New Year, New You: Search Advertising to Capture New Year's Resolution
 

New Year, New You: Search Advertising to Capture New Year's Resolution

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The New Year rings in tremendous opportunity for search marketers – to the tune of $5.6 billion each year.1 Nearly half of Americans make New Year’s resolutions, and nearly 40% of resolutions are ...

The New Year rings in tremendous opportunity for search marketers – to the tune of $5.6 billion each year.1 Nearly half of Americans make New Year’s resolutions, and nearly 40% of resolutions are focused on health and wellness. Bing connects advertisers to customers when they’re actively seeking health and wellness-related information. Check out the Bing Ads insights for health and wellness industry trends as well as consumer behavior during the New Year’s season as you prepare for an outstanding 2014.

1Social Vibe, New Year’s Resolutions Study, 2013

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New Year, New You: Search Advertising to Capture New Year's Resolution New Year, New You: Search Advertising to Capture New Year's Resolution Presentation Transcript

  • New Year, New You Search advertising to capture New Year’s resolutions
  • The New Year rings in opportunity for marketers 35% of digital consumers plan to spend $25 or more per month initially on their New Year’s resolutions 45% of Americans usually make a New Year’s resolution 39% of people in their twenties more likely to achieve their yearly resolution University of Scranton, Journal of Clinical Psychology, December 13, 2012
  • Health and lifestyle resolutions take the cake Health & Wellness-related resolutions rank among the top New Year’s resolutions - 38% of people made weight-related resolutions in 2012. Top 2012 New Year’s Resolutions • • • • • • • • • Lose weight Getting organized Spend less, save more Enjoy life to the fullest Staying fit and healthy Learn something exciting Quit smoking Help others achieve their dreams Fall in love University of Scranton, Journal of Clinical Psychology, December 13, 2012
  • The life span of a New Year’s resolution is fleeting 75% maintain their goals through the first week 45% of Americans usually make a New Year’s resolution 64% maintain past one month 46% maintain past six months University of Scranton, Journal of Clinical Psychology, December 13, 2012
  • $5.6 billion estimated annual spend on New Year’s resolutions Social Vibe, New Year’s Resolutions Study, 2013
  • Sharing New Year’s goals keeps us on track 39% of digital consumers feel that deeper engagement with their resolutions through various social channels will aid in their New Year’s resolution performance: 17% by collaborating and competing with family, friends or online groups 9% by sharing goals broadly 7% by charity component Social Vibe, New Year’s Resolutions Study, 2013
  • The Health and Diet industry is not so slim The Health and Wellness industry is expected to grow to $1 trillion retail value (US) $20B 108M people on diets in the U.S. Annual revenue of the U.S. weight-loss industry, including diet books, diet drugs and weight-loss surgeries 85% of weight- loss products and services consumers are female 220,000 in the U.S. who were morbidly obese and had bariatric surgery in 2009 Euromonitor International John LaRosa of MarketData; National Weight Control Registry; American Society for Metabolic and Bariatric Surgery Social Vibe, New Year’s Resolutions Study, 2013
  • Consumers seek diet program information online Top searches included both brand name and generic diet programs Source: Experian Marketing Services, week ending January 5, 2013
  • Search engines are the top research tool for health information Most people seek health information online – and start with search Where did online health seekers start their last search? 77% of the consumers looking for health and wellness information start with a search engine Pew Internet & American Life Project, January 2013
  • Participation in sports and related activities is growing The participation increase in sports and related activities is a key driver in the steady growth the Sporting Goods/Equipment category is seeing. $21B The 2011 value of the U.S. Sporting Goods & Equipment industry; projected to reach $23B in 2016. In 2012, 33M people aged 16+, participated in the sport fishing activity and spent USD $48B on equipment, licenses, trips and other fishing-related items or events. Marketresearch.com – TechNavio forecast Reuters.com
  • Millennials prefer to research and buy sports equipment online 66% of Millennial internet users prefer to research online or buy sports equipment and accessories online Sites must close the gap for the 21% of online researchers who purchase in-store with trackable offers and promotions to drive online purchases eMarketer, May 2013
  • Sports industry tops mobile ad spend growth 11% of Sporting/Fitness Equipment was purchased through Smartphones and 10% on Tablets1 eMarketer, June 24, 20131 ,eMarketer, May 2013
  • The Yahoo Bing Network delivers an audience more likely than Google to spend on healthy grocery items in the last 30 days Compared to Google, the Yahoo Bing Network audience is: 23% more likely to have spent $50 to $99 on health foods (online) 20% more likely to have spent $25 to $49 on vitamins (online or offline) 17% more likely to have spent $50 to $99 on vitamins (online or offline) 9% more likely to have spent $25 to $49 on energy drinks (online or offline) 8% more likely to have spent $25 to $49 on canned or instant soup (online or offline) comScore Plan Metrix, US, September 2013, custom measure created using comScore indices and duplication
  • The Yahoo Bing Network delivers an audience more likely than Google to spend on health items in the last 6 months Compared to Google, the Yahoo Bing Network Audience is: 19% more likely to have spent $1,000 to $2,499 on health products online 7% more likely to have spent $500 to $999 on health products online comScore Plan Metrix, US, September 2013, custom measure created using comScore indices and duplication
  • The Yahoo Bing Network delivers an audience more likely than Google to be involved in quitting smoking Compared to Google, the Yahoo Bing Network Audience is: 21% more likely to have bought a prescription from an online pharmacy in the last 6 months for a smoking habit (nicotine addiction) 42% more likely to own Kawasaki 12% more likely to be a caregiver for someone/other member of household who has a smoking habit (nicotine addiction) 10% more likely to have bought an OTC remedy for a smoking habit (nicotine addiction) comScore Plan Metrix, US, September 2013, custom measure created using comScore indices and duplication
  • Here’s how to read a heatmap Great Ad Description No Data Other Words Web Venue Value Style/Kind Service Resource Quality Purchase Promotion Product Official Site Number New Gift(s) Furniture Free Shipping Free Food Ad Title Bad Domain {KeyWord} Cyber Monday Clothing Celebrity Brand Black Friday Black Friday Brand Celebrity Clothing Cyber Monday {KeyWord} Domain Food Free Free Shipping Furniture Gift(s) New Number Official Site Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web Other Words Good Our study results show that a retail ad with a celebrity in the title and a product name in the description has high Ad Quality.
  • NoVar You/Your Year Work/Work Out Weight Try Trademark Top Today Savings Ad description Proven Plan/Plans Pills Personalize Order/Orders Online Official Now Millions Lose/Loss Free Diet Compare Call to Action Brand % Off % Diet and exercise ad performance heatmap % Off Brand Call to Action Cash Compare Diet Enhancers Free Lose/Loss Official Online Pills Plan/Plans Top Trademark Try Weight Women's Ad title Work/Work Out Year You/Your NoVar Source: Microsoft internal data, December 2013
  • New Year’s search optimization tips – ads and keywords Revisit Ad Groups that have keywords and ad text related to your promotional items. Be sure to leverage the most relevant destination URL per keyword or product target (for Product Ads). “Call to Action”, “flash sales”, and “countdown promotions” in the ad title or description can leverage the clicks. Give time for engines to Index and rank your terms and product targets to serve more actively. Use Ad Scheduling and incremental bidding strategies. Highlight “Free” and “Expedited Shipping” in Titles and Descriptions with contributing Keywords. Bid Early and often during your promotional time period. Utilize Ad Extensions, Sitelinks, Incremental bidding, Broad Match Modifier, Dynamic Keyword Insertions and other Bing Ads product features.
  • Don’t forget to adopt Bing Ads features to drive performance this New Year
  • Location Extensions Call Extensions Sitelink Extensions* Merchant Ratings**
  • Up to 8% higher CTR using Sitelink Extensions than with standard text ads Source: 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.
  • Source: comScore Core Search (custom), US, June 2013 / comScore qSearch (custom), US, June 2013.
  • Quality
  • Learn how broad match stacks up 70% more clicks 27% more clicks Microsoft internal data, Oct 2013
  • Broad match best practices to take your campaigns to new heights 1. Ensure your campaigns are opted into broad match to get maximum reach without sacrificing quality with other match types 2. 3. 4. As a last resort, To further enhance leverage broad Dial broad match control, use match modifier to up or down match negative keywords set restrictive limits, type depending on to block unwanted keeping in mind conversion value by query matches. that broad match bidding explicitly Refine with modifier can block for each relative to additional negative up to 90% of broad performance keywords as needed match potential volume
  • 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
  • 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
  • Get started today Talk to a Search Specialist who can help you 1-800-518-5689 Get Started Bing Ads Blog