Search Bing for Love

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3 of every 10 people delay Valentine's Day planning until February 14th, while 53% of women would end a relationship if they didn't get a gift on Valentine's Day. Help save relationships with Bing Ad's Digital Marketer’s Guide to Valentine's Day 2017. The presentation includes search insights on top gifts and date-night trends, with special emphasis on mobile, local extensions and remarketing to capture last-minute searchers. For more digital marketing insights, check out bingads.com/insights

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  • Product ratings coming in August
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    L2: Events, Shows & Cultural Attractions
    L3: Movie theater/movie tickets
  • Search Bing for Love

    1. 1. Speaker Name, @socialmediahandle Search Bing for Love Valentine’s Day 2017 Insights for Digital Marketers October 2016
    2. 2. Only about half of all adults celebrate Valentine’s Day, but each celebrant is spending more. Shop in the Name of Love largest in spending after winter holidays, back to school, & Mother’s Day 4th increase from 2015 vs. 2016 in consumer spending 4% Average spent per celebrant in 2016 $146+ Record high total spending in 2016 $19.7 B Plan to Celebrate Valentine’s Day? Yes 54.8% No 45.2% Source: National Retail Foundation, Monthly Consumer Survey, 2016
    3. 3. Online shopping is steadily increasing from previous years. Cupid in the Cart % more spent online Source: National Retail Federation, Monthly Consumer Survey, 2016 Linkdex, 38 Surprising Valentine’s Day Statistics Marketers Will Love, 2015
    4. 4. Agenda Valentine Bios Who Celebrates Valentine’s Day? Love Comes & Goes The Last-Minute Holiday Love & Tech Valentine’s Day Prep with Search The Heart’s Desire Trending Gifts & Experiences
    5. 5. Valentine’s Day Profiles Who Celebrates Valentine’s Day?
    6. 6. In a Relationship – Not Married Married $96$107 ● ● ● ● ● ● Average Spending Relationship Status, Unmarried Unmarried couples are the biggest spenders. $148 $234 $187 $124 $95 $95 18-24 25-34 35-44 45-54 55-64 65+ Age, 25-34 Older millennials spend the most on Valentine’s Day. ● ● ● ● ● ● 53% of women would end a relationship if they didn’t get something on Valentine’s Day $133average for men $62average for women Gender, Male Chivalry isn’t dead. Men are the key drivers for Valentine's Day, spending on average twice as much as women. ● ● ● ● ● ● Source: The Georgetown Institute for Consumer Research, 2015 Valentine’s Day Consumer Intent Survey, 2015 National Retail Federation, Monthly Consumer Survey, 2016 Fundivo, Valentine’s Day Statistics & Trends, 2016 Wallet Hub, Valentine’s Day Infographic, 2016 Valentine’s Day Bios to Target
    7. 7. Over half of adult Americans today identify themselves as being single, having no specific partner. So, romantic love is not the only theme to focus on. What’s Love Got to Do with It Source National Retail Federation, Monthly Consumer Survey, 2016 Planned Valentine’s Day Spending by Recipient (average of buyers) $99 Significant other Co-worker Family Classmates & Teachers Friends Pets $54 $50 $36 $36 $26 TIP Because shoppers spend less on non-significant others, create search and product ads for affordable gifts
    8. 8. Be There when the Bing Network Searches “Valentine’s Day Gifts For…” husband 22% friend 20% boyfriend 17% wife 16% children 7% teachers 7% daughter 4% girlfriend 4% mother 1%co-workers 2% classmate 1% father 1% pets > 1% Microsoft internal data, daily search, January – February 2016, US only
    9. 9. Puppy Love: America’s Pet Obsession Source: Digiday, 5 Charts on Valentine’s Day Spending, 2015 National Retail Federation, Monthly Consumer Survey, 2016 19% give Valentine’s Day gifts to pets $681total Valentine’s Day gifts spent on pets The average spending per shopper for pets million $26
    10. 10. Be There for Singles on Valentine’s Day Source: National Retail Federation, Monthly Consumer Survey, 2016 American Marketing Association, Why you must Market to Single Pepole this Valentine’s Day, 2014 Talk Walker via Hubspot, A Data-Backed Approach to Hating Valentine’s Day, 2015 Webinterpret, Ecommerce Around Valentine’s Day, 2016 of singles will do something for Valentine’s Day of all consumers are single $40 $71 ¼ ½ average single men spend on Valentine’s Day average single women spend on Valentine’s Day
    11. 11. Be There to Find your Dream Audience on the Bing Network Source: 1comScore qSearch (custom), US, March 2016; industry categories based on comScore classifications. 2comScore Plan Metrix, US, April 2016, custom measure created using comScore indices and duplication. Compared to Google, the Bing Network audience is: 36% of all retail paid clicks In March 2016 the Bing Network delivered an effective marketplace. 50M Retail searchers not reached on Google 82M Total retail searchers more likely to have spent $10,000 or more on retail/ apparel online in the last 6 months2 41 % 20 % 694M Total retail searches more likely to have spent $500 or more on women’s clothing in the last 6 months2
    12. 12. Source: comScore qSearch (custom), US, March 2016; industry categories based on comScore classifications. The Bing Network is an effective marketplace, delivering value through the majority of paid clicks for all Valentine’s Day staples over other search engines. 3.3 millionFlowers/gifts/greetings searchers not reached on Google In March 2016 we delivered 7 million total flowers/gifts/greetings searches 51% of all flowers/gifts/greetings paid clicks versus other search engines
    13. 13. Love Comes and Goes The Last-Minute Holiday
    14. 14. Valentine’s Day has less ramp-up time than other holidays, with most shoppers searching and shopping 2-weeks before. Source: Fat Wallet, Two Dozen Valentine’s Spending Facts, 2016; Profitero, Fast Movers Report, 2015; Best Black Friday, Valentine’s Day 2016 Shopping Survey, 2016 January Second week of February February 13 Valentine’s Day 46% Early February 23% 13% 10% 5% Expect latecomers 3of 10Americans delay Valentine’s Day planning to February 14th
    15. 15. Be There when Searches & Clicks Ramp 1-Jan 4-Jan 7-Jan 10-Jan 13-Jan 16-Jan 19-Jan 22-Jan 25-Jan 28-Jan 31-Jan 3-Feb 6-Feb 9-Feb 12-Feb 15-Feb 18-Feb 21-Feb 24-Feb 27-Feb Valentine's Day Clicks Clicks Clicks spike between Feb 7 – Feb 14, and clicks peak 2 days before Valentine’s Day. Searches begin trending upward at the beginning of the year, and searches peak on Valentine’s Day. TIP Keep an eye on budget during the week before Valentine’s Day to make sure you don’t run out of budget. 1-Jan 4-Jan 7-Jan 10-Jan 13-Jan 16-Jan 19-Jan 22-Jan 25-Jan 28-Jan 31-Jan 3-Feb 6-Feb 9-Feb 12-Feb 15-Feb 18-Feb 21-Feb 24-Feb 27-Feb Valentine’s Day Searches Searches Source: Microsoft internal data, daily searches Jan-Feb 2016, US only
    16. 16. Bing data shows that last week leading up to Valentine’s Day will get you the most clicks for your money. Be There when Searches & Clicks Ramp Source: Microsoft internal data, daily searches Jan-Feb 2016, US only 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% $0.0 $0.5 $1.0 $1.5 $2.0 $2.5 $3.0 $3.5 1-Jan 3-Jan 5-Jan 7-Jan 9-Jan 11-Jan 13-Jan 15-Jan 17-Jan 19-Jan 21-Jan 23-Jan 25-Jan 27-Jan 29-Jan 31-Jan 2-Feb 4-Feb 6-Feb 8-Feb 10-Feb 12-Feb Valentine'sDay 16-Feb 18-Feb 20-Feb 22-Feb 24-Feb 26-Feb 28-Feb CPC CTR CTRs are fairly stable throughout the season, and peak 2 days before Valentine’s Day. CPCs decrease until February 11th, suggesting that cost per click jumps during the last 3 days leading up to Valentine’s Day as competition increases. However, CPC during this time never exceeds peak CPCs from Jan 1st – Feb 6th. TIP The best time to advertise are weekdays. CTR are highest on weekdays, while CPC are lowest on weekdays.
    17. 17. Valentine’s Day Shopping performance increased overall in gift product categories with Remarketing. Source: Microsoft internal data, remarketing searches & Bing Shopping Campaigns, Jan 14, 2016 – Feb 22, 2016, US only See the Difference in Bing Shopping Campaigns with Remarketing 1.53% 1.27% Shopping Conversion Rate Shopping CTR 7.76% 2.33% Shopping + Remarketing Conversion Rate Shopping + Remarketing CTR
    18. 18. Adjust bid amounts for high-value audiences including shopping cart abandoners and previous customers. Be There to help boost ad performance by re-engaging with high-value users who have previously visited your site. Implement Universal Event Tracking across web & mobile sites. Repurpose Holiday Remarketing Lists Existing lists have been tested and just need to be refined for Valentine’s Day behaviors. Broaden Keywords to top Valentine’s Day search terms.
    19. 19. Microsoft Stores achieved 5-10% higher average order values with Bing Remarketing with Paid Search and 50% higher Return on Ad Spend compared to Google AdWords. See the full customer story How Retailers are Turning Searchers into Buyers
    20. 20. Love & Tech Valentine’s Day Prep with Search
    21. 21. Optimize desktop for handmade or branded gifts, romantic staples, and well-known chain restaurants. Source: Microsoft internal data, daily searches Jan-Feb 2016, US only The split between devices for Valentine’s Day searches is nearly 50/50 between desktop/tablet & smartphones. eddie bauer hearts kay jewelers love edible arrangements victoria secret valentines day olive garden flowers etsy Top 10 Searched Terms - PC/Tablet 52%48% Valentine's Day Searches PC/Tablet Mobile
    22. 22. Optimize mobile search campaigns for well-kept surprises like jewelry and engagement rings, last-minute gifts, and online groceries for day-of romantic meal-prep. Source: Microsoft internal data, daily searches Jan-Feb 2016, US only online grocery necklace etsy pandora charms gift card love earrings engagement rings valentines day jewelry Top 10 Searched Terms - Mobile
    23. 23. Be There to Make Valentine’s Day Plans with Mobile Source Microsoft internal data, daily mobile shopping, 2016, US only Microsoft internal data, daily searches Jan-Feb 2016, US only IBM, Digital Analytics Benchmark, 2015 Linkdex, 38 Surprising Valentine’s Day Statistics Marketers Will Love, 2015 National Retail Federation, Monthly Consumer Survey, 2016 Ipsos, Magnetic Survey, 2016 Quixey via Mobile Marketing Daily, Mobile Marketers: Target Established Couples On Valentine's Day, Not Dating Apps, 2015 Research 30.5% use mobile to research products or compare prices. Navigate One in five looked up retailer information on their devices such as location. Evaluate Giving feedback about their purchase Shop 36% will use apps to buy chocolates and flowers, or make dinner reservations. Share Getting input from friends, family or social media Mobile accounted for 48% of all Bing searches for Valentine’s Day in 2016, growing from 40% from a year earlier.1
    24. 24. The Bing audience is turning to mobile year after year. Valentine’s Day search and click share have increased from a year before. Commit to Mobile Search Ads on Valentine’s Day Source: Microsoft internal data, daily searches Jan-Feb 2016, US only 40% 2015 2016 Mobile search share 18%Mobile click share 48% 21% 1-Jan 3-Jan 5-Jan 7-Jan 9-Jan 11-Jan 13-Jan 15-Jan 17-Jan 19-Jan 21-Jan 23-Jan 25-Jan 27-Jan 29-Jan 31-Jan 2-Feb 4-Feb 6-Feb 8-Feb 10-Feb 12-Feb Valentine'sDay 16-Feb 18-Feb 20-Feb 22-Feb 24-Feb 26-Feb 28-Feb Valentine's Day Searches Mobile PC/Tablet As searchers walk away from desktops to be with their Valentine, mobile searches surpass PC/Tablet on the big day with 55% of searches. Microsoft internal data, daily searches Jan-Feb 2016, US only
    25. 25. Multiple extensions drive engagement with mobile ads. Be There to Optimize your Mobile Valentine’s Day Ads Source Microsoft internal data, daily mobile search, 2016, US only Bing Network Internal data, Q1 2013 to Q1 2014 Marin Software, “Mobile Search Advertising Around the Globe: 2014 Annual Report” Microsoft internal data, 2014 BIA/Kelsey, Call-Based Ads: Eliminating the Unknown From Advertising, May 2012 higher click-through rates for mobile ads using Sitelink Extensions 15%-25% click-through rate increase for mobile ads using Location Extensions 10%-30% Increase in click-through rates with Call Extensions Up to 20% Contoso Bistro www.contoso.com Enjoy a romantic Valentine’s Day meal at our local restaurant. 123 Main Street – Directions 555-1234 Menu Restaurant Gallery Reservations Local ingredients commitment
    26. 26. Ad Extensions compel action from the search page. What shoppers want on a website when shopping online? June 6, 2016. 78% 69% 46% 42% 30% 22% 9% Images of products Product reviews Side-by-side product comparison Customer testimonials Video product demonstrations Live chat with shopping assistant Links to media coverage of company/products Video Extension Product Ad Review Extension Action Link Extension
    27. 27. Bing Shopping Campaigns manages Product Ads. Benefits of Product Ads are: Bing Shopping Campaigns put Valentine’s Day searchers closer to a purchase decision. Visually engaging ad format. You can stand out from the crowd and attract attention by sharing images of the products you’re selling online. More real estate. Product Ads enable you to highlight more than one product on the same search results page. Efficient setup. If you’re already running Google Shopping Campaigns, it’s easy to import them directly into your Bing Ads account.
    28. 28. Elite Merchant Badges Display only for merchants with high ratings. Price Drop Alerts Automatically detected by price changes in your data feeds. Product Ratings Ratings from advertiser’s site & trusted 3rd parties. New ad annotations drive more engagement.
    29. 29. When VP of Marketing, Michael Sabia, joined From You Flowers, Bing Ads was “a very small piece of the pie.” That changed with Bing Shopping Campaigns and Sitelink Extensions. Customer Success Story | From You Flowers Want to learn more? Read the full story: From You Flowers: mandatory growth, mandatory fun #BingAdsStories Orders from Bing Ads grew +603% from 2011 to 2015 Valentine’s Day orders grew +90% from 2015-2016
    30. 30. The Heart’s Desire Trending Gifts & Experiences
    31. 31. Most couples are more likely to choose gifts on their own, without input from their significant other1. This means gift recipients don’t always get what they want. You Can’t Always Get What You Want Source: 1. The Georgetown Institute for Consumer Research, 2015 Valentine’s Day Consumer Intent Survey, 2015 2. Usamp Survey on behalf of Ebates.com, 2015 3. National Retail Foundation, Monthly Consumer Survey, January 2016 5% 5% 5% 7% 9% 10% 16% 16% 19% 25% 27% 33% 39% 39% 51% Lingerie Charity Donation Forgo a Gift Cards Sports Equipment Fitbit Tablet Jewelry Laptop Clothes Flowers Chocolates or Candy Smartphone An Experience Evening Out 17% 20% 36% 38% 48% 50% Wants2 Smartphones are the most wished-for item, but most people are gifting the traditional candy, cards, and flowers. Gifted 3
    32. 32. 0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2% 1.4% 1.6% $- $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 1/1/2016 1/2/2016 1/3/2016 1/4/2016 1/5/2016 1/6/2016 1/7/2016 1/8/2016 1/9/2016 1/10/2016 1/11/2016 1/12/2016 1/13/2016 1/14/2016 1/15/2016 1/16/2016 1/17/2016 1/18/2016 1/19/2016 1/20/2016 1/21/2016 1/22/2016 1/23/2016 1/24/2016 1/25/2016 1/26/2016 1/27/2016 1/28/2016 1/29/2016 1/30/2016 1/31/2016 2/1/2016 2/2/2016 2/3/2016 2/4/2016 2/5/2016 2/6/2016 2/7/2016 2/8/2016 2/9/2016 2/10/2016 2/11/2016 2/12/2016 2/13/2016 Valentine'sDay 2/15/2016 CTR vs CPC CPC CTR Schedule smartphone ads in the last week of January for Valentine’s Day sales, as CPC drops until January 31st. Source: Microsoft internal data, daily searches Jan-Feb 2016, US only CPC is most expensive from mid-January to January 27th, and in the first 1.5 weeks of February. Smartphones: The Hottest Valentine’s Day Gift CTR for smartphone ads remains relatively steady compared to CPC, but decreases on January 31st until February 7th.
    33. 33. chocolate dipped strawberries rocky mountain chocolate… chocolate strawberries white chocolate ghirardelli chocolate godiva chocolate covered strawberries chocolates chocolate candy Top 10 Searches for Sweets Source: comScore Plan Metrix, US, January 2016, custom measure created using comScore indices and duplication. January was used to reflect the month prior to Valentine’s Day Microsoft internal data, daily searches Jan-Feb 2016, US only . Although candy is the #1 most searched sweet, chocolate-related searches lead this category. Compared with Google, the Bing Network audience is: 27%more likely to have spent $50 – $99 on gum or candy (online or offline) in the last 30 days
    34. 34. Branded cards were the most popular searched terms in greeting card searches. someecards jacquie lawson 123greetings ecards greeting cards american greetings free ecards valentines day cards valentine cards hallmark 5%more likely to have spent $50 on greeting cards (online or offline) in the last 6 months Compared with Google, the Bing Network audience is: Top 10 Searches for Greeting Cards Source: comScore Plan Metrix, US, January 2016, custom measure created using comScore indices and duplication. January was used to reflect the month prior to Valentine’s Day Microsoft internal data, daily searches Jan-Feb 2016, US only .
    35. 35. purple roses silk flower arrangements flower arrangements red roses flower bouquets floral arrangements silk flowers orchids rose roses Roses rule Valentine’s Day flower searches. Silk flowers are a surprising search. 11%more likely to have spent $100-$199 on flowers (online or offline) in the last 6 months Compared with Google, the Bing Network audience is: Top 10 Searches for Flowers Source: comScore Plan Metrix, US, January 2016, custom measure created using comScore indices and duplication. January was used to reflect the month prior to Valentine’s Day Microsoft internal data, daily searches Jan-Feb 2016, US only .
    36. 36. candy bouquet gourmet gift baskets edible arrangement cookie bouquet edible arrangements coupons edible fruit basket delivery fruit baskets fruit basket edible arrangements Fruit baskets and fruit bouquets dominate gift basket searches, over cookies and candy baskets. Top 10 Searches for Gourmet Gift Baskets 7%more likely to have spent $200-$499 on gift foods (online or offline) in the last 30 days Compared with Google, the Bing Network audience is: Source: comScore Plan Metrix, US, January 2016, custom measure created using comScore indices and duplication. January was used to reflect the month prior to Valentine’s Day Microsoft internal data, daily searches Jan-Feb 2016, US only .
    37. 37. 8%more likely to have spent $200 – $499 on jewelry / accessories in the last 6 months 6% more likely to have bought jewelry and watches in an online auction in the last 6 months $4.5B Total jewelry spending in 2016 Compared with Google, the Bing Network audience is: Jewelry generates the second-most revenue during the Valentine’s Day shopping season. Source: comScore Plan Metrix, US, January 2016, custom measure created using comScore indices and duplication. January was used to reflect the month prior to Valentine’s Day .
    38. 38. Bing on the Ring About Engagement ring-related search share among top 10 jewelry searches2 21% Rings generated the most traffic and conversions during the first 7days in February3 Source: 1. Fatwallet, Two Dozen Valentine’s Spending Facts, 2016 2. Microsoft internal data, daily searches Jan-Feb 2016, US only 3. Search Marketing Daily, Valentine’s Day: Fruits, Flowers, and Bling on the Ring, 2016 About 50% of marriage proposals happen on Valentine’s Day1 , so shoppers will be searching for engagement rings.
    39. 39. The Gift of Experience Source National Retail Federation, Monthly Consumer Survey, 2016 Microsoft internal data, daily searches Jan-Feb 2016, US only 39% of people would love to get the gift of experience. Theater tickets (24%) are more popular than live comedy shows (21%) among searches for events. 35.1%of consumers will spend $3.6 Bon experiences 1/1/2016 1/4/2016 1/7/2016 1/10/2016 1/13/2016 1/16/2016 1/19/2016 1/22/2016 1/25/2016 1/28/2016 1/31/2016 2/3/2016 2/6/2016 2/9/2016 2/12/2016 2/15/2016 2/18/2016 2/21/2016 2/24/2016 2/27/2016 Movie Ticket Searches Tip: As expected, schedule movie ticket ads for weekends. Movie ticket searches peak on Valentine’s Day and the day before.
    40. 40. Hotels take the lion’s share of Valentine’s Day accommodations. 1/1/2016 1/4/2016 1/7/2016 1/10/2016 1/13/2016 1/16/2016 1/19/2016 1/22/2016 1/25/2016 1/28/2016 1/31/2016 2/3/2016 2/6/2016 2/9/2016 2/12/2016 2/15/2016 2/18/2016 2/21/2016 2/24/2016 2/27/2016 Hotel & Lodging Search Volume TIP: Schedule hotel & lodging ads for weekdays. Hotel searches peak on Tuesday/Wednesday and dip on weekends, but over all the trend is steady from January – February. Hotels, Motels & Resorts 1. Verbo 2. Marriott 3. Hilton 4. Holiday Inn Express 5. Camping 6. Hampton Inn 7. Loft 8. All-Inclusive Resorts Caribbean 9. Choice Hotels 10. Las Vegas Nevada Hotel Top 10 Hotel & Lodging Searches 40% Vacation Rentals9% Camping & RV8% Ski Lodge8% Bed & Breakfasts6% Hostels 4% Last-Minute Deals1% House Swaps1% Source: Microsoft internal data, daily searches Jan-Feb 2016, US only
    41. 41. Valentine's Day is the second-busiest day for restaurants in America with 34% of people going out to eat1. Eat your Heart Out Source 1. Eater, What America Eats on Valentine’s Day, 2016 2. Microsoft internal data, daily searches by geo location, Jan-Feb 2016, US only Regional Top Restaurant Searches (February 2016) New York City 1. Applebee’s 2. TGI Fridays 3. Chili’s 4. Capital Grille 5. Kona Grill Houston 1. Pappadeaux 2. Chili’s 3. Pappasito’s 4. Denny’s 5. Perry’s Steakhouse Los Angeles 1. Seafood Restaurants 2. Denny’s 3. Breakfast Restaurants 4. Steakhouse 5. Chili’s Miami 1. Chili’s 2. Applebee’s 3. Denny’s 4. Texas de Brazil 5. Seafood Restaurants American comfort food, steakhouses and seafood were the most searched restaurant types in February 2016.
    42. 42. Restaurant searches & clicks peak the day-of Valentine’s Day. Overall, searches peak at the beginning of the weekend on Fridays/Saturdays and drop at the end of the weekend on Sundays/Mondays during the Valentine’s Day season. 1/1/2016 1/3/2016 1/5/2016 1/7/2016 1/9/2016 1/11/2016 1/13/2016 1/15/2016 1/17/2016 1/19/2016 1/21/2016 1/23/2016 1/25/2016 1/27/2016 1/29/2016 1/31/2016 2/2/2016 2/4/2016 2/6/2016 2/8/2016 2/10/2016 2/12/2016 2/14/2016 2/16/2016 2/18/2016 Dine-In Restaurant Searches (all devices) Searches Source: Microsoft internal data, daily searches Jan-Feb 2016, US only 1/1/2016 1/3/2016 1/5/2016 1/7/2016 1/9/2016 1/11/2016 1/13/2016 1/15/2016 1/17/2016 1/19/2016 1/21/2016 1/23/2016 1/25/2016 1/27/2016 1/29/2016 1/31/2016 2/2/2016 2/4/2016 2/6/2016 2/8/2016 2/10/2016 2/12/2016 2/14/2016 2/16/2016 2/18/2016 Dine-In Restaurant Clicks (all devices) Clicks
    43. 43. Local searches are increasing YoY on the Bing Network. Helping Local Customers Find your Business Source: comScore qSearch (custom), US, March 2016; industry categories based on comScore classifications, comparing March 2016 to March 2015. total searches +9% +3% Flat 88M share of searches 26% share of paid clicks 30%
    44. 44. Staying In is the New Date Night Surprisingly, most people are staying home for Valentine’s Day. As celebrants get older, the desire to celebrate at home increases. That means couples spending the evening inside may choose to cook or order delivery. Source: Best Black Friday. 2016 Valentine’s Day Shopping Survey, 2016 Eater, What America Eats on Valentine’s Day, 2016 Fatwallet, Two Dozen Valentine’s Spending Facts, 2016 Netflix, Netflix Valentine’s Day Survey, 2016 GrubHub, Couples Valentine’s Day Orders, 2015 53% Stay Home Popular Delivery Food For Valentine’s Day Couples Asian cuisine Singles Comfort food (pizza, etc.) 72% Netflix & Chill 72% of those in a relationship said that staying in and watching Netflix is one of their favorite date nights. About 1/3 will watch a movie at home
    45. 45. Top ad title and description combinations across devices Flowers & Arrangements Edibles CTA : Buy/Shop Call To Action Call To Action % Off Customized Cards Price/Pricing Quality/Guarantee Deals DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL Phones & Wireless Devices Cellphone Brand: Apple Deals/Save Phone Plans Phone Plans Brand: Moto Dynamic Keyword Insertion Dynamic Keyword Insertion Free Online DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL Computers, Hardware & Tablets Tablets Superlatives Price/Pricing Param Insertion Computer Accessories Price/Pricing Tablets Laptops/Computers CTA : Get/Shop Superlatives DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL Delivery Restaurants Restaurant Co./Chain Restaurant Co./Chain Services Dish: Pizza Delivery Features Restaurant Co./Chain Superlatives Restaurant Co./Chain Time DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL Dine-In Restaurants CTA:Now CTA:Now Ingredients Ingredients Official Site Official Site CTA:Now Official Site Superlatives Dishes DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL Note: Many categories represent a group of words rather than the actual word itself. A superlative is an adjective or adverb – example best, top, great Source: Microsoft internal data, January – February 2016 Flowers & Arrangements Ad copy performs best when there is either a Call to Action, or a % Off discount in the ad title. Pair with details about Price/Pricing, Quality/Guarantee, Deals or if flowers come with Cards in the ad description to increase ad quality. Alternatively, for arrangements that are Edibles, be sure to include Customized in the description. Phones & Wireless Devices Ad copy performs best when there is specific Brand in either the title or description. Additionally, unbranded terms like Cellphone and Phone Plans worked best for ad titles. Align your description to what your audience is searching for by using Dynamic Keyword Insertion, and include information about Free or Online phone plans to further boost interest. Computers, Hardware & Tablets Ad copy performs best when Price/Pricing information is either the title or description for Laptops/Computers and Tablet ads. Use Superlatives (e.g. “best,” “top,” “great” in either the title or description for Tablets and Computer Accessories. You can also align your title to what your audience is searching for by using Parameter Insertion and pairing with the CTA:Get/Shop. Delivery Restaurants Ad copy performs best when the Restaurant name is either the title or description, and paired with Features, or a specific Dish. Other top ad copy combinations include Delivery or Services in the title, along with Time and Superlatives. Dine-In Restaurants Ad copy performs best when the CTA:Now is either the title or description, and paired with Official Site. Include Ingredients in the title along with Superlatives or Official Site in the description. For ad titles featuring Official Site, be sure to include Dishes in the description. Top Ad Copy Combinations
    46. 46. Top Ad Copy Combinations Top ad title and description combinations across devices Lodging CTA : Save CTA : Save CTA : Save Online Online Locations Resorts Vacations/Tours Locations Resorts DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL Jewelry Auctions Auctions Call To Action Occasion Free DKI Percent Colors Colors Official Site DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL Wedding Rings Occasion: Engagement Jewelers Jewelers DKI Jewelry Store Jewelry Jewelers Location Material: Diamond Online DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL Clothing & Accessories Online % Off % Off Bags/Backpacks Sunglasses Sunglasses DKI Sunglasses Accessories DKI DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL Lodging Ad copy performs best when the title contains the CTA: Save with Location, Resorts, and Vacations/Tours in the description. Using Online in the title also works best with Locations or Resorts in the description. Jewelry Ad copy performs best when the title contains Auctions with Dynamic Keyword Insertions or Percents in the description. Ad descriptions containing jewelry Colors work best with a Call to Action or an Occasion. Alternatively, who doesn’t like a free gift? Use Free in the ad title paired with Official Site in the description. Wedding Rings Ad copy performs best when the title contains Engagement with Jewelry in the description. Jewelers in the ad title also work with repeating Jewelers in the description or a Location in the description. Align your title to what your audience is searching for by using Dynamic Keyword Insertion for descriptions containing Diamond. Alternatively, online jewelers should use Jewelry Store in the title and Online in the description. Clothing & Accessories Ad copy performs best for Sunglasses or Bags/Backpacks. Pair them with either Online, % Off, or a Dynamic Keyword Insertion. Discounts boost ad copy performance, so include % Off in the title and align your description to what your audience is searching for by using Dynamic Keyword Insertion. Note: Many categories represent a group of words rather than the actual word itself. A superlative is an adjective or adverb – example best, top, great Source: Microsoft internal data, January – February 2016
    47. 47. Bing Ads Valentine’s Day Checklist Prioritize Mobile Search  Bid on trending keywords specific to mobile device searches for Valentine’s Day.  Optimize ads for mobile by using call extensions, location extensions, and site link extensions. Capitalize on Search with Bing Shopping Campaigns  Refresh your product feed often to keep it fresh. Upload a new feed at least every 30 days to avoid going dark.  Make sure to implement sales price and sale price effective date into your feed for Valentine’s Day sale items.  Apply larger bids to your best-selling items.  Implement Remarketing with Bing Shopping Campaigns. Create Campaigns around Trending Valentine’s Day Gifts  Candy, cards, and flowers are still the most gifted items.  People want the gift of tech: smartphones, laptops, tablets & wearables.  People also want either the gift of experience or to stay-in creating opportunities for dinner delivery, cooking at home, and movies.  Target keywords on gifts for family, friends, and pets.  Target keywords for engagement rings for those planning to pop the question on Valentine’s Day. Prioritize High-Value Audiences  Men spend more than women.  Older millennials spend more than all other age categories.  Don’t forget singles who are buying luxury gifts for themselves Last-Minute Timing  Schedule campaigns 1 month – 2 weeks before February 14th as there’s less ramp time compared to other holidays.  Be prepared for day-before & day-of purchases.
    48. 48. Thank You
    49. 49. Appendix
    50. 50. Bing Ads can help you expand your connections Heatmap – how to read a heatmap %Off CallToAction Cheap/Affordabl e City/State CTA:Book CTA:Save Deals/Discounts/ Offers DKI Features Flights HotelBrands Hotels/Lodging Locations OfficialSite Online Price/Pricing RentalServices Resorts Rooms Services Superlatives Time Vacations/Tours % Off Call To Action Cheap/Affordable City/State CTA : Book CTA : Save Deals/Discounts/Offers DKI Features Flights Hotel Brands Hotels/Lodging Locations Official Site Online Param Insertion Price/Pricing Rental Services Resorts Rooms Services Superlatives Vacations/Tours Great Good Bad Insufficient data AdTitle Ad Description Our study results show that a Valentine’s Day ad highlighting a CTA for “save” in the title and “resorts” in the description has high Ad Quality.
    51. 51. Words that Work // Flowers Source: Microsoft internal data. Total Impressions Generated = 6 Million, Total Ads Analyzed = 7K, Analysis Period = 01.01.2016- 02.15.2016 %Off Apparel Brands CallToAction Cards CTA:Buy/Shop Customized Deals Décor Delivery/Shipping Design/Style DKI Edibles Event/Occasion Features Flowers Free Gifts Online/Website Price/Pricing Products& Accessories Quality/Guarantee Stores&Supplies Superlatives % Off Apparel Brands Call To Action Cards CTA : Buy/Shop Customized Deals Décor Delivery/Shipping Design/Style DKI Edibles Event/Occasion Features Flowers Free Gifts Online/Website Param Insertion Price/Pricing Products & Accessories Stores & Supplies Superlatives Great Good Bad Insufficient data
    52. 52. Words that Work // Phones & Wireless Devices %Off Accessories Brand:Apple Brand:HTC Brand:Moto Brand:OnePlus Brand:Samsung Brands CallToAction CellPhone Contract Deals/Save DKI Features Free MobileCases Online PhonePlans PhoneSettings Price/Pricing Ship/Shipping Superlatives % Off Accessories Brand: Apple Brand: HTC Brand: Moto Brand: OnePlus Brand: Samsung Brands Call To Action Cell Phone Deals/Save DKI Features Mobile Cases Official Param Insertion Phone Plans Phone Settings Price/Pricing Sale Superlatives Great Good Bad Insufficient data Source: Microsoft internal data. Total Impressions Generated = 2 Million, Total Ads Analysed = 2K, Analysis Period = 01.01.2016- 02.15.2016
    53. 53. Words that Work // Computers, Hardware & Tablets %Off Brands CallToAction Cameras/Camcord ers Cases/Covers Computer Accessories CTA:Get/Shop Deals/Discounts/Of fers DKI Features Ipad/Iphone/Macb ook Laptops/Computer s Material ParamInsertion Price/Pricing Shipping/Delivery Superlatives Tablets Technology Warranty/Authentic ity Brands Call To Action Cameras/Camcorders Cases/Covers Computer Accessories CTA : Get/Shop Deals/Discounts/Offers DKI Features Ipad/Iphone/Macbook Keyboards Laptops/Computers Material Param Insertion Price/Pricing Superlatives Tablets Technology Toys Great Good Bad Insufficient data Source: Microsoft internal data. Total Impressions Generated = 1 Million, Total Ads Analysed = 3K, Analysis Period = 01.01.2016- 02.15.2016
    54. 54. Words that Work // Delivery Restaurants %Off CallToAction CTA:Order Cuisine Delivery Dish Dish:Burger Dish:Pizza Dish:Sushi Features Food Free Online RestaurantCo./Chain Restaurants Services Superlatives Takeaway Time Call To Action CTA: Order Cuisine Delivery Dish Dish: Burger Dish: Pizza Dish: Sushi DKI Features Food Online Restaurant Co./Chain Restaurants Services Takeaway Great Good Bad Insufficient data Source: Microsoft internal data. Total Impressions Generated = 3K, Total Ads Analysed = 211, Analysis Period = 01.01.2016- 02.15.2016
    55. 55. Words that Work // Dine-In Restaurants CallToAction Catering/Service CTA:Now CTA:Order Deals/Discounts/ Offers Dishes Dishes:Pizza Dishes:Salad Features Festival/Fares Flavor Ingredients Location/Region/ Area Meals Menu Occasion OfficialSite Online Price/Pricing Restaurant Co./Chain Superlatives Time % Off Call To Action CTA:Now CTA:Order Deals/Discounts/Offers Dishes Dishes:Pizza Dishes:Salad DKI Features Festival/Fares Flavor Ingredients Instruments Meals Menu Official Site Online Price/Pricing Restaurant Co./Chain Superlatives Great Good Bad Insufficient data Source: Microsoft internal data. Total Impressions Generated = 5 Million, Total Ads Analysed = 5K, Analysis Period = 01.01.2016- 02.15.2016
    56. 56. Words that Work // Lodging %Off CallToAction Cheap/Affordable City/State CTA:Book CTA:Save Deals/Discounts/Of fers DKI Features Flights HotelBrands Hotels/Lodging Locations OfficialSite Online Price/Pricing RentalServices Resorts Rooms Services Superlatives Time Vacations/Tours % Off Call To Action Cheap/Affordable City/State CTA : Book CTA : Save Deals/Discounts/Offer s DKI Features Flights Hotel Brands Hotels/Lodging Locations Official Site Online Param Insertion Price/Pricing Rental Services Resorts Rooms Services Superlatives Vacations/Tours Great Good Bad Insufficient data Source: Microsoft internal data. Total Impressions Generated = 4 Million, Total Ads Analyzed = 15K, Analysis Period = 01.01.2016- 02.15.2016
    57. 57. Words that Work // Jewelry %Off Brands CallToAction Colors CTA:Shop/Buy Deals/Discount/Save Designs/Styles Diamonds DKI Earrings Features Free Jewelry Metal/Alloy Necklaces Occasion OfficialSite Online Percent Price/Pricing Quality Rings Sale Ship/Shipping Store/Collection/Sup plies Superlatives % Off Auctions Brands Call To Action Colors CTA: Shop/Buy Deals/Discount/Save Designs/Styles Diamonds DKI Earrings Features Free Jewelry Metal/Alloy Necklaces Occasion Official Site Online Param Insertion Percent Quality Rings Sale Store/Collection/Supplie s Superlatives Great Good Bad Insufficient data Source: Microsoft internal data. Total Impressions Generated = 9 Million, Total Ads Analyzed = 10K, Analysis Period = 01.01.2016- 02.15.2016
    58. 58. Words that Work // Wedding Rings %Off CallToAction Collection/Styles Deals/Discounts/Offer s Features Jewelers Jewelry JewelryStore Location Material:Diamond Materials Occasion Occasion: Engagement Occasion:Wedding OfficialSite Online Price/Pricing Quality Rings Shipping/Delivery Superlatives % Off Call To Action Collection/Styles Deals/Discounts/Offer s DKI Features Jewelers Jewelry Jewelry Store Location Material: Diamond Materials Occasion Occasion: Engagement Occasion: Wedding Online Param Insertion Quality Rings Superlatives Great Good Bad Insufficient data Source: Microsoft internal data. Total Impressions Generated = 619K, Total Ads Analysed = 1K, Analysis Period = 01.01.2016- 02.15.2016
    59. 59. Words that Work // Clothing & Accessories %Off Accessories Apparel Bags/Backpacks Brands CallToAction CTA:Shop/Buy DKI Features Free Material Online Price/Pricing Quality/Authenticity Sale/Offers/Discounts Shipping/Delivery Sunglasses Superlatives % Off Accessories Apparel Bags/Backpacks Brands Call To Action CTA: Shop/Buy DKI Features Material Official Site Online Price/Pricing Quality/Authenticity Sale/Offers/Discounts Shipping/Delivery Sunglasses Superlatives Great Good Bad Insufficient data Source: Microsoft internal data. Total Impressions Generated = 5 Million, Total Ads Analysed = 3K, Analysis Period = 01.01.2016- 02.15.2016
    60. 60. Words that Work // Lingerie & Underwear %Off Apparels Brands CallToAction Categories CTA:Shop Deals/Save Features Gifts Lingerie Material Occasion Official Panties Price/Pricing Sale Sexy Shapewear Ship/Shipping Size&Shapes Styles Superlatives Swimwear/Swimsuit ValentineDay % Off Apparels Bath Robes Brands Bras Categories CTA: Shop Features Gifts Lingerie Material Occasion Official Panties Price/Pricing Sale Sexy Shapewear Ship/Shipping Size & Shapes Styles Superlatives Swimwear/Swimsuit Valentine Day Great Good Bad Insufficient data Source: Microsoft internal data. Total Impressions Generated = 899K, Total Ads Analysed = 474, Analysis Period = 01.01.2016- 02.15.2016
    61. 61. Learn how to import your campaigns
    62. 62. @bingads linkedIn.com/company/bing-ads facebook.com/bingads blog.bingads.com instagram.com/bingads slideshare.net/bingads youtube.com/bingadsGetting started
    63. 63. © 2016 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 as 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– REGARDING THEI NFORMATION IN THIS PRESENTATION.

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