Click here to load reader

Insights for Digital Marketers to Instruct Back-to-School Sales

  • View
    7.365

  • Download
    7

Embed Size (px)

DESCRIPTION

The back-to-school season is the second-largest retail season, following the winter holiday shopping season, and successful retailers are gearing up. To get the best return on investment for your marketing dollars, it's important to reach shoppers when they're most likely to buy. Nearly half will begin shopping three weeks to a month before kids go back to school.1 Find out more in the latest Bing Ads Back-to-School Insights deck. 1National Retail Federation 2013 Back-to-School Survey

Text of Insights for Digital Marketers to Instruct Back-to-School Sales

  • Back to School Search insights to

    instruct back-to-

    school sales

  • Back-to-school is a leading retail season

    Back-to-school is the 2nd largest retail season, following the Winter Holiday season.

    Back-to-school &

    back-to-college combined

    estimated spend in 2013.

    A 14% decrease from the

    $84 Billion spent in 2012.

    $72.5

    Billion

    Source: National Retail Federation 2013 Back-to-School Survey

  • Nearly 75% of people begin shopping 3+ weeks before school starts.

    23.9%

    49.0%

    21.8%

    2.8% 2.6%

    0%

    20%

    40%

    60%

    2+ months

    prior

    3 weeks to 1

    month prior

    1-2 weeks

    prior

    Week school

    starts

    After school

    starts

    When people will begin shopping

    for back-to-school

    Source: National Retail Federation 2013 Back-to-School Survey

    Many consumers will begin shopping early and comparison shop, spreading out their budgets over time as they seek the best bargains and value.

  • Many plan to continue shopping back-to-school sales even after the first school bells have rung.

    Source: Yahoo Back to School Shopping Intentions Survey, September 2013

    58%

    73%

    73%

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

    Teens (shopping for self)

    Parents with kids

  • Marketers go back to school early, too

    When marketers plan to start their back-to-school marketing activities:

    May

    July

    27%

    34%

    Source: Experian.com, 2014

  • Source: National Retail Federation 2012 Back-to-School Survey

    Both school and college spending trends closely align.

  • $689

    $907

    $635

    $837

    Back-to-School Back-to-College

    Back-to-school average spend

    2012

    2013

    -8%

    -8%

    Both back-to-school and back-to-college spend dipped 8% from 2012.

    Source: National Retail Federation 2013 Back-to-School Survey

  • 84%

    66%

    60%

    32%

    23%

    22%

    17%

    13%

    1%

    Price discounts

    Coupons

    Free shipping

    Rebates

    Loyalty programs

    Gift sets or complementary items

    Flexible payment plans

    Groupon/LivingSocial deals

    Other

    Types looked for: 83% of back-to-school shoppers

    were actively looking for

    deals and promotions.

    57% of back-to-school shoppers

    planned to use online

    coupons and promotions

    more than they did

    last year.

    Source: Yahoo Back to School Shopping Intentions Survey, September 2013

  • 1Source: Yahoo Back to School Shopping Intentions Survey, September 2013

    40% of the back-to-school shoppers are Dads!

    [VALUE]

    Mom

    [VALUE]

    Dad

    Who is back-to-school shopping?

  • And an honorable mention to the 30% who noted toys are most important.

    Source: Yahoo Back to School Shopping Intentions Survey, September 2013

  • Back-to-school/back-to-college media and entertainment items shoppers purchased or plan to purchase:

    Source: Yahoo Back to School Shopping Intentions Survey, September 2013

  • Over 1/3 of both school and college shoppers will also shop online.

    Source: National Retail Federation 2013 Back-to-School Survey

    67.1% 61.7%

    51.5%

    37.3% 25.9%

    Discount store Department store Clothing store Online Electronic store

    Top places back-to-school

    48.3% 42.7%

    39.3% 37.1% 33.3% 30.8%

    Discount store Department store College bookstore Online Office supply store Clothing store

    Top places back-to-college

  • Note: *on AdWords and Yahoo! Bing Network Source: adGooroo blog, August 6, 2013

    Textbooks, school supplies, and sporting equipment are top ranked.

    Ad spending

    (thousands)

    Impressions

    (millions)

    1. Textbooks $829.9 18.9

    2. School supplies $153.6 17.3

    3. School uniforms $106.3 8.5

    4. Used textbooks $101.1 3.4

    5. Soccer cleats $59.1 5.2

    6. Textbooks online $53.7 1.7

    7. Best laptops for

    college $43.3 .6

    8. Football cleats $39.5 3.5

    9. School backpacks $35.5 2.9

    10. School desk $32.7 .6

    Ad spending

    (thousands)

    Impressions

    (millions)

    11. School supply list $28.1 2.2

    12 School supplies list $27.3 2.9

    13. Back-to-school

    clothes $27.0 .9

    14. Back-to-school

    supplies $25.1 1.8

    15. Dorm bedding $20.8 1.4

    16. College university $19.3 .9

    17. Football equipment $18.6 1.3

    18. School uniform $17.8 1.7

    19. Dorm room ideas $16.4 .9

    20. Football gear $13.9 1.1

  • 1Source: Deloitte, 2013 Back-to-School: Making the Grade, July 29, 2013 2Source: Endicia.com, July 2013

    80% plan to research and shop online.2

    37% plan to make a purchase online.2

    Online back-to-school shoppers plan to spend 41% more than other shoppers.2

    Get price information 66%

    Get/download discounts, coupons, sale information 60%

    Get store location 55%

    Locate a store that carries a particular product 50%

    Access a retailers website 44%

    Get product information 43%

    View a retailers ad 41%

    Shop online 31%

    Read product/retailer 27%

    Make a purchase 24%

    Receive a text message from a retailer 15%

  • 1Microsoft partnered with Mercent to compare Product Ads to text ads on the Yahoo Bing Network [4 advertisers involved in the study], Q1 2014. 2Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of

    performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle.

    Want to drive online shoppers

    to your store front?

    Ad Extensions, like Location

    Extensions and Call Extensions, can help your customers find you quickly

    putting your business address and

    phone number right at their fingertips.

    Drive in-store traffic with features like

    store locator, click-to-directions and click-

    to-call for mobile searchers.

    Want to drive shoppers to your website?

    Product Ads allow you to showcase your product and attract more qualified

    clicks by including images, promotional

    text, pricing and your company name.

    Shoppers have a good idea of what

    theyre clicking on, putting them that

    much closer to a purchase decision.

    Up to 9% higher click-through rate with Location Extensions than with standard text ads2

    With the lines blurring between online and offline, Bing Ads can help you reach your shoppers effectively online and on the go.

    Up to 29% Lower cost-per-click with Product Ads than with standard text ads1

    http://advertise.bingads.microsoft.com/en-us/manage-campaigns/topic?market=en&project=Bing_Ads&querytype=topic&query=HLP_BA_CONC_ABOUTADEXTENSIONS.htmhttp://advertise.bingads.microsoft.com/en-us/manage-campaigns/topic?market=en&project=Bing_Ads&querytype=topic&query=HLP_BA_CONC_ABOUTADEXTENSIONS.htmhttp://advertise.bingads.microsoft.com/en-us/manage-campaigns/topic?market=en&project=Bing_Ads&querytype=topic&query=HLP_BA_CONC_ABOUTADEXTENSIONS.htmhttp://advertise.bingads.microsoft.com/en-us/product-ads
  • Connecting with an audience that makes time to buy

    27% more likely to have spent $500 or more online or offline on teen boys clothing in the last 6 months

    16% more likely to have spent $500 or more online or offline on kids clothing in the last 6 months

    16% more likely to have spent $500 or more online or offline on teen girls clothing in the last 6 months

    Compared to Google,

    the Yahoo Bing Network Audience is:

    Source: comScore Plan Metrix, U.S., July 2013, custom measure created using comScore indices and duplication. July was chosen to reflect the

    beginning of the back to school season.

  • Compared to Google, the Yahoo Bing Network audience is more likely to:

    Source: comScore Plan Metrix, U.S., July 2013, custom measure created using comScore indices and duplication. July was chosen to reflect the

    beginning of the back to school season.

    Have searched online for female teen clothing/shoes in the last 6 months

    Have searched online for male teen clothing/shoes in the last 6 months

    Have searched online for kids aged

    2-12 clothing in the last 6 months

  • Compared to Google, the Yahoo Bing Network audience is more likely to:

    Source: comScore Plan Metrix, U.S., July 2013, custom measure created using comScore indices and duplication. July was chosen to reflect the

    beginning of the back to school season.

    Have searched for information online for other literary or educational products in the last 6 months

    Have bought other literary or educational products online in the last 6 months

  • Schooling Mobile

    Smartphone Back-

    to-School searches

    on the Yahoo Bing

    Network are

    projected to

    increase 200%+

    from 2013 to 2014!

    Source: Microsoft Internal Data Analysis: Q1 2012, Q1 2013, Owned & Operated, US; Mobile includes Lo Fi Phones and HiFi Phones, but not Tablets.

  • .

    Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13

    Backpacks Clothes Deals Dorm Supplies School supplies Textbooks

    With the exception of

    textbooks, the back-to-

    school season searches

    and shopping kick off in

    June.

    Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 12/1/2012 to 2/28/2014.

    Monthly searches on the Yahoo Bing Network

  • . Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 12/1/2012 to 2/28/2014.

    Backpacks Clothes Deals Dorm Supplies School supplies Textbooks

    and gets hot the last week of July and early August

    Search query volumes

    jumped between the 3rd

    and 4th week of July for

    all categories - except

    dorm supplies.

    Weekly searches on the Yahoo Bing Network

  • Source: Microsoft Internal Data Analysis: May 2013, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets.

    Backpacks Clothes Deals

    backpack girls shoes back school sales

    laptop backpacks girls clothing back school deals

    school backpacks children clothing student discounts

    kids backpacks kids shoes back school sale

    backpacks girls school uniforms school supplies coupons

    Dorm Supplies School Supplies Textbooks

    college dorm school supplies textbook

    dorm bedding teacher supplies textbooks

    twin xl sheets discount school supplies cheap textbooks

    twin xl bedding classroom decorations college textbooks

    dorm room ideas school supply used textbooks

  • 0%

    1%

    2%

    3%

    4%

    5%

    6%

    7%

    PC/Tablet: Click-through Rate by Week

    Backpacks Clothes Deals Dorm Supplies School supplies Textbooks

    Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; PC/Tablet, lo-fi &hi-fi Mobile. FW = Fiscal Week.

  • On mobile, the click-through rate for back-to-school clothes

    searches peaked earlier than on PC/Tablet.

    0%

    1%

    2%

    3%

    4%

    5%

    6%

    Mobile: Click-through rate by week

    Backpacks Clothes Deals Dorm Supplies School supplies Textbooks

    Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; PC/Tablet, lo-fi &hi-fi Mobile. FW = Fiscal Week.

  • On PC/tablet the lowest average cost-per-clicks are seen

    across categories in June with the exception of deals searches.

    Take advantage of low cost-per-clicks in outlying months.

    $-

    $0.50

    $1.00

    $1.50

    $2.00

    $2.50

    PC/Tablet: Cost-per-click by week

    Backpacks Clothes Deals Dorm Supplies School supplies Textbooks

    Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; PC/Tablet, lo-fi &hi-fi Mobile. FW = Fiscal Week.

  • Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; PC/Tablet, lo-fi &hi-fi Mobile. FW = Fiscal Week.

    $-

    $0.50

    $1.00

    $1.50

    $2.00

    $2.50

    $3.00

    Mobile: Cost-per-click by week

    Backpacks Clothes Deals Dorm Supplies School supplies Textbooks

  • Want to capture those who love school? Weve got ad copy research to help you do just that

  • Heres how to read a heatmap A

    d T

    itle

    Great Bad No Data Good Ad Description

    % O

    ff

    Barg

    ain

    s

    Best

    Call T

    o

    Act

    ion

    Deals

    DK

    I

    Fin

    d

    New

    No

    w

    Off

    icia

    l Sit

    e

    On

    lin

    e

    Ord

    ers

    Para

    m

    Inse

    rtio

    n

    Pla

    ce

    Pri

    ce/P

    rici

    ng

    Pro

    du

    cts

    Pro

    mo

    tio

    n

    Qu

    ality

    Savin

    gs

    Sele

    ctio

    n

    Sh

    ipp

    ing

    Sh

    op

    pin

    g

    Sp

    ort

    s

    Sty

    le/K

    ind

    To

    p

    % Off

    Bargains

    Best

    Call To

    Action

    Deals

    DKI

    Find

    New

    Now

    Official Site

    Online

    Orders

    Param

    Insertion

    Place

    Price/Pricing

    Products

    Promotion

    Quality

    Savings

    Shipping

    Shopping

    Sports

    Style/Kind

    Top

    Value

    Our study results show that a retail ad with official site in the title and new in the description has high Ad Quality.

  • Great Poor Insufficient data Good Ad Description

    Ad

    Title

    % O

    ff

    Barg

    ain

    s

    Best

    Call T

    o

    Act

    ion

    Deals

    DK

    I

    Fin

    d

    New

    No

    w

    Off

    icia

    l Sit

    e

    On

    lin

    e

    Ord

    ers

    Para

    m

    Inse

    rtio

    n

    Pla

    ce

    Pri

    ce/P

    rici

    ng

    Pro

    du

    cts

    Pro

    mo

    tio

    n

    Qu

    ality

    Savin

    gs

    Sele

    ctio

    n

    Sh

    ipp

    ing

    Sh

    op

    pin

    g

    Sp

    ort

    s

    Sty

    le/K

    ind

    To

    p

    % Off

    Bargains

    Best

    Call To Action

    Deals

    DKI

    Find

    New

    Now

    Official Site

    Online

    Orders

    Param Insertion

    Place

    Price/Pricing

    Products

    Promotion

    Quality

    Savings

    Shipping

    Shopping

    Sports

    Style/Kind

    Top

    Value

    Retail Back to School

    PC/Tablet

  • Retail Back to School: Top word combos

    PC/Tablet

    PC/Tablet - With Sitelinks

    TITLE DESCRIPTION

    Official Site New

    % Off New

    Sports Online

    Place Find

    Sports Promotion

    PC/Tablet - Without Sitelinks

    TITLE DESCRIPTION

    Official Site Best

    % Off Best

    Quality Shipping

    Quality Call To Action

    Official Site New

    PC/Tablet

    TITLE DESCRIPTION

    Official Site New

    Sports Online

    Quality Shipping

    Quality Call To Action

    Official Site Selection

  • Ad

    Title

    Great Poor Insufficient data Good Ad Description %

    Off

    Barg

    ain

    s

    Best

    Call T

    o

    Act

    ion

    Deals

    DK

    I

    Fin

    d

    New

    No

    w

    Off

    icia

    l

    Sit

    e

    On

    lin

    e

    Ord

    ers

    Para

    m

    Inse

    rtio

    n

    Pla

    ce

    Pri

    ce/P

    rici

    ng

    Pro

    du

    cts

    P

    rom

    oti

    o

    n

    Qu

    ality

    Savin

    gs

    Sele

    ctio

    n

    Sh

    ipp

    ing

    Sh

    op

    pin

    g

    Sp

    ort

    s

    Sty

    le/K

    in

    d

    To

    p

    % Off

    Bargains

    Best

    Call To

    Action

    Deals

    DKI

    Find

    New

    Now

    Official Site

    Online

    Orders

    Param

    Insertion

    Place

    Price/Pricing

    Products

    Promotion

    Quality

    Savings

    Shipping

    Shopping

    Sports

    Style/Kind

    Top

    Value

    Retail Back to School

    Mobile

  • Retail Back to School: Top word combos

    Mobile

    Mobile - With Sitelinks

    TITLE DESCRIPTION

    Official Site New

    % Off New

    Sports Online

    Place Find

    Sports Promotion

    Mobile - Without Sitelinks

    TITLE DESCRIPTION

    Official Site Best

    % Off Best

    Quality Shipping

    Quality Call To Action

    Official Site New

    Mobile

    TITLE DESCRIPTION

    Official Site New

    Sports Online

    Quality Shipping

    Quality Call To Action

    Official Site Selection

  • Educate your search ads this back to school season Ad formats on Bing Ads

  • Location Extensions Sitelink Extensions Call Extensions Merchant Ratings

  • Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance.

    Increase in clicks is dependent upon a seasonality and advertiser vehicle.

    Up to 13% higher CTR using Sitelink Extensions than with standard text ads

  • Up to 9% higher CTR using Location Extensions than with standard text ads

  • Source: 1comScore Explicit Core Search (custom), US, September 2013

  • Attract more qualified clicks with product images and rich product details in your search ads

    More real estate. Unlike text ads, Product Ads can display multiple offers from a single advertiser and simultaneously with a text ad and organic listing.

    Save time. Advertisers dont need to write ad copy and build keyword lists for each product.

    Easily import your Google Product Listing Ads campaigns into your Bing Ads account**.

    **extensions are not imported from Google, must be manually added

  • Already advertising online elsewhere?

    Its quick and easy to import your Google AdWords

    campaigns directly into Bing Ads with just a few clicks.

    Learn how to import your campaigns

    http://advertise.bingads.microsoft.com/en-us/help-topic/how-to/moonshot_proc_importcampaign.htm/how-to-import-a-campaign-from-adwords-or-other-programs?s_int=us_searchhp_column1_link3_getstarthttp://advertise.bingads.microsoft.com/en-us/help-topic/how-to/moonshot_proc_importcampaign.htm/how-to-import-a-campaign-from-adwords-or-other-programs?s_int=us_searchhp_column1_link3_getstart
  • Connect with a Search Specialist who can help you get started today

    1-800-518-5689 or check out Getting started

    @bingads

    linkedIn.com/company/bing-ads

    facebook.com/bingads

    blog.bingads.com

    instagram.com/bingads

    slideshare.net/bingads

    youtube.com/bingads

    http://advertise.bingads.microsoft.com/en-us/get-startedhttps://twitter.com/BingAdshttps://twitter.com/BingAdshttp://linkd.in/1evlGtDhttp://www.linkedin.com/company/bing-adshttp://www.linkedin.com/company/bing-adshttp://www.linkedin.com/company/bing-adshttp://www.linkedin.com/company/bing-adshttp://www.linkedin.com/company/bing-adshttps://www.facebook.com/BingAdshttps://www.facebook.com/BingAdshttp://advertise.bingads.microsoft.com/en-us/blogpost/128957/bing-ads-blog/three-key-tips-for-romancing-valentines-day-shoppershttp://advertise.bingads.microsoft.com/en-us/bloghttp://instagram.com/bingadshttp://instagram.com/bingadshttp://www.slideshare.net/bingadshttp://www.youtube.com/bingads
  • 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, 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.