Insights for Digital Marketers to Instruct Back-to-School Sales

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Insights for Digital Marketers to Instruct Back-to-School Sales

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The back-to-school season is the second-largest retail season, following the winter holiday shopping season, and successful retailers are gearing up. To get the best return on investment for your......

The back-to-school season is the second-largest retail season, following the winter holiday shopping season, and successful retailers are gearing up. To get the best return on investment for your marketing dollars, it's important to reach shoppers when they're most likely to buy. Nearly half will begin shopping three weeks to a month before kids go back to school.1

Find out more in the latest Bing Ads Back-to-School Insights deck.

1National Retail Federation 2013 Back-to-School Survey

More in: Retail , Marketing , Business
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  • Source: National Retail Federation 2013 Back-to-School Survey
    http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1626
  • Source: National Retail Federation 2013 Back-to-School Survey http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1645&parent_id=1018&peer_rev=0&nrf_or=1
  • Source: Yahoo Back to School Shopping Intentions Survey, September 2013
  • Source: Experian, 2014
  • Source: National Retail Federation 2012 Back-to-School Survey
  • Source: National Retail Federation 2013 Back-to-School Survey
  • Source: Yahoo Back to School Shopping Intentions Survey, September 2013
  • Source: Yahoo Back to School Shopping Intentions Survey, September 2013
  • Source: Yahoo Back to School Shopping Intentions Survey, September 2013
  • Source: Yahoo Back to School Shopping Intentions Survey, September 2013
  • Source: National Retail Federation 2013 Back-to-School Survey http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1645&parent_id=1018&peer_rev=0&nrf_or=1
  • Source: adGooroo blog, August 6, 2013
    http://www.adgooroo.com/resources/blog/back-to-school-trends-in-paid-search/
  • 1Source: Deloitte, “2013 Back-to-School: Making the Grade,” July 29, 2013
    2Source: Endicia.com, July 2013
  • Source: Yahoo Back to School Shopping Intentions Survey, September 2013
  • Depending on survey results lead into this slide.
    In 2012 almost 20% of shoppers has started their holiday shopping by end of September and another 22% following in October.
    So here are our recommendations what you should do when:
    Walk through each month.
  • This is based on Feb 2013 to Feb 2014 YoY growth of searches across Back to school terms with the exception of Tech, Growth of 255%.
  • Can display in Mainline and Sidebar.
    Can display up to 6 PA.
    Can show with Text Ads.
    Can show a text ad and a PA from the same merchant.
    The more specific the product targets are, the more control the advertiser has on which product serves.
    Advertisers may enroll in Rich captions at the same time.

Transcript

  • 1. Back to School Search insights to instruct back-to- school sales
  • 2. Back-to-school is a leading retail season Back-to-school is the 2nd largest retail season, following the Winter Holiday season. Back-to-school & back-to-college combined estimated spend in 2013. A 14% decrease from the $84 Billion spent in 2012. $72.5 Billion Source: National Retail Federation 2013 Back-to-School Survey
  • 3. Nearly 75% of people begin shopping 3+ weeks before school starts. 23.9% 49.0% 21.8% 2.8% 2.6% 0% 20% 40% 60% 2+ months prior 3 weeks to 1 month prior 1-2 weeks prior Week school starts After school starts When people will begin shopping for back-to-school Source: National Retail Federation 2013 Back-to-School Survey Many consumers will begin shopping early and comparison shop, spreading out their budgets over time as they seek the best bargains and value.
  • 4. Many plan to continue shopping back-to-school sales even after the first school bells have rung. Source: Yahoo Back to School Shopping Intentions Survey, September 2013 58% 73% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% Teens (shopping for self) Parents with kids <18 Adults (shopping for self) People who will shop back-to-school sales after school begins:
  • 5. Marketers go back to school early, too When marketers plan to start their back-to-school marketing activities: May July 27% 34% Source: Experian.com, 2014
  • 6. Source: National Retail Federation 2012 Back-to-School Survey Both school and college spending trends closely align.
  • 7. $689 $907 $635 $837 Back-to-School Back-to-College Back-to-school average spend 2012 2013 -8% -8% Both back-to-school and back-to-college spend dipped 8% from 2012. Source: National Retail Federation 2013 Back-to-School Survey
  • 8. 84% 66% 60% 32% 23% 22% 17% 13% 1% Price discounts Coupons Free shipping Rebates Loyalty programs Gift sets or complementary items Flexible payment plans Groupon/LivingSocial deals Other Types looked for: 83% of back-to-school shoppers were actively looking for deals and promotions. 57% of back-to-school shoppers planned to use online coupons and promotions more than they did last year. Source: Yahoo Back to School Shopping Intentions Survey, September 2013
  • 9. 1Source: Yahoo Back to School Shopping Intentions Survey, September 2013 40% of the back-to-school shoppers are Dads! [VALUE] Mom [VALUE] Dad Who is back-to-school shopping?
  • 10. And an honorable mention to the 30% who noted toys are most important. Source: Yahoo Back to School Shopping Intentions Survey, September 2013
  • 11. Back-to-school/back-to-college media and entertainment items shoppers purchased or plan to purchase: Source: Yahoo Back to School Shopping Intentions Survey, September 2013
  • 12. Over 1/3 of both school and college shoppers will also shop online. Source: National Retail Federation 2013 Back-to-School Survey 67.1% 61.7% 51.5% 37.3% 25.9% Discount store Department store Clothing store Online Electronic store Top places – back-to-school 48.3% 42.7% 39.3% 37.1% 33.3% 30.8% Discount store Department store College bookstore Online Office supply store Clothing store Top places – back-to-college
  • 13. Note: *on AdWords and Yahoo! Bing Network Source: adGooroo blog, August 6, 2013 Textbooks, school supplies, and sporting equipment are top ranked. Ad spending (thousands) Impressions (millions) 1. Textbooks $829.9 18.9 2. School supplies $153.6 17.3 3. School uniforms $106.3 8.5 4. Used textbooks $101.1 3.4 5. Soccer cleats $59.1 5.2 6. Textbooks online $53.7 1.7 7. Best laptops for college $43.3 .6 8. Football cleats $39.5 3.5 9. School backpacks $35.5 2.9 10. School desk $32.7 .6 Ad spending (thousands) Impressions (millions) 11. School supply list $28.1 2.2 12 School supplies list $27.3 2.9 13. Back-to-school clothes $27.0 .9 14. Back-to-school supplies $25.1 1.8 15. Dorm bedding $20.8 1.4 16. College university $19.3 .9 17. Football equipment $18.6 1.3 18. School uniform $17.8 1.7 19. Dorm room ideas $16.4 .9 20. Football gear $13.9 1.1
  • 14. 1Source: Deloitte, “2013 Back-to-School: Making the Grade,” July 29, 2013 2Source: Endicia.com, July 2013 80% plan to research and shop online.2 37% plan to make a purchase online.2 Online back-to-school shoppers plan to spend 41% more than other shoppers.2 Get price information 66% Get/download discounts, coupons, sale information 60% Get store location 55% Locate a store that carries a particular product 50% Access a retailer’s website 44% Get product information 43% View a retailer’s ad 41% Shop online 31% Read product/retailer 27% Make a purchase 24% Receive a text message from a retailer 15%
  • 15. 1Microsoft partnered with Mercent to compare Product Ads to text ads on the Yahoo Bing Network [4 advertisers involved in the study], Q1 2014. 2Source: Microsoft internal data, May 2013. 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. Want to drive online shoppers to your store front? Ad Extensions, like Location Extensions and Call Extensions, can help your customers find you quickly – putting your business address and phone number right at their fingertips. Drive in-store traffic with features like store locator, click-to-directions and click- to-call for mobile searchers. Want to drive shoppers to your website? Product Ads allow you to showcase your product and attract more qualified clicks by including images, promotional text, pricing and your company name. Shoppers have a good idea of what they’re clicking on, putting them that much closer to a purchase decision. Up to 9% higher click-through rate with Location Extensions than with standard text ads2 With the lines blurring between online and offline, Bing Ads can help you reach your shoppers effectively online and on the go. Up to 29% Lower cost-per-click with Product Ads than with standard text ads1
  • 16. Connecting with an audience that makes time to buy 27% more likely to have spent $500 or more online or offline on teen boys clothing in the last 6 months 16% more likely to have spent $500 or more online or offline on kids clothing in the last 6 months 16% more likely to have spent $500 or more online or offline on teen girls clothing in the last 6 months Compared to Google, the Yahoo Bing Network Audience is: Source: comScore Plan Metrix, U.S., July 2013, custom measure created using comScore indices and duplication. July was chosen to reflect the beginning of the back to school season.
  • 17. Compared to Google, the Yahoo Bing Network audience is more likely to: Source: comScore Plan Metrix, U.S., July 2013, custom measure created using comScore indices and duplication. July was chosen to reflect the beginning of the back to school season. Have searched online for female teen clothing/shoes in the last 6 months Have searched online for male teen clothing/shoes in the last 6 months Have searched online for kids’ aged 2-12 clothing in the last 6 months
  • 18. Compared to Google, the Yahoo Bing Network audience is more likely to: Source: comScore Plan Metrix, U.S., July 2013, custom measure created using comScore indices and duplication. July was chosen to reflect the beginning of the back to school season. Have searched for information online for other literary or educational products in the last 6 months Have bought other literary or educational products online in the last 6 months
  • 19. Schooling Mobile Smartphone Back- to-School searches on the Yahoo Bing Network are projected to increase 200%+ from 2013 to 2014! Source: Microsoft Internal Data Analysis: Q1 2012, Q1 2013, Owned & Operated, US; Mobile includes Lo Fi Phones and HiFi Phones, but not Tablets.
  • 20. . Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Backpacks Clothes Deals Dorm Supplies School supplies Textbooks With the exception of textbooks, the back-to- school season searches and shopping kick off in June. Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 12/1/2012 to 2/28/2014. Monthly searches on the Yahoo Bing Network
  • 21. . Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 12/1/2012 to 2/28/2014. Backpacks Clothes Deals Dorm Supplies School supplies Textbooks …and gets hot the last week of July and early August Search query volumes jumped between the 3rd and 4th week of July for all categories - except dorm supplies. Weekly searches on the Yahoo Bing Network
  • 22. Source: Microsoft Internal Data Analysis: May 2013, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets. Backpacks Clothes Deals backpack girls shoes back school sales laptop backpacks girls clothing back school deals school backpacks children clothing student discounts kids backpacks kids shoes back school sale backpacks girls school uniforms school supplies coupons Dorm Supplies School Supplies Textbooks college dorm school supplies textbook dorm bedding teacher supplies textbooks twin xl sheets discount school supplies cheap textbooks twin xl bedding classroom decorations college textbooks dorm room ideas school supply used textbooks
  • 23. 0% 1% 2% 3% 4% 5% 6% 7% PC/Tablet: Click-through Rate by Week Backpacks Clothes Deals Dorm Supplies School supplies Textbooks Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; PC/Tablet, lo-fi &hi-fi Mobile. FW = Fiscal Week.
  • 24. On mobile, the click-through rate for back-to-school “clothes” searches peaked earlier than on PC/Tablet. 0% 1% 2% 3% 4% 5% 6% Mobile: Click-through rate by week Backpacks Clothes Deals Dorm Supplies School supplies Textbooks Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; PC/Tablet, lo-fi &hi-fi Mobile. FW = Fiscal Week.
  • 25. On PC/tablet the lowest average cost-per-clicks are seen across categories in June with the exception of deals searches. Take advantage of low cost-per-clicks in outlying months. $- $0.50 $1.00 $1.50 $2.00 $2.50 PC/Tablet: Cost-per-click by week Backpacks Clothes Deals Dorm Supplies School supplies Textbooks Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; PC/Tablet, lo-fi &hi-fi Mobile. FW = Fiscal Week.
  • 26. Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; PC/Tablet, lo-fi &hi-fi Mobile. FW = Fiscal Week. $- $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 Mobile: Cost-per-click by week Backpacks Clothes Deals Dorm Supplies School supplies Textbooks
  • 27. Want to capture those who love school? We’ve got ad copy research to help you do just that
  • 28. Here’s how to read a heatmapAdTitle Great Bad No DataGood Ad Description %Off Bargains Best CallTo Action Deals DKI Find New Now OfficialSite Online Orders Param Insertion Place Price/Pricing Products Promotion Quality Savings Selection Shipping Shopping Sports Style/Kind Top % Off Bargains Best Call To Action Deals DKI Find New Now Official Site Online Orders Param Insertion Place Price/Pricing Products Promotion Quality Savings Shipping Shopping Sports Style/Kind Top Value Our study results show that a retail ad with ‘official site’ in the title and ‘new’ in the description has high Ad Quality.
  • 29. Great Poor Insufficient dataGood Ad Description AdTitle %Off Bargains Best CallTo Action Deals DKI Find New Now OfficialSite Online Orders Param Insertion Place Price/Pricing Products Promotion Quality Savings Selection Shipping Shopping Sports Style/Kind Top % Off Bargains Best Call To Action Deals DKI Find New Now Official Site Online Orders Param Insertion Place Price/Pricing Products Promotion Quality Savings Shipping Shopping Sports Style/Kind Top Value Retail – Back to School PC/Tablet
  • 30. Retail Back to School: Top word combos PC/Tablet PC/Tablet - With Sitelinks TITLE DESCRIPTION Official Site New % Off New Sports Online Place Find Sports Promotion PC/Tablet - Without Sitelinks TITLE DESCRIPTION Official Site Best % Off Best Quality Shipping Quality Call To Action Official Site New PC/Tablet TITLE DESCRIPTION Official Site New Sports Online Quality Shipping Quality Call To Action Official Site Selection
  • 31. AdTitle Great Poor Insufficient dataGood Ad Description %Off Bargains Best CallTo Action Deals DKI Find New Now Official Site Online Orders Param Insertion Place Price/Prici ng Products Promotio n Quality Savings Selection Shipping Shopping Sports Style/Kin d Top % Off Bargains Best Call To Action Deals DKI Find New Now Official Site Online Orders Param Insertion Place Price/Pricing Products Promotion Quality Savings Shipping Shopping Sports Style/Kind Top Value Retail – Back to School Mobile
  • 32. Retail Back to School: Top word combos Mobile Mobile - With Sitelinks TITLE DESCRIPTION Official Site New % Off New Sports Online Place Find Sports Promotion Mobile - Without Sitelinks TITLE DESCRIPTION Official Site Best % Off Best Quality Shipping Quality Call To Action Official Site New Mobile TITLE DESCRIPTION Official Site New Sports Online Quality Shipping Quality Call To Action Official Site Selection
  • 33. Educate your search ads this back to school season Ad formats on Bing Ads
  • 34. Location Extensions Sitelink ExtensionsCall Extensions Merchant Ratings
  • 35. Source: Microsoft internal data, May 2013. 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 13% higher CTR using Sitelink Extensions than with standard text ads
  • 36. Up to 9% higher CTR using Location Extensions than with standard text ads
  • 37. Source: 1comScore Explicit Core Search (custom), US, September 2013
  • 38. Attract more qualified clicks with product images and rich product details in your search ads • More real estate. Unlike text ads, Product Ads can display multiple offers from a single advertiser – and simultaneously with a text ad and organic listing. • Save time. Advertisers don’t need to write ad copy and build keyword lists for each product. • Easily import your Google Product Listing Ads campaigns into your Bing Ads account**. **extensions are not imported from Google, must be manually added
  • 39. 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
  • 40. Connect with a Search Specialist who can help you get started today 1-800-518-5689 or check out Getting started @bingads linkedIn.com/company/bing-ads facebook.com/bingads blog.bingads.com instagram.com/bingads slideshare.net/bingads youtube.com/bingads
  • 41. © 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.