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. 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.

For more Bing Ads digital marketing insights, visit bingads.com/industryinsights

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

  1. New Year, New You Search advertising to capture New Year’s resolutions
  2. 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
  3. 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. University of Scranton, Journal of Clinical Psychology, December 13, 2012 • 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 Top 2012 New Year’s Resolutions
  4. The life span of a New Year’s resolution is fleeting 75% maintain their goals through the first week 64% maintain past one month 46% maintain past six months 45% of Americans usually make a New Year’s resolution University of Scranton, Journal of Clinical Psychology, December 13, 2012
  5. Social Vibe, New Year’s Resolutions Study, 2013 $5.6 billion estimated annual spend on New Year’s resolutions
  6. Microsoft Confidential Sharing New Year’s goals keeps us on track 9% by sharing goals broadly 7% by charity component Social Vibe, New Year’s Resolutions Study, 2013 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
  7. Microsoft Confidential 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) Euromonitor International John LaRosa of MarketData; National Weight Control Registry; American Society for Metabolic and Bariatric Surgery $20B Annual revenue of the U.S. weight-loss industry, including diet books, diet drugs and weight-loss surgeries 108M people on diets in the U.S. 220,000 in the U.S. who were morbidly obese and had bariatric surgery in 2009 85% of weight- loss products and services consumers are female
  8. Microsoft Confidential 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
  9. Search engines are the top research tool for health information Most people seek health information online – and start with search 77% of the consumers looking for health and wellness information start with a search engine Where did online health seekers start their last search? Pew Internet & American Life Project, January 2013
  10. 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. Marketresearch.com – TechNavio forecast Reuters.com $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.
  11. Millennials prefer to research and buy sports equipment online eMarketer, May 2013 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 11% 34% 48% 57% 50% 21% 25% 20% 11% 13% 10% 8% 27% 32% 17% 15% Electronics Sports equipment/accessories Shoes Cosmetics/personal care items Preferred Method for Shopping According to US Millennial Internet Users, by Product Category, February 2013 % of total Research and shop only in stores Research online, but buy in a store Research in stores, but buy online Buy online, without visiting a store
  12. 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 102% 109% 188% 189% 231% 261% 264% 600% Telecommunications Automotive Consumer Goods Government Service Employment Energy & Power Nonprofit & Charities Sports Source: Millennial Media, “Scorecared for Mobile Advertising Reach and Targeting (SMART).” June 24,2013 Preferred Method for Shopping According to US Millennial Internet Users, by Product Category, February 2013 % of total
  13. The Bing Network delivers an audience more likely than Google to spend on healthy grocery items in the last 30 days Compared to Google, the Bing Network audience is: comScoreExplicitCoreSearch(custom),August2013. 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) 8% more likely to have spent $25 to $49 on canned or instant soup (online or offline) 9% more likely to have spent $25 to $49 on energy drinks (online or offline) 17% more likely to have spent $50 to $99 on vitamins (online or offline)
  14. The Bing Network delivers an audience more likely than Google to spend on health items in the last 6 months ComparedtoGoogle,theBingNetworkAudienceis: 7% more likely to have spent $500 to $999 on health products online 19% more likely to have spent $1,000 to $2,499 on health products online comScoreExplicitCoreSearch(custom),September2013.
  15. The Bing Network delivers an audience more likely than Google to be involved in quitting smoking comScoreExplicitCoreSearch(custom),September2013. 42% more likely to own Kawasaki 21% more likely to have bought a prescription from an online pharmacy in the last 6 months for a smoking habit (nicotine addiction) 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) ComparedtoGoogle,theBingNetworkAudienceis:
  16. BlackFriday Brand Celebrity Clothing Cyber Monday {KeyWord} Domain Food Free FreeShipping Furniture Gift(s) New Number OfficialSite Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web OtherWords 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 Here’s how to read a heatmapAdTitle Great Bad No DataGood Ad Description 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.
  17. Diet and exercise ad performance heatmap % %Off Brand CalltoAction Compare Diet Free Lose/Loss Millions Now Official Online Order/Orders Personalize Pills Plan/Plans Proven Savings Today Top Trademark Try Weight Work/Work Out Year You/Your NoVar % Off Brand Call to Action Cash Compare Diet Enhancers Free Lose/Loss Official Online Pills Plan/Plans Top Trademark Try Weight Women's Work/Work Out Year You/Your NoVar Source:Microsoftinternaldata,December2013 Adtitle Ad description
  18. 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. Bid Early and often during your promotional time period. Highlight “Free” and “Expedited Shipping” in Titles and Descriptions with contributing Keywords. Use Ad Scheduling and incremental bidding strategies. Utilize Ad Extensions, Sitelinks, Incremental bidding, Broad Match Modifier, Dynamic Keyword Insertions and other Bing Ads product features.
  19. Don’t forget to adopt Bing Ads features to drive performance this New Year
  20. Location Extensions Sitelink Extensions*Call Extensions Merchant Ratings**
  21. • Increase click-through-rate (CTR) and conversions. • Provide direct access to site content and more utility for end customers. • Shorten the conversion funnel and improve profitability. • Display up to four site links to your mobile search ads on smartphones. 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. Up to 8% higher CTR using Sitelink Extensions than with standard text ads
  22. Source: comScore Explicit Core Search (custom), June 2013. Smartphones • Tap phone number in the result • Call is initiated Offline • See phone number on web • Dial landline or mobile manually • Skype on PC or tablet • Click phone number • Free Skype call initiates in browser • On Bing only. No Skype client is required
  23. Quality
  24. 70%more clicks 27%more clicks Microsoft internal data, Oct 2013 Learn how broad match stacks up
  25. Broad match best practices to take your campaigns to new heights Ensure your campaigns are opted into broad match to get maximum reach without sacrificing quality with other match types 1. Dial broad match up or down match type depending on conversion value by bidding explicitly for each relative to performance 2. To further enhance control, use negative keywords to block unwanted query matches. Refine with additional negative keywords as needed 3. As a last resort, leverage broad match modifier to set restrictive limits, keeping in mind that broad match modifier can block up to 90% of broad match potential volume 4.
  26. 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
  27. 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
  28. Get started today Talk to a Search Specialist who can help you 1-800-518-5689 Get Started Bing Ads Blog
  29. © 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.

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