends

with 70% of the top search days occurring on

either a Saturday or a Sunday

1. 27-Nov (Black Friday)

2. 26-Nov

3. 30-Nov (Cyber Monday)

4. 29-Nov

5. 26-Dec (Boxing Day)

6. 28-Nov

7. 25-Nov

8. 23-Nov

9. 24-Nov

10. 01-Dec

Mobile

Tip

Top 10 days by retail search volume during the Christmas Period on Bing Network, split by device

Top retail search volume days indexed to the average daily volume of Nov-Dec 2015, all devices. The Bing Network includes Microsoft and Yahoo sites in the United Kingdom

9/10 of the top retail activity days took place on the last

week of November and first week of December

Black Friday in 2016 falls on 25 November

PC Tablet

NovNov 2015

M Tu W Th F Sa Su

1

2 3 4 5 6 7 8

9 10 11 12 13 14 15

16 17 18 19 20 21 22

23 24 25 26 27 28 29

NovNov 2015

M Tu W Th F Sa Su

1

2 3 4 5 6 7 8

9 10 11 12 13 14 15

16 17 18 19 20 21 22

23 24 25 26 27 28 29

NovNov 2015

M Tu W Th F Sa Su

1

2 3 4 5 6 7 8

9 10 11 12 13 14 15

16 17 18 19 20 21 22

23 24 25 26 27 28 29

DecDec 2015

M Tu W Th F Sa Su

30 1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30 31

DecDec 2015

M Tu W Th F Sa Su

30 1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30 31

DecDec 2015

M Tu W Th F Sa Su

30 1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30 31

Dec 2015

M Tu W Th F Sa Su

30 1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30 31

Dec

Internal Source: Device share of Retail search volume, The Bing Network includes Microsoft and Yahoo sites in the United Kingdom, UK Sept 2015 - Jan 2016

UK Bing users become more reliant on Mobile nearer to Christmas

• Christmas 2015 saw UK Mobile Retail search query share on Bing increase significantly the closer we got to Christmas

• Top 3 days for Mobile usage across the entire festive period were: Christmas Day, Boxing Day and 27th December

• Tablet saw similar growth in usage and volume of queries during the same period, whereas PCs declined

23%24%

25%

Sept Oct Nov Dec

24%23%

Jan

35% 30% 28%

48%50% 52%

17% 20% 20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

12/25/2015 12/26/2015 12/27/2015

Mobile PC Tablet

Boxing Day(Sat, 26 Dec, 2015)

Day after Boxing Day(Sun, 27 Dec, 2015)

Christmas Day(Fri 25 Dec, 2016)

Retail Mobile volume share Sept 2015 -Jan 2016 People are the most mobile on Christmas Day

Internal Source: Device share of Retail search volume, The Bing Network includes Microsoft and Yahoo sites in the UK, Sept 2015 - Jan 2016

* A mobile device is defined as a small portable internet enabled smartphone and/or tablet

Which Retail categories have the highest mobile device share?

• PC is still the #1 device of choice for many seasonal shoppers on Bing with search volumes avg. 59%, whilst Mobile devices* account on avg. 41% of all searches

• Toys & Hobbies is the category that sees the largest Mobile share, whereas Flowers & Gifts remains firmly with PC

31% 30% 29% 28% 27% 26% 24% 24% 23% 22% 21% 21%

51% 56% 53% 55% 61% 57% 58% 62% 59% 66% 65% 61%

18% 14% 18% 17% 12% 16% 18% 14% 18% 12% 14% 18%

Toys &

Hobbies

Beauty &

Personal

Care

Footwear Jewellery &

Watches

Consumer

Electronics

FMCG /

Grocery

Clothing &

Accessories

Books, Film,

Games &

Music

Home &

Garden

Flowers &

Gifts

Daily Deals

& Coupons

Other Retail

Mobile PC Tablet

Percentage of volume & click share of Retail queries on the Bing Network, UK Bing and Yahoo sites, Sept 2015 – Jan 16

Top 5 Retail sub-categories on Bing AdsHome & Garden dominates both search and click share.Clothing & Accessories and Other Retail (department stores, comparison shopping and catalogues) are the other two popular categories.

ClicksSearches

Home &

Garden

Clothing &

Accessories

Other Retail

(Dept. stores)

22% 34%

20% 23%

16% 11%

Toys &

Hobbies 9% 5%

6%Consumer

Electronics 7%

Top sub-categories split by demographics, Retail search volume on Bing & Yahoo sites, Sept 2015 – Jan 2016

Who is shopping across the various retail sub-categories

15%

14%

20%

10%

18%

15%

16%

13%

18%

21%

21%

25%

17%

21%

16%

17%

15%

17%

19%

19%

24%

16%

18%

16%

19%

17%

41%

30%

27%

28%

30%

30%

31%

34%

30%

27%

29%

28%

29%

18%

31%

29%

35%

28%

28%

25%

24%

26%

27%

24%

23%

29%

5%

9%

7%

12%

7%

8%

9%

5%

10%

7%

10%

5%

8%

Toys & Hobbies

Other Retail

Jewellery & Watches

Home & Garden

Footwear

FMCG / Grocery

Flowers & Gifts

Daily Deals & Coupons

Consumer Electronics

Clothing & Accessories

Books, Film, Games & Music

Beauty & Personal Care

All Up

<24 25-34 35-49 50-64 65+

64%

64%

66%

64%

68%

67%

69%

69%

46%

73%

57%

73%

66%

36%

36%

34%

36%

32%

33%

31%

31%

54%

27%

43%

27%

34%

More than 60% of all up Retail search queries made on the UK Bing Network are coming from 35-64 year olds,

with females making 66% of those searches

Retail

Black Friday, Cyber Monday & beyond

15

Mobile

25%

PC

58%

Tablet

17%

Black Friday, Cyber Monday & Beyond

Search volume queries with Retail intent vs. the average September 2015 daily volume

Day before Black Friday

Black Friday Cyber Monday

All Up Retail 3X 2X

Mobile Retail 5X 2X3X

Black FridayChristmas PeriodSept - Dec 2015 27th Nov 2015

Cyber Monday30th Nov 2015

Boxing Day26thDec 2015

Mobile

22%

PC

62%

Tablet

16%

Mobile

21%

PC

64%

Tablet

15% Mobile

30%

PC

50%

Tablet

20%

Boxing Day

0%

50%

100%

150%

200%

250%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Mobile PC Tablet

1x

1.2x

1.8x 2.1x

1.6x

All devices play a distinct and important part in British consumers’ routine on Black Friday:

• From midnight on Black Friday shoppers are raring to go and are already looking for the best deals throughout the night

• Mobile leads the charge between 5 - 8am (1.2x), and then gets a 2nd wind after office hours (4 -10pm) peaking between 8 – 9pm (1.6x)

• PC picks up from 7am and is the device of choice during office working hours, peaking lunchtime 12 noon till 2pm (1.8x)

• Tablet volume warms up from 6am, but really comes into its own after the working day (4 – 11pm) peaking 2.1x between 9 – 10pm

Black Friday is the biggest shopping day in the UK Retail calendar

Retail search queries indexed to the average hourly volume*

* UK Bing and Yahoo sites, 27th Nov, 2015

19%

21%

21%

21%

22%

22%

23%

24%

25%

26%

27%

30%

22%

68%

63%

64%

65%

60%

63%

61%

62%

60%

57%

60%

52%

62%

13%

16%

15%

14%

18%

15%

16%

14%

15%

17%

13%

18%

16%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Flowers & Gifts


Other Retail


Home & Garden

Books, Film & Games

FMCG

Beauty & Personal Care

Footwear

Jewellery & Watches


Toys & Hobbies

All Retail

Mobile PC Tablet

Which Retail categories are the most Mobile on Black Friday?On Black Friday, Toys & Hobbies sees the largest Mobile share with 30% of search queries coming from a smartphone. This is followed closely by Consumer Electronics & Jewellery & Watches

Device share of retail queries on Black Friday, The Bing Network includes Microsoft and Yahoo sites in the UK data collected 27th Nov 2015

0%

50%

100%

150%

200%

250%

300%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Mobile PC Tablet

Cyber Monday device usage follows a very similar pattern to Black Friday, but relies on Tablet & Mobile later into the evening

• Mobile starts up from 6am, but does not see the big early peaks like Black Friday. Mobile picks up from 4pm and peaks 9 – 10pm (2.3x)

• PC is again the #1 device of choice during office working hours from 8am, peaking lunchtime 12 noon till 2pm (1.8x)

• Tablet is once again the slow burner, but really becomes the dominant device from 6pm, peaking 2.1x between 8 – 11pm

Cyber Monday: Black Friday shopping habits, but without the urgency


* UK Bing and Yahoo sites, 30th Nov, 2015

1.8x

2.8x2.3x

How does this differ to Cyber Monday?

Toys & Hobbies


Jewellery & Watches

23%

41%

37%

Change from

Black Friday

Device share change of retail queries on Cyber Monday, The Bing Network includes Microsoft and Yahoo sites in the UK, 30th Dec 2015

The Retail categories with the highest Mobile & Tablet activity on Black Friday saw a drop in volume. However, Cyber

Monday sees an increase in PC activity with a 15% share increase for Flowers & Gifts, and a 5% increase for Books,

Films & Games


Flowers & Gifts

Books, Films & Games

14%

5%

4%

Change from

Black Friday

Home & Garden

Toys & Hobbies

Jewellery & Watches

26%

Change from

Black Friday

20%

43%

0%

50%

100%

150%

200%

250%

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

12/25/2015 12/26/2015

Mobile PC Tablet

1.5x

1.9x

1.7x

Mobile Devices (Tablets & Smartphones) are the favoured devices between Christmas & New Year, but all devices play a crucial part:

• Christmas Day, online activity starts to ramp up across all devices early from 5am and again later in the day from 2pm after Christmas lunch

• Mobile is the device of choice on Christmas day peaking 1.6x at 8pm (Tablet 1.5x 9pm & PC 1.5x at 8pm respectively)

• Boxing Day, early bird Brits wish to get their hands on the best Boxing Day deals as Mobile & Tablet take the early lead from 5 - 9am, with PC traffic rising a little later from 7am and hitting peak by 11am. All devices see a secondary larger peak later in the day between 6 - 8pm

Retail Christmas Sale searches peak on Boxing Day across all devices


* UK Bing and Yahoo sites, 25 – 26 Dec, 2015

Christmas Day (25/12/2015) Boxing Day (26/12/2015)

Peak Period2pm – 10pm

1.8x

2.1x

1.8x

Retail

Ad Product

Performance

22

The More the MerrierFor Retail, combining ad extensions on PC + Tablet resultsin an increased average CTR

41%

36%

27%

17%

16%

15%

11%

9%

8%

7%

6%

5%

4%

3%

3%

Text Ad + Enhanced Sitelinks + 2

Text Ad + Enhanced Sitelinks + 1

Text Ad + Enhanced Sitelinks

Text Ad + Image Extensions

Text Ad + Sitelinks + 2


Text Ad + Callout

Text Ad + Location Extensions

Text Ad + Location Extensions + 1

Text Ad + ActionLink

Text Ad + App

Text Ad + Review + 1

Text Ad + Review

Text Ad

Text Ad + Sitelinks

The More the MerrierFor Retail, combining ad extensions on Mobile also resultsin an increased average CTR

50%

19%

16%

7%

7%

4%

Text Ad + App



Text Ad + Location Extensions

Text Ad + Call Extensions

Text Ad + Sitelinks

Make your ads shineWith 2015 Retail Ad Copy Learnings

Brand & Endorsements CTA Delivery Incentives

Token Ad Quality Token Ad Quality Token Ad Quality

™ collect same day delivery

official shop home delivery

Brand Term get next day delivery

recommended buy free p&p

® view free delivery

as seen on tv compare free returns

number 1 call free shipping

© find

enquire

see

check

How to read an ad copy heat map

Strong impact, rarely used

Strong impact, sometimes used

Strong impact, but used often

Fair impact, rarely used

Fair impact, sometimes used

Fair impact, but used often

Limited impact, but rarely used

Limited impact, but sometimes used

Limited impact, but used often

Individual Tokens

Ad quality explanations

Top Tip: The greener and fuller the circle, the more likely your ad will stand out

We’ve looked at two dimensions in Bing Ads:

2015 Christmas Retail – All VerticalsAd Copy Analysis

Throughout Oct

- Dec optimise

for all devices

Test different ad

copy combinations

to find the best

performing ads for

your brand &

products

Ensure you have

budget early on

to take advantage

of Black Friday

sales peaks

Search queries on

Boxing Day nearly

double. Prepare

budgets accordingly

for Christmas week

Make the most out of Bing Ads this holiday season:

Retail

Appendix

29

Retail

Home & Garden

30

64% 36%

..Who’s searching for Home & Garden products and when are they

searching?

Who’s looking for Home & Garden Products?

• 63% of UK Home & Garden searches are made by

adults between 35 – 64 years of age on the Bing

Network

• Females account for 64% of searches made on the

Bing Network over the festive period

When are they searching?

• Sunday and the start of the working week are key

days for Home & Garden searches

10% 15% 28% 35% 12%

<24 25-34 35-49 50-64 65+

15% 15%14%

13% 13%14%

16%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Home & Garden search volumes start to increase from early September as male shoppers take an early interest before females take the lead in searches from October for the peak period

Internal Source: Retail search queries related to Home & Garden indexed to the average daily volume on the Bing Network in the UK, Sept 2015 - Jan 2016

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%

Female Indexed Volume Male Indexed Volume

Peak PeriodBlack Friday to 2nd week in Jan

Prepare your Winter Home & Garden campaigns from AugustEnsure campaigns are optimised for the key pre-Christmas and Winter furniture sales period. Be front of mind for consumers in their decision journey, particularly when CTR is at it’s highest & CPC at it’s lowest for the high activity months of October – January.

Internal Source: based on top Home & Garden search queries on the Bing Network, Sept 2015 - Jan 2016

£0.35

£0.36

£0.36

£0.37

£0.37

£0.38

£0.38

£0.39

£0.39

£0.40

£0.40

£0.41

0%

2%

4%

6%

8%

10%

12%

14%

16%

Sep-15 Oct-15 Nov-15 Dec-15 Jan-16

Home & Garden

CTR CPC

Home & GardenAd Copy Analysis

Retail


35

..Who’s searching for Clothing & Accessories and when are they

searching?

Who’s looking for Clothing & Accessories?

• 54% of UK Clothing & Accessories searches are

made by adults between 35 – 64 years of age on

the Bing Network





days for Clothing & Accessories searches

73% 27%

21% 18% 27% 27% 7%

<24 25-34 35-49 50-64 65+

15% 15%14% 14%

13%14%

15%

0%

2%

4%

6%

8%

10%

12%

14%

16%

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%


Clothing & Accessories search volumes start to increase from early September as male shoppers take an early interest before females take the lead in searches from October for the peak seasonal period

Internal Source: Retail search queries related to Clothing & Accessories indexed to the average daily volume on the Bing Network in the UK, Sept 2015 - Jan 2016

Peak Period2nd Week Nov - 2nd week in Jan

Prepare your Clothing & Accessories campaigns from AugustEnsure campaigns are optimised for the Christmas and the winter sales period. Be front of mind for shoppers in their decision journey, particularly when CTR is at it’s highest & CPC at it’s lowest for the high activity months of October – January.

Internal Source: based on top Clothing & Accessories search queries on the Bing Network, Sept 2015 - Jan 2016

£0.00

£0.05

£0.10

£0.15

£0.20

£0.25

£0.30

0%

2%

4%

6%

8%

10%

12%

14%

16%



CTR CPC

Clothing & AccessoriesAd Copy Analysis

Retail

Toys & Hobbies

40

64% 36%

..Who’s searching for Toys & Hobbies and when are they searching?

Who’s looking for Toys & Hobbies?

• 62% of UK Toys & Hobbies searches are made by


Network




• Saturday & Sunday are the key days for Toys &

Hobbies searches

14% 14%13% 13%

14%

16% 16%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

15% 21% 41% 18% 5%

<24 25-34 35-49 50-64 65+

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%


Toys & Hobbies search volumes start to increase from early September and tend to have a longer lead time as adults spread the cost of Christmas. Male shoppers take the early lead, with females taking over in early November once the annual *DreamToys top toy list has been announced

Internal Source: Retail search queries related to Toys & Hobbies indexed to the average daily volume on the Bing Network in the UK, Sept 2015 - Jan 2016

Peak Period1st week in Oct – 1st week in Jan

* UK & Ireland

Toy Retailers Association

DreamToys 2016

9 Nov, 2016

Prepare your Toys & Hobbies campaigns from AugustEnsure campaigns are optimised for the Christmas and the winter sales period. Be front of mind for shoppers in their decision journey, particularly when CTR is at it’s highest & CPC at it’s lowest for the high activity months of September – December.

Internal Source: based on top Toys & Hobbies search queries on the Bing Network, Sept 2015 - Jan 2016

£0.00

£0.05

£0.10

£0.15

£0.20

£0.25

0%

2%

4%

6%

8%

10%

12%

14%


Toys & Hobbies

CTR CPC

Toys & HobbiesAd Copy Analysis

Retail - Tech


45

..Who’s searching for Consumer Electronics and when are they

searching?

Who’s looking for Consumer Electronics?

• 56% of UK Consumer Electronic searches are made

by adults between 35 – 64 years of age on the Bing

Network

• Males account for 54% of searches made on the



• Monday to Wednesday are the key days for

Consumer Electronics searches

15% 15% 15%14% 14%

13%14%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18% 16% 30% 26% 10%

<24 25-34 35-49 50-64 65+

46% 54%

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%


Consumer Electronics is the only Retail sub-category on Bing that is primarily lead by male consumers. Query volumes start to pick up in September when popularmanufacturers such as Apple & Samsung announce their lines of new products prior to Black Friday and Christmas

Internal Source: Retail search queries related to Consumer Electronics indexed to the average daily volume on the Bing Network in the UK, Sept 2015 - Jan 2016

Peak Period1st week in Nov – 1st week in Jan

Prepare your Consumer Electronic campaigns from AugustEnsure campaigns are optimised for the pre-Christmas and the winter sales period. Be front of mind for shoppers in their decision journey, particularly when CTR is at it’s highest & CPC at it’s lowest for the high activity months of September – January

Internal Source: based on top Consumer Electronic search queries on the Bing Network, Sept 2015 - Jan 2016

£0.00

£0.10

£0.20

£0.30

£0.40

£0.50

£0.60

0%

2%

4%

6%

8%

10%

12%

14%



CTR CPC

Consumer ElectronicsAd Copy Analysis

Retail

Flowers & Gifts

50

..Who’s searching for Flowers & Gifts and when are they searching?

Who’s looking for Flowers & Gifts?

• 56% of UK Flowers & Gifts searches are made by


Network





days for Flowers & Gifts searches

15% 15%14% 14%

13%14%

15%

0%

2%

4%

6%

8%

10%

12%

14%

16%

16% 19% 31% 25% 9%

<24 25-34 35-49 50-64 65+

69% 31%

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%


Flowers & Gifts is a retail sub-category which enjoys a long lead time during the festive period. Queries start to pick up early with some male customers during September with female shopper momentum taking hold from 1st October. Flowers & Gifts will continue to grow up to 21st December before dropping off sharply back to pre-Christmas levels

Internal Source: Retail search queries related to Flowers & Gifts indexed to the average daily volume on the Bing Network in the UK, Sept 2015 - Jan 2016

Peak Period2nd week in September to 25 December

Prepare your Flowers & Gifts campaigns from SeptemberEnsure campaigns are optimised for the Christmas and Valentine’s Day sales periods. Be front of mind for shoppers in their decision journey, particularly when CTR is at it’s highest & CPC at it’s lowest for the high activity months of November – March

Internal Source: based on top Flowers & Gifts search queries on the Bing Network, Sept 2015 - Jan 2016

£0.00

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£0.30

£0.40

£0.50

£0.60

£0.70

0%

2%

4%

6%

8%

10%

12%


Flowers & Gifts

CTR CPC

Flowers & GiftsAd Copy Analysis

Documents

Retail: Christmas 2016 - Microsoft · 2017-04-20 · * UK Bing and Yahoo sites, all devices, 01 Oct, 2015 –31 Jan, 2016 Long-standing Christmas shopping trends from 5 –6 years