Mother's Day Insights for Australian Digital Marketers

Embed Size (px)

Text of Mother's Day Insights for Australian Digital Marketers

Celebrating modern mums

Speaker NameCelebrating modern mumsMothers Day 2017 insights for digital marketers Australia

1

The mother of all holidaysBecause Mothers Day crosses all ethnic, religious, and cultural backgrounds, its a valuable opportunity for retailers.1

Association of National Advertisers, Consumers Pour on Mothers Day Love for Record Spending, September 2015McCrindle, Australian Mums Speak: Guidance on Gifts this Mothers Day, May 2016

CELEBRATING MODERN mumS

80% of Australians plan to give their mum a gift2

2

Most popular giftsAustralians spoiled mum with something personal.28%Something she can wear: jewelry, clothes, etc.10%Something for her: pampering, massage, spa treatments, etc.10%Something for her home: flowers, dcor, etc.We cant repay mum, but we try.Australian Retailers Association via Sydney Morning Herlad, Mother's Day spending shows just how much Australians love their mums , May 2016McCrindle, Australian Mums Speak: Guidance on Gifts this Mothers Day, May 2016Tip : Apply an Accelerated Budget for top-performing campaigns. The default standard budget leaves possible searches on the table.

$2B estimated total Australian spending on gifts in 20161CELEBRATING MODERN mumS

3

Be there for all mums.Audience targeting with Bing is bigger than you think.Search eye to eye with mum.Theres never a better time to increase visibility.

Shop for mum. Theres never a better time to increase conversions.

[Client] actions to take homeActionable takeaways.

01.02.03.04.Celebrating modern mumsAgenda

4

Be there for all the mums in your lives.From mums to wives, step-mums to female relatives, and for female friends, as well as divorced and single-parent households.1 1. MediaPost, Consumers Pour on Mother's Day Love for Record Spending, April 28, 2015.

5

34% of retail searches related to Mothers Day are made by those aged 35-49.Females account for 70% of those searches throughout April The everlasting bond with mum

Thinking of mum no matter our age.Segment Mothers Day audiences with Demographic Targeting by age and gender. 1. Retail search queries related to Mothers Day, by age group & gender, AU, April & May, 2016.BE THERE FOR ALL mumS

Tip: Place a Bid Adjustment to increase the likelihood that your ad is displayed in a better position for customers who meet your targeting criteria.

Tip: Adjust Demographic Targeting using advanced campaign settings.

6

28%More likely to buy the premium version of a product versus the Google audience

39%More likely to make 100,001 - 140,000 AUD versus the Google audience

Who shops on Bing?Bing is bigger than you think.BE THERE FOR ALL mumS

GlobalWebIndex, Q4 2016 AU only16%More likely to use search engines to find out about new brands, products or services versus the Google audience

22%More likely to buy brands they see advertised versus the Google audience

SourceGlobalWebIndex, Q4 2016 AU only

7

The Bing Network packs value for retailers.Compared to Google, Bing Network users are more likely toGlobalWebIndex, Q4 2016 AU onlyBE THERE FOR ALL mumSTip: On Google AdWords? Use Google Import to save time and reach more customers.

31% more likely to have purchased a gift for someone online in the past six months.Buy a gift for someone38% more likely to have purchased jewellery online in the past six months.Buy beauty products60% more likely to have purchased fragrances online in the past six months.Buy fragrances

53% more likely to have purchased personal items online in the past six months.Buy personal items (watches, handbags, etc.)

Page 8Bing SMB Advertisers Search Ads3/20/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Inspiration to purchaseSearching for information before purchasePurchaseShare information through social or chat appsSmartphone152%19%29%9%Tablet118%37%19%7%Desktop/ laptop17%54%36%11%

Dont sweep other devices under the rug.InMobi and YouGov, The Role of Mobile in the Path to Purchase of FMCG/Retail Products in Australia, June 2015BE THERE FOR ALL mumSTip: Use Device Targeting to reach mobile customers.

9

Notable Mothers Day search daysUse Day and Time Targeting to show ads at peak times or days.BE THERE FOR ALL mumSShoppers are in research mode during April, PC/tablet browsing tends to happen during the work week.Two weeks before Mothers day is a sprint in searches across all devices.

Searches by devicePC/tabletMobile

Last week before Mothers day brings strong searches on PC/TableMobile captures last minute shoppers towards the end of the week

Mothers Day2 weeks1 week3 weeks4 weeks5 weeksApril 2017MTuWThFSaSu3456789101112131415161718192021222324252627282930

Predicted top search dates1 May 2017MTuWThFSaSu12345678910111213141516171819202122232425262728

Top PC/Tablet search days Top mobile search daysIndicates % growthcompared to Apr 1stsearch volume Microsoft internal data, search volume in selected categories related to Mothers Day all devices, AU, April May, 2016. .

10

Search eye to eye with mumTheres never been a better time to increase visibility.

11

Last-minute shoppers turn to mobile for researching gift ideasMicrosoft internal data, search volume in selected categories related to Mothers Day all devices, AU, April 1, 2016 May 15, 2016. .BE THERE FOR ALL mumS

Tip: Speaking of devices, use App Extensions to highlight your app link in your search ads.Mobile is a lower-cost, higher-CTR alternative to reach Mothers Day searchers.Mothers day search volume by devicePC/tabletMobile

Mobile search share 45%(Apr 29-May 1)

12

Microsoft internal data, search volume in selected categories related to Mothers Day all devices, AU, April 1, 2016 May 15, 2016. .BE THERE FOR ALL mumS

1.mother's day gift ideas2.mother's day3.mother's day handbags4.flower5.mother's day cards6.mother's day gardening7.mother's day gifts8.watch9.Jewellery10.online shopping

Top Mothers Day searched terms1.mother's day gift ideas2.mother's day handbags3.mother's day gardening4.mothers day jewellery5.mother's day clothing6.flowers7.mothers day greeting cards8.mothers day shoes9.mothers day tech gifts10.mothers day spa and massage

PC/TabletMobile

+mothers day is the must-have keyword

13

Handbag and accessoriesPC/Tablet searches happen during week days, and demand picks up a week before Mothers DaySEARCH EYE TO EYE WITH mum

Accessories search volume by devicePC/tabletMobile

1.mother's day handbags2.sunglasses3.hat4.hats5.cap6.bags7.scarf8.bag9.tote10.scarves

Handbag and accessories top non-branded searched terms all devicesMicrosoft internal data, search volume and top search queries in Apparel & Accessories category all devices, AU, April 1, 2016 May 15,2016.

Tip: Apply incremental bids using Advanced Targeting to target weekdays for PC/Tablet.

14

SEARCH EYE TO EYE WITH mumPC/tabletMobile

Jewellery and watch top non-branded searched terms all devicesJewellery and watch search volume by deviceJewellery and watchPC/tablet searches peak toward Thur and Fri, with strong volume increase a few days before Mothers day

Microsoft internal data, search volume and top search queries in Jewellery category all devices, AU, April 1, 2016 May 15,2016.

Tip: Promote most searched products and leverage Ad Extensions to capture potential conversions.

1.mother's day jewellery2.watch3.jewellery4.silver chain5.watches6.diamond7.engagement rings8.jewellery stores9.birthstones10.diamonds

15

SEARCH EYE TO EYE WITH mumPC/tabletMobile

1.roses2.rose3.orchids4.pictures of flowers5.lily6.orchid7.sunflower8.tulips9.tulip10.images of flowers11.lilies12.protea13.bouquet14.flower pictures15.lisianthus16.gerbera17.flowers pictures18.carnations19.ranunculus20.pink peonies

Flowers top searched terms all devicesFlower search volume by deviceFlowersRoses rule Mothers Day flowers, searchers are 152% more likely to search for roses than orchids

Microsoft internal data, search volume and top search queries in Flower Arrangement category all devices, AU, April 1, 2016 May 15,2016.

Tip: Help increase click-through rates and direct searchers to specific pages for rose with Sitelink Extensions.

16

Shop for mumTheres never been a better time to increase conversions.

17

Online shopping is growing among Australians.eMarketer, Digital Buyers Worldwide, by Country, 2015-2020, Aug 2016SHOP FOR mumDigital buyers in Australia (in millions)1

18

mum shopping hackIncrease convenience by taking shoppers directly to product pages with Bing Shopping Campaigns.

SHOP FOR mumTip: Already have a Google Shopping Campaign? Import it directly into your Bing Ads account.

Page 19Bing SMB Advertisers Search Ads3/20/2017 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademark