Embed Size (px)
Citation preview
Get engaged with your Valentine’s Day campaigns
1. Click Trends
2. Target Audience
3. Device Trends
4. Keyword Categories and Themes
5. Negative Keywords
6. Summary & Recommendations
Agenda
2Get engaged with your Valentine’s Day campaigns
Cupid is a last minute thing
3Get engaged with your Valentine’s Day campaigns
2/1
/2015
2/2
/2015
2/3
/2015
2/4
/2015
2/5
/2015
2/6
/2015
2/7
/2015
2/8
/2015
2/9
/2015
2/1
0/2
015
2/1
1/2015
2/1
2/2
015
2/1
3/2
015
2/1
4/2
015
2/1
5/2
015
2/1
6/2
015
2/1
7/2
015
2/1
8/2
015
2/1
9/2
015
2/2
0/2
015
2/2
1/2015
2/2
2/2
015
2/2
3/2
015
2/2
4/2
015
2/2
5/2
015
2/2
6/2
015
2/2
7/2
015
2/2
8/2
015
Valentine’s Day Click% by Day – February 2015
56% of Valentine’s Day
clicks happen between the
9th & 13th of February
Clicks dropped by 44% on
Valentine’s Day (14th Feb).
What does
this mean?
Most customers
have done their
Valentine’s day
shopping by
the 13th of Feb.
Source: Internal Bing Ads Data, 2015-16
Generation X leads the romance on the Bing Network!
18-24 Yrs,
12% of queries
25-34 Yrs,
26% of queries
35-49 Yrs,
30%of queries
50-64 Yrs,
23%of queries
65+ Yrs,
9% of queries
4Get engaged with your Valentine’s Day campaigns
30%of the search queries are
driven by Generation X
(35 – 49 year old age group)
Source: NAB Online Retail Sales Index, Jan 2016
Mobile queries with Valentine’s intent
5Get engaged with your Valentine’s Day campaigns
… in the last few days building up to 14th of February
Clicks increased by…
128%
on
tablet
328%on
mobile
Source: Nielsen Online Ratings, March 2015
Top Categories Top Keywords
Top queried Valentine’s category and keywords
6Get engaged with your Valentine’s Day campaigns
Flowers(80% YoY increase)
Gifts(38% YoY increase)
1. Flowers
2. Valentines day
3. Florist
4. Flower delivery
5. Flowers online
6. Send flowers
7. Ecards
8. Flowers delivered
9. hampers
Source: Internal Bing Ads Data, 2015-16
Top negative keywords to keep in mind
LOVE
• Love Film
• Love Actually
• Brandi Love
• Shakespeare in Love
• Courtney Love
FLOWERS
• Mayflower Theatre
• Flower girl dresses
• Chelsea flower show
• Perks (of) being (a)
wallflower
• Cauliflower cheese (recipes)
CHOCOLATES
• Charlie and the chocolate
Factory
• Chocolate cake
• Hot chocolate
POEMS
• Funeral poem
• Monday child’s poems
• Highwayman poems
7Get engaged with your Valentine’s Day campaigns
BOUQUET
• Bouquet of barbed wire
• Wedding bouquets
VALENTINE
• Bullet for my valentine
• Shirley valentine
ENGAGEMENT
• Rule of Engagement
Source: Internal Bing Ads Data, 2015-16
Help Cupid hit the mark
8Get engaged with your Valentine’s Day campaigns
Show your bids & budgets plenty of love, especially in the last few days leading up to 14th of
February. (Note: Valentine’s Day is on a Sunday this year!)
Romance the mobile experience for your users by having mobile responsive sites and
apps.
Have relevant keywords and plenty of love in your ad copy for target audience.
Ensure optimal bids for higher performing and relevant keywords themes to capitalise on
increasing searches during this period to increase your traffic and sales.
Review your negative keyword list to make it heavenly.
© 2016 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 as 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–
REGARDING THEI NFORMATION IN THIS PRESENTATION.
