Search Bing for LoveValentine’s Day 2017 Insights for Digital Marketers
Even though over 50% of Australians don't celebrate Valentine's Day, those who do, are spending more each year. Shop in
the Name of
LoveSource1. Canstar Blue, Australia: Do we care about Valentine’s Day?, 20152. IBISWorld Valentine’s Day 2015 Spending Report, 20153. IBISWorld Valentine’s Day 2014 Spending Report, 20144. National Retail Foundation, Monthly Consumer Survey, 2016
largest in spendingafter Christmas, back to school, & Mother’s Day4
4th
increasefrom 2014 vs. 2015 in consumer spending2
3%
Average spent per celebrant3
$86+
total spending in 20143
$791.4 M
Plan to Celebrate Valentine’s Day1? No 54%
Yes 46%
Online shopping is steadily increasing from previous years for Valentine’s Day.
Cupid in the Cart
24%+14%increase
in online sales from 2015-20161
increase in conversions2Source
1, National Australia Bank and Quantum, Online Retail Sales Index: In-Depth Report – June 2016, 20162, Nextopia, Valentine’s Day eCommerce Infographic, 2015
+11%increase
in average order value the week leading up to
Valentine’s Day2
Agenda
Valentine’s Day ProfilesWho Celebrates
Valentine’s Day on Bing?
Love Comes & Goes
The Last-Minute Shopping Season
Love & Tech
Valentine’s Day Prep with Search
The Heart’s Desire
Trending Gifts & Experiences
Valentine’s Day ProfilesThe Audience You Want To Reach
Who is searching for gifts?35%men 65
%women
Gender, FemaleWomen are the key drivers for Valentine's Day gift searches
● ● ● ● ●●
Source:Microsoft internal data, Gift searches by demographics, Jan-Feb 2016, AUSource: Nielsen Consumer & Media View National Database, Apr '15 - Mar '16| Base: 14+
Valentine’s Day bios on Bing
30% of Bing gift searchers are
between 35-49 years old
Age, 35-49Middle aged gift hunters are driving the romance on Bing
● ● ● ● ●●Compared to
Google, Bing audience is 132% more likely to spend $150-$600 on Valentine’s Day celebration
The Bing Network is an effective marketplace, delivering more volume with less effort.
14.2%
search share
Source: comScore Explicit Core Search (custom) - Jun 2016, comScore qSearch (custom) - Aug 2016Bing Network includes Microsoft Core Search sites and partner sites in AU.
14.2%
6.0%6.7%
9.4%
10.1%10.8%
5.5%
Mar ‘15 Jun ‘15 Jul ‘15 Aug ‘15 Dec ‘15Dec ’14 Sep ‘15
6.8%
Aug ‘16
Love Comes and GoesThe Last-Minute Shopping Season
0%
100%
200%
300%
400%
500%
600%
700%
800% Valentine’s Day Searches
January
February
13-Feb4.7X12-
Feb4.0X4-Feb
3.6X2-
Feb2.9X 15-
Feb1.2X
Be there when demand ramps up.Searches tend to surge from early February. Last minute shoppers lead the momentum to Valentine’s Day.
TIPKeep an eye
on your budget the
week before Valentine’s
Day to make sure it doesn’t get depleted by increased
demand
Source: Microsoft internal data, daily searches on Valentine related terms Jan-Feb 2016, AU
Valentine’s Day7.6X
1 January 29 February
Romantic Travel is normally planned at the beginning of the year
Source: Microsoft internal data, daily searches indexed to weekly average, Jan-Feb 2016, AURomantic travel: weekend getaways, romantic getaways etc.
Week 1 Week 2 Week 3 Week 4 Week 5 Valentine's Day Week
Week 7 Week 8 CTRCPC
Valentine’s Day Week
Romantic TravelSearch volume index
January February
Gifts searchers are actively planning 1 week before Valentine’s Day
Source: Microsoft internal data, daily searches indexed to daily average, Feb 2016, AU
GiftsSearch volume index
6-Feb 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-FebValentine's Day
15-Feb 16-Feb 17-Feb
CTRCPC
Tips: Don’t forget the belated shoppers
Last week before Valentine’s Day brings the most Flowers searches
Source: Microsoft internal data, daily searches indexed to daily average, Feb 2016, AU
FlowersSearch volume index
6-Feb 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-FebValentine's Day
15-Feb 16-Feb 17-Feb
CTRCPC
Great opportunity to capture last-minute and late shoppers
Highest competition & engagement
The Heart’s DesireTrending Gifts & Experiences
Optimise desktop for flowers, luxury surprises and personalised cards / stationery
Source: Microsoft internal data, daily searches Jan-Feb 2016, AU
Gold JewelryGift Wrap & Ribbons
Pearls & Pearl JewelryLipsticks & Lip Glosses
Personalized StationeryE-Cards
HatsValentine's Day
Watches & Watch AccessoriesFlowers
Top 10 searched categories– PC/Tablet
Optimise mobile search campaigns for generic Valentine’s Day searches and flowers
Source: Microsoft internal data, daily searches Jan-Feb 2016, US only
Cufflinks
Wedding Rings
Earrings
Headscarves & Bandanas
Scarves & Shawls
Gift Wrap & Ribbons
Lipsticks & Lip Glosses
Antique Jewelry
Flowers
Valentine's Day
Top 10 searched categories– Mobile
Source: Microsoft internal data, daily searches Jan-Feb 2016, AU
floristsflowers onlineedible blooms
floristroses only
roseroses
flowerinterflora
flowers
Roses rule Valentine’s Day flower searches
Top 10 searches for flowers
Internal only
Top 5 flower types by searches
Rose; 58%
Lily; 15%
Orchids; 14%
Sunflower; 7%Lisianthus;
6%
Source: 1, Nielsen Consumer & Media View National Database, Apr '14 - Mar '16| Base: 14+Microsoft internal data, daily searches Jan-Feb 2016, AU
tag heuergoldmark
tiffanywatch
tiffany and colouis vuitton
kindlemichael hill
mimcopandora
Jewellery/accessories dominate Valentine’s gift searches on Bing
Top 10 searches for gifts
6% more likely to purchase
Jewelleries online1
Compared to total population, the Bing Network audience is:
Internal only
Search Bing for romantic getaways
Source: 1, Nielsen Consumer & Media View National Database, Apr '14 - Mar '16| Base: 14+Microsoft internal data, daily searches Jan-Feb 2016, AU
crystal creek rainforest re-treat
palm beachsydney seaplanes
romantic getawayspeppers manor house
pethers rainforest retreatEttalong beach
weekend getawaysbalmoral beach
whale beach
Top 10 searches for romantic travel
Compared to Google, the Bing Network audience is:
Internal only
34% more likely to prefer
Weekend Getaways and Short Breaks1
Love & TechValentine’s Day Prep with Search
HOT HOURS
3 days before9.00 a.m. – 3:00 p.m.
Searches CTR Traffic share
MOBILE 1.5x 11% 15%
LAPTOP/TABLET 1.4x 7% 85%
TIPS• Make sure you stand out from competition as this is when
customers are most engaged.• Utilise bid modifiers to tailor your bidding strategy on time
and device
Monitor budget and bids at peak periods
Source: Microsoft internal data, flowers & gifts daily searches by device, Feb 2016, AU
HOT HOURS
Valentine’s Day8:00 a.m. – 6:00 p.m.
Searches CTR Traffic share
MOBILE 4.0x 4% 34%
LAPTOP/TABLET 1.2x 3% 66%
TIPS• Increase campaign budgets to embrace the huge traffic gain
on Valentine’s day• Great time to boost bids on mobile as mobile share more
than doubled• Be quick & useful (“quick”, “same day delivery”, location &
call extension)
Combined ExtensionsCombining ad extensions results in an increased average CTR
Source: Microsoft Internal data, gifts & flowers vertical Ad Extension insights AU Jan 2016 – Mar16
+LocationExtension
+ESL
+SiteLinkExtension + ReviewExtension
+CallExtension
+SiteLink Extension
Text Ads Only
13%
12%
9%
6%
5%
3%
Maximise your presence and performance with Expanded Text AdsCreate a more compelling call to action by presenting customers with more information about your business.
Watch a short video about Expanded Text Adsor learn more from your Account Manager.
STANDARD EXPANDED
Contoso Flowers Online! | contosoflowers.comAd . contosoflowers.comUp to 25% Off Beautiful Flowers Hand-Delivered by a Local Florist!
Contoso Flowers Online! – Beautiful Flowers Anytime!Ad . contosoflowers.com/birthday/rosesUp to 25% Off Beautiful Farm Fresh Flowers Hand-Delivered by a Local Florist!
80-character ad text limit
Customisable paths
Additional ad title
Seamless across devicesAds are automatically mobile-
optimised, reducing the need for multiple ads by device (mobile,
tablet, desktop)
Optimised for Upgraded URLsYou can set up your Expanded Text
Ads using final URLs
Longer ad title and textThe character limit has been
increased for the ad title and text
Get more space and showcase your products with Structured Snippet Extensions
Highlight specific products or services to provide more information about your business.
Learn more about Structured Snippet Extensionsor contact your Account Manager for more information.
Contoso FlowersAd . www.contoso.comWide Selection. Same Day Delivery Available.
100 Varieties . Fresh Flowers . Garden SuppliesTypes: Flowers, Plants, Gift Baskets, Keepsake Gifts
Increase audience engagement by providing additional information about your
offerings.
Choose from 13 available categories to showcase up to
10 highlights per ad.
Combine with Callout Extensions and other ad
extensions to increase your click-through rate.
Bing Shopping Campaigns manages
Product Ads. Benefits of Product Ads are:
Bing Shopping Campaigns put Valentine’s Day searchers closer to a purchase decision
Visually engaging ad format. You can stand out from the crowd and attract attention by sharing images of the products you’re selling online.
More real estate. Product Ads enable you to highlight more than one product on the same search results page.
Efficient setup. If you’re already running Google Shopping Campaigns, it’s easy to import them directly into your Bing Ads account.
Contoso Fabrikam
Contoso Fabrikam
Elite Merchant Badges
Display only for merchants with high ratings.
Price Drop Alerts
Automatically detected by price changes in your data feeds.
Product Ratings
Ratings from advertiser’s site & trusted 3rd parties.
New ad annotations drive more engagement.
Contoso Fabrikam Contoso Xyz Flowers
Contoso
Fabrikam
ContosoContosoContoso
Contoso Contoso Contoso ContosoContoso
ContosoContoso
ContosoContoso Contoso
Contoso
Contoso
Valentine’s Day shopping performance increased overall in gift product categories with remarketing.Source:
Microsoft internal data, remarketing searches & Bing Shopping Campaigns, Jan 14, 2016 – Feb 22, 2016, US
See the difference in Bing Shopping Campaigns with
remarketing
1.53%
1.27%
Shopping Conversion Rate
Shopping CTR
7.76%
2.33%
Shopping + Remarketing Conversion Rate
Shopping + Remarketing CTR
Valentine’s Day shopping performance increased overall in gift product categories with remarketing.Source:
Microsoft internal data, remarketing searches & Bing Shopping Campaigns, Jan 14, 2016 – Feb 22, 2016, US
Adjust bid amountsfor high-value audiences including shopping cart abandoners and previous customers.
Be there to help boost ad performance by re-engaging with high-value users who have previously visited your site.
Implement Universal Event Trackingacross web & mobile sites.Repurpose Holiday Remarketing Lists Existing lists have been tested and just need to be refined for Valentine’s Day behaviours.Broaden Keywords to top Valentine’s Day search terms.
Bing Ads Valentine’s Day Checklist Be the local favourite by prioritising mobile search Optimise ads for mobile by using call
extensions, location extensions, and site link extensions.
Capitalise on search with Bing Shopping Campaigns Refresh your product feed often to keep it
fresh. Upload a new feed at least every 30 days to avoid going dark.
Make sure to implement sales price and sale price effective date into your feed for Valentine’s Day sale items.
Apply larger bids to your best-selling items. Apply remarketing to Bing Shopping
CampaignsCreate campaigns around trending Valentine’s Day gifts Flowers, cards, and jewelleries are still the most
gifted items. People want the gift of experiences and an
evening out. Target keywords on gifts for family, friends, and
pets.
Prioritise high-value audiences Create search and product ads for
affordable gifts for non-significant others (co-workers, friends, relatives, classmates, teachers and pets.)
Don’t forget singles who are buying luxury gifts for themselves
Last-minute timing Schedule campaigns 1 month before
14th February as there’s less ramp time compared to other holidays.
Don’t run out of budget in the last 2 weeks before Valentine’s Day when the most clicks and searches happen.
Be prepared for day-before & day-of purchases.
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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