Ultimate holiday search marketing guide
 

Ultimate holiday search marketing guide

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Ready for a killer holiday retail season? This presentation features tips and insights from Bing Ads to help you prepare your holiday search advertising plans. Happy selling!

Ready for a killer holiday retail season? This presentation features tips and insights from Bing Ads to help you prepare your holiday search advertising plans. Happy selling!

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Ultimate holiday search marketing guide Ultimate holiday search marketing guide Presentation Transcript

  • Holiday search marketing guide
  • Holiday spending climbs year over year US retail commerce sales for the holiday season will grow 15.1% to $61.8 billion in 2013 2012 Weekly Online Holiday Season Spending vs. Corresponding Days in 2011 $8,000 $7,000 $ Millions $6,000 $5,000 $4,000 $3,000 $2,000 $1,000 $0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 (11/4) (11/11) (11/18) (11/25) (12/2) (12/9) (12/16) (12/23) (12/30) Week Ending Y 2011 Y 2012 eMarketer: Holiday Shopping Preview 9/4/2013
  • Why this is the most wonderful time of the year Top 10 highest spend days for online shopping in 2012 all happened during the winter holiday period 11/28 11/29 12/02 12/09 12/17 12/27 Thanksgiving Black Friday Cyber Monday Green Monday Last ship date Post-holiday sales eMarketer: Holiday Shopping Preview, 9/4/2013
  • Ready, set, shop When people planned to start holiday shopping in 2012 Source: Infographic by Funsherpa.com
  • Free shipping is no longer the exception, but the rule Online shoppers were actively seeking “free shipping” across all search engines in 2012 50% of online transactions had free shipping during the holidays last year comScore e-Commerce Measurement
  • Promotions can add to your holiday cheer eMarketer: Holiday Shopping Preview, 9/4/2013
  • Mobile is always invited to the party Mobile use is everywhere and constant – but not yet for actually purchasing items. eMarketer: Holiday Shopping Preview, 9/4/2013 eMarketer: Holiday Shopping Preview, 9/4/2013
  • Timing is everything Anyone who says otherwise never accidentally went dark on Cyber Monday.
  • Making a list, checking it twice October Review and analyze last year’s campaign 42% of online shoppers have begun holiday shopping now Get familiar with new Bing Ads features Launch and test holiday keywords Create seasonal ad copy Monitor your competition
  • Making a list, checking it twice November Monitor ad position and adjust bids 80.4% of shoppers are now shopping for the holidays Prepare and launch specific ads for Black Friday & Cyber Monday Offer incentives and discounts
  • Making a list, checking it twice December Meet urgency with updated ad copy 96.6% of shoppers are shopping for the holidays After last ship date, drive traffic to brick-and-mortar stores Don’t forget that post-season sales continue after the holidays Make sure your ads are competitive in positioning, with the right bids Keep ad budget high in the weeks before Christmas, then hold steady
  • Thanksgiving 11/28/13 Apparently we eat dinner between 2 and 4pm – then we all get back on our computers to finish shopping until 11pm (US) Ad titles and descriptions should include: Important keywords: Bids/budget: discounts, Black Friday store hours, locations, Black Friday Before you leave the office for Thanksgiving, make sure you’ve got lots of budget left for these critical days Time zone is PST. IBM Core Metrics, 2012
  • Black Friday 11/29/13 Black Friday shopping starts before the sun comes up 24% of shoppers visited a retail site on mobile device on Black Friday 2012 Ad titles and descriptions should include: Important keywords: Bids/budget: discounts, Black Friday, brand name, free shipping in the title store hours, locations Make sure your budget is robust Time zone is PST. IBM Core Metrics, 2012
  • Cyber Monday 12/2/13 Cyber Monday hits after the first of December, which means automated budgets will be renewed and ready to hit hard Multiscreen Shoppers were in store, online and on mobile devices to get the best bargains in 2012 Ad titles and descriptions should include: Important keywords: Bids/budget: discounts, Cyber Monday store hours, locations Budgets renewed the day before, so make sure your dollars are going where you want them; verify ad positions and adjust bids Time zone is PST. IBM Core Metrics, 2012
  • Last shipping and desperation from 12/17+ Shoppers want to know their will arrive in time: Ad titles, descriptions and titles should answer this for them. Now shoppers are turning to and-mortar stores. Ads shoul include store locations, hours phone numbers.
  • After Christmas Don’t stop – all those gift cards will be redeemed online 59.8% of people asked for gift cards in 2012 Nearly 50% of survey respondents planned to buy at least one holiday gift card in 2012 Slide source: GiftCard.com by CardLab Gift Card Spending Report 2012.
  • Choose your words carefully How word choice affects search ad success for the retail industry
  • Most clickable word combos for the top four categories by ad spend Consumer electronics PC Tablet Mobile TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION Cyber Monday Quality Other Words Cyber Monday Promotion Cyber Monday Brand Cyber Monday Purchase Cyber Monday Cyber Monday Promotion New Promotion Price/pricing Product Brand Cyber Monday Cyber Monday Promotion Brand Resource Cyber Monday Quality Other Words In-store pickup Price/pricing Free shipping Product Cyber Monday
  • Most clickable word combos for the top four categories by ad spend Toys and hobbies PC Tablet Mobile TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION Black Friday Purchase New Call to action Official site Brand Call to action Promotion Product Purchase Official site Now Black Friday Call to action Official site Brand Official site New Other Words Official site Official site Now Free shipping Free Quality Promotion Promotion Black Friday Service Free
  • Most clickable word combos for the top four categories by ad spend Apparel and accessories PC Tablet Mobile TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION Brand Call to action Brand Call to action Official site Call to action Size New Official site Online Official site Online Price/pricing Now % off Size Brand Call to action Size Brand % off Now Brand Online Size Official site Brand Online Style/kind Online
  • Most clickable word combos for the top four categories by ad spend Department stores PC Tablet Mobile TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION Black Friday Product #’s Purchase Black Friday Store Celebrity Product #’s Promotion Celebrity Store Value Resource #’s #’s Brand Furniture Value #’s Black Friday Store Purchase Resource {KeyWord} Black Friday #’s Style/kind Clothing #’s
  • We’re the holiday gift you weren’t expecting 31M retail searchers not reached on Google 65M total retail searchers 117M total paid clicks 510M total retail searches (3) Searchers on the Yahoo Bing Network spend 38% more online than the average internet searcher and 5.6% more than Google searchers.1 1. The Yahoo! Bing Network includes Microsoft and Yahoo! Core Search sites in the U.S. 2. comScore Explicit Core Search (custom), June 2013. 3.comScore US Search Categories Report (custom), June 2013
  • Already advertising online elsewhere? 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
  • New to search advertising? Bing Ads Express enables you to find customers easier Want to reach millions of customers looking for businesses like yours? Just tell us about your business and we will do the rest. Getting started with Bing Ads Express
  • Get started today Talk to a Search Specialist to who can help you 1-800-518-5689 Get Started Bing Ads Blog