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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@bingads

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