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Mothers Day 2017

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Find out search trends and how to create successful search and shopping campaigns for Mother’s Day advertising

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Mothers Day 2017

  1. 1. Celebrating modern moms Mother’s Day 2017 insights for digital marketers
  2. 2. A top hashtag among millennials is #momfail because they are willing to be honest about how hard it is to be a mom.1 Mom 1.0 “I’m a mom, and I’m perfect.1” Mom 2.0 “I’m a mom with a career.1” Mom 3.0 “I’m a mom, and I’m human.1” Celebrate modern moms this year Craft ad messaging that embraces imperfections. 1. The Mom Complex, Millennial Families: Five Pain Points Revolutionizing Your Shopper Program, June 2016. CELEBRATING MODERN MOMS
  3. 3. The mother of all holidays Because Mother’s Day crosses all ethnic, religious and cultural backgrounds, it’s a valuable opportunity for retailers.1 1. MediaPost, Consumers Pour on Mother's Day Love for Record Spending, April 28, 2015. CELEBRATING MODERN MOMS % of Americans celebrate Mother’s Day.1
  4. 4. Highest priced gifts Americans spoiled mom with electronics, jewelry, and brunch or dinner.2 $ 60$ 112 $ 96 We can’t repay mom, but we try. 1. National Retail Federation, Monthly Consumer Survey, April 2016. 2. National Retail Federation, Americans to Spoil Mom with Jewelry, Electronics and Special Outings, April 2016. CELEBRATING MODERN MOMS U.S. retail Mother's Day spending in billions1 Tip: Apply an accelerated budget for top-performing campaigns. The default standard budget leaves possible searches on the table. $21.39
  5. 5. Be there for all moms. Audience targeting with Bing is bigger than you think. Search eye to eye with mom. There’s never a better time to increase visibility. Shop for mom. There’s never a better time to increase conversions. Actions to take home Actionable takeaways. 01. 02. 03. 04. CELEBRATING MODERN MOMS Agenda
  6. 6. Increase ad engagement. Increase mobile app engagement. Leverage your product inventory feed. Drive local store visits. Acquire new customers. Target unique audience segments. Build your brand trust. Improve ease of management. Generate phone calls to your business. Let Bing Ads help you achieve your marketing objectives. CELEBRATING MODERN MOMS
  7. 7. Be there for all the moms in your lives. From moms to wives, step-moms to female relatives, and for female friends, as well as divorced and single-parent households.1 1. MediaPost, Consumers Pour on Mother's Day Love for Record Spending, April 28, 2015.
  8. 8. Who’s your “mama”? BE THERE FOR ALL MOMS Mother’s day gift recipients in 2016 were as diverse as America’s families. Use Demographic Targeting to reach new audiences and expand your customer base. 1. National Retail Federation, Monthly Consumer Survey, April 2016.
  9. 9. 34% of retail searches related to Mother’s Day are made by those aged 35-49. Females account for 65% of those searches throughout March. The everlasting bond with mom Thinking of mom no matter our age. Segment Mother’s Day audiences with Demographic Targeting by age and gender. 1. Retail search queries related to Mother’s Day, by age group & gender, US Bing and Yahoo sites, April & May, 2016. BE THERE FOR ALL MOMS Tip: Place a Bid Adjustment to increase the likelihood that your ad is displayed in a better position for customers who meet your targeting criteria. Tip: Adjust Demographic Targeting using advanced campaign settings. Target unique audience segments. Acquire new customers.
  10. 10. 23% more Buying Power Index than average internet users1 31% are college graduates1 34% have higher household incomes in the $100k+range1 Who shops on Bing? Bing is bigger than you think. BE THERE FOR ALL MOMS 35% of retail paid clicks2 51M retail searchers not on Google2 81M of total retail searchers2 562M of total retail searches2 Target unique audience segments. Acquire new customers. 1. comScore Plan Metrix, US, October 2016; custom measure created using comScore indices and duplication. 2. comScore qSearch, Explicit Core Search (custom), US, June 2016; industry categories based on comScore classifications.
  11. 11. The Bing Network packs value for retailers. Compared to Google, Bing Network users are more likely to… 1. comScore Plan Metrix, U.S., April 2016, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day. BE THERE FOR ALL MOMS Tip: On Google AdWords? Use Google Import to save time and reach more customers. 9% are more likely to have spent $200 to $499 on jewelry, etc., in the last 6 months. Buy jewelry 6% are more likely to have spent $50 to $99 on greeting cards in the last 6 months. Buy cards 13% are more likely to have spent $200 to $499 on flowers in the last 6 months. Buy flowers 11% are more likely to be the first among their friends to dine at the latest restaurants or bars. Be foodies Target unique audience segments. Acquire new customers.
  12. 12. Research or compare Prices. Purchase products. Look up retailer information. Check in- store availability. Redeem coupons. Use apps to research/ purchase products. Use apps to compare prices. Pay at a store checkout counter. Do not plan to use a device. Smartphone1 29.6% 15.5% 16.3% 10.7% 11.0% 7.6% 6.4% 3.3% 56.2% Tablet1 30.6% 17.9% 14.0% 11.5% 8.9% 7.1% 6.4% 2.8% 57.4% Don’t sweep other devices under the rug. 1. National Retail Federation, Mother’s Day Overview, Retail Insights Center, April 2016. BE THERE FOR ALL MOMS Tip: Use Device Targeting to reach mobile customers and apply Price Drop Alerts (Annotation) to automatically display price decreases within the ad. Target unique audience segments. Increase mobile app engagement.
  13. 13. Mom-approved savings with mobile search ads Mobile is a lower-cost, higher-CTR alternative to reach Mother’s Day searchers. 1. Microsoft internal data, search volume, CTR & CPC in selected categories related to Mother’s Day – all devices, US, April 1, 2016 – May 15, 2016. . BE THERE FOR ALL MOMS Searches by device 55% 45% Tip: Speaking of devices, our Mac customers can use Bing Ads Editor for Mac to manage multiple accounts simultaneously, and to download and edit campaigns/ads in bulk. 1. best cell phone deals today 2. jewelry 3. Mother's Day gifts 4. flower delivery 5. Mother's Day gift ideas 6. happy Mothers Day 7. flower delivery same day 8. Mother's Day 9. best smartphones 10. flowers PC/tablet Mobile Target unique audience segments. Increase mobile app engagement. Top Mother’s Day mobile searched terms 11. fruit 12. Mother's Day flowers 13. birthstone jewelry 14. flowers same day delivery 15. strawberries 16. thank you 17. gift cards 18. happy Mother's Day 19. fresh fruit 20. chocolate candy CPC CTR
  14. 14. Notable Mother’s Day search days Use day and time targeting to show ads at peak times or days. 1. Microsoft internal data, search volume,in selected categories related to Mother’s Day – all devices, US, April 1, 2016 – May 15, 2016. . BE THERE FOR ALL MOMS Shoppers are in research mode during April, with mobile searches surpassing PC/tablet at the beginning. PC/tablet browsing tends to happen during the work week. Two weeks before Mother’s day is a sprint in searches with more searches happening on PC/tablet. Mobile surpasses PC/tablet searches on Mother’s Day. Top Mobile search days Top PC/Tablet search days April 2016 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 May 2016 M Tu W Th F Sa Su 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Searches by device PC/tablet Mobile
  15. 15. Search eye to eye with mom There’s never been a better time to increase visibility.
  16. 16. Tip: Use Review Extensions Other 2nd placePaid search 1st place Organic search 3rd place Email 4th place Ranking of channels that influenced Mother’s Day purchases2 Recommendations from friends/ family Online reviews Online advertising Social media TV advertising Radio advertising 1 2 3 4 5 6 Build your brand trust. SEARCH EYE TO EYE WITH MOM Mother’s Day channels 1. NetElixir, 2016 Mother’s Day Search Marketing Study, April 2016. 2. TrendSource, Mother’s Day 2016 Consumer Insights Study, March 2016. Ranking of Mother’s Day last-click channels1
  17. 17. 1. best cell phone deals today 2. jewelry 3. flowers 4. Mother’s Day gifts 5. Mother’s Day 6. flower delivery 7. Mother’s Day gift ideas 8. happy Mothers Day 9. Proflowers 10. best smartphones 11. Edible Arrangements 12. flower delivery same day 13. flowers delivery 14. thank you 15. Kay Jewelers 16. chocolate 17. fruit 18. Mother’s Day flowers 19. 1800Flowers 20. birthstone jewelry Match your ads and keyword bids to customer searches. 1. Microsoft internal data, search volume in selected categories related to Mother’s Day – all devices, US, April 1, 2016 – May 15, 2016. SEARCH EYE TO EYE WITH MOM Tip: Have multiple campaigns? Save time by using Shared Budgets and have a single budget that can be used by all campaigns or by a subgroup of campaigns under an account. Top Mother’s Day searched terms – all devices
  18. 18. Make your ads eye catching with visual aids. In fact, 40% of internet users always search for visual content prior to making a purchase.1 1. PowerReviews, Snapshot for eCommerce: The role of visual content in earning consumer trust and influencing purchase behavior, September 26, 2016.. SEARCH EYE TO EYE WITH MOM Product Ads Stand out by using Product Ads to showcase your products with an image. Image Extensions Make your ad stand out by adding a powerful visual. surface pro Build your brand trust.
  19. 19. 1. mother's day cards 2. happy mother's day 3. happy mother 4. free ecards 5. hallmark 6. american greetings 7. printable mother's day cards 8. blue mountain ecards 9. free printable mother's day cards 10. ecards Greeting cards Searches pick up the day before Mother’s Day, peaking on Mother’s Day when mobile search surpasses PC/tablet. 1. Microsoft internal data, search volume and top search queries in “Cards & Greetings” category related to Mother’s Day – all devices, US, April 1, 2016 – May 15, 2016. . SEARCH EYE TO EYE WITH MOM Tip: Add links to free, printable cards and ecards alongside paid ecards and paper card ads to drive more clicks in the last three days before Mother’s Day. Enhanced Sitelinks show enhanced descriptions of your website sitelinks in your search ads. Increase ad engagement. Cards and greetings Cards and greetings top searched terms: May 5-8, 2016 – all devices2 PC/tablet Mobile
  20. 20. Roses rule Mother’s Day flowers. Searchers are 204% more likely to search for roses than tulips, the #2 flower of choice. 1. Microsoft internal data, search volume and top search queries in “Flower Arrangement” category related to Mother’s Day – all devices, US, April 1, 2016 – May 15, 2016. SEARCH EYE TO EYE WITH MOM Tip: Let searchers learn more before clicking your ads with longer ad copy using Expanded Text Ads. Add snippets to tell customers more about your blooms and shipping options with Structured Snippet Extensions. PC/tablet Mobile 1. roses 2. rose 3. tulips 4. sunflower 5. pictures of flowers 6. orchids 7. bouquet of flowers 8. calla lily 9. lilies 10. tulip 11. silk flowers 12. purple flowers 13. gerbera daisy 14. flower arrangements 15. daisies 16. may flowers 17. images of flowers 18. floral arrangements 19. bouquet 20. red roses Flowers top searched terms – all devices Flower search volume by device Flowers Target PC ads for weekdays, while mobile ads do well on weekends.
  21. 21. 1. Microsoft internal data, search volume and top search queries in “Food & Groceries” category related to Mother’s Day – all devices, US, April 1, 2016 – May 15, 2016. SEARCH EYE TO EYE WITH MOM Surf over turf Searchers are 50% more likely to search fish & seafood over meat and poultry. At 48% breakfast foods searches, breakfast is the most important meal of the day. 1. mother's day breakfast 2. mother's day brunch recipes 3. brunch ideas 4. chocolate milk 5. mother's day breakfast ideas 6. mom's meals 7. mother's day breakfast recipes 8. lobster tail 9. cold appetizer recipes 10. mama's daughters diner 11. enjoy life chocolate chips 12. brunch ideas for mother's day 13. cooking lobster tails in the oven 14. breakfast for mother's day 15. chocolate moose 16. breakfast ideas for mother's day 17. mother's day recipe 18. lobster thermidor recipe 19. recipes for mother's day brunch 20. enjoy life chocolate chips PC/tablet Mobile Food and groceries top searched terms – all devices Food & grocery search volume by device Food & groceries Searches pick up the weekend before Mother’s Day.
  22. 22. Tip: 85% of jewelry searches are unbranded. Help searchers choose you by earning their trust with: • Security Badge Annotation based on bbb.org. • Elite Merchant Badge (Annotation) that displays your top review status. 1. Microsoft internal data, search volume and top search queries in “Jewelry” category related to Mother’s Day – all devices, US, April 1, 2016 – May 15, 2016. . SEARCH EYE TO EYE WITH MOM Leverage your product inventory feed. Build your brand trust. PC/tablet Mobile 1. kay jewelers 2. jewelry 3. pandora jewelry 4. zales 5. pandora charms 6. earrings 7. birthstone jewelry 8. jewelry stores 9. jewelry watches 10. jared jewelry 11. lokai bracelet 12. necklace 13. diamond earrings 14. diamond ring 15. kay 16. brighton jewelry 17. diamond rings 18. zales jewelry 19. birthstones 20. chocolate diamonds Jewelry top searched terms – all devices 34% of Bing Mother’s Day shoppers are searching for jewelry. Jewelry search volume by device Jewelry Start mobile jewelry ads one month before. Searches peak the week of on PC/tablet and pick up again the day-of.
  23. 23. Tip: Booking appointments by phone? Show a clickable phone number with Call Extensions in case search users want to book an appointment for mom by phone or to confirm store hours. SEARCH EYE TO EYE WITH MOM Generate phone calls to your business. PC/tablet Mobile Top spa services searched terms – all devices 1. desert sun 2. aulani 3. spafinder 4. aulani resort 5. burke williams 6. stretch marks 7. day spa 8. woodhouse day spa 9. arizona grand resort 10. dead sea jordan 11. mederma 12. red door spa 13. westgate smoky mountain resort 14. bliss 15. ojai valley inn 16. sheraton maui 17. stretch 18. bliss spa 19. tranquility 20. jw marriott palm desert 1. Microsoft internal data, search volume and top search queries in “Spa & Medical Spa” category related to Mother’s Day – all devices, US, April 1, 2016 – May 15, 2016. . Spa search volume by device Spa services Schedule your ads for weekdays, starting at the beginning of the week.
  24. 24. Shop for mom There’s never been a better time to increase conversions.
  25. 25. Mother’s Day online shopping is growing due to convenience.1 1. Chain Store Age, First look: Adobe says digital trends look good for Mother’s Day, May 2016. 2. National Retail Federation, Monthly Consumer Survey, April 2016. SHOP FOR MOM Where Americans shop for Mother’s Day2
  26. 26. Mom shopping hack Increase convenience by taking shoppers directly to product pages with Bing Shopping Campaigns. SHOP FOR MOM Import Improve ease of management. Acquire new customers.
  27. 27. Remarketing in Paid Search delivers your message to previous visitors when they search on Bing and/or Yahoo. Remarket 3x 1/3rd of respondents use positive words to describe remarketing when seeing an ad three times. However, if they saw the ad four or more times, it became intrusive.2 65% of marketers say it’s the most effective pay-per-click channel, second only to text ads at 85% of marketers saying it’s most effective.1 Visitor Your website User added to remarketing list Visitor leaves Former visitor searches on Yahoo or Bing Your ad is served User returns to your site Don’t waste your visitors. Reconnect with visitors that leave your website 1. Hanapin Marketing, The State of PPC 2016-2017, September 26, 2016. 2. InSkin Media/RAPP: Retargeting report, October 2014. SHOP FOR MOM Acquire new customers.
  28. 28. Increase/decrease the bid amount. Learn more with the Remarketing in Paid Search webcast. Optimize your bids, ads and keywords to those who search on Bing with bid modifiers. Place a Universal Event Tracking (UET) tag across your website. 1 Create Remarketing in Paid Search lists, based on user activity or pages users have visited. 2 Associate Remarketing in Paid Search lists to ad groups. 3 4 UET Conversion tracking Remarketing in Paid Search Home page Category of form pages Shopping cart Ad group 1 Ad group 2 Ad group 3 Increase bids for shopping cart abandoners. Reduce bids for people that already have made a purchase. Learning to launch Get started with Remarketing in Paid Search. SHOP FOR MOM Acquire new customers.
  29. 29. Bing Shopping Campaigns Bing Shopping Campaigns + Remarketing in Paid Search Average Conversion Rate 1.53% 7.76% Average CTR 1.27% 2.33% Mother’s Day Shopping performance increased overall in gift product categories with Remarketing in Paid Search. SHOP FOR MOM 1. Microsoft internal data, Remarketing in Paid Search & Bing Shopping Campaign daily conversion rate & CTR in relevant retail categories, Jan 14, 2016 – Feb 22, 2016, US only. Acquire new customers.
  30. 30. Take home Actionable go-dos for a successful Mother’s Day.
  31. 31. Bing Ads Mother’s Day to-do list Be there ahead of time.  Review last season’s campaigns for successes and lessons learned.  Set budgets to accommodate increases in traffic.  Upload Mother’s Day campaigns early.  Double-check to make sure all relevant accounts and campaigns are active.  Follow up on any rejected ads.  Add new, relevant and emerging keywords. Optimize Bing Shopping Campaigns.  Test different images of the same product to determine which image performs best.  Given that Mother’s Day is a short seasonal event, refresh your product feed daily.  Go beyond the required attributes and populate your feed with as many recommended attributes as possible for each product offer.  Use the SKU column and unique identifiers to help differentiate product titles and descriptions that may only differ in size, color, etc. All unique identifiers should be consistent between data feeds.  Include specific brands, product types or individual products that align with your business goals. Find approaches for a better ROI.  Plan your campaigns for April through May.  Budget for PC/tablet and mobile traffic.  Plan your budgets for periods of high CPC.  Bid on your competitors – and your own – brand terms.  Use long-tail brand terms.  Optimize your keywords and ads. Optimize keywords, ads and bids.  Leverage the right combination of ad extensions.  Test ad copy variations.  Set bids in anticipation of increased competition during the seasonal peaks.  Apply bid boosting to take advantage of key audiences.  Set up Automated Rules to schedule and automate your top campaign management tasks on a weekly, or even daily, basis for invaluable time savings and efficiency gains.
  32. 32. Drive local store visits. • Location Extensions • Location Targeting Target unique audience segments. • Device Targeting • Demographic Targeting Acquire new customers. • Remarketing in Paid Search • Universal Event Tracking Increase ad engagement. • Structured Snippet Extensions • Sitelink Extensions and Enhanced Sitelinks Leverage your product inventory feed. • Bing Shopping Campaigns • Elite Merchant Badge Increase mobile app engagement. • App Extensions • Mobile Device Targeting Build your brand trust. • Security Badge Annotation • Merchant Rating Annotation • Review Extensions Generate phone calls to your business. • Call Extensions • Day and Time Targeting Improve ease of management. • Google Import • APIs for UET Tags, Conversion Goals and Remarketing • Automated Rules Mother’s Day recipe for success Use a mix of Bing Ads ingredients.
  33. 33. @bingads linkedIn.com/company/bing-ads facebook.com/bingads instagram.com/bingads slideshare.net/bingads youtube.com/bingads Connect with a search specialist who can help you get started today. Call 1-800-518-5689 or get started with Bing Ads. 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.

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