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Valentine’s Day
A sweet time for
sales and search
marketing
Valentine’s Day is a last minute shopping holiday

90%

of gifts are purchased within 3
weeks of Valentine’s Day

60%

Hal...
Candy, flowers and jewelry, oh my

Most popular Valentine’s Day
gifts purchased:
51% - Candy
36% - Flowers
36% - Evening o...
Discount and department stores see the most traffic

Where people plan to shop:
37% - Discount stores
34% - Department sto...
Valentine’s Day average spend increased,
while number of people spending decreased

$239 average spend per person
69% of p...
Couples embrace technology to share Valentine’s Day greetings
More than half of consumers indicated they planned to take a...
Source: American Express Spending & Saving Tracker American Express Spending & Saving Tracker: Valentine’s Day 2013
Flowers & Gifts are a top 10 category in paid search spend

Flowers & Mail-Order Gifts garner sizable online
ad spend, acc...
Couples also invest in their relationships after Valentine’s Day

Outside of Valentine’s Day, the majority
(79%) of couple...
More than half of tablet owners use their device to purchase
Valentine’s Day gifts
Customers use smartphones differently t...
Search engines are a significant source of website traffic

42%
of all traffic to
the Flowers &
Gifts category
was driven
...
The Yahoo Bing Network
contributed 13% of all traffic to
the Flowers & Gifts category.
.

Source: Hitwise, October 2013
23%
more likely to spend $200 $499 on flowers (online or
offline) in the last 6 months

12%
more likely to spend $500 or
m...
10%

more likely to spend $500
or more on greeting cards
(online or offline) in the
last 6 months

Source: comScore Plan M...
8%

more likely to spend
$100 - $199 on gum or
candy in the last 30 days

Source: comScore Plan Metrix, U.S., August 2013,...
13%

more likely to use paid
service for gift certificates
in the last 6 months

Source: comScore Plan Metrix, U.S., Augus...
In love with data?
We’ve got ad copy tips to make your audience love-struck
Here’s how to read a heatmap
Great

Ad Description

No Data

Other Words

Web

Venue

Value

Style/Kind

Service

Resource...
Flowers / Candy / Gifts
Great

Good

Poor

Ad Description

Insufficient data

Other
Words

Web

Value

Style/Kind

Service...
Top word combos for Flowers / Candy / Gifts

Insights for Flowers / Candy / Gifts

PC
TITLE

DESCRIPTION

Call to action

...
Top word combos for Flowers / Candy / Gifts

Mobile

Tablet

TITLE

DESCRIPTION

TITLE

DESCRIPTION

Product

Food

Gift(s...
“Flowers” and “Flower delivery” were the top searched terms for flowers
Top 5 Flower queries, not including brand names:

...
Cost-per-click trends for most searched Flower keywords

1 week before Valentine’s Day
CPCs for “flowers” were highest a
w...
PC most popular for flower searches
PCs accounted for 89% of all clicks for flowers, while mobile devices combined were 11...
Some sweet ad formats for
your search campaigns on
Bing Ads
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 testi...
Source: comScore Core Search (custom), US, June 2013 / comScore qSearch (custom), US, June 2013.
New to search advertising?
Bing Ads Express enables you to find
customers easier

Want to reach millions of
customers look...
Already advertising online elsewhere?
It’s quick and easy to import your Google AdWords
campaigns directly into Bing Ads w...
Get started today

Talk to a Search Specialist
who can help you today
1-800-518-5689
Get Started

LinkedIn: http://linkd.i...
Valentine's Day - A Sweet Time for Sales and Search Marketing
Valentine's Day - A Sweet Time for Sales and Search Marketing
Valentine's Day - A Sweet Time for Sales and Search Marketing
Valentine's Day - A Sweet Time for Sales and Search Marketing
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Valentine's Day - A Sweet Time for Sales and Search Marketing

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Valentine's Day is a last minute shopping holiday - and a tremendous opportunity for search marketers. Did you know that 50% of Valentine's Day purchases are made within 1 week of Valentine's Day? Bing connects advertisers to customers when they’re actively looking for Valentine's Day gifts and information. Check out the Bing Ads insights for Valentine's Day seasonal trends as well as consumer behavior as you prepare for a sweet Valentine's Day.

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

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Transcript of "Valentine's Day - A Sweet Time for Sales and Search Marketing"

  1. 1. Valentine’s Day A sweet time for sales and search marketing
  2. 2. Valentine’s Day is a last minute shopping holiday 90% of gifts are purchased within 3 weeks of Valentine’s Day 60% Half of Transactions Occur Within 1 Week of Valentine's Day 51% 50% 40% 51% of gifts are purchased within 1 week of Valentine’s Day 30% 25% 20% 10% 14% 3% 3% 6 weeks 5 weeks 6% 0% 4 weeks 3 weeks 2 weeks 1 week Source: Experian Marketing, Getting Ready for Valentine’s Day email promotions, Nov 2012
  3. 3. Candy, flowers and jewelry, oh my Most popular Valentine’s Day gifts purchased: 51% - Candy 36% - Flowers 36% - Evening out 19% - Jewelry 13% - Gift cards Source: National Retail Federation BIGinsight, Consumer Intentions & Actions Survey, Jan 2012
  4. 4. Discount and department stores see the most traffic Where people plan to shop: 37% - Discount stores 34% - Department stores 19% - Online retailers 20% - Specialty stores 18% - Floral shop 11% - Jewelry stores 7% - Specialty clothing stores Source: National Retail Federation BIGinsight, Consumer Intentions & Actions Survey, Jan 2012
  5. 5. Valentine’s Day average spend increased, while number of people spending decreased $239 average spend per person 69% of people planned to buy gifts Consumers planned to spend an average of $239 per person for Valentine’s Day purchases in 2013, an increase of 22% from last year’s $196 average. However, fewer people planned to make a Valentine’s Day purchase in 2013. 69% planned to make a purchase, down from 76% in 2012. Source: American Express Spending & Saving Tracker American Express Spending & Saving Tracker: Valentine’s Day 2013
  6. 6. Couples embrace technology to share Valentine’s Day greetings More than half of consumers indicated they planned to take a more digital approach to sending romantic messages (56%) • 29% say they’ll type a romantic text message • 29% will post a sweet note on Facebook • 23% will send a sweet (or spicy) email • 20% will mail a heartfelt ecard • 7% of consumers will send their love bird a Valentine via Twitter Consider creative ways to integrate technology into purchase intent. For example, a free ecard with purchase, sending a hint via Facebook to the gift recipient about their gift, etc. Source: American Express Spending & Saving Tracker American Express Spending & Saving Tracker: Valentine’s Day 2013
  7. 7. Source: American Express Spending & Saving Tracker American Express Spending & Saving Tracker: Valentine’s Day 2013
  8. 8. Flowers & Gifts are a top 10 category in paid search spend Flowers & Mail-Order Gifts garner sizable online ad spend, accounting for $80 billion spent. Source: eMarketer, October 2013 .
  9. 9. Couples also invest in their relationships after Valentine’s Day Outside of Valentine’s Day, the majority (79%) of couples invest in their relationship with: • 46% - the surprise of an unexpected gift • 37% - a scheduled date night • 29% - planning a romantic getaway Source: American Express Spending & Saving Tracker American Express Spending & Saving Tracker: Valentine’s Day 2013
  10. 10. More than half of tablet owners use their device to purchase Valentine’s Day gifts Customers use smartphones differently than their PCs or tablets. Smartphone customers are often close to a point of purchase in search of deals, and doing price comparisons. Site traffic that came from mobile devices during the week before Valentine’s Day: 24% of intimate apparel 22% of jewelry site traffic Source: National Retail Federation BIGinsight, Consumer Intentions & Actions Survey, Jan 2012
  11. 11. Search engines are a significant source of website traffic 42% of all traffic to the Flowers & Gifts category was driven through search engines Source: Hitwise, October 2013
  12. 12. The Yahoo Bing Network contributed 13% of all traffic to the Flowers & Gifts category. . Source: Hitwise, October 2013
  13. 13. 23% more likely to spend $200 $499 on flowers (online or offline) in the last 6 months 12% more likely to spend $500 or more on flowers (online or offline) in the last 6 months Source: comScore Plan Metrix, U.S., August 2013, custom measure created using comScore indices and duplication.
  14. 14. 10% more likely to spend $500 or more on greeting cards (online or offline) in the last 6 months Source: comScore Plan Metrix, U.S., August 2013, custom measure created using comScore indices and duplication.
  15. 15. 8% more likely to spend $100 - $199 on gum or candy in the last 30 days Source: comScore Plan Metrix, U.S., August 2013, custom measure created using comScore indices and duplication.
  16. 16. 13% more likely to use paid service for gift certificates in the last 6 months Source: comScore Plan Metrix, U.S., August 2013, custom measure created using comScore indices and duplication.
  17. 17. In love with data? We’ve got ad copy tips to make your audience love-struck
  18. 18. 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.
  19. 19. Flowers / Candy / Gifts Great Good Poor Ad Description Insufficient data Other Words Web Value Style/Kind Service Quality Purchase Promotion Profession Product Price Online Now Holiday Gift(s) Free Shipping Free Food {KeyWord} Create Clothing Call to Action Brand % Off % Off Brand Call to Action Clothing Create {KeyWord} Food Free Free Shipping Gift(s) Holiday Now Online Price Product Profession Promotion Purchase Ad Title Quality Service Style/Kind Value Web Other Words Source: Microsoft internal data, October 2013
  20. 20. Top word combos for Flowers / Candy / Gifts Insights for Flowers / Candy / Gifts PC TITLE DESCRIPTION Call to action Now Promotion ‘Other words’ Service Gift(s) {Keyword} Create ‘Other words’  “Gift(s)” pairings yields significantly high clickability when Value used on tablet, but not other devices.  “Call to action” paired with “now” yields ad clickability above and beyond other PC pairings but is used less frequently. Source: Microsoft internal data, October 2013
  21. 21. Top word combos for Flowers / Candy / Gifts Mobile Tablet TITLE DESCRIPTION TITLE DESCRIPTION Product Food Gift(s) Now Product Quality Gift(s) Product Product Gift(s) Gift(s) Value Style/kind Product Gift(s) Brand Gift(s) Product DKI Value Source: Microsoft internal data, October 2013
  22. 22. “Flowers” and “Flower delivery” were the top searched terms for flowers Top 5 Flower queries, not including brand names: : flower flowers online . flower delivery valentine day flowers flowers Source: Yahoo Bing Network PC & Tablet query trends, 2/1/13 to 2/14/13
  23. 23. Cost-per-click trends for most searched Flower keywords 1 week before Valentine’s Day CPCs for “flowers” were highest a week before Valentine’s Day Up to 1 day before “flower delivery” and “valentine day flowers” keyword CPCs increased until one day before the event $4.00 $3.50 $3.00 $2.50 $2.00 $1.50 $1.00 $0.50 $- flower flowers online . flower delivery flowers valentine day flowers Source: Yahoo Bing Network PC & Tablet query trends, 2/1/13 to 2/14/13
  24. 24. PC most popular for flower searches PCs accounted for 89% of all clicks for flowers, while mobile devices combined were 11% In 2013 mobile phones and tablets accounted for 11% of all clicks on the most popular nonbranded flower terms. With the number of mobile clicks expected to increase in 2014, separating campaigns by device can help advertisers optimize for different success metrics. . 6% 5% 6% 5% PC PC Tablet Tablet Phone Phone 89% 89% Source: Yahoo Bing Network PC & Tablet query trends, 2/1/13 to 2/14/13
  25. 25. Some sweet ad formats for your search campaigns on Bing Ads
  26. 26. Location Extensions Call Extensions Sitelink Extensions Merchant Ratings
  27. 27. 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.
  28. 28. Source: comScore Core Search (custom), US, June 2013 / comScore qSearch (custom), US, June 2013.
  29. 29. 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
  30. 30. 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
  31. 31. Get started today Talk to a Search Specialist who can help you today 1-800-518-5689 Get Started LinkedIn: http://linkd.in/1evlGtD Twitter: @bingads Facebook: facebook.com/bingads Blog: blog.bingads.com
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